Copywriter

"Just Do It." "Think Different." "Because You’re Worth It." "Have a Break, Have a KitKat."

Behind every unforgettable slogan is a copywriter—a master of words who shapes how brands connect with the world. Whether you’re crafting powerful taglines, writing compelling ads, or creating stories that engage millions, copywriting is at the heart of great marketing.

This career gives you the freedom to work anywhere, from global agencies to in-house teams—or even as your own boss. With businesses investing heavily in content, the demand for skilled copywriters has never been higher.

No degree? No problem. In copywriting, talent speaks louder than qualifications. If you have a way with words and a knack for persuasion, you can build a thriving career—whether in digital marketing, advertising, or content creation. Work remotely, freelance, or land a dream job writing for the world’s biggest brands. A career as a copywriter puts you in control.

Key Details

£23,000

Entry

£29,000

Average

£36,000

Senior

38 / Wk

Average Hours

Web DesignerUX / UI DesignerDigital Marketing ManagerDigital Project Manager

Summary

Do you love playing with words, telling stories, or crafting messages that inspire action? Copywriting is where creativity meets strategy, turning ideas into powerful content that sells, engages, and builds brands.

From website copy to social media ads, blog articles to product descriptions, copywriters shape how businesses communicate. The demand is booming—73% of businesses have a content marketing strategy, and they need skilled writers to bring it to life.

But copywriting isn’t just about writing—it’s about influence. The best copywriters create words that stick, like Nike’s "Just Do It." or KitKat’s "Have a Break, Have a KitKat." These aren’t just slogans—they’re cultural touchpoints that millions of people recognise. Imagine seeing your words on a billboard, in an advert, or going viral online. That’s the power of great copy.

And the best part? There are no barriers to entry. You don’t need a degree—just strong writing skills, creativity, and a passion for communication. Develop expertise in persuasive writing, SEO, and brand storytelling, and you can freelance, work in-house, or join a creative agency.

The career is incredibly flexible. Work from anywhere, set your own schedule, and shape your path. As you gain experience, you can specialise in UX writing, content strategy, or creative direction, or even launch your own business. In this ever-evolving industry, the possibilities are limitless.

Responsibilities

In a nutshell, a copywriter must create high-quality written content. Here is a summary of some of the typical responsibilities of most copywriters.
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    Writing Engaging Copy. Copywriters produce content for various platforms, usually including websites, emails, social media, blogs, brochures and advertisements.

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    Research. Usually good copywriters are good researchers - they may need to delve into the target audience, industry trends, competitors or subject matter.

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    Editing and Proofreading. Oftentimes a copywriter will need to edit and proof-read either their work or the work of others to ensure clarity, grammatical accuracy and consistent messaging.

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    SEO Optimisation. When writing for blogs or creating website pages, many copywriters will be asked to optimise their content for search engines, to ensure that it ranks well.

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    Collaborating. Copywriters will have to work closely with marketing teams, graphic designers, SEO departments and more in order to align with the rest of the company.

Key Skills & Traits

Being a good copywriter isn’t as simple as picking up a pen (or keyboard) and getting to work. Here are some key skills and traits that will help!

Excellent Writing Skills

A copywriters’ medium is the written word. To succeed, they must have excellent command of language, grammar and style.

Methodical

A good copywriter has to be meticulous in checking their work and research, to ensure accuracy, consistency and error free writing.

Creativity

One of the most important measures of good copy is engagement. Writing engaging content requires a copywriter to be creative, so that their content is engaging and original.

Persuasion

Most digital written content (including emails, blogs and website pages) are usually written with an end-goal in mind, which is to make the user take a further action. Elite copywriters will bear this in mind and write accordingly.

Adaptability

The best content writers can adapt to different styles. They consider whether their copy is supposed to persuade, engage, inform, etc, and adapt their content appropriately.

Good Time Managers

A copywriter has to balance research, drafting, writing and editing in order to submit their work in a timely manner. Good time management is a must!

Education & Qualifications

Anyone can become a Copywriter—no formal degree required! While some employers may value qualifications in English, journalism, or marketing, what really matters is your ability to write clearly, creatively, and persuasively. Many great Copywriters got started with nothing more than a blank Google Doc, a strong point of view, and a love for language.

Success in this field is built on writing that works—not just credentials. Whether you're freelancing, working in-house, or writing for an agency, a portfolio that shows your versatility, tone of voice, and ability to drive action will carry far more weight than any qualification.

