What is the real cost of hiring an in-house copywriter?

The true cost of an in-house copywriter includes salary or day rate, onboarding time, management, sick leave, holidays, and tools or training. For SMEs, this often becomes a high fixed cost that does not always match fluctuating content needs.

When does a copywriting consultant make more sense than an in-house writer?

A consultant is a better fit when content needs are irregular, when businesses need clear brand foundations first, or when flexibility matters more than full-time output. Consultants are hired to solve problems, not just produce words.

What do copywriting consultants focus on that in-house writers usually do not?

Copywriting consultants typically focus on defining tone of voice, clarifying messaging and positioning, setting content standards, and building systems like templates and guidelines that make content easier to produce consistently.

Why are consultants better suited for SMEs using AI for content?

Consultants help businesses train AI to produce usable, brand-aligned content. This includes creating prompts, tone guidelines, and processes that reduce generic output, something an in-house writer may not specialise in.

When does hiring an in-house copywriter make sense?

An in-house copywriter is usually the right choice when content volume is high and predictable, budgets are stable, brand foundations are already clear, and writing is required daily.

Why do many SMEs start with a consultant before hiring in-house?

Starting with a consultant allows SMEs to build tone of voice, content standards, and systems first. This reduces risk and makes any future in-house hire more effective and less costly.

When to Hire a Copywriting Consultant Instead of an In-House Writer

Mike Jeavons
Jan 7
3 min read

Hiring an in-house copywriter can feel like a massive milestone for your business. It sounds like growth. Stability. You’re 'doing things properly.'

But, for many SMEs, it’s also one of the most expensive and least flexible marketing decisions you can make. And that makes it scary.

That’s why more small businesses are choosing to hire a copywriting consultant instead. Not because in-house writers aren’t valuable, but because the role doesn’t always match what SMEs actually need.

Let’s look at when a consultant makes more sense and why.

What an in-house copywriter really costs

An in-house copywriter isn’t just a salary line.

Once you factor everything in, the true cost includes:

Salary or day rate
Onboarding time
Management and reviews
Sick leave and holidays
Tools, training and software

For SMEs, this can quickly turn into a high fixed cost, especially if your content needs fluctuate month to month.

This is where SME marketing costs start to creep up quietly.

A man sat on a pile of pound coins reading a book.

When content needs aren’t full-time

Many small businesses don’t need someone writing eight hours a day.

Instead, they need:

A clear brand voice
Consistent messaging
Regular but manageable output
Content that supports sales and growth

If content production comes in bursts, like campaigns, launches and updates, an in-house copywriter can end up underused one month and overwhelmed the next.

That’s why a consultant fits this pattern far better.

Consultants fix the foundations first

An in-house writer is usually hired to produce. A consultant is hired to solve.

That difference matters.

A copywriting consultant typically focuses on things like defining tone of voice, clarifying messaging and positioning, setting content standards and creating frameworks and templates.

Once those foundations exist, writing becomes easier for everyone. This includes AI, founders and entry-level marketers.

When you want systems, not just output

If your goal is to publish more content without increasing headcount, a consultant is the better option.

Instead of relying on one person’s writing ability, consultants help build systems that scale.

Those systems might include:

Tone of voice guidelines
AI prompt libraries
Repeatable content structures
Editing and QA checklists

That’s hard to achieve with a single in-house writer whose time is split between writing and firefighting.

When AI is part of your content plan

AI has changed the role of copywriting entirely.

If your business is already using (or plans to use) AI tools, you don’t necessarily need a full-time writer. You need someone who knows how to make AI produce usable content.

This is another great use of a copywriting consultant’s time.

They help businesses improve AI output quality and reduce generic content by creating brand-aligned prompts and training teams to use AI confidently.

An in-house copywriter may or may not have this experience, nor the desire to do something that’s often seen as ‘replacing’ them.

When flexibility matters more than control

Hiring in-house brings control. It also brings rigidity.

Consultants offer flexibility:

Work scoped to your actual needs
No long-term salary commitment
Faster turnaround on strategic work
Easy pause or change of direction

For SMEs navigating growth, uncertainty or tight budgets, that flexibility is often more valuable than ownership.

When your founder voice is the brand

In many SMEs, the brand voice is the founder’s voice.

That can be difficult for an in-house writer to replicate consistently, especially without strong guidance. Consultants usually start by extracting and documenting that voice properly.

Once it’s captured, it becomes usable across websites, blogs and sales pages. It’s also something you can train AI tools to replicate, too. This removes the pressure from any single writer to 'get it right' every time.

When in-house does make sense

To be fair, there are times when an in-house copywriter is the right call.

It often works best when:

Content volume is high and predictable
Budgets are stable
Brand foundations are already clear
Writing is required daily

If those boxes aren’t ticked, an in-house hire can become an expensive experiment.

The smarter starting point for most SMEs

For many businesses, the most effective approach is:

Hire a copywriting consultant
Build tone, standards and systems
Decide later if in-house support is needed

That way, any future hire is way less of a risk. For more information, read my article on why SMEs are choosing to hire copy consultants over agencies.

If you’re not sure whether you need an in-house writer, chances are you don’t yet

If you’re weighing up whether to hire a copywriting consultant or an in-house copywriter, ask this instead:

Do you need more words or better foundations?

For most SMEs watching marketing costs and trying to scale sensibly, consultants offer faster impact, lower risk and longer-term value. Get in touch with me today and I’ll help build the foundations so your business can create better, more consistent content.