So, you’re on the hunt for a native English copywriter. Finding the right person can be a real challenge, especially for companies in the Netherlands, Benelux, and across Europe. The reality is, there aren’t many native English speakers who are also skilled copywriters living in these regions. And if you need someone with solid experience, the search gets even tougher.
Here are my top 10 tips for choosing the right native English copywriter — especially if you work in marketing and corporate communication and you’re looking for a freelance copywriting partner, consultant, or small agency that can deliver high-quality native English content.
1. Check Their Website and Portfolio
First things first, any professional native English copywriter should have a proper website with a portfolio showcasing their work. Even better, look for case studies that highlight the impact of their writing. These case studies should give insights into past projects, the challenges they tackled, and the results they achieved. If they provide screenshots or links to live work, that’s a great sign of credibility.
2. Make Sure They Are Actually a Native English Speaker
You’d be surprised how many so-called ‘native’ English copywriters make pretty big grammatical mistakes on their websites. One big red flag is poor sentence structure or awkward phrasing. Also, check their URL — sometimes you’ll come across strange website names that don’t make sense in English, which can indicate that they’re not true native speakers. For example, I recently came across a website domain called ‘copywritings’ which doesn’t make sense in English. A simple check of their writing samples and website should tell you if their English is natural and professional.
3. Look at Their Online Presence
A good native English copywriter isn’t just someone who writes well — they also engage with their industry. Do they have a presence on LinkedIn? Are they actively sharing insights, writing posts, or engaging with others in the marketing and corporate communication space? This kind of activity shows they’re serious about their work and stay updated on industry trends.
4. Understand What Kind of Copywriter They Are
Not all copywriters are the same. Some specialise in website copy, others in SEO content, and some focus on marketing or corporate communication. There’s also a difference between content writing and copywriting. A strong native English copywriter should understand this distinction and be able to provide different types of writing samples. More experienced copywriters will also bring a strategic perspective, ensuring consistency in tone, brand voice, and audience engagement.
5. Verify That They’re a Serious Freelancer
You don’t want a ‘fly-by-night’ copywriter who picks up occasional gigs on the side and then ghosts you when they find a day job. A serious native English copywriter will have an established business, a strong online presence, and an extensive network. They’ll also be connected with marketing professionals, corporate communication experts, and other industry experts. If they lack these, they might be new to the field — which isn’t necessarily bad, but it depends on your project’s complexity and needs.
6. Check Their Use of Tools and Platforms
Experienced native English copywriters don’t just write; they work efficiently using the right tools. Many professional copywriters have systems in place, such as Slack, Microsoft Teams, or Google Drive, to collaborate with clients effectively. If they are used to working with shared workspaces, it’s a good sign that they have experience handling multiple projects and clients in a professional manner.
7. Look Beyond the Website Design
Nowadays, it’s easy to set up a stunning website, but a good native English copywriter knows that it isn’t just about visuals — it’s about content. Take a close look at the writing on their website. Are they providing valuable insights? Are their blog posts well-written, engaging, and useful? If they use their blog as a personal diary rather than a professional platform, it might not reflect the level of expertise you’re looking for…
8. Check Their Network of Professionals
A skilled native English copywriter often works alongside other professionals, such as graphic designers, videographers, or marketers. If they can recommend reliable industry contacts, that’s a plus. This can save you time and effort when you need additional services like design or video production for your marketing materials.
9. Ask About Their Use of AI Tools
Artificial intelligence tools like ChatGPT are widely used in content creation, but a professional native English copywriter will be transparent about how they use them. AI can be useful for brainstorming, but strong copywriters still rely largely on their own skills for writing high-quality, original content. If your company has strict policies regarding AI, make sure your copywriter is willing to align with them and, if necessary, sign an NDA to ensure confidentiality.
10. Understand That Quality Takes Time
Good copywriting isn’t instant. A professional native English copywriter takes the time to research your industry, understand your company, and tailor the content to your target audience. If someone promises you well-crafted copy within just a few hours, be cautious. High-quality writing requires careful thought, research, and revisions. Make sure you discuss deadlines upfront so you’re both aligned on expectations.
Choose Wisely When Hiring a Native English Copywriter
There’s a lot to consider when hiring a native English copywriter. The most important takeaway? Communication is key. You need a reliable, responsive copywriter who truly understands your industry. A strong copywriting partner will take the time to learn about your company, engage with your challenges, and deliver content that speaks directly to your audience.