Should you hire a conversion copywriter on retainer?
As a business owner or marketing manager, you get that conversion-focused copywriting is essential for driving sales. Whether it’s emails, ads, landing page copy, etc., you need words that resonate with your people — and you need a lot of them.
But the process of *getting* that high-quality copy on an ongoing basis? It’s not always so simple. Maybe you:
Outsource to a rotating cast of freelancers. So your messaging is inconsistent. Not to mention the lengthy process to get on their calendar, onboarding calls, familiarize them with your voice, etc.
Or someone in-house handles your copy. But it’s not the main focus of their job. So they’re pulled away from what they do best, and your conversions suffer as a result.
Here’s the thing. You shouldn’t have to scramble to get the words you need to hit conversion goals. You shouldn’t have to launch a new offer spaghetti-at-the-wall style, hoping your words stick (and sell).
So if you’re in a place where you need copy on a consistent basis, but prefer not to hire in-house? A copywriting retainer could be the sweet spot you’re looking for.
In this article, we'll cover what copy retainers look like and how to know if this is the right step for you. Plus, I’ll share some tips on how to get started — whether you want to work with me or suss out your options. Let’s dive into why having a conversion copywriter on retainer just might be a marketing game-changer for your business.
What is a copywriting retainer?
A copywriting retainer is essentially an ongoing partnership with a professional copywriter. So instead of hiring new copywriters for one-off projects, you secure a set number of hours or projects per month with an expert who becomes familiar with your voice and business processes over time. Here are some quick benefits of hiring a copywriter on retainer:
We work independently. So you don’t need to worry about managing another team member.
We can still collaborate with your team or even manage team members depending on the scenario.
Your go-to copywriter is clued into your marketing plans and can even weigh in on your overall marketing strategy to support better outcomes.
Your copywriter forms a deep understanding of your brand, voice, and goals over time.
You always have someone you’re confident can deliver the copy you need. You’re investing in consistency, reliability, and access to a copywriter you know understands how to drive results for your business.
Plus, a copywriting retainer is like having an in-house copywriter, without the commitment of managing another full-time employee. This gives some nice flexibility to scale your copy needs up or down as your business evolves.
Is a copy retainer the right move for you?
If you’re handling copy in-house, without an expert conversion copywriter on staff…
Or you need too much ongoing copy for time-consuming one-off projects with freelancers to make sense anymore…
I’d say at least start considering a copywriting retainer.
Why? Because sub-par copy is just too detrimental to risk as a growing business. Here are a few consequences of going without the high-converting copy your business needs:
High-cost campaigns don’t generate the ROI they should
Your team spends energy outside their zone of genius
Constant back-and-forth with new writers to get them up to speed is disruptive and adds to the drain on your resources
Lack of continuity and strategic alignment in your messaging from working with so many writers over time means it’s less effective.
Your audience doesn’t feel true connection when they read your emails, ads, or landing pages, which can damage brand perception, engagement, and trust over time.
Inconsistent copy also creates confusion. And you know what they say, “A confused mind doesn’t buy.”
You get it. Inconsistent, non-strategic copy leads to lower engagement, fewer conversions, and ultimately, less revenue.
But even more than that, it’s just downright frustrating for you and your team to pour time and money into campaigns that don’t deliver. So avoiding the blah that comes with that is a big win all around.
What would a copywriting retainer look like for your business?
If you’re picturing having to train a copywriter and build new SOPs around copy, I get why this might sound like a headache. But stick with me.
The great thing about working with a professional copywriter is that it shouldn’t feel like onboarding a new employee. In fact, we come with our own tried and tested systems for working with your business to create high-performing copy assets. We have our own onboarding process and adapt to your business, so the process makes your life easier, rather than adding more work to your plate.
If you were to reach out to me to work together on a copywriting retainer, here’s exactly how the process would go:
Step 1: Let me know you’re interested
Your first step is to fill out an info sheet to tell me a little more about your business. From there, we can book a call to discuss what working together would look like and decide if it feels like a good fit.
Step 2: Retainer proposal
If we decide working together on retainer feels like a good fit, I’ll send you a proposal to share the best options for your business.
For example, if you need ongoing newsletter emails, I can provide a quote and explain that process. If you’re interested in exploring full email marketing management for your business, I can share what that option would look like too.
Step 3: Getting started
Once you approve the proposal, I’ll draw up a contract for you to review and sign detailing our work together. I’ll also send over an invoice for your first monthly payment.
Depending on our agreement, we may do a trial month to decide if this arrangement feels like the best-fit scenario. We can also adjust how the retainer looks as we go if needed.
Step 4: Systems and processes
I’ll determine the best retainer structure depending on what you need, how hands-on or off you’d prefer to be, other team members involved, etc.
I’ll use your preferences and existing systems to create a monthly plan that works for everyone involved. For example, here’s what a hands-off weekly email newsletter retainer looks like for one of my clients:
By the 1st of each month: I send the client a document where we’ll develop the plan for a month’s worth of newsletter emails, one month in advance.
By the 10th of each month: The client provides all necessary materials and info for me to complete the following month’s emails. We communicate via email or Voxer asynchronous voice messaging for anything else, though they have access to book a monthly call with me if they ever prefer that.
By the 17th of each month: I deliver Draft 1 emails, and an analytic report for the previous month, breaking down open rates, click through rates, and other metrics, plus any tips I have to get more from their email marketing.
By the 24th of each month: The client finalizes any feedback or revision requests if needed.
By the last day of each month: I deliver final versions of the newsletter emails, so the client can get them scheduled in their ESP and ready to send.
