copywriting rates how much should I pay for website copywriting

As a business leader, you know that you and your team face unprecedented challenges in today’s fast-paced business landscape. Digitization, evolving consumer behaviors, and global economic uncertainties are transforming markets.

Staying competitive requires adaptability, innovative strategies, and a deep understanding of these dynamic trends, making running a business more complex.

Your business needs change throughout the year, and as a business leader, you know that you have to adjust to the needs of your clients and your business. One item you must address is copywriting projects, and this means you need to hire a freelance copywriter.

How do you know one writer is better, and how can you evaluate past work to ensure you get the best value for your investment?

This blog post will help you understand what factors to consider when hiring a content writer. As you compare copywriting services, you will need to compare copywriting costs at some point.

Website copywriting rates for different copywriting services

Just like when you buy a car, the amount you pay for website content will vary based on different factors.

Let’s take a quick look at what you should expect to pay for different types of content to determine how to get the highest return on your web copywriting investment. Remember, you need to look for the best freelancers who know how to write good copy while also providing other skills to support your business like good communication skills.

1. Blog posts

A blog post is an educational piece of content you publish on your site to answer questions and provide insights to your ideal customers. This content is a great way to build your authority in the industry, improve your visibility in search engines, and drive qualified traffic to your site.

If you want to outsource your blog copywriting to a freelancer, you need to find a writer who will research, write, and optimize your content. Hiring a low-quality blog writer can waste a lot of money because you will pay for content that doesn’t support your business goals or even get found in search engines.

What to consider

Website copywriting prices for blog writing services are everywhere. On the one hand, you can work with a content farm that only writes content, or you can use a white-glove content agency that handles the strategy, defines topics, and optimizes each blog post.

When choosing a blog writer, you should look at several factors that determine how much to pay for a blog post. Here are a few specific factors you should check when comparing different blog writing rates:

  • Experience level: A novice writer might charge less than a seasoned professional with more years of experience. However, more experienced writers will likely produce higher-quality work and require less editing and oversight. Investing in a writer with relevant experience could yield better results if your business requires complex, industry-specific content.
  • Specialization: Some writers specialize in specific industries or types of content. These writers may charge more for those types of content, but their specialized knowledge can lead to more accurate and compelling blog posts. For instance, a writer specializing in medical content may charge more than a generalist, but their expertise could produce more effective content for healthcare businesses.
  • Turnaround time: Faster turnaround times often come at a premium. If you need content urgently, you may need to pay more.
  • Research intensity: The depth of research required for a blog post can significantly impact the cost of content writing. A post that requires extensive technical research or interviews will typically cost more than a straightforward opinion piece or summary of existing information.

Typical blog post copywriting rates

Average Price Point What To Expect Factors To Consider
$75 – $125 Basic blog post with 500 – 1,000 words, no SEO optimization, no revisions. Content is written with AI tools, lacks polish, and is not edited. This is a good option for businesses starting with blogging, and if you or someone on your team will edit and optimize the content.
$125 – $250 Intermediate blog post with 1,000 – 2,000 words, basic SEO optimization, one revision. Light editing and usually produced in mass. This is a good option for businesses that are looking for a more polished blog post that will help them rank higher in search engines.
$250 – $500 Advanced blog post with 2,000 – 5,000 words, in-depth SEO optimization, and several revisions. Unique content is researched and optimized for your ideal customer. This is a good option for businesses that are serious about their blogging and want to create high-quality content that will attract and engage their target audience.

2. Website content copywriting

Professional copywriting services provide the expertise to craft persuasive and SEO-optimized copy for key website pages. They can create a captivating homepage that makes a strong first impression, an About page that effectively communicates your brand story and values, and Service pages that clearly outline your offerings and their benefits.

By ensuring your website content aligns with your brand and resonates with your target audience, these services can bo your online presence and drive business growth.

What to consider

Writing a homepage, services page, or about page are key elements of any copywriting project. Here are some factors to consider as you look for a copywriter to help you write content for your website pages.

