Over the course of my career, I’ve had the privilege of working with and leading several seasoned copywriters. It’s taught me a lot—not only about the craft of writing but also about how to create an environment where copywriters thrive alongside designers. Managing copywriters is as much about coaching and empowering them as it is about understanding the nuances of what makes great copy work. Here are some of the key lessons I’ve learned along the way:
1. Encourage risk-taking
One of the most important things I’ve learned is to create space for copywriters to take risks. A wild idea can always be reined in to better suit the audience's threshold for humor, edginess, or boldness. But pushing a too-conservative idea to be more daring? That’s much harder.
Copywriting is at its best when it resonates with your target customer. Sometimes that comes from taking creative risks to find out what really does or doesn’t resonate. Disclaimer: This is only possible in an environment where learning from failure is applauded, not just tolerated or—in a worst-case scenario—looked down upon.
Disclaimer: This is only possible in an environment where learning from failure is applauded
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Disclaimer: This is only possible in an environment where learning from failure is applauded 〰️
Encouraging this mindset helps generate stronger ideas and keeps writers engaged and excited about their work. Retaining excellent writers requires helping them consistently improve in their craft. Challenging them to craft narratives or hooks outside of their comfort zones is a great method. For some this will be an exciting challenge, and for others there might be some anxiety! Be a supportive coach and explain the rationale behind always being able to pull a wild idea back.
2. Teach spatial and design awareness
Copywriting doesn’t exist in a vacuum. For modern web copywriting in particular, the words on the page must work in tandem with design and user experience.
I coach copywriters to think spatially and with web standards in mind:
How much can fit on a phone screen at one time?
How will scrolling affect a reader’s journey?
How might the reading experience be dynamic?
How might the copy be broken up with visuals?
For example, a strong-yet-long headline might need to be shortened if the mobile device experience is subpar. A well-flowing paragraph might need to become bullet points if users simply scroll past it out of overwhelm. Understanding these constraints makes for stronger, more user-friendly copy. And of course you can use UX research to discover those findings together.
3. Focus on the customer, not the cleverness
A big shift for many copywriters—especially those transitioning from creative writing or technical writing—is understanding that the goal isn’t just to be clever or concise. The real purpose of copy is to connect with the customer or prospect and drive the desired behavior, whether that’s a purchase, a signup, or simply deeper engagement.
This means testing is critical. Feedback for web copy doesn’t just come from a creative director or editor; it comes from data. Tools like Helio or Optimizely allow copywriters to see how their words resonate in real time through A/B testing with audiences or even live on your website to segmented traffic. I encourage writers to embrace this feedback loop, using it to refine their craft.
For perfectionist writers, this can be a big mindset shift. I often remind them:
Nothing online is permanent! Every word can be updated. Let’s test your copy, learn what works best for the audience, and iterate from there.
This approach not only eases the pressure to “get it perfect” but also fosters a culture of continuous improvement.
4. Broaden skills through design empathy
While it’s not necessary for a copywriter to learn design tools, I’ve found that encouraging writers to play with design software, like Figma, fosters mutual understanding and empathy between design and writing disciplines.
As a designer myself, I’ve often had to step into the writer’s role when resources were tight. This deepened my appreciation for copywriting and improved my ability to design with copy in mind. The reverse is also true.
In my most recent role, I encouraged our team’s copywriter to experiment with Figma. By working directly in our ad templates and with duplicates of web page designs, he was able to see how his copy looked in context, He learned about the web components’ design limitations and layout issues in various ad formats. This experience gave him a better sense of how his work integrates with design and equipped him with basic skills that broadened his capabilities. Eventually this copywriter was promoted to a Creative Strategist role with wider impact across user experience.
Final thoughts
Managing copywriters isn’t just about reviewing drafts or offering feedback. It’s about coaching to go further, encouraging collaboration, and fostering a shared understanding of the big picture. When copywriters take risks, embrace design constraints, and focus on the customer experience, they’re able to create work that’s not only effective but also deeply satisfying for both the writer and the audience.
And when designers and writers make the effort to understand each other’s craft? That’s when the magic happens. If you want to make magic, consider contacting me for your next design and copy collaboration.
