Copywriter Job Description Template (2026)

Full JD (copy-ready)

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# Copywriter — Job Description

## Role summary
A Copywriter writes short-form persuasive copy measured by conversion — landing pages, paid ads, email sequences, sales pages, headlines, and product microcopy. They run voice-of-customer research, apply direct-response frameworks (PAS, AIDA, 4Ps), ship headline and CTA variants for A/B testing, and partner with designers in Figma so copy and layout are drafted together. This role is not long-form blog or SEO content.

## Responsibilities
- Write landing pages with hero sections, feature blocks, social proof modules, and CTAs designed against a single measurable conversion metric.
- Run voice-of-customer research: mine G2/Capterra reviews, tag Gong or Fathom sales call transcripts, run 5–10 customer interviews, and extract verbatim language into a swipe file.
- Draft paid ad copy across Google Search, Performance Max, Meta feed/Stories/Reels, LinkedIn sponsored content, and TikTok — respecting each platform's character limits and conventions.
- Build full email sequences: welcome flows, abandoned cart, re-engagement, nurture tracks, and broadcast newsletters with subject lines built for open rate testing.
- Apply direct-response frameworks (PAS, AIDA, 4Ps, BAB, FAB) without sounding formulaic — the framework is scaffolding, not a tone.
- Ship 10–20 headline variants per landing page with a rationale log so the marketing team can pick test candidates and understand the hypothesis behind each.
- Maintain a brand voice document — with voice axes, banned phrases, preferred vocabulary, and annotated examples — and enforce it across every surface.
- Collaborate with designers in Figma from wireframe stage so copy hierarchy and visual hierarchy evolve together, not copy poured into a finished layout.
- Write product microcopy: button labels, form errors, empty states, toast notifications, onboarding tooltips, and paywall messaging.
- Read A/B test results in Unbounce, VWO, Optimizely, or native Klaviyo/HubSpot split tests and iterate on winners — knows the difference between statistical and practical significance.

## Must-have skills
- 3+ years writing conversion copy with measurable lift you can talk through — not just attribution by vibes.
- Fluent in direct-response frameworks (PAS, AIDA, 4Ps, FAB) and knows when to use each without forcing the structure.
- Voice-of-customer research chops — can run a 30-minute customer interview, mine reviews, and tag sales call transcripts for verbatim language.
- Native-level written English with a real command of rhythm, specificity, and cutting filler.
- Comfortable in Figma as a collaborator — pulls from components, writes in situ, understands character count against visual constraints.
- Understands A/B testing basics — sample size, practical significance, and why you cannot declare a winner after 100 visitors.
- Can write in a pre-defined brand voice without defaulting to a generic "we" tone — has samples proving voice range.

## Nice-to-have skills
- Direct-response backgrounds (info products, DTC, SaaS trial funnels).
- Email platform fluency — Klaviyo, HubSpot, Customer.io, Braze — including segmentation and flow logic.
- Funnel architecture exposure — landing page to upsell to email sequence mapped to a single buyer journey.
- Short-form video script writing for TikTok/Reels ads.
- Experience running customer research programs at any scale.

## Tools and technology
- Google Docs
- Figma
- Notion
- Grammarly
- Gong / Fathom (sales call mining)
- Unbounce / Instapage
- Klaviyo / HubSpot
- VWO / Optimizely
- Wynter (B2B message testing)
- ChatGPT (ideation only)

## Reporting structure
Reports to the Head of Marketing, Growth Lead, or in smaller teams directly to the founder. Partners daily with the designer on landing pages and ads, with the paid media manager on ad copy and tests, with the lifecycle marketer on email sequences, and with the PM on product microcopy.

## Success metrics (KPIs)
- Landing page conversion rate lift versus control on shipped tests.
- Email open rate, click rate, and revenue per recipient on authored sequences.
- Paid ad CTR and CPA improvements on rewritten ad copy.
- Number of statistically meaningful tests shipped per quarter.
- Voice-of-customer research outputs — interviews, review mines, swipe files delivered per sprint.
- Sales or activation attribution to copy-led tests (revenue or qualified signups moved).