How Much Does It Cost To Hire A Copywriter?
Hiring a professional copywriter is a really good idea…like a ‘deciding to turn grapes into wine’ kind of a good idea. It just makes sense.
A good copywriter is always an investment and done right it can also up your confidence in talking about your business, give you compelling messaging that your audience is drawn to, and even make your business money. PLUS it can save you money long-term—because nothing will cost you more in time, income, and missed opportunities than bad copy.
In this post, I'll help break down some of the common copywriting questions such as, how much hiring a good copywriter can cost, and the different types of copywriters you’ll find. I’ll also help you navigate what a good copywriter can do for you, how they charge, and some things to look for when stepping into this new—and hopefully lasting—relationship.
tRUTH BOMB:
Not All Copywriters Are Created Equal
A lot of people think writing and copywriting are the same thing. But friend, they most definitely are not! Crafting emails to colleagues, journaling, submitting reports and papers—these are all examples of writing, which most of us can do at least passably well. Copywriting, though? It’s completely different. It's a skill that needs to be learned intentionally and practiced rigorously. It’s not about writing what feels good or sounds good. It’s about writing what the reader needs to hear if we want them to take action.
Copywriting—specifically persuasive or conversion copywriting—is strategic, research-heavy, intentional, and based on both marketing and psychology best practices. It’s built on rock-solid, tried-and-true formulas and frameworks. And it’s brought to life with moving brand messaging, connection-driven storytelling, and in-depth audience research. (Which are just fancy words for listening to the people we want to connect with.)
That means a good copywriter never just writes what they want to write. We never sit back and wonder what we should write. And we never just write what we think sounds good, either. By combining the research we’ve been trained to do with the templates and tools in our arsenals, by the time we sit down to craft a page, we’ve talked to the audience, and know what motivates them. We’ve gained an intimate understanding of the brand and its values. And, we know how to structure pages that inspire action. In other words, we know exactly what needs to be said.
SORRY TO SAY IT, BUT…
You Get What You Pay For
We’ve all gone out and bought a cheap rain jacket thinking it would shield us from the next unavoidable downpour. We sit in the store thinking to ourselves, “Why would I spend $450 for a rain jacket when I can buy a perfectly good one for $150?” This logic makes sense—until we’re sitting in the pouring rain absolutely soaked from our attempt to save money, wishing we spent the few extra dollars to avoid this less-than-ideal situation.
And, okay, maybe a copywriter isn’t exactly like a raincoat, but they are the difference between a campaign that succeeds or tanks. A sales page that converts at 2% or 12%. Emails that get opened and clicked or deleted and ignored. So while saving a couple hundred may feel good up-front, it can end up costing you thousands, if not more, in the long run. Don’t spend what you don’t have—but know that investing in a well-versed copywriter often pays for itself in time.
A good copywriter will look at your messaging and copy from so many angles, and perfect them all on your behalf.
Your copywriter will consider…
What your audience needs to hear
What’s on-brand for your business
How to fit your copy into your marketing strategy
Reader pain points, fears and desires and how to utilize them in effective but ethical ways
The power of a transformation and how to craft one for your audience
How to tell a compelling story
The customer journey and how your copy fits in
What it takes to carry a reader from unaware of your offers to ready to buy
How to sell in a way that feels aligned and on-brand
What the end product will look like, once it’s designed
How to format and lay out the copy for more impact
How to fit all this in without fire-hosing readers with too much info on each page
…and literally so much more.
Copywriter Pricing FAQs
Copywriting has been a hot topic for some time, and for a good reason. We all know that copywriting is an important part of any marketing strategy, but finding the right copywriter can be confusing—especially when quotes vary so largely. One person may charge you $100 for a sales page while someone else might charge you $5,000. To help guide you, I’ve broken down some common copywriting questions and even addressed some misconceptions in this field.
Let’s start off at square one. How do copywriters even determine how much to charge? In looking through online quotes you’ve probably seen some newer copywriters charging by the hour, and some even charging by the word. But most experienced copywriters charge by the project. This is because the value of the deliverables we provide to our clients—a website that converts better, a sales page that sells, marketing emails that get opened, buttons that get clicked—typically have more value to our business-owning clients than our hourly rate alone can account for. The word count model in particular doesn’t account for our years of experience and practice, or the research we do to make sure the copy is relevant and inspires action in your audience, either.
🤔 Think about this: If I charge $5000 for website copy that has the power to land my wedding photographer client even just two additional weddings per year at $4000 each, that’s a pretty dang good deal for my clients. And, if I write a $500 blog post that brings my client YEARS of new website traffic and email subscribers—leads who are VERY likely to buy from that client eventually—they make out like bandits.
Most of us don’t start off getting this type of ROI for our clients. Honing in on these skills takes time, focus, and strategy. But remember, when you hire an experienced copywriter, you’re paying for more than the words we write. You’re getting research and strategy, and often, sales or leads as a result of how we write those words.
#1 How Much Does Website Copywriting Cost?
Like in so many other unregulated industries, you can find a copywriter online who charges anywhere from $20/hour to $1,000/hour, from $500 to $5000 or more per project.
It all depends on:
The copywriter’s experience and training
The industry the work is for
The ROI of the work
The scope of the project
The project timeline
But typically, if you’re looking for an experienced copywriter to write copy for a standard, 6-8 page website, expect to pay between $3,000 and $7,500. The more strategic elements a package includes—things like brand voice and messaging, target audience research, conversion copywriting, and on-page SEO—the more you can expect to pay within that range.
