How to check a copywriter can write for your industry and audience

The mistake most buyers make is handing over briefs to copywriters who sound impressive on paper but have never written for your industry or audience. You end up with polished prose that doesn't speak to your customers or misses the jargon and tone they expect. A copywriter fluent in tech might struggle with healthcare compliance. One who's written luxury retail copy might miscalculate the voice needed for a B2B SaaS pitch. Checking industry and audience fit before you commission work costs almost nothing and saves you from costly rewrites.

Track their actual work in your sector

Start by asking to see samples or case studies from businesses like yours. If they say their portfolio is confidential, ask for anonymised examples — writing that demonstrates the tone, terminology and sales approach needed for your industry. Don't settle for "I can write anything."

Read the samples closely. Does the copywriter use industry-specific language correctly, or does it sound guessed at? Do they understand the buyer's pain points in your field? A copywriter who's written for law firms should show you copy that addresses compliance concerns, not generic business benefits. Someone pitching to property agents should demonstrate knowledge of what actually sells homes or drives lettings inquiries.

Verify the sample is genuinely theirs. Ask which role they played (lead copywriter, editor, collaboration), what the client's starting position was, and what the brief asked for. A good copywriter will walk you through their thinking. If they're vague or defensive, that's a signal.

Check their website or LinkedIn. What tone do they use in their own copy? Is it close to what you need? Do they write blog posts or thought leadership that shows depth in relevant areas? A copywriter who regularly publishes on audience psychology or e-commerce conversion is signalling where their expertise lies.

Ring their recent clients and listen for specifics

Ask for references from businesses in your space or with a similar audience size and sales model — not just any happy client. When you call, don't just ask "Were you happy?" Ask directly:

• Did the copywriter spend time understanding your customer before writing?
• How well did they grasp your industry's language and compliance needs?
• Did they produce copy that your audience actually responded to, or did it feel off-target?
• How did they take feedback on tone or terminology?
• Would they hire this person again for similar work?

Listen for concrete stories. A reference saying "They really got who we are" is better than vague praise. You want to hear that the copywriter asked smart questions about the audience, researched competitors, or flagged when a brief was missing crucial context.

If a copywriter hesitates to give you references or offers only generic testimonials, be cautious. Strong practitioners in a niche keep close ties to clients.

Due diligence also means checking they're a legitimate business operator. Ask for their business registration details and confirm they're trading legally. On Strove, copywriters are verified and rated by previous clients, which gives you a shortcut: read those reviews for mentions of industry experience and work quality. Look for patterns—if multiple clients mention the copywriter understood their sector or produced copy that drove results, that's a reliable signal.

Your brief matters too. The clearer you are about your audience, industry nuances and what success looks like, the better a copywriter—even one new to your field—can deliver. But if they have solid experience writing for your kind of customer and business model, you're already starting from a much stronger position. That track record is worth the extra week spent vetting.