Most frequent questions about content creation and working with freelance content writers

Knowledge is power, and when it comes to content creation, knowledge helps you preserve your unsullied reputation and peace of mind. “Why isn’t our blog getting clicks?” “Why are people leaving our website seconds after landing on it?” “How do I find the right content writer for my project?” Curious first-timers and experienced business owners ask themselves the same questions. This is why last year I started sharing my honest answers in my monthly series You Asked, I Answer on LinkedIn and Facebook. To provide you with all the knowledge you need in one place, I have assembled the entire 2025 series here.

You Asked, I Answer #10

9th December 2025

How do I know if I am hiring a professional copywriter?

Hiring the wrong copywriter drains 𝑦𝑜𝑢𝑟 budget and leaves 𝑦𝑜𝑢𝑟 brand looking unprofessional. There are three must-do steps you need to take if you want to hire a professional copywriter who you can trust.

Ask to see the copywriter’s portfolio.

A professional copywriter has a portfolio: company names and projects they have worked on (but keep in mind not every client allows their work to be shared publicly); industries and topics they have experience in; testimonials from past clients.

If the copywriter is a beginner, they should still have a portfolio with copy samples: not necessarily client work, but copy they have written. What matters is the effort they have put into making the portfolio and the quality of the writing.

❗️If the copywriter has no portfolio, or you are not convinced the copywriter is a good fit for your project, ask them to do a paid test task. This shows you not only their skills but also how they communicate, handle feedback, and meet deadlines: those matter just as much as the copy they create.

Pay attention to the questions the copywriter asks before sending you a price.

To start a new project, the copywriter needs to know the basics: what your business is about; what type of content you need; who the audience is; what the goal of the copy is; whether you have special requirements, etc.

❗️If a copywriter gives you a price without squeezing all this information from you, think twice about starting to work with this self-proclaimed specialist.

Does the copywriter work with an intake form?

A copywriter can’t do their job without proper input. A brief, an intake form, a questionnaire, whatever you call it, it describes the same process. Look for a professional who will be asking you — and your team and customers — questions until everyone feels dizzy.

❗️If a copywriter expects you to hand everything to them on a plate and shows no curiosity about your business, telling you they are paid “just to write”, this is a huge red flag.

There are other telltale signs of unprofessional copywriters, but these are the most obvious ones. If even one of them is off, it is your cue to walk away and keep looking, or would you rather let your money go down the drain?

PS: I post this series every first Tuesday of the month, but last week I was traveling, so this one is a week late. I hope you enjoy the final post of You Asked, I Answer for 2025. And if you need a copywriter in 2026, I still have a few spots available, so let’s talk.

You Asked, I Answer #9

4th November 2025

Do we need a single Product page for all our products, or is it better to feature them on separate pages?

That depends on a few factors.

1. It depends on your target audience. Specifically, how aware are your ideal customers that they have a problem and need a solution? Let’s say you run a SaaS company offering email automation:

• If your ideal customers already know a lot about automation and need a fix in their marketing process, you don’t need to over-explain that. In such a case, a single Product page that clearly shows your solutions (campaign automation, segmentation, A/B testing) and how they work together to solve their pain points is enough.

• If your audience has low awareness, separate pages work better. You will need more words to educate them, explaining the problem, why they need a solution now, and how your products can help them. Dedicated pages let you tell that story in depth, with more targeted messaging.

2. It depends on your products or services.

• If your products are very similar and solve the same core problem, one page is sufficient. People can browse everything in one place, which keeps their attention and is more likely to entice them to click that CTA button.

• If your products solve distinct problems, it is worth giving each its own space, adding benefits and use cases. Take HubSpot, which offers Marketing Hub, Sales Hub, and Service Hub, among others: each addressing a different need.

3. It depends on SEO.

• A single Product page can be optimized for one keyword, which is often broader and more competitive (for example, “project management software”). If your products are tightly connected and share the same search intent, a single, comprehensive page can still perform well. You can naturally include subtopics like task tracking and team collaboration as secondary keywords within that same page.

• If your products address distinct search intents (for instance, “project management software” vs. “time tracking software”), creating separate pages is essential. Each page can then target a more specific keyword, improving your chances of ranking higher for those queries. For example, a dedicated “Website Audits” page has a much better chance of ranking for searches like “website audit service” or “site audit” than a general “Consulting” page.

However, these are general guidelines. I always say that every business is unique, and therefore it needs a tailored approach. That’s why it is smart to work with a professional copywriter who can look at your products, goals, and target audience and recommend what will perform best in your situation.

You Asked, I Answer #8

7th October 2025

“What really needs to be on our homepage?”

