Copywriter
Also advertised as: Advertising Copywriter, Content Writer, Copywriter, Digital Copywriter, Junior Copywriter, Marketing Copywriter
Writes the words used in adverts, websites and marketing materials to persuade and inform.
What the job involves
Copywriters turn a brief into words that sell, explain or entertain, whether that is a website homepage, an advertising slogan or a product description. You work closely with designers and marketers, often producing several drafts against tight deadlines. A strong portfolio matters more to employers than any qualification.
Typical responsibilities
- Write copy for websites, adverts and campaigns
- Interpret creative briefs from clients or marketing teams
- Adapt tone of voice for different brands and audiences
- Proofread and edit others' copy
- Present and defend creative concepts
Common employers
- Advertising and creative agencies
- In-house marketing teams
- Publishers
- Freelance clients
Pay, hours and working environment
Typical pay
£22,000 – £27,000 a year
With experience
£32,000 – £48,000 a year
Typical hours
37.5 hours, freelance hours vary
Working environment
Office, hybrid or fully remote
Remote working
hybrid
Demand for this work
steady
Pay ranges are indicative guidance drawn from advertised UK vacancies and published careers information. They are not an offer, and actual pay varies by employer, location and experience.
Skills and qualifications
Core skills
- Writing craft
- Editing
- Brand voice adaptation
- Research
- Presenting ideas
Transferable skills you may already have
- Blogging or freelance writing
- Essay or report writing
- Editing others' work
Requirements employers ask for
- Writing craft
- Editing
- Brand voice adaptation
- Research
- Presenting ideas
- No formal qualification required; a portfolio is essential
Useful but not essential
- Blogging or freelance writing
- Essay or report writing
- Editing others' work
- Degree in English, journalism or marketing
- Advertising agency placement experience
Helpful qualifications
- Degree in English, journalism or marketing
- Advertising agency placement experience
Ways into this career
A degree is only one route. Where an apprenticeship, work-experience or qualification route exists, it is listed here alongside the academic option.
Apprenticeships and work-based routes
- Content Creator (Level 3)
Degree and college routes
- Related subject: English
- Related subject: Journalism
- Related subject: Marketing
Where this career can lead
next
Senior Copywriter
next
Creative Copy Lead
next
Content Strategist
The good parts and the hard parts
What people enjoy
- Portfolio-based entry welcomes career changers
- Genuine freelance and remote flexibility
- Creative satisfaction from seeing work published
What people find hard
- Client feedback and rewrites can be frequent
- Freelance income can be inconsistent
Common questions
- Do you need a degree to become a copywriter?
- No. As well as degree routes, this career can be entered through an apprenticeship or by building experience and qualifications on the job. not_required
- How much does a copywriter earn in the UK?
- Typical advertised pay runs from £22,000 to £27,000 a year, rising towards £48,000 with experience. Figures are indicative guidance rather than an offer.
- What skills transfer into this career?
- Skills that transfer well include Blogging or freelance writing, Essay or report writing, Editing others' work.
Related careers
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Creates visual work for brands, campaigns, packaging and digital products.
Video Editor
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Motion Designer
Animates graphics and text to create moving visuals for adverts, apps and video content.
Where this information comes from
- National Careers Service
- Institute for Apprenticeships
Last reviewed 14 September 2026.
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