You’d think with 600,000+ content writers out there, hiring one wouldn’t be this hard.
But if you’ve ever tried to hire a web content writer, you know the problem isn’t volume; it’s alignment.
I’ve been on both sides of this: as an SEO content writer for SaaS and service-based companies, and now writing for a company that helps hire offshore teams. And here’s what I’ve seen:
Most founders aren’t just looking for someone who can write.
They’re looking for someone who can translate their thoughts into something the audience actually cares about. Someone who gets the nuance of tone, structure, intent, and search behavior, and still hits publish on time.
This post will show you how to find that writer.
Why It’s Hard to Hire a Good Web Content Writer
Based on LinkedIn Talent Insights (July 2025): There are 641,220 content writers active across the US, UK, AU/NZ. Only 4,533 open roles right now, but a whopping 35,545 writers have changed jobs recently.
That kind of movement tells us two things:
One founder put it this way on LinkedIn: “They looked good on paper. Two weeks in, I realized they didn’t get what I needed.”
These are the things you can’t assess from a portfolio: whether the writer understands the role and can follow through consistently.
What Does a Web Content Writer Actually Do?
Content writing today isn’t what it used to be. A few years ago, you could get by with keyword-heavy blogs and basic editing. That’s not enough anymore.
A web content writer knows how to:
Structure content for readability and SEO
Match your tone and audience
Turn complex ideas into skimmable, helpful copy
That means they’re not just writing, they’re:
Also worth saying: the written word still matters. With so much content competing for your audience’s attention, such as podcasts, videos, short-form, good web content writing remains one of the most effective ways to tell your story and keep your site discoverable. That’s not just SEO. That’s connection.
Can Content Writers Really Adapt to Any Niche?
Yes, but with caveats.
I saw a post recently claiming that “copywriters can write for any niche,” and while that’s mostly true for copy, content writing goes deeper into context.
If you’re hiring a content writer for your website or blog, here’s what makes a difference:
Experience in research-heavy writing.
Writers who can digest new information and write with authority, even if they’re new to the industry.
Understanding of buyer journeys.
Not just writing articles, but writing in a way that helps the reader go from just curious to “I want this."
Process-driven output.
Writers who build their output around briefs, outlines, frameworks, and real audience data.
I used to write about topics I wasn’t familiar with, but I’d spend hours digging through Reddit, groups, and trusted sources just to figure out the mindset behind the search. That kind of curiosity and dedication is what makes a content writer adaptable across industries.
And just as important, they go deeper than surface-level writing. If you’ve ever hired from a content mill, you’ve likely seen the results: no voice, no depth. It might fill a page, but it won’t build trust or drive action.
A great writer doesn’t just write about your topic. They write for your audience. That’s what separates a $30 blog post from a long-term content partner.
Content Writer vs Copywriter
Business owners often confuse the two, so let’s clear this up.
Header | Content Writer | Copywriter |
|---|---|---|
Goal | Educate, inform, build authority | Persuade, convert, drive action |
Format | Blogs, articles, ebooks, whitepapers | Ads, landing pages, emails, sales pages |
Tone | Helpful, clear, structured | Emotional, punchy, conversion-focused |
Timeline | Long-term brand-building | Short-term sales or lead generation |
Sometimes the same person can do both. But it’s uncommon to find someone who can deliver consistently high-level work in both areas.
Looking for someone who can handle conversion-focused writing? Learn more about hiring a copywriter in the Philippines.
What Skills Should You Look For?
Here’s what to prioritize when hiring a web content writer:
SEO knowledge
They don’t need to be an SEO strategist, but they should understand the basics of optimizing content for search including how to:
Some people refer to this as "SEO writing;" others simply call it smart content writing. In most hiring scenarios, the terms overlap.
Industry tip:
In SaaS, check if they can break down complex tools or features into simple, keyword-rich guides.
In eCommerce, see how they naturally mention product terms without sounding robotic.
Audience empathy
Can they shift their tone for different brands? Do they know what questions to ask about your target reader?
Industry tip:
For education or coaching, the tone often needs to feel nurturing, clear, and inspirational.
For tech, clarity and precision matter but without sounding like a manual.
Web writing fluency
Knows blog formatting, scannability, and linking.
Industry tip:
Most writers won’t do free samples, and they shouldn’t have to. Ask if they’ve written something similar before. If not, a paid trial is your best bet. It lets you test their fit with real content you need. (More on how to set that up in the next section.)
Tools and workflow
Look for writers who use:
Portfolio with context
A portfolio isn’t just a list of links. The best ones explain why the piece was written, who it was for, and what it achieved.
Try this:
Even if they haven’t written for your exact industry, ask how they learn a new topic.
Wondering why founders are turning to the Philippines for long-term content support?
Offer a Paid Trial
If there’s one tip I always share: pay for a trial project.
Even if the portfolio looks good. Even if the interview went great.
A trial is your best shot at testing:
These are the things you won’t see on a resume, but they’re what make or break a working relationship.
If you’re hiring directly, a paid trial helps you test for fit before committing long-term.
If you’re hiring through LevelUp, there are no upfront fees, and we’ve already done the vetting for you. You get matched with a full-time content writer who’s ready to jump in.
Industry tip:
In the trial, give them a small task.
What About AI?
AI’s gotten good… fast! With the right prompt, it can sound like you. It can pull data, mimic structure, even write in your voice.
But that’s the catch. It mimics.
A real writer doesn’t just echo what’s already out there, they ask what’s missing. They read between the lines. They know when to break a structure because the story needs it.
That’s the part AI still can’t do.
We’re not anti-AI. Most great content writers use it to speed things up for their research and outlines. But the thinking, the narrative, the point of view? That’s still human work.
If you’ve ever worked with a good ghostwriter, you know this. They don’t just write for you. They write like you (often better than you’d write yourself) because they’ve listened to your voice and understood the heart of what you’re trying to say.
That’s nowhere near prompt engineering. That’s emotional intelligence and editorial instinct.
The difference between “this reads like ChatGPT” and “this hit home” is always a human.
TL;DR: Hire a Web Content Writer
Look past the resume
A polished sample doesn’t mean they understand your brand, your tone, or your audience. The real test comes later.
Prioritize research-driven writers
The best writers don’t fake expertise. They know how to dig through different materials to write with confidence, even in unfamiliar industries.
Ask how they approach structure and SEO
Especially if you don’t have an SEO specialist on your team, your content writer should know the basics of on-page SEO.
Watch how they adapt to feedback
A paid trial is still the most reliable way to assess both skill and attitude.
Understand what AI can’t do
Tools can speed things up, but they can’t decide what’s worth saying. That’s where your writer’s human judgment comes in.
Hire someone who writes for your audience
Great content comes down to voice, clarity, and connection.
I’ve worked with clients who had drafts sitting in their Google Drive for months, not because they didn’t have ideas, but because they didn’t have someone they trusted to bring those ideas to life.
Need help finding that writer?
At LevelUp, we connect businesses with full-time, long-term content writers in the Philippines.
