How to get copywriting clients

Are you wondering how to get copywriting clients but unsure where to start? In this blog post, I will talk through some strategies to help you reach your goals. From where to find clients, how to win them over, and how to set yourself up for lasting success. Growing your client base can feel like an uphill task at times, but there are several effective strategies to help you along the way.

Whether you’re just getting started or looking to expand your existing client base, here are some steps to help you get copywriting clients:


Don’t be afraid to niche.

Reaching out to everyone and anyone may seem a logical way to get more clients, but I can assure you that this is not a strategy that works long-term. When you market yourself as a jack of all trades, your message won’t resonate with anyone, and you’ll fail to stand out in what can be a competitive market.

Instead, it’s better to find your niche and position yourself as a specialist within that area. By doing so, you will provide a superior value proposition to your target market compared to copywriters who position themselves as generalists. This allows you to stand out from the crowd and become a bigger fish in a smaller pond.

Before you start looking for clients, be clear on what kind of copywriting you want to specialise in and who you want to serve. For example, you might specialise in writing for the financial sector, health and wellness, technology, or any other specific industry. If you are unsure of your niche, think about your interests, passions, skills, and knowledge and think about how they can align with a specific industry, product, or audience.

By focusing on a niche, you can tailor your skills to meet the unique demands of that sector. This means you become an expert in your field, which leads to higher quality work and potentially higher pay. Choosing a niche will help you narrow down your target market, showcase your expertise, and make you stand out.


Build a portfolio.

A great way to showcase your skills and expertise to potential clients is to have a portfolio that you can share with them. A portfolio is a collection of your best copywriting work that demonstrates your abilities and highlights why someone should hire you. It should be tailored to your niche and represent your strengths. As well as examples of your work, you can include client testimonials, engagement figures (i.e., ‘likes’, comments, and shares on social media), and details of your training, experience, and relevant qualifications.


There are two main ways to create a portfolio. One way is to put together a physical book or binder that includes examples of your work. This can be a great option if you prefer a tangible, hands-on approach to presenting your work. The other way is to create a digital portfolio that can be shared online. This option is typically more convenient, as it allows potential clients to view your work from anywhere, at any time. It is also much easier and affordable to keep a digital portfolio up to date, which it always should be to remain engaging and relevant.


When creating a portfolio, it’s important to carefully select which works you include. Choose pieces that best represent your skills, style, and niche. Make sure that your portfolio is well-organized and easy to navigate. You can find helpful resources online to help you get started, such as online courses, tutorials, and templates.


Ultimately, having a well-crafted portfolio can be a major asset when it comes to attracting clients and growing your copywriting business. It provides potential clients with a clear understanding of your capabilities and demonstrates the value that you can bring to their projects.


Fine-tune your online presence.

How to get copywriting clients

The reality is that most potential clients will start their search for a copywriter online. You must have a professional, SEO-friendly website so that you are easily findable on Google. Having a professional website establishes your business. It conveys your brand message, gives clients an idea of how you work, and showcases your level of expertise. Prospective clients will learn a lot about you just by visiting your website.

You’re a writer, so it goes without saying that any copy you write for your own website should be flawless. Make sure your website has your portfolio or examples of your work, testimonials, easy-to-find ways to contact you, and an “About” page so potential clients can learn more about your authority and expertise. Here are some great tips for writing a compelling About page.

If you already have a website, here are some great tips to make sure it stays fresh and working hard for you. If you don’t have a website, this is your opportunity to show your creativity! You can use platforms like WordPressSquarespace, or Wix to create a professional-looking website quickly and easily.  Alternatively, if you don’t have the confidence or time, you can call on a website designer to do it for you.

As well as your website, social media is another effective way of reaching new clients. Platforms like LinkedIn, X, or Facebook are great for sharing your expertise and connecting with potential business opportunities. Make sure that the content you post reflects your expertise in copywriting or your chosen niche.


Build your Network.

Networking is a great way to find more clients. You can do this by physically attending networking events or by expanding your network online. Ideally, you should do both!

Search for possible networking opportunities in your local area or bigger events in towns or cities nearby that you can travel to. These could be in the form of trade fairs or conferences relating to your chosen niche where you might find your target client base. This is where niching down helps you streamline your networking efforts, so you don’t waste your valuable time.

