Copywriting rates
Copywriting rates
Many Australian copywriters
charge an hourly rate but more often copywriters charge a fixed rate for the
entire project. Hourly rates range from $50–$80 per hour for new and junior
copywriters, $80–$120 per hour for mid-level copywriters and top level
copywriter can demand $120–$200 per hour.
But let’s dig
in a little deeper.
How much should you charge for freelance
writing?
One of the
toughest decisions a copywriter has to make is how much to charge.
When you’re
just starting out as a freelance copywriter, it can be nerve-racking
trying to set a rate.
Yes, you need to earn enough to live on, but you don’t want to scare off
potential clients.
It’s important
to set your rate before you send out your first proposal.
In fact I think it’s a great idea to create a rate card before you start marketing yourself as a
copywriter.
Even as an
established writer, every estimate can feel like a gamble: too much and you’ll
lose the job; too little and you’ll kick yourself when they say ‘yes’.
In this post
I’m going to share some top line tips on how to work out your freelance
copywriting rates, but if you’re still struggling when you’re done – you can
check out my Copywriting Pricing Course to get all the answers.
After nine
years running my own business I’m finally comfortable(ish) with my copywriting rates, so here are some pointers to help
you decide what to charge.
What do copywriters charge?
Copywriter
rates in Sydney and across Australia vary, hugely.
A good place
to start is by checking out the recommended rates for
copywriters in Australia.
Or you can check out the MEAA rates (although personally I think they’re a
little unrealistic).
How do copywriters cost a job?
Some
copywriters charge by the hour, and some will charge a set project fee with no
hourly breakdown.
Most will give
you an upfront fixed cost of some sort with an outline of what that includes in
terms of versions, proofing, meeting time, etc.
There are
several different ways you can charge:
1. Fixed price
This means
charging a flat fee to cover the entire job:
·
Experience
level: Experienced
copywriters who have worked with heaps of brands and industries can of course
charge more than newbie copywriters just starting out
·
Skill
set: Copywriters
with a high level of skill in a particular niche area of copywriting may charge
more.
·
Demand: If your waiting list is
longer than something very long, then you can afford to charge a little more
because you’re in demand.
·
Location: Copywriters in big cities are
usually more expensive than those in rural areas. This is usually because their
rent is higher and coffee is more expensive 🙂
·
Client
status: Copywriters
may offer discounts to start-ups or charities and charge more to large
corporates
·
Turnaround
time: Some
copywriters charge a rush fee when work is required super urgently or in a
short time frame. This extra fee is to cover working late or <shudders>
over weekends.
2. Charging by the hour
Sometimes ad
agencies will want an hourly rate – here are some guidelines from the Clever Copywriting School.
·
New / junior
copywriter: $50–$80 per hour
·
Mid level
copywriter: $80–$120 per hour
·
Top level
copywriter: $120–$200 per hour
3. Charging by the word
It’s not a
great idea to charge by the word: it’s kind of a hangover from magazine
journalism.
·
It turns your writing into a commodity rather than a
professional and creative service
·
Per word
pricing leads to a focus of quantity over quality –
writing more just to earn more money, for example writing 50 words when 10
would suffice – this kind of copy padding makes you more money but makes the
copy suck.
·
With per-word
pricing writers are incentivised to work quickly, which often leads to poor
quality copy
Bored of reading – watch this video instead 🙂
Should you charge a deposit?
Yes.
Nearly all copywriters will ask for some kind of deposit ranging from 30–50%.
Many ask for a
100% deposit if the job is under a certain value and you’re a new client.
The majority
of copywriters will have 7- or 14-day payment terms for invoices. As sole
traders, for copywriters, late payment of invoices is the bane of their lives.
Most copywriters charge a
deposit ranging from 30-50% #quotes #pricing
How to decide your pricing
1. Do your research
Everyone
advises that you check out what other writers are charging before you set your
rate, but it’s not that easy.
Many copywriters (including me) have fake rates pages that don’t actually tell
you what they charge. The truth is very few writers actually quote their rates
on their website.
So, apart from posing as a fake client and requesting a quote (don’t do this),
a lot of it is guesswork.
2.
Work out your liveable wage
If you’re
intending to make a living from copywriting, the decision will be, in part,
about what you need to earn to cover expenses.
2.
Think about your experience
If you’re a
newbie with not many clients under your belt, it’s going to be hard to justify
charging a high rate.
As you build your reputation, client list and number of testimonials, so you
can increase your rate.
4.
What can I get away with
Many writers
base their quotes on a principle of ‘what they can get away with’. They increase rates for larger clients and reduce
them for smaller ones. I find that this is an exhausting way to approach
estimating.
Having set rates reduces the time quoting takes and just seems fairer. The
industry is small and your clients may discuss how much you charged them with
one another, so try to be consistent.
5.
What your client can afford
Although it
kind of negates the point above, it is sometimes okay
to change your rate on a case-by-case basis.
If you feel a client can’t afford your rate or if they’re a charity, you may
want to reduce your rate for the job. As long as you can justify it to
yourself, that’s fine.
