“How much do you charge?”
It’s a simple question to ask a copywriter. Perhaps the figure you receive is enough to get you moving forward into content creation for your business.
But it may also leave you questioning what that number really means:
Is it too low? Will my content be valuable when I paid so little for it?
Have I been charged too much? How can I tell what’s fair and what’s not?
Rather than live in perpetual puzzlement, I’m going to offer you answers to these questions. It’s time to get you some industry intel to give you a buyer’s upper hand in the copywriting arena.
Easily identify the different price brackets for content and what those fees really mean. Use this knowledge to outsource your content confidently, and receive the results you’re aiming for.
Types of Content Explained
Ponder the different categories of content below:
For the unsure: each type of content has varying value. For example, a landing page’s purpose is to convert users. Therefore, it uses prominent digital marketing and search engine optimisation (SEO) to boost your online traffic.
A blog post or article will often be used as a connection to your landing page through a featured link. But its purpose is more focused on building brand awareness and solidifying your reputation as an industry expert.
In short, a landing page is more likely to net you short-term profit than a blog post. This is why copywriting fees are higher for this type of content.
The Variations of Copywriting Fees
Let’s say you’ve contacted several copywriters who have all quoted you differently for a project. Confusing, huh? Should you be looking for the best deal or paying that little bit extra for quality?
Answering this question starts with understanding how those fees have been calculated.
Let’s begin by looking at the most popular types of copywriting fees:
To simplify things, we’re going to use blog posts charged per project as a primary example. For your future quotes, use the difference in fees (as you’ll discover in a moment) and apply it to the aforementioned rates not included below.
There Are Three Types of People …
When it comes to copywriters. Why is this important? Because the content they create will have varying characteristics and qualities, affecting the value of the work produced. To understand these differences in detail, we’re going to learn more about our three copywriters.
So let’s meet them.
Okay, I realise these aren’t people per se, but animals are better than humans, so let’s pretend.
This is Dave. He knows how to write and loves his craft. But he hasn’t had any concrete training in copywriting. Because of this, he lacks specific industry knowledge and skills his more experienced peers possess.
Using the writing know-how he does have, Dave advertises his services on content mills and bidding sites like Upwork and Fivver.
For blog posts, he’ll write 500 – 800 words for as little as £15.
No-one would blame you if you saw those prices and thought, Today is my lucky day. And you will get content for your trouble (which is better than nothing, right?)
Here’s what a blog post by Dave includes:
- Maybe a ton of keywords or an erratic display of keywords
- Evidence of research
Remember that and carry it with you as we meet our next copywriter. (Why is this starting to sound like a talent show?)
Thierry got his English degree a couple of years ago. Since then, he’s had a mixture of jobs. He wrote for a local newspaper. He was a teaching assistant for a while. And then he joined a marketing agency where he learnt how to write content for businesses.
After being with the agency for a few years, he decided to set out on his own and start a copywriting business. Thierry believes his prices reflect his level of experience and skill.
He writes blog posts for a minimum for £70. Average prices range between £70 – £150 depending on the length and research required.
- Has excellent readability
- A fresh perspective
- Is customer-centric, well researched and full of factually-backed information
- Has relevant keywords in the right places
It’s clear that Thierry can write high-quality, mindful copy. You can expect to impress your readers and boost your rankings (helped further if you call in an SEO expert) with copy at these prices. So what happens if you decide to pay more?
Meet Hazel. She’s owned her own copywriting business for 10+ years. You’ve heard her name before. People have spoken highly of her writing skills in the business sphere.
You’ve had her business card for a while and decide to call her. You ask how much she charges for blog posts.
She says prices start at £105 for 500 – 1000 words. She also refers to lengthier posts -called long-form articles – that go into further depth and research than a normal blog post. For these, she charges anywhere between £105 – £500.
This is what you get if you meet Hazel’s prices:
- Content that will blow yours and your readers’ minds
A blog post from Hazel is likely to gain substantial recognition when well-marketed. Because it contains the necessary ingredients (as explained above) to be extremely valuable.
Please note: None of these animals are based on real people.
Is Copywriting Really That Black and White?
The short answer? No.
While it’s highly unlikely that Dave could produce content that’s as valuable as Hazel’s, it’s not impossible. He could be an exceptional copywriter, who lacks the commercial insight to charge prices that reflect his kick-ass writing skills.
But the chance of that being a reality? It’s slim.
It’s up to you to decide whether or not you’d take that risk. While it might only cost you £15, that’s still time and money you could have spent having Thierry or Hazel produce incredible copy.
What’s Important to You and Your Business?
Now you have a clearer understanding of the different kinds of copywriters out there, what they charge and why.
Apply these narratives to the quotes you’ve been offered or will be offered. Use this information to get content that’ll increase your website’s online engagement, convert readers into buyers, strengthen customer loyalty and build brand awareness.
Extra Tools to Help You Choose Your Copywriter
Out in the real world, there are lots of different Daves, Thierrys and Hazels. This can make it tricky to decide whom to outsource your content to.
Here are some final tips to make that choice easier:
- Read their past blogs
- Look for testimonials and check for authenticity by contacting previous clients
- Measure email response times
- View their social media channels and assess the quality of their posts
- Compare proposals (and flee if they don’t provide one)
- Note the questions they ask you about your business
Need more advice on copywriting charges? Contact me and I’ll be happy to help.