How to Brief Your Copywriter (and Get Better Content Every Time)
- Maxine Knight
- May 23
- 4 min read
Updated: Jun 5
You’ve hired a copywriter – amazing! Next task... set them up with a strong brief that drives results.
Whether you’re handing over a blog, website copy, or campaign messaging, the way you brief your copywriter can make or break your deliverable.
A clear, thoughtful brief doesn’t just help your writer – it saves you time, cuts down on revisions, and makes sure the content actually works… whether that’s informing, inspiring, or getting people to take action.
The good news? Great copywriters (like me!) will always help shape the brief if needed – it’s all about working together to make sure we’re aligned and heading in the right direction from day one.
So, let’s break down what makes a great brief, what to include, and why SEO needs to be part of the conversation from the very beginning.
What to include in a great copywriting brief
1. Project summary
Start strong – tell your copywriter what you need and why you need it. A few clear lines here can save everyone a flood of follow-up emails (and a few headaches).
If your writer comes back with questions, take it as a good sign – they’re not being fussy, they’re making sure they fully understand what you’re after so they can deliver copy that hits the mark.
Here’s what to include:
What the project is
What is the goal
Any key deadlines or delivery formats
Example: “We’re looking for a 1,000-word blog post on youth homelessness to support our summer fundraising campaign. We want to build awareness. Ideally, we’d like a first draft by 4 June.”
2. Who the audience is
Your copywriter writes for them – not for you. So be specific.
Share:
Who the reader is (age, profession, role)
What they know or feel about the topic
What tone or style do they respond to
Just a quick note: When I’m writing conversion copy – think sales pages, landing pages, or anything that needs to make people take action – I’m not just guessing what should go on the page.
Instead, I dig into what your audience actually cares about. I use tools like interviews, social listening, analytics, and a few other research tricks to find out what they need to hear – not just what we think sounds good.
It’s all about balancing what your audience needs with your brand’s voice, so the final copy feels natural, persuasive, and totally on point.
3. Key messages
What should the audience know, feel, or do after reading?
Include:
The 2–3 most important points
Any must-use phrases or disclaimers
Your call to action (CTA)
4. Tone of voice
Your writer will match your brand’s voice if you describe it well. Include:
Your tone guide, also known as a content style guide (if you have one)
Examples of content you like
Keywords to avoid (e.g. “people who suffer from diabetes” might be replaced with “people living with diabetes”)
Tip: If you work in healthcare or charity, mention if you follow tone standards from the NHS, CharityComms or similar.
Note: Having a content style guide included in your branding guide is great practice. It keeps your messaging consistent so your community knows who you are, and it means writers who come in to work on your copy immediately know your tone, grammar preferences, words to avoid, and types of places to link to – saving you a full briefing.
If you need help creating one for your organisation, I can help.
5. Got past content? Share it!
It really helps your copywriter get a feel for your style, tone and expectations. If you’ve got previous assets – like a past blog, campaign, or whitepaper – pop them over. Let them know what worked, what didn’t, and anything you’d love to do differently this time.
Examples include:
Past content
Research reports
Brand guidelines
Visuals, stats, testimonials, or quotes
If you want SEO-friendly copy – supply keywords
If you need your content to rank on Google, your brief should say so upfront.
Here’s what to include:
SEO checklist for copywriting briefs
Primary keyword: The main search phrase (e.g. “diabetes patient information”)
Secondary keywords: Related phrases (e.g. “NHS diabetes advice”, “support for type 2 diabetes”)
Search intent: Informational? Navigational? Transactional?
Internal links: Which types of pages to link to on your site or avoid
External sources: Trustworthy links for credibility (e.g. NHS, WHO, British Heart Foundation, The Centre for Social Justice)
Meta title and description: If you want help writing these, say so
Not sure about keywords? No problem – ask your copywriter. They may offer SEO keyword research as part of the project (I do!). In my case, I collaborate with a dedicated SEO specialist, so you benefit from two experts working together to deliver optimised, high-impact content.
Mistakes to avoid when you brief a copywriter
Need a template?
Want to save time briefing your next project? Here are 3 briefing templates to help you get started:
Final thoughts
A copy brief is more than a checklist – it’s a collaboration tool. It helps your copywriter understand your goals, connect with your audience, and bring clarity to your message.
Whether you’re in healthcare, social change, or simply need purposeful content, briefing well is the first step to content that works.
Need a copywriter who can turn a solid brief into standout content? Let’s chat!
Book a free 30-minute call or email max@maxineknightwrites.com and let’s create clear, compelling copy that truly connects.