Copywriter: how to train and review the role
Writes headlines, ads, social captions, website pages, scripts and emails from briefs, in the client's voice, and edits after feedback. Works with designers and account managers and reports to the creative lead or head of content.
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Share your requirementsWho usually fills this role
Mostly graduates in English, mass communication or business, some from journalism. Test a short writing task from a real brief, grammar, tone control across brands and handling of feedback. Ask them to rewrite a weak line three ways and explain the differences.
Skills ladder
Stage 1
New joiner
- Writes captions and short copy from clear briefs
- Follows brand tone notes
- Proofreads own work
Stage 2
Independent
- Writes ads, pages and scripts with fresh ideas
- Matches different client voices
- Adapts copy for different channels
- Handles revisions with a record of changes
Stage 3
Senior or lead
- Leads concept and tagline development
- Edits and mentors others
- Builds tone guides for clients
- Presents ideas to clients with reasons
Training path
First weeks
- 1
Brand voice study
The lead gives the writer each client's voice samples and do-not-say lists. The writer writes a short note describing each voice.
- 2
Edit and proof routine
The lead shows house style, checks facts and claims, and proofing steps. The writer's first pieces are edited line by line.
- 3
Briefs and constraints
The writer learns to question a brief and find the target reader and action. The lead reviews the questions asked.
First year
- 1
Channel writing
The writer practises copy for social, search ads, web and email, each with different length and rules. Samples are reviewed by the lead.
- 2
Claims and compliance
The lead explains how to avoid unsupported claims and sensitive topics. The writer checks drafts against a list.
- 3
Revision discipline
The writer logs each change request and responds in writing. The lead checks that the final text still meets the brief.
Towards senior
- 1
Concept development
The writer proposes three campaign ideas for a real brief and defends one. Selection reasons are reviewed.
- 2
Mentoring
The writer edits a junior's work with a checklist; the lead reviews the edits.
- 3
Tone guide creation
The writer builds a guide for a client, used by others. Consistency in later work is checked.
Performance review
Fortnightly edit sessions with the lead, a monthly one-to-one, and a written half-yearly review with samples. Keep notes of agreed actions and revisit them at the next review.
What to measure
| Measure | How it is seen |
|---|---|
| Writing quality | Review samples against brief and voice |
| Accuracy | Check facts, claims and errors |
| Range | Compare work across channels and clients |
| Turnaround | Compare time taken with estimates |
| Revision handling | Count rounds and reasons |
| Collaboration | Ask designers and account managers for feedback |
Evidence to bring
- Published copy
- Edit comments
- Revision log
- Client feedback
- Brief and notes
Questions to ask in the review
- Which voice is hardest to write?
- What brief was unclear?
- Where did feedback surprise you?
- What claim worried you?
- Which of your lines are you proud of?
- What do you read or study?
- What would you like to write more of?
Pitfalls
- Judging writing only by length
- Letting writers publish without edit
- Giving no brand material
- No claim checks
Questions about this role
Yes, with a short real-brief task.
Set clear rules and review for accuracy and originality. Confirm client terms with your adviser.
The creative lead or a senior writer, not the account manager alone.