TL;DR – Sample ranges are $100-$500 per webpage, $100-$1,000 per blog post, $100-$300 per email, and $300-$25,000 for sales pages. Use different pricing models, research industry standards, and communicate your value effectively to clients.
Introduction
Setting the right rates for your freelance copywriting services is crucial to building a profitable business.
It ensures you get paid fairly and helps you attract the right clients.
In this detailed guide, we’ll explore what affects copywriting rates, different types of copywriting, and how to set and negotiate your rates effectively.
Let’s start with some global benchmarks.
What does the data say?
Here’s a look at the latest data from various industry benchmarks on the average freelance copywriting rate for typical projects:
Website copywriting rates
- Low-cost services: $25-$50 per page or $0.50 per word. These rates are usually for entry-level copywriters or those working in low-cost regions. The quality may require more editing and guidance.
- Mid-range services: $50-$500 per page or $0.50-$0.80 per word. These rates reflect more experienced copywriters who can deliver higher quality work, possibly with industry specialization.
- High-cost services: $500+ per page or $0.80+ per word. These rates are for highly experienced copywriters known for delivering top-quality work with minimal guidance.
Blog posts and articles
- Basic blog posts: $50 to $100 per post. This is typical for shorter posts or less experienced writers, or a copywriting agency that leans on AI for low-cost, volume-based work.
- Longer, more in-depth posts: $400 to $500 per post for pillar content of 2,000 words or more.
- Per word rate: Typically ranges from $0.05 to $1 per word, depending on the writer’s experience and the complexity of the content. An expert copywriter can charge $2 per word or more.
SEO copywriting
- Product pages: $60 to $800 per page.
- Blog posts: $125 to $2,000 per post.
- Articles: $100 to $2,400 per article.
- Guides: $3,000 to $4,200 per guide.
- Sales pages: $300 to $25,000 per page (not uncommon for an experienced copywriter to charge)
Email copywriting
- Basic emails: $75 to $300 per email.
- Newsletters: $150 to $750 per email.
- Sales and offer emails: $35 to $2,000 per email, depending on complexity and length.
Landing pages
- Low-cost: $25-$50 per page or $0.50 per word. Often entry-level with decent quality.
- Mid-range: $50-$500 per page or $0.50-$0.80 per word. Better quality with some specialization.
- High-cost: $500+ per page or $0.80+ per word. High-quality work with significant experience.
Factors influencing rates
- Experience: More experienced copywriters generally command higher rates.
- Industry specialization: Copywriters with expertise in specific industries, especially technical fields, can charge more.
- Project complexity: More complex projects that require extensive research or specialized knowledge will cost more.
Sources: AWAI, Niche Pursuits, StrategyBeam, WebFX
These benchmarks can help you set a fair and competitive freelance writer rate.
Key factors that determine your copywriting rates
Several factors can affect how you price copywriting services.
Knowing these factors can help you set rates that show your value and attract clients who are willing to pay for quality work.
Experience and expertise
Your level of experience and skill is one of the most important factors.
Clients are willing to pay more for a copywriter with a good history of success.
If you have years of experience and a strong portfolio, you can charge higher rates.
Project complexity and length
The complexity and length of a project also affect your rates.
More complex projects that need a lot of research, technical knowledge, or creativity will cost more.
Likewise, longer projects that take more time will usually cost more than shorter, simpler tasks.
Industry and niche specialization
Specializing in a specific industry or niche can allow you to charge higher rates.
Clients often like working with copywriters who understand their specific market and can create content that fits their audience.
If you have expertise in a niche, highlight it to justify your rates.
Geographic location and market demand
Where you live and the demand for copywriting services in your area can influence your rates.
Copywriters in big cities or areas with high living costs like San Francisco or London may need to charge more.
Also, if there is a high demand for copywriting services in your area, you can set higher rates.
Turnaround time and deadlines
Clients who need content quickly are often willing to pay more for faster turnaround times.