Lifestyle

Copywriting isn’t typically a route to millionaire status, but it offers something just as valuable—freedom and flexibility. For many, the appeal lies in choosing how and where to work. Freelancers and remote copywriters enjoy independence, setting their own hours and even travelling while they work, while agency and in-house roles offer more structure, stability, and teamwork. Earnings vary widely—entry-level roles may be modest, but specialising in areas like SEO, UX writing, or technical copy can lead to higher salaries. Freelancers have unlimited earning potential but must manage their own workload and financial security, while full-time employees benefit from paid holidays, pensions, and job stability. Whatever path you choose, copywriting offers a career that blends creativity with lifestyle flexibility.
95%
Remote Suited
One of the most suited jobs to working remotely - however some companies may require you to work from the office. 
15%
Stressful
Generally, copywriting is not considered a stressful job, however freelancers or agencies may have some stress-inducing deadlines to contend with.
90%
Work Life Blance
Very good opportunities for work life balance. Freelancers and contractors may be able to dial their workload up and down.
4.7Enjoyment
Our collection of reviews from industry professionals have scored being a web designer as 4.7 out of 5 on average.
38/hrs
Weekly
Typical working hours for an an employer are a standard 38 hours / week. Self-employed or freelancers have more control over hours worked.

Salary Data

The average salary for a copywriter in the UK is approximately £29,000 per year. Entry-level copywriters can expect to earn around £20,000 annually, with more experienced or senior copywriters earning £36,000 or more. Freelancers working at an intermediate level may charge £20+ per hour, with the potential to earn more depending on their specialisation, client base, and experience. While full-time roles offer stability and benefits like paid holidays and pension contributions, freelancers enjoy the freedom to set their own rates and work schedules, but must manage their own financial security.
£23,000

Entry

£29,000

Average

£36,000

Senior

Career Path

There is no "typical" path for a copywriter. They may move into the career from marketing, journalism or other forms of work that involves writing - or perhaps after graduating in a related subject. Ultimately though, those with a talent for the written word may be able to build a career with no experience whatsoever!

Junior Copywriter

Working as part of a wider marketing team to create copy, perhaps with the help of a senior copywriter or editor. Usually collaborating with web designers, digital project managers or SEO managers to reach a desired goal.

Copywriter

Expected to take more responsibility than a Junior Copywriter when it comes to time management, researching, editing and proofreading for their own work. A mid-level or senior copywriter may also be expected to handle greater diversity of projects and contribute to marketing strategies.

Specialist Copywriter

At a senior level, it’s likely that a copywriter will be expected to have a track record of results within a given specialism. This may be a specific industry (such as science-based or sales-based). Similarly, in the digital realm it is likely that a high-level copywriter will be aware of SEO techniques and be able to optimise their content accordingly.
The career path of a copywriter doesn’t have strict requisites - often it will require a good previous portfolio and work experience rather than formal education or certifications. With that said, some companies may require certain A-levels or a related university degree, and often these will stand you in good stead.

It is likely that as a copywriter progresses through their careers, they will specialise - for example, accumulating a portfolio in a specific niche such as health. With that said, being a generalist who can adapt to different niches can also be an advantage.

A copywriter may work “in-house” (providing copy only for one business or organisation) or for an agency (who provide content to other businesses as a service). Either can be superbly interesting roles, though working for an agency may offer more variety! A copywriter may be promoted to various positions within these companies, handing other areas within digital marketing or running a team of writers / editors.

They may also become a freelancer or contractor, and an experienced copywriter with an entrepreneurial mindset may be able to start their own content agency. This path can offer massive upside, with potential for earning more, increased flexibility, working when you choose and much more!

History of the Profession

Almost since the birth of the written world, writing has been an important part of business, particularly in advertising. How an organisation communicates something can be almost as important as what it is communicating.

Arguably though, it has never been as important as it is today. With the rise of the internet, almost every business could benefit from a good copywriter in some shape or form. 

3100-300 BCE

Ancient Civilisations
The roots of copywriting can be traced back far into ancient history - for example in Ancient Egypt, where merchants used inscriptions and papyrus scrolls to advertise. These early forms of advertising were primarily informative rather than persuasive, promoting goods and services in marketplaces.

1800’s

The Industrial Revolution
With the rise of mass production during The Industrial Revolution, the role of advertising became more prevalent. As the first printed ads appeared in newspapers, companies began to recognise the need for persuasive writing to promote their products.

Early 1900’s

The Birth of Modern Copywriting
During the first half of the 20th Century, copywriting began to take a more structured approach, with agencies hiring dedicated copywriters. We can still see and learn from some of these adverts today, such as the famous “They Laughed When I Sat Down At The Piano - But When I Started To Play!” - by copywriter John Caples.

1960’s - 1990’s

A Creative Revolution
The 1960’s saw a creative revolution in advertising, with brands focusing more on creativity, humour, storytelling and brand personality to capture the hearts of consumers. Influential copywriters such as David Ogilvy began to emphasise understanding the consumer to help create effective messaging.

1990’s - 2010's

The Digital Age
The internet dramatically transformed copywriting, as a huge percentage of businesses established an online presence.With the rise of Google, SEO became a crucial aspect of copywriting - giving content writers another important consideration for their copy. The emergence of social media, email and content marketing further evolved the relationship between the copywriter and their audience.

