I work for myself and never disappear into an agency or client’s office on a contract basis. I’m never not busy …but I’m also incredibly efficient. When I send you a proposal, I’ll request confirmation by a certain date (usually a week ahead) to ensure availability. Once you’ve completed my Ts&Cs, I can book in the work.
I can sometimes help with last-minute requests but, as I hope you’ll appreciate, I always give priority to current and long-term clients. It’s always worth checking though. (BTW, this blog is more for other freelance copywriters but a handy read, nevertheless: How To Deal With Freelance Copywriting Project Delays.)

I’m available to take calls and answer emails Monday to Friday 9am - 6pm. I have several clients in Israel and the UAE and am always happy to work with them on a Sunday.

I do … but only those with sensible, business-like budgets. If you’re also getting copywriting quotes on sites such as Fiverr and People Per Hour then, sorry, but I’m not the right copywriter for you.

No, I’ve been a copywriter for over 30 years and have worked across every sector. I can come up with highly creative concepts for a press campaign radio ad as easily as I can turn a complex med-tech document into a clear and easily digestible read. You can view the different sectors I work in and the variety of clients I work with on my Clients page.

These are available in full on my Ts&Cs page.. I’ll also provide a succinct version in the proposal I send.

I may use it for research but I check everything thoroughly and all my work is my own.

As long as genuine, original, high quality copy and fresh creative thinking are prioritised by AI driven search engines, copywriting will not be replaced by AI.

However, I believe things will change - not just because of the way in which AI and LLMs are developing but because marketers who are in the early to mid stages of their careers will be used to the many advantages of using ChatGPT, Claude and Jasper AI whereas those who are more established already understand the added value of using an experienced copywriter. But as those younger people progress, the need for a human copywriter may fade away. (In 2018, I wrote a blog wondering if I'd ever be replaced by an AI robot: in other words, could Caroline Gibson ever become Caroline Gibbot ...)

Never, ever. All my work is my own. And if I'm not available to help, I may be able to recommend another copywriter.

No. The main thing is that you find the right copywriter for your project with the skills to deliver what you need, on time and on budget. I live in Kew, Richmond, so can easily and quickly tube it to London for meetings … there are some copywriters who label themselves as London copywriters but aren’t. If you’re looking for a writer you need to frequently meet with in town in person, double-check the listings on Google maps and see who pops up where. It's so nice to make #8 in the list of 50 Top Female Content Writers – and be just one of four British content writers!

It’s a chicken-or-egg question. I like to see the wireframes and design first but am experienced enough to work from a blank canvas. What is important, though, is to have open conversations between copywriter, client and web agency so that the parallel lines of copy and design can merge at some point.

I started as a junior copywriter in the pre-digital age when only the term “copywriter” existed. So many different types of writing roles now exist, and the lines have become blurred: I like to describe myself as someone good with words and ideas (a more official phrase would be a “creative copywriter”). Have a look at What’s The Difference Between Copywriting And Blogging? and What Is A Creative Copywriter?

I offer SEO, AEO and GEO. My site appears in AI overviews and also ranks organically on the first page of Google for a number of keywords and long tail phrases related to my copywriting services: the proof is in the pudding as I've optimised my site by myself.

SEO (Search Engine Optimisation) helps rank your web pages by including keywords.

AEO (Answer Engine Optimisation) is about structuring content to appear as concise answers in search features (featured snippets and voice).

GEO (Generative Engine Optimisation) is about creating reliable and trusted content so that AI tools (Chat GPT, Gemini etc) are more likely to cite it in answers. Start with What’s The Difference Between GEO and SEO? A Simple Guide

Neither. I prefer to charge by the project because you’re paying for my expertise and years of experience. This way, there are no hidden charges otherwise you may as well strap a taxi meter on a copywriter. (Check out: Here’s Why You Should Never Ask A Freelance Copywriter “What’s Your Day Rate?”)

When working with a new client, I often provide an £x-£y quote with a best case / worst case scenario and update them regularly to assure them that everything is falling within budget. If there's a change of brief, then this will obviously impact costs so we'll have a chat.

It depends on who you use and how much experience they have. If you’re getting quotes, you’re bound to see a difference in prices but a cheaper copywriter could end up taking twice as long as the person who provided the higher quote. Learn more at Does An Experienced Freelance Copywriter Mean an Expensive Freelance Copywriter?

IR35 is a tricky subject and you can see the rules explained in What Does IR35 Mean For Freelance Copywriters? (And Are You A “Disguised Employee”?). I was self-employed as a freelance copywriter, working from home and for a range of clients, so was 100% outside of IR35. I am now a limited company and therefore IR35 no longer applies to me.

I want you to be completely happy about appointing me as your freelance copywriter – both in terms of what I can do and what I’m like to work with. Unlike many other freelance copywriters, I’ll provide a sample piece of copy without obligation for you to consider in terms of style but not fact as I would need a deeper dive into your brand if we went ahead. You can find out more about this process in Services.

Yes, if you’re happy to appoint me after the copy style exercise. I usually request payments to be staged and for an initial deposit of 25-50% – both depending on the total estimate. This info will be clearly set out in my proposal.

High Google rankings don’t happen overnight, despite what your web agency may tell you. I’ve had my site for a very long time and have optimised it myself – though ranking high isn’t just about weaving keywords into copy (but I’m keeping some hard-earned secrets to myself!).

When I was 14, I read an article about a copywriter who came up with names for beauty products at Boots and instantly knew that’s what I wanted to do. I’d always loved English and word play. I took a degree in English and Psychology (as I was also interested in market research and account handling), then a six-month post-grad diploma in advertising at Watford College. I went on D&AD workshops to build a creative portfolio, posted a creative self-promo to a whole bunch of ad agency creative directors, went on as many placements as possible, and got my first job as a junior copywriter through a head-hunter.

Essentially, I can write anything – whether it’s a press campaign, TV ad, website, editorial feature, press release, blog etc etc etc. See my Services.

Copywriting is a skill that requires the ability to think creatively and write persuasively. It is also about understanding and articulating what makes a brand relevant, distinctive and desirable. See What Is A Creative Copywriter?

The amount that a freelance copywriter earns depends on experience and expertise.

There’s no set rate card according to how many years in the business: the fee you charge clients can depend on any number of things, such as the calibre of clients you’ve worked with previously, the calibre of the work you’ve done, the depth and breadth of your experience, the skills you offer that add value (such as providing strategic direction, SEO, advice about GEO, the ability and versatility of write for different media (websites, emails, press ads etc etc), and , of course, a lot depends on the client’s budget and how often you’re getting decent-paying projects to work on.

ProCopywriters publishes an annual report of what it’s like to be a copywriter, which includes information on rates.

Do NOT believe hype from people offering online copywriting courses and claiming that you, like they, can earn squillions in your first year.

I have to say yes.

Sorry to sound bleak but becoming a freelance copywriter is much harder these days than it used to be. This is for a number of reasons: marketing budgets have been trimmed for one. With the rise of the Internet and so many online copywriting courses, freelance copywriters are saturating the market. Oh and how can we ignore the effect of LLMs such as ChatGPT?

During Covid, I had two Januarys in which I received at least one client enquiry every single day.

Life as a freelance copywriter isn’t like that anymore. I feel very lucky to have built up a good roster of clients and that my website performs well for me organically. But a lot of time can be wasted by dealing with potential client enquiries, creating proposals and then being ghosted.

I hope you find this useful: 14 Mistakes To Avoid As A Freelance Copywriter

Yes, I occasionally offer one-to-one coaching to help improve copywriting skills. Please get in touch if interested: caroline@carolinegibson.co.uk