Copywriting training for business owners to upskill

If you’ve ever sat staring at a blank page, trying to describe your business in a way that feels clear, confident, and compelling… you’re not alone.

Most business owners don’t start out wanting to be copywriters. You want to focus on your craft – the thing you’re brilliant at. But when it comes to writing about yourself, the process often feels awkward, frustrating, and (let’s be honest) a bit like pulling teeth.

That’s why investing in copywriting training can be so valuable. Because the words you use matter. They’re how you sell yourself online, connect with the right clients, and open doors to new opportunities.

But where should you start? With so many options out there – from self-study and online courses to group programmes and coaching – it’s hard to know what’s right for you.

In this blog post, I’ll break down the most common types of copywriting training, so you can decide what fits your goals, your budget, and the time you have to commit.

By the end, you’ll have a clear sense of the best next step to improve your copywriting skills and promote your business with more confidence.

Psst: If you’re looking for website copywriting training, look no further. My group programme, Sculpt, is perfect for you. 

What are your copywriting training expectations?

Before I go into the options, consider these things: 

• What are your goals? Are you looking to fix a short-term problem or build long-term skills?
• What’s your budget? How much can you realistically invest?
• How much time do you have spare? How much time do you actually have – a few hours a week or an hour a month?

Having these answers in your head will help you to decide which options are best and will allow you to set realistic expectations. 

Also, be aware that copywriting training could cover the range of copy needed in your business, such as: 

• Website copy 
• Email copy 
• Ad copy 
• Landing page copy 
• Social copy 
• UX copy 
• Internal comms 
• And much more

Ask yourself: Which format of copywriting training do you want to focus on? 

Copywriting training option 1: Self-study (books, blogs, podcasts, free content)

With the world the way it is today, there’s an almost overwhelming amount of free advice to improve your copywriting skills – from blogs to AI tools. The challenge is knowing what’s relevant and what actually works…

• Pros: Affordable (often free), flexible, a good way to dip a toe into copywriting training.
• Cons: Can be overwhelming, hard to filter what’s relevant, and no feedback on your work.
• Best for: Business owners with time to sift through resources and who have lots of patience.

Self-study recommendations

I’ve personally read these books that helped with my copywriting skills: 

Building a Story Brand by Donald Miller – brand story and messaging advice to make sure you’re reader-focused 

Making Your Website Work by Gill Andrews – specific to website copy (also includes design and UX considerations) 

Content Fortress by Martin Huntbach and Lyndsay Cambridge – general content writing advice and great for ideas about how to talk about what you do 

Write to Sell by Andy Maslen – general copywriting advice and frameworks 

Copwriting Made Simple by Tom Albrighton – general copywriting advice and frameworks 

I’ve also written loads of other blog posts sharing advice on copywriting for business owners. 

Copywriting training option 2: Online copywriting courses 

If you’re looking for a more structured approach, there are also lots of online courses aimed at upskilling your copywriting skills. However, most are aimed at writers to grow their businesses and gain even more skills – not many are specifically for business owners. 

• Pros: Structured, usually affordable, gives you frameworks and exercises you can complete in your own time.
• Cons: Can be generic, feedback is limited and not tailored to your business, and you need to be self-motivated to complete the course.
• Best for: Those who want a step-by-step foundation and prefer learning at their own pace.

Online course recommendations

I’ve only taken online courses aimed at copywriters, such as Dan Nelken’s Writing Under Pressure and the College of Media and Publishing’s Copywriting course – neither of which I actually finished. Not because they weren’t good, but I learned a little bit or got some inspiration and started putting it into practice, then forgot to finish the course… 

Other online courses, such as the Copyblogger Academy and Filthy Rich Writer, come highly rated – they assume you’re building a freelance copywriting career, rather than writing copy for your own business.

Copywriting training option 3: Group programmes 

Whereas online courses are usually self-guided, group programmes also have live elements and accountability. It’s usually the best of both worlds – personalised feedback with online resources to complete in your own time. 

My group programme, Sculpt, is focused on writing your website copy within 8 weeks. It gives you all the tools you need to write about your business with confidence and personality, and apply that to your website and any other online messaging. 

• Pros: Combines teaching with accountability, peer learning, feedback, and tailored support.
• Cons: Requires showing up and participating, it’s not a ‘quick fix’, and only runs at set dates/times.
• Best for: Business owners who want personalised support, practical feedback, and training that’s directly linked to their business goals.

Group programme recommendations

Most programmes are built for aspiring copywriters – Sculpt is one of the few designed specifically for business owners who want to improve their own writing skills and sell themselves better. 

Sculpt is best for service providers who are their business, and who want to write words that truly reflect them, their experience, and their personality. 

The last participants completely overhauled their website copy, and left the programme with a newfound confidence in their abilities as a writer, and also how they show up online. 

It’s more than just a copywriting training – it’s a personal journey too. Many of the previous participants had ‘lightbulb moments’ while completing the tasks… It’s rare dedicated time for you to sit down and really think about your business. 

Over 8 weeks, you join live group calls that provide training, and you complete tasks in your own time. Submit copy for feedback, or ask questions during the live co-working calls. 

Copywriting training option 4: Coaching or 121 training 

Finally, you could hire a copywriter for personalised coaching – getting them to directly feed back on your existing copy and work with you to improve your skills. But it’s not a very common approach, as it comes with a higher price tag. 

• Pros: Personalised, direct feedback, fast progress, tailored to your business.
• Cons: Higher cost, requires time commitment, works best if you’re motivated to practise.
• Best for: Business owners who want expert eyes on their copy, bespoke guidance, and regular accountability.
  

Coaching recommendations

I offer one-off 121 training in the format of a Copy Polish consultation – a 2-hour session where we work on improving your copy together on a call. It’s not technically a training, but it gives you the opportunity to learn from me and ask any questions you’d like. 

I don’t often offer 121 training as most people prefer group learning, but if it’s something you’d like, get in touch and we can explore it.

And of course, there’s always the option of skipping copywriting training altogether…

Maybe you’re reading all of this and thinking, ‘Actually… I would rather hire someone to do it for me’. That’s absolutely fair enough – copywriting training isn’t easy, and it’s a skill that takes a while to practice. 

As a business owner, if you’ve decided that working on your copywriting skills isn’t a priority for you right now, you can work with a professional copywriter (like me) to take these tasks off your plate.

• Pros: Saves time, professional polish, high quality.
• Cons: Doesn’t build your skills, more expensive option, and less flexible if you need to make ongoing edits.
• Best for: Those who want done-for-you copy and don’t need (or want) to learn the skill themselves.

Find out about working with me as your website copywriter here. 

Choose which copywriting training option is right for your business

Now you know the range of copywriting training available to you as a business owner, remember to think about: 

• Your goals – what are you trying to achieve? 
• Your budget – how much can you invest? 
• Your time – how much can you spare for upskilling? 

To self-study, join my email list for free copywriting training straight to your inbox or check out my other blog posts. 

To learn the skills in real-time from an expert copywriter, look into joining the next Sculpt cohort here. 

And if you’d like personalised copywriting coaching, book a one-off Copy Polish consultation or get in touch to chat about more personalised coaching. 

There are plenty of options out there, so no matter what you’ve decided is right for you, happy writing!