If a project has tight deadlines or rush work, you can charge higher rates to make up for the extra effort and changes to your schedule.
Different types of copywriting and corresponding rates
Different types of copywriting can have different rates.
Knowing these differences can help you set the right price for each service you offer.
Web copywriting
Web copywriting involves writing content for websites.
This can include homepages, about pages, service pages, and product descriptions.
Rates for web copywriting can vary widely based on the length and complexity of the content.
SEO copywriting
SEO copywriting focuses on creating content that ranks well in search engines.
This type of content marketing requires knowledge of SEO techniques and keyword research.
Because of the specialized skills involved, SEO copywriting often commands higher rates.
Social media copywriting
Social media copywriting involves writing posts for platforms like Facebook, Twitter, LinkedIn, and Instagram.
These posts need to be engaging and concise.
Rates for social media copywriting can vary, but shorter, frequent posts often mean lower per-piece rates compared to longer forms of content writing.
Email marketing copywriting
Email marketing copywriting includes writing emails for campaigns, newsletters, and automated email sequences.
Effective email copy can lead to high conversion rates, so clients are often willing to pay a higher rate for skilled email copywriters.
Sales and landing page copywriting
Sales and landing page copywriting is all about creating persuasive content that drives conversions.
This type of copywriting requires a deep understanding of sales psychology and strong persuasive skills.
Because of its direct impact on sales, this type of copywriting can command some of the highest rates freelance copywriters.
Technical and white paper copywriting
Technical copywriting involves creating detailed and informative content on complex topics.
White papers are in-depth reports on specific topics used to inform or persuade.
Both types require specialized knowledge and research skills, leading to higher rates.
How to research market rates for freelance writing
Knowing what other copywriters charge can help you set your rates.
Here are some ways to research market rates for freelance writing, with examples for the US, the UK, and South Africa:
Industry benchmarks and statistics
Look for reports and surveys that provide data on average freelance writing rates.
These can give you a good idea of what other copywriters are charging.
For example, the ProCopywriters’ Survey provides comprehensive data on freelance copywriting rates in the UK.
In South Africa, PayScale South Africa offers insights into the average copywriter salary and freelance rates.
Freelance platforms and job boards
Check freelance platforms and job boards to see what clients are offering for similar projects. This can help you understand the going rates in the market.
Upwork and Freelancer are popular platforms where you can see the range of rates for copywriting projects.
PeoplePerHour and Indeed provide job listings and freelance opportunities with rate information.
Jobvine and Pnet also offer local job listings and freelance opportunities.
Professional associations and surveys
Join professional associations and participate in surveys.
These organizations often provide valuable insights into industry standards.
- US: The American Writers & Artists Institute (AWAI) offers resources on copywriting rates.
- UK: The Chartered Institute of Marketing (CIM) provides resources and networking opportunities for copywriters.
- South Africa: The Professional Editors’ Guild (PEG) offers support and resources for writers and editors, including freelance rate guidelines.
Networking with other freelance copywriters
Talk to other freelance copywriters about their rates.
Networking can provide you with firsthand information and help you set a competitive project rate.
Join online communities like the Freelance Writers Den or local writing groups on Meetup.
You can also find and join public Slack groups on writing and freelancing on Slofile.net.
Rate calculators and estimators
Online rate calculators and estimators can help you get a rough idea of what to charge a potential client based on various factors.
These tools consider experience, project type, and market rates to suggest appropriate pricing.
- Virtual HQ Freelancer Rate Calculator: Helps calculate your hourly rate based on desired income and working hours.
- CopyHackers Copywriting Rate Calculator: Specifically designed for copywriters to estimate rates for different types of projects.
These examples and resources can help you gather the information you need to set a competitive and fair freelance writing rate in your region.
Steps to determine your own freelance copywriter rate
Setting your own rates involves several steps. Here’s how to do it:
Self-assessment: skills, experience, and portfolio
Evaluate your skills, experience, and portfolio. Be honest about your strengths and areas for improvement.