So many B2B companies go over the top in their desire to create a glitzy homepage. They forget that the homepage is for people who might have never heard of them and therefore need clear, specific information quickly.

You might think they want long paragraphs about why your company is the best, autoplay videos, colorful imagery, and bold mission statements. But what they actually need is to find what they are looking for without digging and to enjoy the experience instead of getting frustrated.

Your homepage needs to make it crystal clear what you do, why it matters to them, and what to do next:

• Your visitors must instantly know what you do and sell. How else are they supposed to decide whether to spend more of their precious time on your website? Use a descriptive website tagline: for example, “Project management software that helps remote teams cut delivery time by 40%.”

• Always give a reason why your ideal customers need what you sell: not why you think they need it, but why they really need it. Sum it up in one sentence or three bullet points based on real customer feedback. Again, be specific. Generalities such as “Do what you love. We’ll take care of the rest” don’t work because they leave people scratching their heads. What exactly will you take care of?

• Testimonials, client logos, awards, certifications. Many companies make the mistake of burying their gems on separate Testimonials pages or spots on the website that people only skim through. Feature your strongest ones on the homepage and sprinkle the rest across other pages.

• What is the one most important action you want your ideal customers to do? “Get in touch”? “Start free trial”? “Book a demo”? You need to pick one main CTA and make the button stand out. Also, avoid CTAs like “Continue” and “Start your journey,” because no one knows what will happen when they click them.

If you stick to this checklist, visitors won’t click away before they have even figured out what your company does.

You Asked, I Answer #7

3rd September 2025

“Should we invest in an in-house content team or freelance content writers?”

Whether you like to admit it or not, content shapes how your company is seen, and that directly affects sales. And the question every business faces sooner or later is: is it smarter to invest in freelance content writers or to build an in-house team?

There are business situations when freelance content writers make more sense :

• For short-term or one-off projects like launching a new campaign, writing a series of white papers, interviewing subject matter experts for a product launch, creating new web industry pages, and the like;

• During peak times, such as trade shows or annual reports, instead of burning out your in-house staff, you can hire freelancers who will ensure deadlines are met;

• Whenever you need specialist knowledge or skills that your in-house team lacks: for example, a content writer combining background in journalism with copywriting, or a technical writer with software engineering skills.

In other situations, a team of in-house content writers pays off:

• When your company produces a steady stream of content, such as weekly blogs, ongoing customer stories, a newsletter, and daily social media posts;

• In pursuit of meeting aggressive content marketing goals, such as when a SaaS startup aims to dominate organic search, and therefore cranks out an incessant volume of content every day;

• For an insider perspective and a deeper understanding of your product or service, especially if it is more niche, for example, industrial robotics, supply chain software, or laboratory equipment.

So, freelance or in-house content writers? There is no black-and-white answer. For most businesses, the best solution is a mix of both, which gives the best results: an in-house lead who sets strategy and tone, supported by a pool of freelance specialists who offer flexibility and a fresh perspective and bring niche expertise.

You Asked, I Answer #6

4th August 2025

“Where should we focus our content efforts during the summer?”

August is slower, and this creates the perfect opportunity for you to zoom out and evaluate your content strategy. What worked? What can you improve? What should you stop wasting time and money on?

Are you creating the right kind of content for the right people, in the right places, at the right time, with the right goals?

I know it is so much more tempting to continue outsourcing your thinking and brainstorming to an AI writing assistant. But if you want to be a rebel and instead of “optimizing that process”, give it the time and attention it deserves, I recommend you and your team do this:

• Is your content achieving your business goals? Match each major content asset to a specific business goal: brand awareness, lead generation, nurturing, retention. If it doesn’t support one of your business goals, archive or revise it. For example, if you are publishing weekly blog posts, “5 productivity hacks for busy CEOs” might get clicks, but does it entice the right people to contact you?

• Are you producing at a sustainable pace? Publishing more doesn’t equal earning people’s trust. If you want to build trust, your focus should be on quality and consistency, not on frequency. At the end of the day, quality content brings better lead quality. For example, one in-depth article with unique facts and anecdotes beats six AI-generated pieces even if someone has sprinkled the magic human touch on them.

• Are your personas and customer insights up to date? Markets and buyers’ priorities change. Content that was interesting six months ago may no longer resonate with the people you want to attract. Have you reviewed actual customer questions and sales conversations recently? A B2B CEO might not need another LinkedIn post with hot takes on leadership, but guidance on procurement with enterprise clients.

Check out these articles for more specific steps on why you need a SMART content strategy and how to set up one.