  • SEO skills: A writer with solid SEO skills might charge more, but their content is more likely to rank highly in search engine results, driving more traffic to your site. This is particularly important if your goal is to attract new customers or readers through organic search.
  • Understanding of persuasive techniques: A good website content copywriter uses persuasive techniques, such as social proof, scarcity, and authority, to convince readers to take action. This skill can add value to the copy and influence the writer’s rate.
  • Experience and expertise: Consider the copywriter’s experience level and area of expertise. If they have a proven track record in your industry or in creating website pages like a homepage or other core pages, this will likely result in more effective copy.
  • Understanding of the target audience: A copywriter needs to understand your audience and needs to create compelling lead generation content. They should be adept at researching and incorporating this understanding into the content. For instance, if you’re a SaaS company targeting small businesses, the copywriter should be able to speak to the specific pain points of small business owners.

Typical website content copywriting rates

Type of Copywriting Rates Description of Services
Website Copywriting $300/page This includes 500 words per page, SEO optimization, and up to 45 minutes of research
Skyscraper Content $900/page Includes up to 4 hours of custom formatting, up to 15 stock photos or graphics, and up to 3 hours of promotion
SEO Copywriting $500/page This covers site copy optimized for search engines and target audiences, research on keywords, optimization of the page for search, and potentially publishing the page

3. Long-form sales copy

Long-form sales copy is a type of content designed to convince readers to make a purchase or take a specific action. This copy often includes detailed product descriptions, white papers, and case studies.

You will use this content to help your customers move toward sales. Working with a professional to outsource copywriting content can help B2B companies move potential customers toward a sale.

What to consider

Long-form sales content like case studies and white papers can have a big impact on lead generation and sales for your business. However, writing this content can be difficult and requires a writer who understands the process so your business can publish this content as efficiently as possible.

Long-form sales content is not something you want to farm out to the lowest bidder, because the project fee for this type of content can indicate if a content writer knows how to gather the right information about your business and produce great content that helps drive sales.

Here is a list of factors you should consider when comparing website copywriting rates for long-form sales content.

  • Industry expertise: Long-form sales copy requires an experienced outsourced content copywriter with a deep understanding of the industry, product, or service it’s promoting. A copywriter with specific expertise in your industry may charge more, but their knowledge can result in a more persuasive and accurate copy. For instance, a copywriter specializing in software-as-a-service (SaaS) products may be better suited for creating long-form sales pages for a SaaS business.
  • Experience with long-form sales copy: Writing effective long-form copy is a specific skill. Writers experienced in this area may charge higher rates but are likely to produce more compelling content that drives conversions.
  • Research skills: Detailed product knowledge is key in long-form sales copy. The writer needs to conduct in-depth research about your product or service, your target audience, and your competitors. This may impact their rate.
  • Knowledge of Conversion Rate Optimization: Understanding the principles of Conversion Rate Optimization (CRO) can help the copywriter design a long-form sales page that reads well and effectively converts visitors into customers. Writers with these skills might command higher rates but could provide a higher return on investment.

Typical long-form sales copywriting writing rates

Type of Content Average Price Point What To Expect
White Papers Papers $3,000 – $8,000 (can go up to low five figures for highly in-demand writers) White papers provide in-depth information about a specific topic, often technical. They’re meant to guide the reader to a conclusion and are usually used as a marketing tool in the decision-making process. The pricing reflects the complexity and depth of the work involved, including extensive research, industry knowledge, and the ability to present complex information clearly. If you’re new to hiring for this type of content, you might find writers willing to charge a lower fee, such as $1,200, for their first white paper.
Case Studies $800 – $1,800 Case studies are concise, in-depth stories showing how a company solved a problem for a client. They require less work than white papers, hence the lower cost, but they still need significant skills to present a success story effectively. Case studies typically involve interviewing clients, analyzing results, and presenting a compelling narrative.

4. Landing page copy

A landing page is a dedicated web page designed to convert visitors into leads or customers. These pages often include persuasive copy and a clear call to action, guiding visitors toward a specific outcome, such as signing up for a newsletter, purchasing a product, or booking a consultation.

You will need to hire a landing page copywriter if you need to beef up your existing website or if you need landing pages to support a Google Ads or Facebook Ads campaign.

What to consider

Building a landing page is not as simple as just building and publishing a page. You will need to work with a designer to create the visual layout of the page, a developer to help build the page, and a copywriter to write engaging content that fits the format and layout of your page.

Here are a few factors to consider as you look for a website copywriter and compare website copywriting rates for a landing page project.