This self-assessment will help you set freelance writing rates that reflect your value. Ask yourself:
- How many years of experience do I have?
- What specific skills and expertise do I bring?
- What does my portfolio demonstrate about my capabilities?
Calculating your cost of living and desired income
Consider your living expenses and what copywriter salary you want to earn.
This calculation will help you determine the minimum amount you need to charge.
Here’s a simple formula:
- Calculate your monthly expenses:
- Rent: $1,200
- Utilities (electricity, water, internet): $200
- Groceries: $400
- Transportation: $100
- Insurance: $150
- Miscellaneous (entertainment, dining out, etc.): $250
- Total monthly expenses: $2,300
- Add your desired savings or investment amount:
- Desired savings: $500
- Total monthly amount needed: $2,800
- Calculate your minimum hourly rate:
- Decide how many hours you plan to work per month. For example, 20 workdays per month at 5 billable hours per day equals 100 hours per month.
- Divide your total monthly amount needed by your monthly working hours:
- $2,800 / 100 hours = $28 per hour
Using this calculation, your minimum hourly rate should be $28 to cover your living expenses and desired savings.
To ensure a buffer for taxes and unforeseen expenses, you might want to set your hourly rate slightly higher, for instance, $35 per hour.
Setting rates for different services and packages
Decide on your rates for different types of copywriting services.
You might want to offer packages or tiers to give clients more options.
Let’s say you’re putting together a website copywriting rate. You might offer the following tiers:
- Basic package: Web page content writing (up to 500 words) – $100
- Standard package: Web page content writing + SEO optimization – $150
- Premium package: Web page content writing + SEO + social media posts – $200
Creating rate sheets and pricing guides
Every copywriter needs a rate sheet or pricing guide that outlines your services and rates.
This document can help you present your rates clearly to clients.
Your rate sheet might include:
- A list of services (e.g., blog posts, email newsletters, web copy)
- The rate for each service (e.g., $0.10 per word, $50 per hour)
- Any package deals or discounts for bulk work
Creating these documents ensures transparency and helps clients understand what they are paying for.
Choosing the right pricing model for your services
Different pricing models work for different projects and clients.
Here are some common models to consider:
Fixed rates vs. hourly rates
With fixed rates, you charge a set price for a project, regardless of how long it takes to complete.
This model is often preferred by clients and freelancers alike for its predictability.
For example, you might charge $500 for a complete website copywriting project.
Hourly rates are where you charge for each hour worked.
This model can be beneficial for projects where the scope is unclear or likely to change.
For example, as a freelance content writer you might charge $50 per hour for ongoing content updates.
Per word pricing
This is where you charge based on the number of words written.
This model is straightforward and often used for projects with clear word count requirements, like blog posts or articles.
- Pros: Easy to estimate costs for both copywriter and client, straightforward billing.
- Cons: May not reflect the value of the content; shorter, high-impact copy might be underpriced, while longer, less valuable copy might be overpriced.
- Examples: Charging $0.10 per word for a 1,000-word article would amount to $100. For a 500-word blog post, it would be $50. (These rates are more common with freelancers just starting out.)
Value-based pricing
Value-based pricing sets rates based on the value your work provides to the client.
If your copy is expected to generate significant revenue for the client, you can charge peak freelance rates for it.
For example, if a sales page you write is expected to bring in $10,000 in sales, you might charge a rate that reflects a percentage of that expected revenue, such as $1,000.
Package deals and bundled services
Offering packages or bundled services can attract more clients by providing perceived value.
For example, you might offer a website copy package that includes the homepage, about page, and service pages at a discounted rate compared to purchasing each page separately:
- Basic package: Homepage, about page, and one service page – $300
- Standard package: All the above + additional service pages – $500
- Premium package: All the above + SEO optimization and blog post – $700
Summary of pros and cons for each copywriting pricing model
- Fixed rates:
- Pros: Predictable income, easy for clients to understand.
- Cons: Risk of undercharging if the project scope expands.
