Hiring a copywriter is not just about finding someone who can write well. It is about finding someone who can write with purpose, whether that purpose is to sell, rank on Google, or build brand trust.
For SMEs and startups in Malaysia, the right copywriter can directly improve conversions, SEO traffic, and marketing performance. The wrong hire leads to weak messaging, low engagement, and wasted ad spend.
This guide explains how to properly hire a copywriter, how to evaluate their work, and what to look for based on your business needs.
1. Understand What Type of Copywriter You Need First
Before hiring, you must define the type of writing your business actually needs.
SEO, AEO and GEO copywriter
Focuses on:
- Blog articles that rank on Google
- Keyword optimization
- Long form content
- Website traffic growth
Best for:
- SMEs investing in SEO
- E-commerce sites
- Companies building long term inbound traffic
Marketing copywriter
Focuses on:
- Sales pages
- Advertising copy
- Email marketing
- Landing pages that convert
Best for:
- Businesses running ads
- Startups focused on conversions
- Campaign driven marketing teams
Brand copywriter
Focuses on:
- Brand tone and messaging
- Storytelling
- Website homepage copy
- Positioning and identity
Best for:
- New businesses building brand identity
- Companies rebranding or repositioning
Many SMEs in Malaysia actually need a combination of SEO and marketing copy, not just one type.
2. Step by Step Process to Hire a Copywriter
Step 1: Define your content goal
Ask:
- Do you need traffic, conversions, or brand awareness?
- What platform will the copy be used on?
- What business outcome you expect?
Without a clear goal, you cannot evaluate copy effectively.
Step 2: Write a clear job scope
Include:
- Type of content (blogs, ads, website, emails)
- Industry focus
- Tone of voice requirements
- Monthly workload or project size
- Expected deadlines
Clear briefs attract better candidates and reduce revision issues.
Step 3: Shortlist candidates based on writing samples
Do not rely on resumes. Focus on actual writing.
Look for:
- Clarity of writing
- Structure and flow
- Ability to explain ideas simply
- Consistency in tone
- Relevance to your industry
If possible, request samples similar to your business niche.
Step 4: Assess communication and thinking process
Good copywriters do not just write. They think.
Look for:
- Ability to ask questions about your product
- Understanding of your target audience
- Willingness to refine based on feedback
- Logical explanation of their writing choices
3. How to Evaluate Writing Samples Properly
Many businesses make the mistake of only looking at “good writing.” That is not enough.
You should evaluate copywriting samples based on:
Clarity
Is the message easy to understand immediately
Structure
Does it guide the reader logically
Persuasion
Does it encourage action or interest
Relevance
Has the writer worked on similar industries or audiences
Purpose alignment
Is the writing meant for SEO, branding, or sales
A visually nice article is not useful if it does not achieve a business goal.
4. SEO Copywriting vs Marketing Copywriting
Understanding the difference is critical when hiring.
SEO copywriting
Goal: rank on search engines
Key traits:
- Keyword usage
- Structured headings
- Long form content
- Informational tone
Best for long term organic growth.
Marketing copywriting
Goal: drive action
Key traits:
- Strong headlines
- Emotional persuasion
- Short, direct messaging
- Conversion focused structure
Best for ads, landing pages, and campaigns.
Many SMEs in Malaysia incorrectly hire SEO writers for ads or marketing writers for blogs. This leads to poor performance.
5. Industry Fit Matters More Than Most People Think
A copywriter who understands your industry will perform significantly better.
Examples:
- E-commerce copywriting requires product persuasion skills
- SaaS copywriting requires technical clarity
- F&B copywriting focuses on emotional appeal
- B2B copywriting requires professional tone and logic
Always prioritize relevant experience over general writing ability.
6. Common Hiring Mistakes SMEs Make
Hiring based on price only
Cheap copywriters often require heavy editing, which increases total cost.
Not defining the goal
Without clear objectives, even good copy fails.
Ignoring SEO or marketing intent
Not all writing serves the same purpose.
Skipping test tasks
Portfolios alone do not guarantee performance.
Poor briefing
Weak briefs lead to weak output.
7. What a Good Copywriter Should Deliver
A strong copywriter should be able to:
- Understand your business quickly
- Translate features into benefits
- Write for your specific audience
- Improve clarity and conversion
- Adapt tone across platforms
The best copywriters reduce your marketing workload, not increase it.
8. Where to Find Reliable Copywriters in Malaysia
Instead of relying on random job boards or inconsistent referrals, businesses can use structured creative platforms like www.rtist.co to find vetted copywriters and creative professionals.
You can evaluate:
- Writing samples and portfolios
- Industry experience
- Style and tone
- Previous campaign work
This reduces hiring risk and speeds up the selection process.
Final Thoughts
Hiring a copywriter is not about finding someone who writes well. It is about finding someone who writes with intent.
The right copywriter helps your business:
- Rank higher on Google
- Increase conversions
- Improve brand messaging
- Strengthen marketing performance
The wrong copywriter creates content that looks fine but does not perform.
For SMEs in Malaysia, the most important step is not just hiring quickly, but hiring correctly based on clear goals, structured evaluation, and real writing evidence.
Hire now with www.rtist.co