  • Conversion Rate Optimization (CRO) experience: Creating persuasive copy that encourages visitors to take action is a key skill for landing page copywriting. A copywriter with CRO experience will know how to structure the page and use persuasive techniques to guide visitors toward the desired action, whether signing up for a newsletter or purchasing. They’ll understand how to create a compelling value proposition, use psychological triggers, and build trust with testimonials or social proof.
  • Portfolio and writing style: A copywriter’s portfolio can give you a clear idea of their writing style and the quality of their work. Look for copywriters who create compelling headlines, persuasive body copy, and effective calls to action. For instance, if you’re selling high-end products, you may want a copywriter who can write sophisticated and elegant copy that matches your brand’s tone.
  • SEO knowledge: Search Engine Optimization (SEO) is essential for your landing page to be discovered organically on search engines. A copywriter with strong SEO skills will know how to incorporate relevant keywords naturally into the content, optimize meta tags, and create SEO-friendly URL structures. This expertise can help your landing pages rank higher in search results, potentially driving more traffic to your site.
  • Communication and collaboration: Good communication is crucial when working with a trusted freelance content writer. They should be open to feedback and willing to make revisions as needed. They should also be able to collaborate effectively with your design and marketing teams to ensure the copy aligns with the overall design and marketing strategy. For example, if you’re planning a seasonal campaign, the copywriter should work closely with the design team to ensure the copy and visuals create a cohesive message.

Typical landing page copywriting rates

Level Of Service Average Price Point What To Expect
Low-cost services $25-$50 per page or $0.50 per word These are typically entry-level copywriters or those working in a low-cost region. The quality of work can be decent, but you might have to do more editing and guiding.
Mid-range services are $50-$500 per page or $0.50-$0.80 per word These copywriters are often more experienced and can deliver a higher quality of work. They might also have some specialization in your industry or type of project.
High-cost services $500+ per page or $0.80+ per word These are typically very experienced copywriters who can deliver high-quality work with minimal guidance. They might also have a strong reputation in the industry or a particular area of expertise.

5. Lead generation content

Lead generation content is critical to any website as it helps attract and convert potential customers.

It typically includes downloadable guides, ebooks, and other content to capture visitors’ interest and persuade them to give you their email addresses in return for the desired content.

What to consider

It is not cheap or easy to build downloadable lead generation content, so you must choose a freelance copywriter with skills and experience in creating this type of content. Here are some factors to consider as you choose between different writers for this need.

  • Experience with long-form content: Writing ebooks and downloadable guides requires creating engaging, comprehensive long-form content. Freelancers with experience in this area can structure such content effectively, maintain reader interest throughout, and embed the right calls to action.
  • SEO skills: Lead generation content should be SEO-optimized to attract organic traffic from search engines. Freelancers should know how to research keywords, use keywords naturally, and follow other SEO best practices.
  • Design collaboration: Ebooks and guides often involve design elements, so a copywriter who can work effectively with designers or has design skills can be a plus. For example, they might have experience providing infographics direction or using design software to create visually appealing layouts.
  • Ability to write persuasively: The ultimate goal of lead generation content is to convince readers to take action, such as providing their email addresses for a download. A copywriter needs persuasive writing skills to motivate these actions. They might demonstrate this ability through previous work on sales pages, fundraising campaigns, or similar projects.

Typical lead generation copywriting rates

Average Price Point What To Expect What To Consider
Beginner ($25 – $50) Basic content, such as a simple how-to guide or template. This is a good option for businesses that are just starting out and don’t have a lot of money to spend on marketing.
Proficient ($50 – $200) More comprehensive content, such as a detailed how-to guide or ebook with visuals. This is a good option for businesses that are looking for high-quality content that will help them convert more leads.
Expert ($200 – $1,000+) The highest level of content, such as a custom-designed how-to guide or ebook with visuals and ongoing support. This is a good option for businesses that are looking for the best possible results from their marketing campaigns.

How are website copywriting rates structured?

Freelancers in website copywriting typically structure their rates in three ways: cost per word, hourly, or project-based pricing. These models allow copywriters to account for the breadth of their skills and the complexity of the task.

Each pricing model has pros and cons, and different pricing models are more conducive to different projects. Let’s look at the main pricing models you will encounter when you look for different website copywriting rates for your projects.