2020 - onwards

Working Remotely.. Alongside AI
With millions of businesses worldwide who need great copy to survive in the digital era, opportunities had never been higher for copywriters. 

Then, of course, came the COVID-19 pandemic - normalising remote work across the world. Copywriting had quietly been growing a reputation as well-suited for digital nomads, but it was certainly no longer a secret that almost anyone could have a go at copywriting from anywhere in the world - as long as they had the skills to get by.

Alongside this though came ChatGPT, closely followed by other forms of AI. Suddenly it was easier than ever to generate written content in seconds - and as the technology improves, many wonder if the competition of AI could edge out the role of the copywriter.

Could a human writer ever be replaced? We'll have to wait and see...

Reviews

We think that hearing from other professionals in the field is perhaps the best way to figure out whether a career as a copywriter could be a good fit for you.

Copywriter for 4 years

Paul

As a copywriter I feel like I make a good living. You don’t need a formal education and the job has some esteem - you can make an impact. The only thing is that people underestimate how hard writing good copy is. And how much time it takes. Like when I receive a horrible first draft accompanied by "we're almost there I think, can you just have a quick look and add your comments?"

💰£35,000Annual
salary
💼38Weekly hours
🏝️80%Remote suited
🤷‍♀️20%Stressful
⚖️80%Work life balance

Copywriter

Laura

I love helping people and recommending products or services in a way that’s natural, like a trusted friend or colleague would. I like to step into the target prospect’s shoes and really think about what they feel, how they think and how the product can genuinely help them. I love what I do and every day I improve.

💰£29,000Annual
salary
💼40Weekly hours
🏝️90%Remote suited
🤷‍♀️10%Stressful
⚖️80%Work life balance

Copywriter

James

I love the range that being a copywriter offers. Right now I’m writing upcoming web series for an agency, email and social campaigns for a global creative brand, and am working on a social campaign focused on improving representation of the Black community. Before this, I wrote in the e-commerce space.

💰£30,000Annual
salary
💼40Weekly hours
🏝️75%Remote suited
🤷‍♀️10%Stressful
⚖️80%Work life balance

Similar Careers

The following careers are similar to copywriting, or may work closely with a copywriter. 
Web DesignerUX / UI DesignerSoftware EngineerDigital Project ManagerDigital Marketing Manager

Resources

Want to learn more about being a copywriter? We’ve put together a great collection of resources to help you learn about or prepare for your career. There is plenty to learn and improve your changes of landing your first job as a writer. 
Video

Learn Copywriting in 76 Minutes | Harry Dry

How do you write copy that can’t be copied? This in-depth video with successful copywriter Harry Dry is an inspiring place to start and is sure to give you ideas to help you become a better writer. 
See more 👉
Learn Copywriting in 76 Minutes video thumbnail
Article

How To Become a Successful Copywriter

UpWork are a freelancing website where copywriters (among other freelancers) can find work. Their guide is a great place to start, and picking up some freelance copywriting gigs could help you land a free time role. 
See more 👉
Image of a successful freelance copywriter
Book

Copywriter's Handbook: A Step-By-Step Guide to Writing Copy that Sells

A very informative, straight to the point and easy read. Whether you have an interest in getting into copywriting or want to refresh your knowledge, this fourth edition has up-to-date information for the digital age. 
See more 👉
Front of the book The Copywriters Handbook
Video

A day in the life of a copywriter

When copywriter Chris Silvestri first started out, he wished that he had been able to take a peek into what an average day in the life looked like as a copywriter. Now he’s recorded what he does on a typical day. 
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Video thumbnail for a day in the life of a copywriter video
Article

Think Twice Before Becoming a Copywriter

If you’re considering becoming a copywriter, it’s easy to find articles promising unlimited freedom, few hours and piles of cash. We’ve included this one to give a more realistic opinion of being a copywriter. 
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Image of a person with their head in the clouds.
Book

Oglivy on Advertising

We mentioned David Oglivy during the History of Copywriting section of this article. Widely hailed as the "The Father of Advertising,” many of the lessons and mistakes in his book are still relevant today, despite the fact that some of the content is a bit dated. 
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Book Cover of Oglicy on Advertising
Course

The Complete Copywriting Course

Reviewed as 4.6 out of 5, this course helps you write effective sales copy and grow your career with formulas, templates and tools.
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A copywriter's hands typing
Podcast

Copywriters Podcast

With bite-sized half-an-hour episodes, any aspiring copywriter can add the Copywriters Podcast to their daily routine and digest invaluable lessons from storyteller David Garfinkel.
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Cover image for the copywriters podcast.

Specialisms

Copywriting offers a variety of specialisms, allowing writers to focus on specific industries or types of content. Whether it's SEO, healthcare, or creative brand storytelling, each niche offers unique challenges and opportunities for growth. Explore the different paths that can shape your career in copywriting.

Regulatory Bodies

In the UK, advertising and copywriting are regulated by several bodies to ensure ethical standards and protect consumers.