- Hourly rates:
- Pros: Ensures you get paid for all your time, flexible for changing project scopes.
- Cons: Clients may worry about escalating costs, less predictable income.
- Per word pricing:
- Pros: Simple to estimate and bill, straightforward for both clients and freelancers.
- Cons: May not account for the value or impact of the content, might undervalue short, high-quality work or overvalue long, low-impact content.
- Value-based pricing:
- Pros: Can be highly profitable, aligns your payment with the value delivered to the client.
- Cons: Requires careful assessment, might be harder to sell to clients.
- Package deals:
- Pros: Attracts clients with clear options and can increase overall sales.
- Cons: Requires more upfront work to define and price packages, might lead to undercharging if not well calculated.
Choosing the right pricing model can help you align your rates with your business goals and client needs.
Consider the nature of the project, client expectations, and the value you bring to decide the best model for each situation.
Effective communication and negotiation techniques
Setting your rates is one thing, but communicating and negotiating them with clients is equally important.
Here are some tips:
Presenting your copywriting rates to clients
When presenting your rates or drafting invoices, be clear and confident. Provide a detailed breakdown of what is included in your price.
This transparency can help clients understand the value they are getting. For example:
- Web page content: $200
- SEO optimization: $100
- Total: $300
Communicating the value of your services
Explain how your work can benefit the client.
Highlight your experience, past successes, and the specific skills you bring to the table.
Showing the value of your services can justify higher rates. For example:
- “My SEO content marketing can help increase your website traffic and improve your search engine ranking, leading to more leads and sales.”
Handling rate objections and negotiating effectively
Clients may sometimes push back on your rates. Be prepared to explain why your rates are what they are.
Offer to adjust the scope of work to fit their budget instead of lowering your rates.
Negotiation should be a balanced conversation where both parties feel they are getting a fair deal.
For example:
- Client: “Your rate is higher than we expected.”
- You: “I understand. To fit your budget, we can reduce the number of web pages from five to three. This way, you still get high-quality content without exceeding your budget.”
Additional tips for effective communication
- Be professional and courteous: Always maintain a professional tone in your communications.
- Listen actively: Understand the client’s needs and concerns before responding.
- Be prepared: Have all your rate information and justifications ready before discussions.
- Stay flexible: Be willing to negotiate terms that can work for both you and the client.
Communicating and negotiating your rates effectively can help you build strong client relationships and ensure you are compensated fairly for your work.
Hidden costs in copywriting projects
Freelance copywriter rates must account for additional costs that might arise. These hidden costs can affect your profitability.
Revisions and edits
Freelance writers know that pojects often require revisions and edits.
Decide whether these are included in your initial rate or if they will incur extra charges.
For example, you might include two rounds of revisions in your initial quote and charge extra for any additional revisions:
- Initial quote: $300 (includes two rounds of revisions)
- Additional revisions: $50 per round
Research and fact-checking
Some projects need extensive research and fact-checking, which can be time-consuming.
Make sure your rates cover this extra work. For example:
- Base rate: $0.50 per word
- Research fee: $200 for extensive research
Project management and communication time
Communicating with clients and managing the project both take time. Client onboarding alone can be time-intensive.
You can include these efforts in your pricing to ensure you are compensated for all aspects of the job.
For example:
- Project management fee: $50 for every 5 hours of project management
Licensing and usage rights for content
Decide whether your rates include licensing and usage rights for the content.
If clients need exclusive or extended usage rights, you can charge extra for these.
For example:
- Standard license (non-exclusive, one-time use): included in base rate
- Exclusive license (exclusive rights, unlimited use): additional $200
Additional considerations
- Formatting and layout: Some clients may require specific formatting or layout work, which should be considered in your rates.
- Urgency fees: If a client needs a rush job, consider adding an urgency fee to compensate for the quick turnaround.
- Admin tasks: Don’t forget to account for administrative tasks like invoicing, time tracking, and record-keeping. Freelance copywriting goes beyond just churning out words.
