How much does a copywriter cost?
How long is a piece of string!?
I’m sorry to disappoint you if you were expecting a dead simple answer.
When it comes to freelance writing rates, it really will differ depending on a lot of factors, which I’ll delve into as you read on. But a question many people will consider when looking to hire a copywriter is whether there’s a difference between the rates of a copywriter and those of a content writer.
Before we go any further, what is the difference between those two job titles?
Copywriter vs Content Writer – what’s the difference?
There are quite a few differences, which I’m not going to go too in-depth about here, but very briefly, the difference is this:
- Copywriting: Website copy, so your homepage, services, etc., taglines, ads, print copy, scripts, jingles, marketing emails, brochures – anything that’s written to compel somebody to take action
- Content Writing: Blog posts, case studies, how-to guides, user manuals, press releases, newsletters, social media – anything that’s written to educate and inform
Yes, there’s more that makes one different from the other.
The truth is that most freelancers who call themselves copywriters are also content writers. And those who call themselves content writers are copywriters.
Copywriting work, however, tends to cost more than content writing.
If you’re not sure what the difference between the two is, check out my article, Copywriter vs Content Writer: What’s the difference?
What affects a copywriter’s rates?
You could contact sixty-four copywriters, and they’ll all have one thing in common: their rates are totally different.
Why?
Because every writer will work out their pricing depending on several factors:
One. Project type
Every project is different, so a web page will be much faster to write than a white paper, 20-page guide, or brochure. The complexity of a project is a huge factor in how a copywriter prices it.
Two. Level of experience
Every copywriter has a different level of experience, so you’ll pay more for one who’s been doing it for ten years rather than ten months. Yes, an experienced copywriter might cost you more, but they’ll write it faster and understand your project better.
That’s not to say the ten-month writer is bad; it’s just a different experience level.
You have to decide what’s right for your project.
Three. Niche speciality
You’ll pay a lot more if you’re in a niche industry that needs an expert and only a couple of copywriters fit the bill. There are generalist copywriters by the bucketload, many of whom can turn their hand to all subjects and industries.
But, if you need a niche copywriter, that’ll affect the overall price.
Four. Project research
You can keep the price of copywriting down by giving your writer all the information they need to do the project. If not, then they’ll not just price for the writing; they’ll also add fees for:
- Topic research
- Industry research
- Competitor analysis
- Marketing and content strategy
- Creating customer personas
Believe me, I’ve been asked to write 1000-word articles, and the brief has been a couple of sentences long. The amount of research it takes compared to a project where the brief is in-depth and simple to write means the latter is much cheaper than the former.
Five. Project strategy and planning
Your copywriter might need to work with or speak to your team to resolve a tough project, remove a strategy that’s not working, and find and plan a way that will.
Content strategy costs, but when done right, it should more than make you that money back.
Six. Tone of voice work
Changing your tone of voice from dry and corporate to chatty, witty, human, and warm (for example) will get your business noticed.
But a new tone of voice will take time and money.
A copywriter will need to undertake a lot of research.
And if you need your team trained to write in this new, kick-ass style, that will affect the price, too.
Seven. Copywriting deadlines
You’ll likely be charged a quick turnaround fee if you want your copy dead fast.
Copywriters are incredible, but being asked to produce something fast isn’t easy. They might have to drop everything for you, and that costs more.
So, how much does a copywriter cost in the UK?
Sadly, there’s no industry standard, so there’s no easy way to answer this. However, one way to get close to an answer is by looking at the results of the annual ProCopywriters survey.
Over 500 copywriters and content writers participated in the study in 2023, which found that, on average, daily freelance copywriting rates across the UK were £433.
You’re talking £54 an hour.
Now, consider that a solicitor might charge £120 or more per hour.
You’re not paying even half of what you’d be paying your solicitor if you had them and a copywriter working for you for a full day.
But that £433 isn’t a set-in-stone figure.
You can pay anywhere between £800 to £2000 a day for senior copywriters (according to ProCopywriters), especially niche writers. All these figures might seem a lot at first, but it’s not much when you consider the factors that make up your copywriter’s daily rate.
How much will you pay for individual content?
Yet again, prices vary.
Most writers work out their copywriting rates per project with basic set fees for certain pieces of content before there are any add-ons.
Here are ballpark figures (based on my own research) of what you’ll pay UK copywriters, depending on their level of experience:
- Web pages: between £150 and £500 per page
- Blog Posts: 500-words between £150 and £500, 1000-words between £250 and £1000
- Emails/Newsletters: between £85 and £600 per email
- Ads: between £85 and £1500
- Landing pages: between £300 and £2000
How much?!
I know, right?
It’s something I tackle in my article, Why are copywriters so expensive?
You might think it’s better for your pocket to go with the cheap option, but remember that a new copywriter might be unable to write what you want compared to a mid-level or experienced one. If you’re happy with a new writer cutting their teeth, go for it.
Every writer needs an opportunity to build up their portfolio, and cheap doesn’t necessarily mean bad.
More often, it’s just inexperience, but you don’t want to pay another writer to redo it if it’s dead important.
How much do copywriters charge per word?
This is one of the big questions when asking yourself, “How much does a copywriter cost?“.
I’ll be honest: Please don’t pay your copywriter by the word.
Great writing takes time.
Paying by the word doesn’t include all the drafts the writer has worked through before sending you their work. And it doesn’t count all the revisions and rewriting.
Writers are often paid less than the UK minimum wage for their work, so I’d never recommend a writer charging by the word or a client asking them to.
How much does a copywriter cost upfront?
If a copywriter asks you to pay 50% of the project upfront, you might be shocked.
Don’t be.
This is standard practice.
If your copywriter has to work on something for a full month and then wait 14 days to get paid at sign-off, they won’t have had any money for six weeks. A deposit means the writer has money to pay their bills and buy food and guarantees they’ll fix a spot for you in their diary.
Do copywriters put prices on their websites?
A lot do, but a lot don’t.
It depends, and I tackle it in my article, Should you put prices on your website?
Personally, I do.
It makes it easy for people to see my basic costs (before add-ons, if there are any).
I also tend to be fairly flexible if I love the project, but the customer doesn’t have the budget. In instances like that, I reduce the price and scope of the project so what I can do reflects what they can afford.
That’s me; every writer is different.
If you want to see how much I cost, pop along to my Services & Pricing page.
Unsure if it’s worth hiring a copywriter?
That’s okay.
You also have the option of writing copy and content yourself.
Just remember, a copywriter is trained and skilled in writing in a way that makes your business stand out.
They’re on your side and not there to rip you off.
When your copy connects with your audience, we’re as thrilled as you are.
Also, check the copywriter’s website for testimonials and case studies. These can comfort you with the knowledge that they’ve worked with others and are worth the investment.
Woohoo!
Ready to work with a copywriter?
Then pick the one that’s right for you.
If you’re looking for a funny copywriter with experience writing for children’s brands and mental health — or, to be honest, pretty much anything — I’d love to chat.
How much does copywriting cost?
Pfft, who knows?
Freelance writing writers don’t have an industry standard.
Price doesn’t really matter.
Choosing the right writer is worth the investment, whatever the price.
If that’s me, great, if not, that’s okay too.
Find the one that’s right for you.
Until next time,
Matt
