How to find the best B2B copywriter in London
If you run a B2B company in London, engaging copy is crucial for conveying your brand story and value proposition online. But finding the right copywriter for that job can be a real challenge.
Between online directories, agency options, and freelancers - how do you select the best fit for your business?
In this post, I'll cover key criteria, questions, and a process for identifying the ideal copywriter to create conversion-focused copy for your London-based B2B brand.
Where to start your search for London B2B copywriters
Cast a wide net early on to uncover all of your options:
Search online directories like B2B Copywriters or ProCopywriters to find writers specialised in business copy.
Don't ignore Instagram; many B2B copywriters know that an estimated 75.3% of US businesses use this platform, and many copywriters targeting B2B are on it.
Scour LinkedIn using targeted keywords like "London copywriter" or "B2B copywriter UK".
Ask colleagues or professional contacts for referrals to copywriters they've worked with successfully. Be specific and tell them precisely what you're looking for. If your contact works in B2C, chances are the copywriter they've used isn't right for you.
Research the portfolios and client lists of UK-based copywriting agencies. Many have B2B expertise.
Critical factors to consider
Once you've compiled a list of potential candidates, dig deeper:
Review sample B2B copy in your specific industry to assess their proficiency and skills in your niche. Most B2B copywriters will have case studies or a portfolio on their website so you can get an idea of their work.
Look for testimonials and client examples across business types - SaaS, tech, consulting etc. What do former clients say about the company? Does that align with what you're looking for? For example, if speed is critical to you, see if that is mentioned in the testimonials.
Gauge personality fit - do they seem to "get" your brand voice and messaging after an initial call? Do they quote examples of brand voices that are in line with yours? When asked, do they describe your brand correctly?
Ensure they have expertise in both copywriting and keyword optimisation for SEO. When evaluating an SEO copywriter, the most crucial factor is the quality and expertise behind the writing.
Of course, you'll want to ask about key optimisation tactics like:
In-depth keyword research
Proper heading tag structure (H1, H2, etc)
Optimised page titles, meta descriptions, etc.
Above all, focus on their ability to produce content that engages audiences while appealing to search algorithms.
Well-written copy earns the attention and trust of human readers. And this, in turn, signals to Google and other search engines that your content offers real value.
That's why the copy itself, not just tacked-on SEO tactics, is crucial for search rankings. Savvy copywriters know fresh, consistent content keeps you ranking high month after month. So don't hesitate to go in-depth with any SEO copywriter on their skills around creating genuinely useful, engaging copy.
7 Questions to Ask Prospective Copywriters
In discussions with each candidate, ask these questions to find out if they’re a match for your B2B business:
How will you ensure the copy aligns with our existing brand voice and tone? Ask for examples of how they've done this for brands.
What is your research process before writing for a new client? They should describe how they familiarise themselves with your business, audience, and goals.
How do you optimise copy for SEO and integrate keywords? Ask for past examples of their SEO copywriting work.
What makes your copywriting uniquely suited to B2B brands compared to other writers? Listen for specific competitive strengths.
Can you share tangible results you've achieved for other B2B clients through copy? Conversion rate lift, traffic increase etc.
Also, ask them what exactly is included in the price. For example, most websites have at least five pages and should be part of the offer: Home, About, Blog, Contact and Products/ Services.
If you don't have a content style guide, can your B2B copywriter write one, and will that be a part of your package? What about client interviews, market research and SEO?
Evaluate Their Portfolio
Before committing, review 2-3 examples from their portfolio showcasing a successful B2B website or landing page copy.
This gives you a sense of their writing, communication style, responsiveness, interpretation of your needs, and how well they nail your brand voice right off the bat.
Pay close attention to how many revisions or back and forth are included in the package to get to a draft you're happy with. That way, you won't need to pay extra for some basic changes you'll probably need.
Finding the Right Fit Takes Time
Taking the time upfront to find the right fit will pay off with a long-term partnership that delivers tremendous ROI through website copy tailored exactly to your B2B brand.