My client came to me wanting weekly newsletters, and I created this simple plan for us that aligned with her vision for the collaboration. I can do the same for you, whether you want something simple like weekly newsletter copy or more complex like full email marketing management. (I can handle design and tech for you too!)
Step 5: Ongoing support
From here, you’ve got me on retainer as your go-to copywriter. With each project I’m learning more about your business, what your audience responds to, and the best ways to hit your marketing goals. You can always come to me if you need to scale up or scale back on copy, knowing I’ve got your back.
In short, solving the problem of inconsistent copy by having a conversion copywriter on retainer turns your marketing from a headache into a well-oiled machine. It’s an investment that pays off in higher engagement, better conversions, and smoother operations. Pretty neat, huh?
(Psst, if you want a detailed breakdown of my process for writing copy, you can find that here!)
How to find the right copywriter to work with
Finding a copywriter who truly gets your brand and audience can be tough. You need someone who not only writes well, but also aligns with your business values and goals. When you’re shopping around for copywriters, here are some things to consider:
Look at samples of their past work: A copywriter’s portfolio will tell you a lot about the niches they’ve worked with, their writing style, and their knowledge of conversion copywriting techniques. (Pro tip: Most copywriters have more samples than they display online. So if you want to see ad copy and they’ve only got web copy on their site, it’s totally okay to reach out and ask!)
Jump on a discovery call: Most partnerships with a copywriter will start with a discovery call. And I prefer that name because on both sides, we’re discovering more about each other as business owners and whether the relationship feels right for both of us. A good copywriter can walk you through their process and how it’d look to work together — and there’s no obligation for you to proceed if it doesn’t feel right.
Read testimonials and case studies: A powerful way to see what it’d be like to work with a copywriter is hearing from their past clients. Pay attention to patterns in what folks say about the deliverables, copywriting process, and results, as well as how it felt to work with the copywriter.
What can I get in a copy retainer?
I love creating custom solutions for my clients to make sure your copywriting retainer suits your business. That said, I know it may help to see some examples of ways you could get copywriting support in this way. So here are some examples of how we could work together on retainer:
Simple newsletter email retainer, like the one listed in the “What would a copywriting retainer look like for your business?” section above.
Full email marketing retainer: I can handle various campaigns, list hygiene, segmentation, activating automations, email design, and more so you don’t have to manage it yourself.
Facebook ads retainer: I can provide a certain number of ads per month, variations, and even short-form video scripts to pair with the copy. I can also review results and find ways to optimize performance over time.
General copy and marketing strategy retainer: If you need different types of copy, or varying copy assets from month to month, this might be perfect for you. We can build a custom retainer around strategy calls and a set “menu” of deliverables, so you get what you need even if it’s not the same every month.
What I’ve seen work well, and not so well
As a copywriter, my clients know I’ll tell them if something is or isn’t in their best interest. Trust is super important, especially in an ongoing partnership like the type of retainer dynamic I’ve presented in this article.
And that’s exactly what I’d say works well when it comes to copywriting retainers. You need to bring someone in who you can trust to create the systems, conduct the research, and deliver the results you need to hit your marketing goals.
So retainers work best when you see them as an even partnership between business owners, and let your copywriter fully manage the role you’ve brought them in to do. For example, I’d rather you loop me back in for revisions, than learn later that another team member rewrote the copy and that affected overall performance.
That said, it can work really well to have a copywriter slot right into a larger system of professionals who build sales funnels or larger marketing assets for you. (If you’re an agency owner interested in white-labeling copywriting services to offer your clients, check out this article on how that process works.)
But my preference is that I have full ownership of the copy I write for you, any revisions, and results over time. It helps me learn what’s working for your business and maintain consistency in your sales argument and voice. Which helps you get more ROI for your copywriting retainer too. Win-win!
Want a copywriter on retainer? Your next steps
Know you’re ready to move forward with a conversion-focused copywriter on retainer? Here are 3 steps to take next:
1. Define what you’re looking for
Before you begin your search for a copywriter, outline exactly what you need. It’s okay if you’d like to hear a copywriter’s perspective on the best approach for you.
Still, it’s a good idea to have a clear idea of your brand voice, target audience, and the types of copy you may need help with (e.g., emails, landing pages, or Meta ads). This clarity will support discussions with potential copywriters and make sure they understand your expectations from that first interaction.
2. Look out for the expertise you need
You’ll want to think about your specific industry and your marketing channels when searching for an ideal-fit copywriter. For example, if SEO blog posts are a primary way new leads find your business, you may not need to work with someone who specializes in generating traffic through paid ad copy.
But regardless of the deliverables you need, it’s always a good idea to work with a copywriter who’s well-versed in 2 things:
Marketing strategy: You want your copywriter to see beyond the deliverables to look at the full ecosystem those deliverables are part of. This way they can provide strategy recommendations that support your overall marketing goals.
Conversion copywriting principles: Copywriting assets aren’t worth creating if they aren’t written strategically to motivate your audience to act. Conversion copywriters understand how to do that in alignment with your goals and values.
3. Start with a trial period
And remember, even if you sign on to work with a copywriter on retainer, you can still test the waters with a trial month to decide if the arrangement works for your business. If communication feels good and you get the caliber of copywriting work you were expecting, you’re off to a great start with a successful copywriting retainer partnership!
Want to partner up with me?
The article above provides a pretty thorough explanation of my approach and opinions on copywriting retainers. If you’ve read through it and feel like we might be a solid fit to team up, I’d absolutely love to hear from you.
Submit some quick info about your project through this form. I’ll review your details to make sure I can provide what you’re looking for. If so, I’ll shoot over a scheduling link so you can book a call (super chill, no strings attached) to discuss your goals for a copy retainer. Can’t wait to meet you!
