How much is website copy going to cost? How long is a piece of string? This is the struggle as many people struggle (or forget) to factor in website copywriting into their project costs.
I would love to sit here and say if you need X pages it’s going to cost Y amount. Unfortunately, it’s not that simple. I do, however, make it as clear as possible by providing website copy package guidelines for people.
How I help my clients understand what to expect and what to budget
If you take a look at my website copywriting page, you’ll see two different forms of categorisation.
1. Level of support you need for your project
As I work in both SEO and copywriting, and I’ve been working in websites for 10 years, I have an absolutely shit ton of experience to help with wider aspects of the project. From creating your sitemap to pre-live technical SEO, I offer a lot more than just copywriting support.
That said, plenty of folks don’t need that and just need a copywriter. If you already have your keyword research, messaging, brand, and tone done and all you need is someone to weave their magic with words, the investment is going to be much smaller.
2. The size of your business (and what that typically means for your project)
These aren’t hard and fast rules, but for example a freelance graphic designer is going to need far fewer pages (and far fewer people involved in the project) than an ecommerce business.
So, I provide 3 guideline from prices for each type of business to help give you a clearer idea of how much you need to budget for website copy (and optional SEO support) before you get in touch.
Why website copy often costs as much as design
It’s important to remember that you will need to factor in just as much budget for copy as you do for design. More and more often, we see website designers partnering with copywriters to ensure their projects go smoothly.
And increasingly, I’m seeing website designers turn down projects where folks have written their own copy.
Website copy is a specialist skill. One that I would love more people to learn, which is why I teach people as part of my Write Your Own Fucking Content program and my Demystifying Website Copy series.
I’m not here to gatekeep. I am here to help you to be realistic with your expectations.
Website copy is so much more than just words. It also includes:
- SEO
- Usability and UX
- Accessibility
- Information architecture
- Navigation, links, and calls to action
- Conversion
- Messaging, brand, and tone
- Clarity, formatting, and flow of information
So how can you manage your budget for these projects
There are three key ways you can approach working with a website copywriter you love but perhaps can’t afford right now:
1. Save up until you’re ready
This is only possible if your chosen writer’s prices are on their website (as I explained earlier, mine are). It can also help to have an initial conversation with them to get a clear idea of what you need, approximate timelines, and how much you’ll need to budget for it.
It’s also worth considering that this will be a ballpark and if you come back a year later the quote may change. To manage this, I recommend getting in touch with your writer closer to the time to check in and see how the proposal has progressed.
2. Engage in an initial, smaller project to raise funds
One of my clients, WordPress agency AWESEM, have done just this. They approached me for a big website overhaul project after seeing me speak at BrightonSEO in September 2023. I provided the quote for a highly detailed, in-depth project and was touched by their response.
They said that they definitely want to work with me, but we’ll start by updating their homepage and a key PPC page so they can come back to the project in its entirety in the near future.
I absolutely love this approach and it is something I would encourage more clients to do. It’s a great way for both parties to test the waters of the working relationship, plus you still maintain the continuity of having one writer consistently working on your site.
3. Ask for a payment plan
Most of my clients are small to medium businesses or solo business owners. So being respectful of people’s budgets is always top of mind.
This is why I offer payment plans as standard for any project above £3k to help my clients spread the cost of a project over 3-12 months depending on the size and their budget.
Even if your chosen copywriter doesn’t offer this straight away, it is always worth asking. Every writer will require a deposit, but spreading the cost over several months can be a great way to manage your marketing budget over multiple quarters (especially valuable around the financial and calendar year transitions).
Website copy is incredibly nuanced and one of your most important assets
While we’re in the age of social media marketing and advertising, ultimately your customers are going to visit your website. Especially as a service-based business.
Your website is often your key converter. Whether a prospect finds your website first through SEO or investigates your website as the final stage before converting, they’re going to check you out.
So it’s always worth investing in high quality.
One final thought to leave you with. A beautiful website with fluffy, long winded, or unclear content will do nothing for your business. People cannot work with you if they don’t understand what you offer.
