What Should You Be Paying for Copywriter?

When you're hiring a freelance copywriter, one of the biggest questions you'll face is: "How much should I pay?" The price of copywriting can vary significantly depending on the type of copy, the expertise required, and the project’s complexity. As a business owner or marketer, understanding what influences the cost of copy will help you make informed decisions and get the best return on your investment. Here are the key factors to consider when determining how much you should pay for copy to be written.

1. Type of Copy

Different types of copywriting projects come with different levels of complexity, value, and pricing. Let’s break down some common types of copy and their typical price ranges:

• Website Copy: Website copy includes your homepage, product pages, service descriptions, and landing pages. These pieces are often designed to convert visitors into customers, so they require persuasive language, clear structure, and SEO optimisation. Expect to pay more for website copy due to its critical role in driving sales. Prices can range from $500 to $5,000 or more, depending on the size of the site and the expertise of the writer.
• Blog Posts/Articles: Blog posts and articles are common types of content that vary greatly in price depending on the topic and the amount of research required. Basic blog posts of 500–800 words may cost $100 to $300, while long-form, research-intensive articles can range from $500 to $1,500 or more.
• Sales Pages: Sales pages are designed to sell your product or service, making them one of the highest-value forms of copywriting. Crafting an effective sales page requires persuasive copy, compelling headlines, and a deep understanding of customer psychology. Prices for sales pages typically start at $500 and can go upwards of $5,000 for experienced copywriters.
• Email Campaigns: Email sequences require strategic thinking and copy that encourages engagement. Whether it’s a welcome series, promotional emails, or customer retention campaigns, the cost for email campaigns typically ranges from $200 to $1,000 per campaign, depending on the length and complexity.
• Social Media Copy: Social media posts may seem simple, but writing effective, engaging copy that resonates with your audience can be challenging. Pricing for social media copy often ranges from $50 to $300 per post, depending on the platform and number of posts required. If there are going to be multiple social media posts, it’s best to just lock in an agreed bundle fee with your copywriter.

When hiring a copywriter, be sure to ask what type of copy they specialise in and whether they can provide samples relevant to your project.

2. Length of the Copy

Another factor that impacts the cost is the length of the content. Some copywriters charge per word, while others prefer to bill by project or by hour.

• Per Word: This is a common pricing model for straightforward content like blog posts and articles. Rates can vary widely depending on the writer's expertise, ranging from $0.10 to $1 or more per word. For example, a 1,000-word article could cost anywhere from $100 to $1,000.
• Per Project: For more complex or creative projects, such as website copy or sales pages, many copywriters prefer to charge a flat project fee. This allows them to factor in the overall scope, revisions, and time involved without being limited by word count. Project fees can range from a few hundred to several thousand dollars, depending on the complexity.
• Hourly: Some copywriters charge an hourly rate, which is useful for projects with unclear scope or those that require significant revisions. Hourly rates typically range from $30 to $150, depending on the writer’s experience and expertise.

Consider which pricing model works best for your project. If the scope is clear and you know how much copy you need, a per-word or per-project fee might be more predictable. For more fluid projects, an hourly rate could provide flexibility.

3. Where Will the Copy Be Used?

The platform on which the copy will be used is another key factor that influences the cost. Copy used for high-visibility platforms, like websites or advertisements, is generally priced higher than content intended for internal or low-visibility use.

• High-Visibility Copy: If your copy is intended for your website, email marketing, or advertisements, it directly affects your bottom line by driving traffic and conversions. For high-visibility content, it’s worth paying more for high-quality copy that resonates with your audience and aligns with your brand voice.
• Internal Use or Low-Visibility Content: Copy for internal use, such as training materials or internal memos, generally doesn’t require the same level of polish or SEO optimisation as public-facing content. As a result, the rates for this type of writing are usually lower.

Ensure you communicate clearly with the copywriter about where the copy will be used so they can provide an accurate estimate.

4. AI vs. Human-Written Copy

With the rise of AI-powered content generation tools, you may wonder if AI-written copy could save you money. Here’s a breakdown of how AI and human-written copy compare in terms of cost:

• AI-Assisted Copy: AI tools can quickly generate a first draft, helping reduce the time required to produce content. Some copywriters use AI to assist with the writing process, which may lower costs for certain projects. However, AI-generated content typically lacks the creativity, nuance, and brand voice required for high-quality marketing copy, so additional editing and personalisation are needed.
• Human-Written Copy: High-quality human-written copy is still the gold standard, especially for projects requiring unique storytelling, emotional appeal, or complex marketing strategies. Expect to pay a premium for expert copywriters who can craft personalised, impactful content tailored to your audience.

While AI can be useful for low-stakes content or first drafts, human-written copy remains the best option for premium, high-visibility projects.

5. Amount of Research Needed

The amount of research required for a copywriting project can greatly affect the price. Some projects, like blog posts or social media content, may require minimal research, while others, like white papers or technical articles, may require extensive investigation.

• Light Research: If your project requires little to no research—such as writing on familiar topics or industry-specific knowledge—the cost will be lower. These projects typically fall within the lower end of the pricing spectrum.
• In-Depth Research: For projects that require interviews, data analysis, or exploring niche subjects, the copywriter will likely spend significantly more time gathering information and crafting the content. As a result, expect to pay higher fees for in-depth research. For example, a white paper or case study might cost $1,500 to $3,000 or more, depending on the depth of the research.

6. Experience of the Copywriter

Experience matters when it comes to copywriting. A seasoned copywriter with years of experience and a strong portfolio can command higher rates than someone just starting out. However, more experienced copywriters can often deliver higher-quality work faster, which can result in better value for your money.

When evaluating copywriters, ask for samples of their previous work and check client testimonials. Sometimes paying a little more for an experienced copywriter will save you money in the long run by reducing revisions and ensuring your content achieves its goals.

Final Thoughts

There’s no one-size-fits-all answer to how much you should pay for copy to be written, as it depends on various factors like the type of copy, the length, where it will be used, and the amount of research involved. Additionally, AI versus human-written copy and the experience level of the writer are critical elements to consider. By understanding these factors, you’ll be better equipped to budget for quality copywriting that meets your business needs and drives results. If you'd like us to find a copywriter for you, get in touch!