Deciding to hire a copywriter for your business is a big decision.
And among the many questions you will undoubtedly have, one of the first is likely to be about the cost.
In this blog I share my own pricing structure and explain why short copy doesn’t always mean cheap copy.
Current UK copywriting rates
According to the professional writers organisation, ProCopywriters, the average day rate of a copywriter in the UK in 2020 was £379.
You can of course pay a lot more. Some senior writers charge up to £2k a day. Or a lot less – more on that later.
My day rate is £275 per day, however in most cases I charge by project rather than by day.
My rate card
Three-page website (homepage / about page / services page) from £847
Additional single pages (usually extra service pages) £160 per page
One-page website £450
About page £160
Case study £550
Sales page £550
Bespoke blogs £150
Pre-written blogs – From £33
What affects the price?
Just like social media management, writing is a skill.
When you choose to work with a copywriter you’re paying for their experience and expert knowledge.
Yes, you can go to Fiverr or Upwork and, if you’re super lucky, you’ll find a talented new writer who will work for a low price.
But here’s a tale of caution. I once spoke to a man who’d hired a writer on Fiverr but wasn’t happy with the result.
When I asked how much he’d paid he told me £37.
£37 for a whole website! And he was surprised the quality wasn’t great!
I suggested he write the cost off. He asked for a refund. And got it.
So this is a question of value too. Do you place enough value on your business and brand image to invest in it, or are you simply looking for the cheapest option?
‘It won’t take long‘
One of the most common phrases I hear as a copywriter is; ‘it’s not a lot of words, I just want short, simple copy.’
In my head, this translates to; ‘It won’t take you long so it shouldn’t cost much.’
The truth is, while I always want to give my clients the best possible value, writing short copy takes just as long as writing long copy.
When I worked on local newspapers my editor used to say that the hardest thing to write was a ‘nib’ (news in brief) which is a one paragraph summary of an entire story.
Fun Fact – My first ever nib was about smelly feet and blue cheese!
So, in short, short doesn’t mean quick. Or cheap.
Short copy takes just as much time to research and twice the skill to get right.
Behind the scenes of copywriting
A lot more goes into writing copy than you might think.
Here are some of things that need to be factored into the cost:
- Briefing time
- Research (customer and competitor)
- Thinking time (got to let those creative juices flow)
- Subject complexity
- Keyword research and SEO
- First, second and third drafts – you’ll only see the one the copywriter is finally happy with
- Revisions – I offer two rounds of amends
Hiring a professional writer is an investment in your business.
Sloppy copy sends out the wrong message to your customers and will raise red flags in their minds.
A good copywriter will take your words and craft them into compelling copy. In turn you’ll attract more leads and convert them into loyal customers. Now that’s worth paying for.
If you’d like to invest in professional copy for your website, I’d love to hear from you.