Now, more than ever, ecommerce businesses need to build a solid digital presence. With a well-optimized website, active social media accounts, and effective ad campaigns, you’ll be able to attract more customers, generate leads, and increase sales. Given the importance of these online channels, it’s no surprise that many businesses invest in quality copywriting services. 

Having a skilled copywriter can make all the difference in your marketing efforts. However, if you’ve never worked with one, you might wonder how much you should set aside in your budget. In fact, copywriters themselves go through the same dilemma, with many questioning what the standard rates are. 

There’s no fixed answer to how much copywriting costs since it depends on many factors. Whether you’re a business owner seeking to hire a copywriter or a freelancer who’s unsure how much to charge, this guide will help you understand the nuances of copywriting rates.

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How much do copywriters charge? 

Before diving into the numbers, it’s essential to understand that there’s no standard or fixed copywriting rate. Prices vary significantly based on the writer’s skill level and subject matter expertise, the nature of the deliverable, and  However, to give you an idea of what to expect, here are the different pricing models that copywriters use:

Copywriting rates per word

Freelance writers often charge per word, with rates varying significantly from $0.02 to $1 per word. While this model makes it easy to calculate prices, it doesn’t always guarantee the highest quality. This is because ad copy is generally best when short and concise, but writers may stretch it out and include unnecessary fillers or fluff to maximize their payout. 

In other words, the risk is that writers may focus more on the length rather than the value of their copy. Of course, this won’t necessarily happen all the time. However, it’s a potential problem to watch out for, so some clients try to prevent it by imposing a maximum word count. 

Copywriting rates per hour

Another default structure for most copywriters is to charge per hour. According to Upwork, the average hourly rate is around $19 to $45, with the median being $30. Again, this simple model allows for easy computation of copywriting fees. However, the challenge is the uncertainty of how much you’ll pay for the job.

For example, a writer estimates they’ll need three hours to complete a project but ends up taking four hours. When this happens, you’ll bear higher costs than you initially intended, which could affect your overall budget.

Copywriting rates per project

Some copywriters prefer charging a fixed project fee instead of setting a rate per word or hour. This setup is usually more applicable for professional and experienced writers since they’re more familiar with how much they should be pricing their services.

Among the three pricing structures mentioned so far, this is generally the most favorable for both the client and writer since it’s transparent and concise. You’ll know the price upfront and see if it fits within your budget, making it easier to calculate your potential return on investment (ROI) before committing. 

Copywriting rates per retainer

Less commonly, copywriters may charge a retainer, which involves paying a regular fee for ongoing services. This arrangement isn’t so common in freelancing since it’s less flexible and sometimes limits writers to working with just one client. However, writers who enjoy the stability of regular income may find this pricing model favorable. 

Copywriting rates per page

In some occasions, you may find copywriters that set rates per page, with an average of $25 per page. However, this is one of the least popular and difficult pricing structures since it’s tricky to work out an agreeable format. After all, whatever font style, size, or line spacing you decide on will affect the page count and resulting pay. 

Copywriting prices per service

Another significant factor affecting copywriting rates is the type of service you’re after. Each marketing deliverable has a different structure and goal, so the rates will also vary. Here’s an overview of the most common copywriting services and their corresponding prices:

Landing page copywriting rate

As the term suggests, a landing page is a web page on which users arrive or land after clicking a call to action (CTA) from an ad, email, or other digital touchpoints. In a way, you can think of them as lead magnets that help you gain a visitor’s contact information or move them through the sales funnel. 

Given how important landing pages are, it’s no surprise that you’ll need good and compelling copy to convert more traffic on your site. This means you can expect the rates to be on the higher side, with prices ranging from:

  • Beginner: $100 to $200
  • Intermediate: $200 to $400
  • Expert: Above $400

Email copywriting rates

Email copywriting is known to have the highest return on investment (ROI) among all digital marketing channels. However, these returns will only materialize if you have effective email campaigns. While emails tend to be shorter than blogs or webpages, they’re tricky to write since you need to be strategic with every component, from the subject line to the body to the CTA. 

As a result, email copy can also be costly, depending on the writer’s skill. As an estimate, sales emails go from $250 to as much as $2,000, while newsletters cost around $150 to $750. 

SEO blog copywriting rates

SEO blogs are one of the most common copywriting services. They’re a staple in most businesses’ digital marketing strategy as they aim to boost your search ranks and drive more organic traffic to your site. Given the diversity in the topics and difficulty level for SEO blogs, the average rate for 500 words varies from $60 to over $650. 

Ebook and whitepaper copywriting rates

Ebooks and whitepapers are useful in generating leads, establishing authority, and moving prospects down the sales funnel. 

Ebooks are generally quick and easy to read, contain multimedia elements, and are designed to capture attention early in the buying journey. They usually have 2,500 to 5,000 words, with typical rates being $0.05 to $0.20 per word. This amounts to $125 to $1,000 per ebook but can go higher for more research-intensive topics or expert writers. 