Example pricing breakdown
Here’s an example of how you might break down your pricing to account for hidden costs:
- Base rate for 1,000-word blog post: $100
- Research fee: $50
- Two rounds of revisions: included
- Additional revisions (if needed): $50 per round
- Project management fee: $50
- Exclusive license fee: $200 (if requested)
- Urgency fee (if applicable): $100
Total potential cost: $450 – $550 (depending on additional revisions and urgency)
By considering these hidden costs and including them in your pricing, you can ensure you are fairly compensated for all aspects of your work and maintain your profitability.
When and how to adjust your copywriting rates
As your career progresses, you may need to adjust your rates. Here’s how:
Evaluate your rates periodically
Regularly review your rates to ensure they reflect your experience, skills, and market conditions.
- Annual review: Consider evaluating your freelance writing rates annually to account for your growing experience and any changes in the market.
- Project-based review: After completing major projects, assess whether your skills have improved and if your rates should be adjusted accordingly.
Adapt to changes in demand and market conditions
Stay aware of changes in demand and market conditions.
If demand for your freelance copywriter services increases, or if the market rates rise, it might be time to increase your rates.
- Market research: Keep an eye on industry trends and rate surveys to ensure your rates are competitive.
- Client feedback: If clients consistently comment on the high value of your work, it might indicate that you can charge more.
Adding new skills and services to justify rate increases
Continuously improve your skills and expand your service offerings.
Adding new expertise can justify a higher rate and attract more clients.
- Professional development: Take courses, attend workshops, and earn certifications to enhance your skills.
- Diversify services: Offer additional services like search engine optimization (SEO), social media management, or content strategy to provide more value to clients.
Communicating rate changes to existing clients
When you decide to increase your rates, communicate the changes clearly to your existing clients.
Give them advance notice and explain the reasons for the increase.
- Advance notice: Provide each client with at least one month’s notice before implementing new rates.
- Explanation: Clearly explain why you are increasing your rates, such as improved skills, increased costs, or higher demand.
- Negotiation: Be open to discussing the new rates and addressing any concerns your clients might have.
Example email: copywriting rate increase notice
Here’s an example of how you might communicate a rate increase to your clients:
“Dear [Client’s Name],
I wanted to inform you about an upcoming change to my copywriting rates. Due to increased demand and my continuous efforts to enhance the quality of my services, I will be adjusting my rates starting from [Date].
The new rates will be [New Rates], which will allow me to continue providing the high level of service and quality you expect.
I value our partnership and am committed to ensuring a smooth transition. If you have any questions or would like to discuss this further, please feel free to reach out.
Thank you for your understanding and continued support.
Best regards, [Your Name]”
By regularly evaluating your rates, staying aware of market conditions, and communicating effectively with your clients, you can ensure your rates reflect your true value and keep up with industry standards.
Final thoughts on copywriting rates
Setting the right rates for your copywriting services is crucial for your success as a freelancer.
Regularly review and adjust your rates to ensure they stay competitive and aligned with your growing expertise.
Here are the key points to remember:
- Understand what influences your rates: Consider experience, project complexity, industry specialization, location, and deadlines.
- Know the different types of copywriting: Different types of copywriting come with different rates. Understand what each type entails and how to price them.
- Research market rates: Use industry benchmarks, freelance platforms, professional associations, and networking to determine fair and competitive rates.
- Set your rates carefully: Assess your skills and costs, choose the right pricing model, and create clear rate sheets.
- Communicate and negotiate effectively: Present your rates confidently, explain your value, offer pricing options, and handle objections professionally.
- Account for hidden costs: Consider revisions, research, project management, and licensing when setting your rates.
- Use tools and resources: Leverage calculators, surveys, platforms, and professional communities to help set and justify your rates.
- Adjust your rates as needed: Review your rates periodically, adapt to market changes, add new skills, and communicate rate changes clearly to clients.
By understanding the factors that influence rates, researching market standards, and effectively communicating your value, you can set rates that reflect your worth and attract the right clients.
