Copywriting Rates – What’s the Answer?
Buzzwords’ approach to copywriting rates is highly flexible and draws on some of the methods described here…
Copywriting rates? What do copywriters charge? What’s the going rate for a particular job? You can trawl the web for answers, but when it comes to copywriting rates, all you’ll find are questions!
That’s not because copywriters are a devious breed. It’s simply the case that copywriting covers such a broad field – and copywriters such a broad church. The techniques (and time) involved in, say, SEO or website copywriting are very different to advertising copywriting, sales letter copywriting or PR work.
The fact that you’re reading this page may mean you’re a copywriter who’s wondering what rates other copywriters are charging. You may be with a design or advertising agency looking to compare the rates of various freelance copywriters before deciding who to use. Or you may be a business owner or marketing person looking to get a feel for copywriting rates in general.
In all cases, you’re likely to be disappointed, confused and frustrated! Read on to find out the ‘reasons why’… and how you’ll soon be well-placed to get the best returns on your investment in high quality copywriting.
Understanding copywriting rates
To help anyone looking to get a handle on copywriting rates, the various ways of pricing include: hourly rates; day rates; rates per job; ‘per page’ rates for website or SEO copywriting; a fixed cost per word; or a regular retainer fee (usually monthly).
- Hourly rates and day rates are usually one and the same, although ‘day rates’ are more applicable to larger projects. In 2026, copywriting day rates range from around £350 for an inexperienced copywriter, right up to £1,000 and more for a seasoned pro. Similarly, hourly rates range from around £40 right up to the £250 mark.
- ‘Rates per job’ are based on a copywriter’s notional self-valuation. This method of charging has the benefit of being negotiable which, in tough times, can be a good thing. The other major advantage of course is that the client knows what the eventual bill will be – and the copywriter knows what fee to expect.
- Charging on a ‘per word’ basis is better suited to journalistic-type copywriting where there is lots of editorial-style copy which doesn’t necessarily require much research or ‘crafting’. In 2026, this could vary from 45 pence to 100 pence per word, with a sliding scale which will reduce with a higher word count. Applying a ‘cost per word’ to techniques such as advertising or SEO copywriting is totally unsuitable as it doesn’t take into account the time or skill involved.
- When it comes to working out copywriting rates for website or SEO copywriting, then a ‘per page’ costing can have the advantage of simplicity, especially on a site with lots of pages. Where this falls down is when pages vary dramatically in length, or where a typical page on a particular website comes in at 800 words compared to a more standard 300 to 400 words. Complexity of content is another issue, as is the time required to source the information which may involve research or interviewing people. Website or SEO copywriting rates per page should therefore be carefully negotiated at the outset with provisos for additional or unexpected working hours.
- Finally, the retainer fee – usually charged monthly, but sometimes quarterly or even as an annual contract (although this is more akin to a salary and therefore rare). Retainers are usually suitable where the work is ongoing, as with PR or SEO copywriting. Hourly rates would be too cumbersome to work out, and the eventual cost on a pro rata basis could be sky high! The way retainers work is for the two parties to agree an approximate number of days required to do the work in an average month. Again, this has the benefit of financial predictability. Another highly valuable side-effect of retainers is that the client will be committed to making the relationship work whilst at the same time squeezing as much value out of the copywriter as is reasonably possible! From the copywriter’s perspective, the regular income will be greatly valued so there will be an ongoing commitment to the client’s business and delivering value for money.
Buzzwords’ copywriting rates
OK, so now you’ve had an overview of the various ways copywriters charge for their services, here’s a more focused view of Mike Beeson’s approach.
With his extensive experience of the many aspects of copywriting, journalism and PR, Mike is totally aware that providing a realistic quote is as much to do with an individual writer’s experience, expertise and pricing approach. From that standpoint, you can confidently say that copywriting rates almost universally go beyond what at first sight seems logical!
Looking at this a little more closely – a useful starting point is to use the guideline rates set out earlier. To recap: these are a combination of ‘time-based’ criteria – per hour, per day etc – and the more subjective elements used in a ‘project-based’ costing. From here, you can build a bigger picture with the additional inputs you need to work out a final estimate.
As ever, there are a few ‘buyer beware’ considerations to think about – and these may go some way to explaining what initially look like the eccentricities in a writer’s quotation. With a quote for an article, for instance, things to look out for include:
- The complexity of the subject matter; that can be technical, technological, conversational, topical (requiring a grass-roots knowledge of jargon, company/sector politics, insider experience etc)
- The amount of research needed, if any
- Article length
- Whether it’s a one-off or one of a series
- Whether the quote is for an advertising/design agency or a client-facing company
- Slightly more tricky – but equally relevant – is whether the task involves writing about prestige/luxury goods, or whether it’s a business-to-business topic
These and other similar questions should be in place from the outset. They apply whether you’re involved with an ad campaign, website, sales letter, media relations and so on. In every case, it’s essential to interrogate the brief!
Ultimately, pricing can never be more than a ‘guesstimate’ on the writer’s part based on their accumulated skills and experience. The final agreement on a price also depends on what a client is prepared to pay – based on what they consider is a reasonable rate in the commercial world they inhabit.
For a broader perspective, take a look at this article written by Mike Beeson:
Huffington Post The Malodorous Whiff of Copywriting Rates
If you need a quote for an upcoming copywriting project, Mike Beeson would be happy to discuss it in more detail! You can call Mike today on 01457 764050 (mobile 07714 222464) or click here to send an email.