On the other hand, whitepapers are more formal and in-depth, demonstrating higher-level expertise to help buyers make informed decisions. They’re different from your typical copy since they don’t outright promote products and provide valuable research to position your brand as a thought leader. As such, whitepapers cost much more, with rates averaging $3,000 to $6,000

Product page copywriting rates 

Product pages sound simple to write—just place all the information related to the product, and you’re good to go. In reality, however, it’s much more complicated than that. For one, your product pages need to be optimized to make them visible to users. Then, you also need to highlight your product’s benefits and show how it addresses your audience’s pain points.

Effective product pages are critical to boosting conversions, so it’s important to find skilled writers to help you with the job. According to Upwork, prices for product copywriting can range from $30 to $200 per hour based on the writer’s experience level.

Testimonials/case studies

Testimonials and case studies serve as social proof. A testimonial is a short statement that customers make to attest to a brand’s quality or performance. On the other hand, case studies are more in-depth in that they illustrate how your product or service benefitted a client—usually through quantitative results. On average, a good-quality case study can cost you about $900 to $1,200.

Generally, these two marketing materials give potential customers insight into past clients’ experiences and help them better understand what value you offer. They’re critical for building trust and credibility in your brand.  

Other factors that can affect copywriting rates

Beyond pricing models and service types, several other factors influence copywriting rates. Get to know more about them below to help you manage cost expectations.

Are they a freelancer or an agency?

Prices vary based on whether you’re hiring a freelance copywriter or copywriting agency. In most cases, freelancers charge lower fees, given that they work alone and don’t have to deal with overhead costs. They also provide more flexible terms, so you can hire them for one-off projects instead of immediately committing to a long-term relationship.

That said, the main caveat with hiring freelancers is the lack of assurance in quality and work ethic. While these aren’t guaranteed to happen, potential issues include non-responsiveness, delayed submissions, or low-quality outputs. As such, business owners often try to manage these risks by vetting candidates carefully and checking their past work.

Alternatively, others hire an agency to ensure a minimum quality standard. Another advantage of agencies is they have a team to accommodate larger-scale projects, provide a wide range of services, and deliver ongoing work. However, agency rates are higher and usually structured as a retainer with a minimum contract duration. Thus, you should assess your writing needs thoroughly before deciding which route to take.

How experienced is the copywriter? 

Next, it should be no surprise that experience significantly impacts copywriting rates. Naturally, expert copywriters with years of experience under their belt will charge more than beginner or novice writers. While pricing is a big concern for business owners, it’s essential to understand that those with more experience will likely produce higher quality copy. Thus, you should consider how important this will be based on your needs. 

Is the copywriter a specialist? 

Some copywriters are versatile and capable of writing about a range of topics. However, others specialize in a particular niche and focus on creating industry-specific copy. Many times, this is applicable to complex and technical niches like law, healthcare, SaaS, or manufacturing, which require more subject matter expertise.

These niches typically also cover what Google calls Your Money or Your Life (YMYL) topics—those that relate to big decisions that affect a person’s life. Given the weight of these topics, it’s extra important to provide factual information to establish authority. Specialist copywriters can help you achieve this, making their services more costly.

How much effort is going towards research?

When estimating copywriting rates, it’s not just the actual time spent on writing that’s When estimating copywriting rates, it’s not just the time spent on writing that’s considered in the price. You also need to account for the time and effort it takes to research the topic since this affects the quality of your copy. Some topics may require more in-depth research while others won’t need as much, so you should also consider this when budgeting your marketing spend. 

Where do you find a copywriter? 

Understanding copywriting rates for different services is one thing. However, once you’ve ironed out your budget, the next challenge is finding a copywriter. If you’re unsure about where to begin your search, here are a few places you can look:

Where to find freelance Copywriters

There are several platforms you can check out to find freelance copywriters. Some of the most popular sites include:

  • LinkedIn. As the largest professional networking site, LinkedIn is a great place to start your search for freelance writers. ProFinder makes it easy to find specific services, such as copywriting, email marketing, and others. While browsing through potential candidates, you can go through their profiles to view their portfolios, work history, and other important information. 
  • Upwork. Upwork is one of the biggest freelance platforms where you’ll find a wide range of writers with varying degrees of experience and skill sets. Here, you can filter your search based on price, language, nature of work, and other criteria. Alternatively, you can also post job listings and indicate your requirements so that writers can send proposals for your review. 
  • Fiverr. Fiverr is another popular freelance service marketplace with thousands of copywriters in different niches. Like Upwork, it allows you to filter your search to find the right copywriter or post jobs to receive custom offers in your inbox. 
  • WriterAccess. WriterAccess works like other freelance sites but focuses only on writers, editors, and designers for your marketing needs. One additional perk is that the platform reviews and screens freelancers carefully to ensure you get high-quality work. However, this option doesn’t come free as you’ll need to pay membership fees. The basic plan costs $39/month and gives you access to the writer marketplace.

