Most founders think landing pages fail because of design. Wrong.
Nine times out of ten, it’s the copy.
I learned that the hard way.
We had a landing page that looked “pretty.” Clean design, slick graphics, fast load speed. But conversions were stuck at 2.1%. No matter how much traffic we threw at it, the numbers didn’t move.
So we decided to test something radical: instead of hiring another expensive U.S.-based agency copywriter, we brought on an offshore copywriter we vetted through our process.
Here’s what happened.
The Before
At first, we thought: Why even outsource copywriting when we have ChatGPT?
We dumped a prompt into AI, got back 800 words of “conversion copy,” slapped it on the landing page, and called it a day.
The result? A page full of safe, generic phrases like “innovative solutions” and “empowering businesses.” It sounded polished but hollow. Nothing about it spoke directly to our audience’s pain points. And it showed — conversions were stuck at 2.1%.
AI gave us words. It didn’t give us sales.
The After
We didn’t have a big budget and just needed someone for a one-time project, so we outsourced copywriting to a freelancer on Upwork.
Honestly, our expectations were low. We figured we’d get something “good enough” to get the job done. We were in for a surprise, though.
We got work that far exceeded our expectations. Then it clicked: that “small” budget on our end was actually more than enough for her because of the exchange-rate difference.
And something else stood out: it really showed me why great copywriters are still in demand, even in this ChatGPT/AI era. They actually know how to use it — we don’t.
She didn’t throw AI out the window. She used it smarter.
Instead of asking ChatGPT to “write copy,” she used it to dig:
- Competitor research
- Voice-of-customer insights
- Market comparisons and objection handling
Then she layered her expertise on top.
The result? Copy that was sharp, urgent, and human — hooks that punched, benefits framed in outcomes, and CTAs that felt natural, not robotic.
The Results
Within 30 days, our landing page conversion rate jumped from 2.1% → 2.8%.
That’s a 33% increase in SQLs.
Same traffic. Same offer. Just better words.
That single change saved us thousands in ad spend and gave our sales team more leads to work with.
How to Find the Best Offshore Copywriters
Hiring offshore copywriters isn’t about finding the cheapest option. If you optimize for cheap, you’ll get copy that reads fine but doesn’t sell.
If you want A-player marketing talent, here’s what matters:
- Look for proof of conversion copy — landing pages, ads, emails with real results.
- Test for clarity — the best writers simplify, not complicate.
- Check research ability — great copywriters are great researchers first.
- Run a paid test project — results speak louder than portfolios.
- Use a vetted pipeline — because sorting through hundreds of average writers kills momentum.
Upwork vs. Pavago: Where Should You Hire an Offshore Copywriter?
Most founders I know start with Upwork. Even I did.
After all, it feels like the easy option: post a job, get 100 applicants, pay a fraction of U.S. rates.
But here’s the catch: 95% of those applicants will be average. Generic portfolios, vague “SEO + ads + blogs” skillsets, and plenty of copywriters who can write English but can’t sell.
And while Upwork is fine for one-off projects, it’s not built for full-time hiring.
That’s why we built Pavago differently. Instead of leaving you to sift through piles of mediocrity, we do the vetting upfront and deliver full-time A-players who work only for you.
So here’s the difference: Upwork is great for freelancers. Pavago is built for building teams.
If you want “a copywriter,” Upwork works.
If you want a full-time A-player who treats your business like their own, Pavago saves you time, money, and headaches.
Related: Freelancers vs Full Time Remote Employees: What’s The Difference?
FAQs
Final Thought
The biggest lift in our funnel last year didn’t come from a new ad channel.
It didn’t come from design tweaks.
It came from an offshore copywriter who knew how to write words that sell.
That’s the lesson: don’t chase “more” traffic or “fancier” design. Chase better talent. Sometimes one A-player offshore can move the needle more than an entire agency.
Ours did.
If you want to hire similar A-player talent, let’s talk.