If a copywriter’s rates are too much more, you may want to double-check if you really need everything included in the quote you got. (Especially if you’re a newer business or a small business.) Too much less, and you might be getting someone who’s too green, or worse, someone who calls themselves a copywriter without having any actual training or experience (happens ALL the time).
A project’s timeline can also impact the fee you’ll be charged. Skilled copywriters are usually booked out months in advance. So, if you’re wanting a last-minute project with a quick turnaround time, expect to pay a rush fee. Remember, you’re asking the copywriter to move you up in line and shuffle their schedule around. This all comes at a cost.
Finally, whether a copywriter is a generalist or subject matter expert will impact their quote. A generalist is someone who writes for a wide range of industries and does different types of copywriting. A subject matter expert is someone who specializes in a specific industry or field, like law, healthcare, or finance. While you can usually expect to pay more for subject matter experts, it can also be advantageous to find someone who offers specialized copywriting services for a few particular industries, including yours. A copywriter who specializes in your industry will better understand the needs of your readers. They will be able to create copy that will resonate with the reader so much more than someone who writes everything for everyone under the sun.
#2 How Much Are Copywriters Paid?
It really depends on the copywriter. Some rockstars out there, like Joanna Wiebe (who coined the term “conversion copywriting”), won’t take on a project with a budget of less than $60k—or so I’ve heard. But with the experience she has, the reputation of someone who literally WROTE the book on conversion copy, and a client list that features names like Google, Stripe, Thinkific, and Spotify, it’s well deserved.
Newer copywriters can expect to be paid much less—starting around $30/hour and going up from there. But it depends on the training they enter the field with, and whether they’re a freelancer or if they work for an agency. But, if they’re good at what they do, you can expect their rates—and ultimately their pay—to go up quickly. Experienced writers who get results don’t stay at the lower end of the pay scale for long. So sure, you may get lucky paying less for a good copywriter, but it’s not something I’d suggest banking on.
#3 How Much Do Copywriters Charge Per Hour
Most experienced copywriters don’t charge per hour and instead charge per project. This way of billing allows the copywriter to not only take their time into account, but also consider other factors, like research time, project complexity, past knowledge and experience, and the uniqueness of the client. If you’re looking to keep a project’s cost on the lower end, doing things to help reduce a copywriter’s time spent on the project will help. Keeping a project small and offering up the research and background the copywriter will need in advance are things that can help us stick to a tighter budget.
For certain projects, you may even be able to get away with someone a little greener, whereas for others, doing so could cost you more than it could save. More engagement-focused content like blogs and newsletter emails are places where someone a bit newer to the space could get warmed up. This type of content is lower risk in that, if no one engages, you won’t experience a flop of a launch or lose out on potential income. If you’re outsourcing higher-risk content, though? That requires a pro. You wouldn’t walk into the Olympic ski races with wooden planks as skis, and you shouldn’t walk into a launch with an inexperienced copywriter. Rule of thumb: Anything that needs to CONVERT, convince, persuade or sell should have you bringing out the big guns and hiring a professional copywriter.
#4 How Much Do Freelance Copywriters Charge
Don’t get caught up on the word freelancer—it’s about the copywriter themselves, not their business model. Some agency copywriters aren’t great and get paid—or, get their agency paid—a lot of money. Some freelance copywriters are fan-freaking-tasting and don’t charge nearly enough. (#impostersyndrome) Bottom line: Don’t think that hiring a freelancer equals instant savings, but don’t write them off as being too casual or inexperienced, either.
#5 How to Know When To Hire A Freelancer Vs An Agency
Freelancers will most likely suggest you go freelance, agencies will recommend agencies, and neither is inherently wrong. Depending on your project, you can get great (or not-so-great) results either way.
Agencies are typically bigger, require larger budgets (often with project minimums of $15k or more), and can handle more than one aspect of your project. So if you’re running a big ad campaign and require photography, design, and copywriting, and you don’t want to manage all those separate pieces yourself, an agency is likely the way to go. Just make sure the agency you book with has at least one designated copywriter on their team. Many, especially those who specialize in advertising or design, won’t.
Freelance copywriters can only help you with copywriting—but they’ll do copywriting right. If you’re a solopreneur, a small business, or you already have great support from other experts like designers and photographers, so copywriting is all you need, they are a great choice. They’re also a great choice if you’re just starting to outsource certain business tasks, but need to make sure you’re only paying for things you can’t do yourself or that will pay you back in a big way.
Regardless of what path you decide to take, the most important thing you can do is research, research, and more research! Copywriting is an investment. At least, should be if you hire the right copywriter.
In Summary…
(A LITTLE MATH HUMOR FOR YA)
It takes time to hire the right copywriter for your brand, but when you do it feels like you found the perfect fitting pair of jeans. You can’t imagine your wardrobe—or in this case, your business—without them. And if you choose right, they’ll stay relevant and be your go-to for years.
Do your research and vet copywriters properly before picking the right one.
Ask questions and find out:
What kind of training and experience they have
What their communication style is
If they seem honest and transparent
If other clients have loved working with them (Look for testimonials!)
If your work and personality styles align
If they have samples or an online portfolio you can review
And, whoever you decide to hire, make sure they’re the right fit for you and your business. Make sure they’re someone that not only can help you get results but that you trust and who gets you. It’s a new relationship, but if chosen right, it could be a lasting one. So take the time to make sure it’s one that truly works for you.
Want To Work Together? Same!
Hi! I’m Kira—conversion copywriter, content strategist, and unofficial brand cheerleader for my clients.
Think we might be a great fit? Let’s book a (virtual) coffee date to find out! Click the link below. And when we talk, don’t forget to grill me on the questions I listed above 😉