1. Cost-per-word website copywriting rate

The cost-per-word pricing model is commonly employed by freelance copywriters, particularly for large-scale content creation projects. In this model, the copywriter charges a specific rate for each word written.

For example, a rate could range from $0.10 to $1.00 per word, depending on factors such as the writer’s experience, the content’s complexity, and the required level of research.

This pricing model provides a transparent and straightforward way to estimate costs, but it’s essential to remember that quality and effectiveness should not be sacrificed for the sake of volume. Ultimately, impactful and engaging content is what drives value in copywriting.

Pros of cost-per-word website copywriting rates

The cost-per-word model provides clarity and predictability, making budgeting straightforward for clients. It also allows easy comparison of rates between different copywriters.

This model rewards efficiency and can incentivize the writer to deliver high-quality work quickly to maximize their income.

Cons of cost-per-word website copywriting rates

This model can inadvertently encourage verbosity over substance, as a higher word count leads to higher earnings. It may also devalue the time spent on research, brainstorming, and revisions, which aren’t directly reflected in the final word count.

Furthermore, it can undervalue content that is brief but requires high expertise or creativity.

2. Hourly website copywriting rate

The hourly pricing model is another common method that freelance copywriters use to set their rates. This model is based on the time the copywriter expects to spend on a project, including tasks like research, writing, editing, and client communication.

Rates can vary widely based on the freelancer’s experience, expertise, and efficiency. This model provides fair compensation for the freelancer’s time and effort, but it requires high trust between the client and the freelancer. It’s important for a freelancer to track their time accurately and for the client to understand that quality work can take time.

Pros of hourly website copywriting rates

The hourly model ensures fair compensation for all the time the freelancer invests, including research and editing. It’s flexible for projects where the scope may change or needs to be clarified at the outset, reducing the risk of underquoting.

Cons of hourly website copywriting rates

This model can lead to unpredictability in total project cost, which can be challenging for client budgeting. It also requires trust in the freelancer’s time estimates and efficiency, as a slower writer could end up costing more for the same output.

3. Project-based website copywriting rate

The project-based pricing model involves charging a fixed rate for an entire project, regardless of the hours invested or the number of words written.

This model is popular for larger, well-defined projects such as creating an entire website’s content, writing an eBook or crafting a series of blog posts.

The rate is typically calculated based on the complexity of the project, the freelancer’s experience, and the estimated time investment. This approach lets both parties understand the total cost upfront, providing financial security and facilitating budget planning.

It also encourages efficiency and focuses on the result rather than the time spent.

Pros of project-based website copywriting rates

This model offers clear budgeting as the total cost is known upfront. It focuses on the value of the end product, not the time spent, promoting efficiency. This can be beneficial for complex projects where the scope is well-defined, and revisions are limited.

Cons of project-based website copywriting rates

If the project scope isn’t well-defined, it may lead to disagreements or unexpected additional work. There’s a risk of underestimating the time or effort required, potentially resulting in a lower effective hourly rate for the freelancer. This model might not be suitable for ongoing or open-ended projects.

5 Factors that Influence the Rates of Website Copywriting Projects

Choosing a digital copywriter for your copywriting projects can be challenging. Not only are many copywriters fighting for your attention, but you may also need help understanding the variables and nuances that determine the best writer for your needs.

Many business leaders don’t know what they need to consider when choosing a writer, so they naturally decide based on the rate that a writer will charge them. This is a perfectly understandable way to decide because you can’t factor variables into your decision-making process that you don’t know or understand.

It’s like when you move to a new apartment and must choose a new Internet Service Provider. If you don’t know what bandwidth or upload speeds are, then you don’t know how to evaluate the quality of service. In these cases, you would typically choose an internet service with the lowest price.

Here are a few factors to help you choose a writer and determine the value you will receive from a copywriter you are looking to hire. It’s essential to consider these variables and their rate to choose the best writer for your needs.

1. Writer’s expertise

A writer’s expertise in a specific subject matter significantly impacts their copywriting rates, as deep knowledge can enhance the quality and relevance of the content. Expert writers understand the industry’s nuances, terminology, and audience, enabling them to create compelling, targeted copy that resonates with readers and drives desired outcomes.