You Asked, I Answer #5

2nd July 2025

“Are you available for freelance projects?”

Yes, I am available for new projects as of early September. Right now, I am wrapping up client work and devoting more time to personal projects (more on that soon). And, in the meantime, I am taking a breather after a rocky first half of 2025.

If you need a professional writer for copywriting, content writing, or business storytelling projects, email me. We will schedule a virtual or in-person coffee to discuss details and see if we are a good match.

I just want to remind you that I work with people who understand this: Value over volume.

I am looking forward to meeting you.

You Asked, I Answer #4

3rd June 2025

“We are a small company. Are we exempt from the EAA requirements?”

Do you sell digital products or services to people in the EU?

As of June 28, you will need to start applying the European Accessibility Act (EAA)’s measures. Whether you are in the public or private sector, even if you aren’t based in an EU member state, if you provide products or services to EU consumers, you are required to meet these accessibility standards.

This doesn’t apply if you are a microbusiness (fewer than 10 employees and under €2M turnover).

But even if you aren’t required to comply, making your digital services more accessible is a smart business decision. It improves usability and broadens your audience. And let’s be honest, no one ever said, “I wish this website was harder to use.”

What kinds of products and services are affected?

• computers and operating systems
• ATMs, ticketing and check-in machines
• smartphones and tablets
• equipment related to digital television services
• telephony services and related equipment
• access to audio-visual media services such as TV broadcasts
• services related to air, bus, rail and waterborne passenger transport
• (online) banking services
• e-books and e-readers
• e-commerce services (such as web shops).

If you don’t know where to start, look for accessibility consultants or agencies specializing in WCAG compliance and digital accessibility. And when it comes to making your text accessible, I am your pair of writing hands.

You Asked, I Answer 3

7th April 2025

“Do you do website copy audits for free?”

Short answer: No.

Long answer: I love the word free, too. But…

I didn’t wake up one day knowing everything that I know now. It has been 8+ years of sharpening my writing, reading books and papers, taking courses in copywriting, storytelling, digital marketing, and SEO, not to mention a university degree and certification. None was at no cost, and neither is my time.

If I gave free audits to some, how would I explain to the fantastic people I already work with why they should pay their invoices? And if I started offering free audits to everyone, the rent, grocery bills, internet, bike repairs, public transport, and occasional new pair of running shoes would pay for themselves somehow?

But if I offer one service, like a website copy edit, for free, shouldn’t all my work be free then?

I know there is a large number of copywriters who offer website copy audits and other services for free. I am sure they have their reasons, and it is their right to do so. If you are looking for anything free-like, they are just a few clicks away.

If you need me, you know where to find me.

P.S. I have done few free audits for close friends. Emphasis on close and few.

You Asked, I Answer #2

4th March 2025

“I built this business from the ground up. Why hire a writer who could never understand and explain it better than I do?”

Founders, you shouldn’t write your company’s content. And this is a good thing.

What makes perfect sense to you doesn’t to your potential customers. When you are immersed in your business 24/7, you become blind to jargon, over-complicate explanations, and over-focus on Why we are the best instead of what it means for your audience.

Of course, you don’t have to hire a freelance writer. There are many companies that rely on their founders’ inspiration for content, though the quality of that content is a topic for another post.

But if you do want superior content, you should trust someone who writes for a living. Why?

• Subject matter expertise ≠ writing skills. You are the subject matter expert. You aren’t a professional writer. No offense, but even straight-A essays in school don’t make you one.

• Objectivity matters. Attachment to your business clouds your messaging, and a freelance writer provides a much-needed emotional distance.

In the end, your audience doesn’t need to see how much you know. They need to understand why it matters to them.

You Asked, I Answer #1

5th February 2025

“What can a content writer do that ChatGPT can’t?”

Everyone reaps what they sow. You are no exception.

ChatGPT predicts words.

A content writer understands people. In fact, they have been doing this for years. Some, for decades.

Your business, your content, your reputation: it is all on you. If you want to replace depth, insight, and rapport with fast (and not necessarily better) regurgitated content, just do it.

And don’t be surprised when somewhere down the line you realize you need a content writer to humanize the recycled AI content you have been posting. But you stumble on a lack of qualified content writers.

No competent writer with a healthy dose of self-respect will answer your “What can you do that ChatGPT can’t?” They will walk away.

Final piece of advice. If you are going all in on AI-generated content, don’t sink into the ChatGPT bubble. There are other AI writing assistants that deserve the spotlight.

Featured image: Unsplash.

Do you have a burning question about content creation or working with freelance content writers? Email me, and I will answer it.