6.
The fun factor
I occasionally
charge less for jobs that I really want to get – because they seem fun or they
offer a creative challenge.
Again, this is your call and part of the joy of running your own business. You
decide.
7.
Supply and demand
One of the key
reasons I increased my rate was simply due to demand. I currently receive lots
of new leads a week.
So I’m lucky enough to be in a position to charge a little more. I believe I’m
worth it.
Retainers
A great way to
secure regular income is to work on a retainer.
This means
agreeing a monthly fee with a client (paid up front) for a set amount of work.
It works well if you’re writing regular blogs or newsletters. Obviously you can
offer your client a discount for ongoing work to sweeten the deal.
PITA fees
SHHH!
Insider copywriter trick of the trade!!
If there’s a job you really
don’t want to do, but don’t feel you can tell your potential client, it’s
common practice for copywriters to add a PITA* fee.
That way, if you don’t get the job you don’t care and if you do, you’re happy
because you’re being paid ‘danger’ money.
*PITA
= Pain In The Arse.
Considering the ‘ick’ factor
Of course it’s
not all about the money honey. You also want to consider how much you want the
job?
·
Do you get a
good vibe from the client?
·
Do you really
understand their brief?
·
Are they going
to follow your process?
·
Do they seem a
little bit need?
How much should I charge for a 500-word blog
post?
This is a question I get asked
a lot ,and I guess it’s a good measure of your overall rate.
If it takes you two hours to research and write a 500-word blog post and your
hourly rate is calculated to be $80 per hour, – then you’re looking
at $160 per blog post.
If people
order 10 blog posts, you can consider giving them a little discount. But not too
much, or you’ll regret it – max 10% – okay?
How much should I charge for editing?
Most Australian editors I’ve
worked with like to charge by the page and costs vary from $20 per
page for basic grammar corrections and typos to $80 per page for full structure
editing and rewrites.
How much should I charge for proofreading?
This depends on how bad the
copy is. My proof reader friends estimate that they can review about 10 pages
per hour with about 300 words per page.
What to do when clients get cheeky?
Once you’ve
set a rate you’re comfortable with, try to live with it for at least three
months. When you’re asked for a quote, give it and stick to it.
When it comes to copywriting
quotes don’t be wishy-washy. #copywriting #pricing
For example,
say I’m given a quote for $2,000.
I contest it
and the quoter is immediately willing to drop it by 10%. Well then I wonder why
they didn’t give me their best price in the first place. It’s off-putting,
unprofessional and often a slippery slope.
Give an inch
to your client (for no obvious reason) and they may take a mile in terms of
expecting freebies.
Some examples
of ‘offers’ clients have made me are:
·
Do this job
free of charge and I’ll give you another
·
Write the copy
free of charge and I’ll give you a cut of the profits later down the track
·
Write this
copy for a reduced rate and I’ll give you lots of exposure
Sorry guys,
but I have a mortgage to pay and small human to feed. If I do the work, you pay
my fee. It’s really that simple
The video
below gives a few choice examples of client cheekiness:
In summary: If
you’re a copywriter who’s struggling to set a rate, know that you’re not alone.
Hourly Rate for Skill in India: Copywriting
₹294.35
Avg. Hourly Rate
₹2k
₹253
₹491
₹305
I know a lot of content aggregators pay as little as Rs.1 per word.
I’ve also met Indian content writers who charge US$100 an hour.
It’s
dependent on the quality of your writing and what else you offer. For instance
if you incorporate SEO and guarantee backlinks, your writing is much more
valuable.
Freelance writing rates for generic SEO blog posts would go somewhere between 0.5 INR – 5 INR per word. See the vast variation? That is because it really is very subjective.
So here are my content writing and online copywriting rates for clients in India:
Website content writing | |
| Web page (200-300 words) | ₹ 350 |
| Web page (400-500 words) | ₹ 550 |
| Web page (500-600 words) | ₹ 650 |
| Web page (600-700 words) | ₹ 750 |
| Web page (700-800 words) | ₹ 800 |
| We page (800-900 words) | ₹ 900 |
| We page (900-1000 words) | ₹ 950 |
Blog content writing rates | |
| Blog post (200-300 words) | ₹ 250 |
| Blog post (300-400 words) | ₹ 350 |
| Blog post (400-500 words) | ₹ 450 |
| Blog post (500-600 words) | ₹ 550 |
| Blog post (600-700 words) | ₹ 650 |
| Blog post (700-800 words) | ₹ 750 |
| Blog post (800-900 words) | ₹ 800 |
| Blog post (900-1000 words) | ₹ 900 |
| Blog post (1000-1200 words) | ₹ 1000 |
Email content writing rates | |
| Email message (200-300 words) | ₹ 200 |
| Email message (300-400 words) | ₹ 300 |
| Email message (100-500 words) | ₹ 400 |
Sales and marketing copy | |
| Landing page (400-1000 words) | ₹ 2000 |
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