They can often produce work more efficiently, reducing the time spent on research. While their rates may be higher, the potential return on investment in engagement, conversion, and customer retention can justify the additional cost.

Therefore, when budgeting for copywriting services, business owners should consider the value of subject matter expertise.

2. Required services

The range of services a writer requires can greatly influence their copywriting rates. Beyond simply writing, tasks may include research, SEO optimization, keyword integration, editing, proofreading, and content strategy development.

If a project involves complex topics, extensive interviews, or the creation of graphics and multimedia content. This is due to the additional time, effort, and skills needed to perform these tasks.

Therefore, when business owners plan to hire a freelance writer, they should clearly define their requirements and understand that the breadth and depth of services required will directly impact the writer’s rates.

3. Project scope

The scope of a project significantly impacts a freelancer’s copywriting rates. The project’s size, complexity, and duration are all factors to consider. A single blog post or product description will cost less than a comprehensive website rewrite or a series of long-form articles.

Additionally, if the project requires a quick turnaround or involves ongoing work, such as weekly blog posts, the cost may be higher due to the commitment and time pressure involved.

Therefore, business owners should clearly understand their project’s scope when hiring a freelancer, as it will significantly determine the writer’s rates.

4. Turnaround time

The turnaround time is another critical factor influencing a freelancer’s copywriting rates. If a business owner needs content quickly, they should expect to pay a premium for expedited delivery.

This is because a tight deadline often requires the writer to prioritize this project over others, work extra hours, or even during weekends or holidays to meet the deadline. The urgency also limits the time for extensive research or revisions, increasing the challenge of the project.

Therefore, business owners planning to hire a freelance writer should remember that requiring a fast turnaround time can significantly affect the copywriting rates.

5. Industry knowledge

A writer’s industry knowledge significantly impacts their copywriting rates, particularly in specialized industries such as technology, healthcare, finance, or the law. Freelance writers with a deep understanding of these fields can command higher rates because they bring the expertise and insight that generalist writers may need to possess.

Their familiarity with industry jargon, understanding of complex concepts, and awareness of the target audience’s needs and concerns add immense value to the content. They can craft compelling, engaging, and accurate copy that rates may be higher, resonates with readers, and drives conversions, which is ultimately the goal of copywriting.

For instance, a technology company may need a copywriter with a solid understanding of software development, while a healthcare organization might require someone familiar with medical terminology and regulations. Similarly, a law firm would benefit from a writer who understands legal terms and can write persuasively for potential clients.

Therefore, business owners should consider the industry-specific expertise of a freelance writer when assessing copywriting rates, as it can significantly enhance the effectiveness of their content.

Still on the fence about hiring a copywriter?

Understanding the factors affecting copywriting rates is crucial for businesses planning to invest in quality content. Rates will vary based on a writer’s expertise, required services, project scope, turnaround time, and industry knowledge. By considering these elements, you can make informed decisions and get the best value for your investment.

Ready to elevate your brand with high-quality, engaging, and SEO-friendly copy? Our team at StrategyBeam is ready to turn your vision into words that resonate with your audience and drive results.

Be sure to enhance your digital presence – contact us today for all your website copywriting needs. Let’s craft your success story together!

Website copywriting rates FAQs

When comparing rates, consider factors like the writer’s experience, portfolio, turnaround time, project scope, revisions included, and the level of research or SEO expertise required.

While cost is a factor, quality and expertise should also be prioritized. A skilled copywriter may charge higher rates but can deliver more effective and engaging content, leading to better results.

It’s worth discussing rates, especially for larger projects. However, be mindful that professional copywriters have set rates based on their expertise and value they provide.

About the Author: Chris

Chis is the Lead Strategist at StrategyBeam with over 19 years of marketing know-how up his sleeve. He loves transforming business marketing campaigns into success stories by boosting efficiencies across all campaigns. When not strategizing, he can be found laughing at the monkeys at the zoo.

One Comment

  1. Avatar
    Carri August 5, 2023 at 1:52 pm - Reply

    This is a fantastic perspective on freelance pricing! As a freelance copywriter myself, I find that business owners often cringe at the prices because they’re looking at the dollar amount vs. the value. A $500 blog can draw thousands of new visitors and millions in sales. Thank you for making it so digestible.

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