What skills does a copywriter need to thrive in 2025?
- Mike Peake
- May 13
- 6 min read
Updated: 3 days ago
While "a way with words" is still number 1, today's freelance copywriter needs a bundle of other talents, too.
Once upon a time in the dim and distant past I was simply a writer. The tools I had at my disposal were a pen, a notebook and that oddly shaped blob of grey stuff in my head.
Add a computer keyboard, and hey presto. One fully formed writer.
As my writing steadily moved towards copywriting, I needed to add a few extra competencies. Over the past five years, these have grown considerably.
When you hire a freelance copywriter today, they will almost certainly bring a wide range of skills to the table. My list of competencies is by no means exhaustive, but it will give you an idea of what an experienced copywriter is likely to be able to do for you in 2025.
Note: all these are, of course, in addition to copywriting in its many guises (email copywriting, SEO copywriting, writing for brochures, etc.).
Website planning and wireframing
I estimate that around 70% of the clients I work with do not have a fully formed idea for their website when they reach out to me. This is true whether they are planning to launch or relaunch.
It is common for clients to say they think they need a certain number of pages, but the strategy goes no further than that.
What this skill means for you
When your website copywriter can plan your entire website for you, you will likely get off to the best possible start. My strategy is to begin by checking out the marketplace to see how your competitors' websites function. The aim is not to copy but to assess what your audience is likely to expect.
Additionally, I will look at your business to work out which services should be bundled together and which require their own pages. The path from your homepage to each of your products or services is also important. How will people make this journey?
It's mainly a question of common sense, but it takes skill and experience to create the best action plan. Supporting pages such as your About page, testimonials, case studies, video explainers and lead magnets must also be considered.
All of the above explains why the typical web copywriting project I work on goes through one to five days of strategy time before I've written a word. Writing websites is a process!
SEO optimisation and keyword research
Every client I work with understands the importance of keywords. If you've been living on Saturn, these are words and phrases you insert into your website copy that help explain to Google what your business does.
When you show Google that your business specialises in leather wallets, for example, you theoretically have a chance of ranking for that term.
What this skill means for you
SEO is often considered a dark art. This is partly because Google is not exactly transparent about the algorithm it uses to decide how your website will rank. Alongside this, many SEO experts have been equally opaque about the tactics they use to try and help you outrank your rivals.
Google's latest algorithm updates paint a slightly clearer path for competent copywriters who can steer you in the right direction without masses of technical skills. Keywords are still important, and knowing how to find the right ones is something that most SEO copywriters are able to do.
However, what is increasingly important is quality content.
Google is currently downgrading poorly written content, especially unedited AI-written content, meaning a skilled writer who creates genuinely useful and original content is an asset to your business.
Internal and external linking strategy
Hyperlinks help visitors to your website move from page to page in a logical and seamless fashion.
They also show Google how your pages link up and encourage smoother crawling – which means Google will 'read' your website more efficiently, and that can help you rank better.
What this skill means for you
When a copywriter supplies a huge wodge of text, business owners or marketing teams often just hand it over to their designer with a request to make it look nice. As a result, internal linking has to be added later, often by somebody who doesn't really understand how linking works.
While copywriters usually cannot install hyperlinks directly (unless they have access to your content management system, WordPress being most likely), they can underline intended hyperlinks in the Word document they supply – so they are locked in for later use.
CMS management (eg: WordPress and Wix)
Many business owners are familiar with content management systems and will have one or more in use. The most common in the world of websites is WordPress.
While it is not exactly rocket science to understand the uploading process, if your website copywriter has done it before, there is a steep learning curve.
What this skill means for you
Having a website copywriter onside who is familiar with WordPress means you won't have to upload the content yourself after you've approved it. Most of my clients who use WordPress ask me to upload the content to their site directly once they have seen my Word document.
It saves the client a fiddly and time-consuming task and also means I can take care of things like internal linking. I can also ensure that certain elements of the text are in bold or bullet-pointed, as needed. And I can flag any issues that need your designer's attention.
Google Ad management
Many businesses struggle with Google ads. As well as being a notoriously complex tool to master, the Google ads platform also requires a certain level of skill in terms of coming up with copy that will best sell your brand or product.
What this skill means for you
Don't take it as a given that your freelance copywriter has worked with Google ads before. Based on my own experience, this is not something that most copywriters are frequently asked to work on.
I have, however, worked on several campaigns and can get your campaign off to a rapid start.
However, if you have deep pockets and are keen to maximise the Google ad experience, working with an agency specialising in this alone is highly recommended. The best results come from a highly methodical approach and lots of testing.
Preliminary design for ads, brochures and web pages
There is often a chasm between the Word document your freelance copywriter hands you and your designer's finished product. This is true whether we are talking about a website, a brochure, a promotional PDF or a newsletter.
As a result, it is up to you to brief the designer – which is an issue if you don't really know much about design or aren't sure what you are looking for.
What this skill means to you
I firmly believe that your copywriter should be able to give you a basic outline of how your copy should look. I have been using the online design tool Canva for well over a decade, creating hundreds of dummy designs for clients with it.
An image paints 1,000 words, and working with a copywriter who can show you how something could/should look can save many hours and lots of confusion as the copy transitions from words to finished product.
And some of the tools I use to help me deliver my services (and run my own business):
Keywords Everywhere – a paid keyword planning tool.
Surfer SEO – a premium keyword planning tool that gives you a running score compared to every other website.
Wix – I run and design my website using this popular platform's premium version.
Google Keyword Planner – quickly assess the monthly search volume for any term.
Grammarly Pro – a powerful proofreading tool that also provides insight into readability.
Ubersuggest – another keyword planning tool, this one from marketing Guru Neil Patel.
Answer The Public – this free service lets you see questions people ask that relate to your chosen keyword.
Trello – excellent project management tool that multiple people can work on and update at once.
Buffer – an easy-to-use blog planning tool.
Perplexity – complex AI model that helps with fact-checking and data.
Meteor – email automation tool.
Sales Navigator – premium LinkedIn tool that helps with networking.
Written by Mike Peake, UK freelance copywriter and website content writer.
T: +44 (0)208 133 4306
Need help with your copy? Get in touch for a friendly chat or a free quote.
