Questions to Ask Before Hiring a NZ Copywriter
Hiring the right NZ copywriting agency can transform your brand's online presence, but choosing poorly can waste time and budget. Small to medium-sized New Zealand businesses increasingly need copywriters who blend traditional writing craft with digital expertise—yet many hiring managers don't know what to look for.
This guide walks you through the essential questions to ask before committing to a copywriter, covering skills assessment, portfolio evaluation, SEO knowledge, pricing, red flags, and measurement frameworks. By the end, you'll have a practical checklist to identify copywriters who deliver actual business results.
What core skills and blended expertise should I expect from a NZ copywriter?
You should expect a blend of traditional copywriting strengths—clarity, persuasion, and brand voice—plus digital skills such as SEO and social media strategy. This isn't optional anymore; it's the market standard.
NZ employers increasingly seek copywriters with blended skills, such as SEO and social media strategy. This shift reflects the reality that content no longer lives in isolation. A well-crafted email or landing page must also rank in search results and perform across social platforms.
When you interview a copywriter, ask them to describe their experience across multiple formats: website copy, email campaigns, social media posts, blog articles, and sales pages. A strong candidate will explain how they adapt tone and structure for each channel. For example, a LinkedIn article requires different pacing and authority signals than an Instagram caption, yet both should reflect your brand voice.
Digital-first marketing strategies dominate NZ ad spend, with social media and search platforms leading investment in 2024. If your copywriter can't discuss keyword intent or how to structure copy for social sharing, they're working with one hand tied behind their back.
Regarding industry-specific experience versus generalist skills: prioritise a copywriter who demonstrates strong foundational skills and a proven ability to learn your industry quickly. A generalist who has written for SaaS, e-commerce, and professional services shows adaptability. However, if you operate in a highly regulated sector (finance, healthcare, legal), ask for specific examples of compliant copy they've produced. The best hire often combines core copywriting excellence with enough industry familiarity to avoid costly mistakes.
How can I evaluate a copywriter's portfolio and samples effectively?
Assess portfolio items for real-world results, alignment to your tone, and measurable outcomes rather than only polished writing. A beautiful portfolio means nothing if the copy didn't convert.
The website copywriting services market is projected to grow at a 15% CAGR from 2025 to 2033, driven by demand for compelling online content. This means competition is fierce and results matter more than ever.
When reviewing samples, look for these specific elements:
Clarity - no jargon unless justified
Value proposition - clear benefit in the opening
Conversion focus - calls-to-action, benefit-driven language, social proof
Ask the copywriter to explain the brief, target audience, and any performance metrics. Did the email campaign achieve a 25% open rate? Did the landing page convert at 3.5%? If they can't answer, that's a red flag.
Verify authorship by asking which pieces they personally wrote versus managed or edited. Request permission to contact one or two clients as references. A confident copywriter will provide this; someone evasive may be padding their portfolio with work they didn't do.
Case studies and client testimonials provide third-party validation and context. A case study should outline the challenge, the copywriting approach, and quantified results (e.g., "increased email click-through rate from 2.1% to 4.8%"). Testimonials should be specific: "Great writer" is useless; "She rewrote our homepage and our contact form submissions increased 40% in three months" is gold. Ask for permission to verify testimonials by contacting the client directly.
What questions reveal a copywriter's approach to SEO and content optimisation?
Ask about keyword research, search intent, on-page optimisation, and tools used—a proficient copywriter should describe a clear SEO workflow. Vague answers are a warning sign.
Clients increasingly request freelancers who combine copywriting and SEO expertise. This means your copywriter must show how content will be discovered and measured.
Start by asking: "How do you research keywords and user intent for NZ audiences?" A strong answer will mention tools like Google Search Console, SEMrush, or Ahrefs, and explain how they identify search volume, keyword difficulty, and user intent (informational, navigational, transactional). They should also discuss local NZ context—for example, understanding regional terminology or cultural nuances that affect search behaviour.
Next, ask which SEO tools and on-page metrics they use and why. Do they optimise title tags, meta descriptions, heading hierarchy, and internal linking? Can they explain the relationship between keyword placement and readability? A skilled copywriter integrates keywords seamlessly while maintaining voice and clarity. A copywriter who treats SEO as a checklist ("stuff keywords in") will produce stiff, unnatural copy.
Finally, ask how they measure and report content performance over time. They should outline a reporting cadence (weekly, monthly) and explain which metrics matter:
Organic traffic
Click-through rate (CTR) from search results
Average position in search results
Engagement metrics (time on page, scroll depth)
If they can't articulate a measurement plan, they're not thinking strategically about outcomes.
How should I assess pricing, contracts and scope when hiring copywriting services?
Clarify pricing model, deliverables, revision rounds, timelines, and IP ownership upfront and prefer a written scope of work. Ambiguity here leads to conflict and cost overruns.