Where to find copywriting agencies? 

If you’re thinking of finding a copywriting agency instead, you can check out these websites:

  • SEO Content Hero. SEO Content Hero is an agency that offers SEO-optimized content at different pricing levels: Authority ($6/100 words), Professional ($8/100 words), and Elite ($12/100 words). If needed, you can also work out a customized plan for more advanced research and ongoing services. 
  • WordAgents. WordAgents operates similarly to SEO Content Hero but offers one-off or monthly rates depending on your needs. For one-off projects, you can choose between Bronze ($120 for 1000 words), Silver ($1,560 for 20,000 words), Gold ($4,230 for 60,000 words), or Platinum ($6,800 for 100,000 words). Monthly packages then come with a 5% discount since you’ll be paying regularly.

Freelance copywriting rates vs. agency copywriting rates

How exactly do freelance copywriting rates differ from agency rates? In general, it’s challenging to make a straight-through comparison between the two since prices are affected by so many factors. For example, there may be times when freelance writers charge more than agencies if they’re highly skilled and experienced.

However, to give you an estimate, digital marketing agencies usually charge between $50 to $600 per hour, which adds up to thousands of dollars per month. This rate may change based on what you need and how much work you’ll be offloading to the agency. Some businesses outsource their entire marketing arm to agencies, while others only need specific services.

On the other hand, freelance writing rates are much more volatile. As discussed, they average $19 to $45 on Upwork, but you’ll find much higher prices outside the platform. Some writers may go up to $100 per hour or charge as much as $3,000 for copywriting mail pieces, so it’s hard to pinpoint one price. 

Which copywriting pricing model is the best? 

With so many pricing models, you might be wondering what the best one is. Truthfully, there’s no “best” model since each has pros and cons. In fact, you don’t necessarily need to stick to one structure as it’s common to price projects differently based on the requirements and workload. If you’re still trying to figure your way out, here’s a deeper dive into each model to help you decide what will best fit your situation. 


Hourly rates are one of the most common payment structures in copywriting, especially on platforms like Upwork. Beginners often use this since they may take longer to complete jobs but still get the assurance that they’re paid for their time. However, you’ll need to stay on top of time tracking and find the optimal hourly rate that matches your efforts but still aligns with clients’ budgets.

Likewise, as you get better and improve in your craft, it becomes less ideal to charge hourly. At this point, you’d likely be able to finish tasks in fewer hours, so it wouldn’t make sense to earn less because of your efficiency. Some clients may also be more meticulous and require a thorough breakdown of how you spent the billed hours, which will be tedious on your part.

Per word

Charging per word is another traditional payment structure used in freelance writing. Generally, it’s suitable for specialist copywriters who know their topic well since they won’t need to spend too much time with non-writing tasks like research. 

While you can factor these things into your rate, it’s difficult to find the right price and keep it within a reasonable range to attract clients. For example, beginners would likely spend more time researching and writing, but they wouldn’t be able to charge too much per word due to their lack of experience. Another risk with charging per word is you may fixate too much on the word count instead of aiming for quality and value. 

Day rate

Day rates aren’t so common among freelance writers, though some may consider it. You’ll often find these in more time-intensive jobs like production since the nature of the work demands long hours. In a way, day rates are similar to hourly rates in that you get compensated for your time. While you have less flexibility with how you spend your time, you won’t need to worry about tracking hours constantly. 

If you’re considering charging day rates, it’s important to note that clients may interpret a “day” in different ways. Some may expect you to work eight or nine hours like a full-time job, while others may think differently. Whatever the case, clarifying this early is important to ensure you can commit to the job. 


As mentioned, there isn’t necessarily one best copywriting pricing model. However, project-based pricing is often recommended because it’s straightforward and lets clients know upfront how much they’ll need to pay. You’ll also be able to account for every aspect of your work, from researching to writing to editing, when calculating the project price. 

That said, there’s a risk of underestimating how much time and work is involved in a project, especially if you’ve never done something similar. When this happens, you may spend more hours and effort than planned but earn less. As a result, it’s often the more experienced writers who choose project-based pricing since they have a better grasp of pricing.


Retainer fees are mostly applicable for longer-term agreements, which clients may suggest if they’ve already built a good working relationship with the writer. In this case, you’ll receive a weekly or monthly fee for services over a certain period. The main advantage is that you have ongoing work and a more steady income stream.

However, one potential drawback to charging a retainer is that your scope of work may sometimes increase. Your workload may also vary monthly, making it difficult to assess if you can take on more clients. Thus, if you’re considering this payment structure, remember to discuss the scope of work, turnaround times, and terms clearly from the beginning to ensure you and your client are on the same page.