Networking allows you to introduce yourself to other professionals who might be interested in working with you, or who might know someone who is. Remember to take some business cards to pass on to anyone who might be interested in using your services.

Networking with other copywriters can open doors to potential referrals and collaborations, and also provide a source of support from others who understand the unique challenges of your job. Find other copywriters by joining a professional association. This will not only allow you to interact with fellow copywriters but will give you access to jobs and networking opportunities.

Networking can also mean simply letting the people around you know that you’re looking for more clients. Reach out to past colleagues and employers, as well as to your friends and family.   Studies show that 92% of people believe in word-of-mouth recommendations over all other forms of advertising, so this is a highly effective way of securing more clients.



Use freelance platforms.

To find copywriting clients, consider using freelance platforms such as Upwork, Freelancer, or Fiverr. These platforms host a complete freelancing ecosystem where clients post their needs and freelancers like you bid to do the work. To increase your visibility and find the right clients, craft a compelling profile, submit tailored proposals, and actively engage with the platforms. Don’t forget to include relevant keywords and phrases that potential clients within your niche might search for.


However, it’s important to remember that freelance marketplaces can sometimes encourage copywriters to underprice their services to win jobs. To avoid this, work out a pricing structure that is sustainable for your business to survive and stick to it. Here is a useful blog that will give you some valuable insights into what you should charge for your copywriting work. Remember to always charge what you’re worth.


Reach Out.

One obvious advantage you have as a copywriter is that I’m sure you write a great email! You will be fantastic at putting together a compelling message that will spark the interest of potential clients. Cold emailing can be hit-and-miss as a marketing technique for many freelancers, but as a copywriter, you have that innate advantage of being able to craft a succinct and engaging message that will draw clients in. If you can get a busy person to read your email, you are already showing them what you can do.

Do some research first so that you can send a personalised email that reassures your potential client that you understand the needs of their business. Make sure you address the recipient by name and include specific references to their company or industry to show that you’ve done your homework. Include a link to your portfolio and a way for them to get in touch with you.


Ask for Referrals.

Word-of-mouth referrals are a powerful marketing tool. To gain more clients and grow your copywriting business, it is important to leverage the power of testimonials and referrals. Testimonials are positive reviews from your clients that showcase your results and credibility, while referrals are recommendations from your clients to their network. There is no greater endorsement of your abilities than when an existing client recommends you to a potential new client. Plus, not only is it highly effective, but it’s also free!

Getting testimonials is as easy as asking for feedback from satisfied clients and getting their permission to use their words and names on your website, portfolio, or social media. Make a habit of routinely following up with your clients to thank them for their business and support. This is a great way of maintaining a healthy work relationship and provides you with that glowing recommendation. Let your existing clients know you are open to new work, they may have something for you themselves or, if not, might refer you to someone who does.

Asking current or former clients for referrals is a great way to gain more business. If they have been happy with your work, they are likely to be more than happy to recommend you to others.


Don’t Rely on AI.

While AI has come a long way in recent years and has proven to be a powerful tool in many areas of life, it is important to remember that when it comes to copywriting, human beings still have the upper hand. It’s also important to remind your clients of that fact! If you’ve been copywriting for a while, you may well have already lost clients who think they can save money by using AI rather than paying a human writer. Yes, AI can generate a blog on any topic, but it is also easily identifiable as AI-generated text, as it is extremely formulaic, repetitive, and lacking in dimension. It lacks the creativity and spark of originality that can only come from the human brain.

Ai will undoubtedly grow in sophistication in years to come, but it is not yet capable of understanding the subtleties of persuasion, nuance, and the emotional impact of words in the way that you do. It can be effective as a research tool or for coming up with an outline, but not for creating the high-quality copy that will win you more clients.


Would you like more help finding new clients?


If you are struggling to attract new clients despite doing all the right things, don’t worry. With a strategic approach, success is achievable. However, you don’t have to do it alone. If you’re ready to take your business to the next level and find new clients who understand your value and are willing to pay for it, get in touch. I look forward to hearing from you and helping you achieve your business goals.