The expanding website copywriting market and rising demand for specialist skills can affect rates. Pricing models vary widely:
Hourly rates: typically NZ$60–$150+ per hour
Per-word rates: NZ$0.50–$2.00+ per word
Per-project fees: NZ$500–$5,000+
Retainer arrangements: NZ$1,000–$5,000+ monthly
There's no single "right" model; it depends on your project scope and the copywriter's experience. However, be wary of rates that seem too cheap—they often signal inexperience or rushed work.
Your scope of work should include:
Clear description of deliverables (e.g., "five 800-word blog posts")
Revision rounds included (typically 2–3)
Timeline and milestones
Payment terms (e.g., 50% upfront, 50% on delivery)
Any rush fees
Ask how the copywriter handles scope creep. For example, if you request "a few small tweaks" after final delivery, is that included or charged separately?
Under the New Zealand Copyright Act 1994, copyright typically vests with the author unless a written agreement states otherwise. Ensure your contract specifies that you own the final copy and have the right to use it indefinitely. Also clarify confidentiality: the copywriter should agree not to share your copy or business information with competitors or the public without permission. If they want to use your project as a portfolio case study, that should be a separate, explicit agreement.
Which red flags should I watch for when hiring a copywriter?
Red flags include poor communication, unverifiable samples, refusal to discuss process or metrics, and signs of plagiarism. Trust your instincts—if something feels off, it probably is.
Communication and delivery behaviours that commonly indicate risk include:
Slow or vague responses to your questions
Inability to explain their process clearly
Defensiveness when you ask for revisions or metrics
Missed deadlines or deliverables
A professional copywriter will respond within 24 hours, explain their thinking, welcome feedback, and deliver on time. If they're evasive or dismissive, move on.
To detect fabricated samples or plagiarism, use free tools like Copyscape or Turnitin to check whether portfolio pieces appear elsewhere online. Ask the copywriter to walk you through their process for a specific sample—if they struggle to explain their thinking or the brief, that's suspicious.
Request a small paid trial project (e.g., a 500-word product description for NZ$150–$300) before committing to a larger engagement. This reveals their actual working style, communication, and quality.
When should you request references, trials, or small paid pilot projects? Always. A reference call takes 15 minutes and can save you thousands in wasted budget. A trial project is a low-risk way to assess fit. If a copywriter refuses either, that's a major red flag. Confident, professional writers welcome the opportunity to prove themselves.
How will I measure content quality and ROI after hiring a NZ copywriter?
Define KPIs (traffic, engagement, conversion, lead quality) and a review cadence before starting; measure against baseline and run iterative tests. Without clear metrics, you won't know if the copywriter is delivering value.
Given the projected growth in website copywriting demand and NZ's shift to digital-first marketing, tracking analytics and A/B testing shows whether copy delivers business outcomes and where to optimise.
Which KPIs should be tracked depends on the project type:
For blog articles and SEO content:
Organic traffic
Average position in search results
Click-through rate (CTR)
Time on page
For landing pages and sales copy:
Conversion rate
Cost per conversion
Lead quality
For email campaigns:
Open rate
Click-through rate
Unsubscribe rate
For social media copy:
Engagement rate (likes, comments, shares)
Click-through rate to your website
Follower growth
How long should you allow before expecting measurable results? SEO content typically takes 3–6 months to show significant organic traffic gains, as search engines need time to crawl, index, and rank new content. Email and social campaigns can show results within days or weeks. Conversion rate improvements on landing pages may take 2–4 weeks of traffic to become statistically significant. Discuss realistic timelines with your copywriter upfront.
A/B testing and analytics tools refine copy iteratively. For example, test two versions of an email subject line with 50% of your list each, then send the winner to the remaining 50%. Track which version achieved higher open and click rates. Use Google Analytics to compare page scroll depth, bounce rate, and conversion rate before and after copy changes. This data-driven approach transforms copywriting from guesswork into a measurable discipline. Review performance monthly with your copywriter and adjust copy based on what the data reveals.
Conclusion
Hiring a NZ copywriting agency or freelancer is a significant decision that affects your brand's online presence and business results. By asking the right questions—about blended skills, portfolio evidence, SEO approach, pricing clarity, red flags, and measurement frameworks—you'll identify copywriters who deliver real value. Start with a clear brief and realistic expectations. Request samples, check references, and run a small trial project. Define KPIs upfront and review performance monthly.
Remember: the cheapest copywriter is rarely the best investment. Look for someone who combines strong writing craft with digital expertise, communicates clearly, and thinks strategically about outcomes. New Zealand's creative service exports have nearly doubled in value from 2015 to 2022, with annual growth averaging 9%, reflecting the rising quality and demand for professional copywriting. Use this guide as your hiring checklist, and you'll find a copywriter who becomes a genuine partner in your marketing success.
