New format
How to write a brief for a copywriter
Weak copy often starts with a vague order: “write about wallpaper, make it nice, add keywords.” A clear brief cuts revisions — even with a mid-level writer.
Below: why you need a brief, a framework for sales copy, homepage and SEO nuances, and basic acceptance rules. Types of copy and how to hire live in our general copywriting guide; if you’re writing yourself, use the article-writing algorithm instead.
Why a detailed brief
It locks expectations before work starts, so you hear fewer “I meant something else.”
You reach an acceptable draft faster and cheaper than waiting for a “perfect” author with no brief.
It gives acceptance criteria: you revise on substance, not endless taste debates.
Framework for sales copy
Collect offer pros and cons from sales or marketing. Lock the goal (lead, trial, call), the audience, a draft outline with headings, theses, and the questions the text must answer.
Add stop-rules (fluff, clichés, promises you can’t keep) and how you differ from competitors on page one — in your own words and with real facts.
Minimum blocks in the brief:
- goal and CTA
- reader persona
- outline / H2s
- must-have facts and figures
- objection checklist
- stop-words and banned tactics
- length, tone, deadline, revision limit
Homepage and SEO copy
Homepage: hand over advantage theses, services, facts, reviews, client FAQ, and competitor notes yourself — don’t expect the writer to invent the brand from a Google search. See also the homepage-copy article.
SEO: attach the cluster, page intent, and placement guidance without stuffing. An SEO consult before the brief saves rewrites.
Basic acceptance requirements
Structure: subheads, lists, readable paragraphs. Tone: company voice or impersonal; keep the “you” form consistent throughout.
Check uniqueness with the tool named in the brief, but don’t chase 100% at the cost of meaning. Attach style references in advance.
What to remember
Brief = goal + audience + facts + stop-list + acceptance.
For homepage and SEO pages the brief is thicker than “just an article.”
An anti-plagiarism percentage is a guide, not the only goal.
FAQ
Can I skip a brief on a freelance marketplace?
You can, but you’ll usually get generic copy — not what the business needs. A short brief costs less than a rewrite cycle.
What should every brief include?
Goal, audience, length and format, tone, must-have facts, a stop-list, acceptance criteria, and a deadline.
Do I need keywords in the brief?
For SEO pages — yes: the cluster, preferred forms, and where they belong. Without a keyword set and intent, a keyword list is almost useless.
What uniqueness score should I require?
A checker percentage isn’t gospel. No copy-paste and real usefulness matter more. Treat uniqueness-tool numbers as a check, not the only KPI.
How many characters should I specify?
Match the page job — not “more is better.” Often 2–4k characters with spaces for a block; go longer only when you need real depth.
Who should write the brief — marketing or SEO?
Better together: offer and audience from marketing, cluster and page type from SEO.
How is this different from the “Copywriting” article?
That piece covers text types and choosing a writer. This one is about assembling the brief itself.
Do I need style examples?
Yes. One or two “do this” and “don’t do this” links align tone faster than adjectives alone.
Vague “make it nice with keywords” briefs burning budget on rewrites?
We’ll lock goal, audience, facts, and acceptance — so copy lands closer on the first pass.
Discuss the task
