The Code of Practice requires that we “provide clear and accurate pricing information” and “communicate honestly about scope, timelines and deliverables.”
Fair pricing means charging appropriately for the value you deliver, being transparent about costs, and not exploiting clients’ lack of market knowledge.
Value defined
A tagline might take an hour to write but be worth thousands in brand value. Price reflects the value delivered, not just time spent.
There are several ways to price copywriting work:
A fixed price for a defined scope. Works well when you can estimate accurately and provides certainty for clients.
Best for: Website pages, campaigns, defined deliverables
A set rate for your time. Useful when scope is uncertain or work is ongoing.
Best for: Retainers, editorial roles, consulting
Billing by the hour. Can work but creates uncertainty for clients and doesn’t reward efficiency.
Best for: Small tasks, overflow work, very uncertain scope
Common in content mills but generally not recommended. Encourages padding and doesn’t reflect actual value.
Best for: Very standardised content only
Think value, not time
A tagline might take an hour to write but be worth thousands in brand value. Price reflects the value delivered, not just time spent.
Your rates need to cover your costs and provide a reasonable income:
(Target income + costs) ÷ billable days = day rate needed
Freelancers can typically bill 60-70% of their working time at best, depending on experience and business model.
Our surveys of hundreds of copywriters reveal the following ranges of day rates (based on 2025 survey results):
Please note that these are provided as indicative rates and are based on our anonymous survey, in which respondents self-report their income. These rates are averages across a wide range of professionals operating in different locations, working in different niches, and offering different services. These rates should not be seen as default or accepted rates, nor as limits.
How to handle pricing enquiries professionally:
Don’t just send a number. Explain the value you’re providing. A short covering note can contextualise your fee and demonstrate your understanding of the project.
Clients often try to negotiate. Handle this professionally and remember that discounting should be a strategic choice, not a default response to pressure:
Race to the bottom
If you always discount, you’ll attract clients who expect it. Saying no to low-budget work makes space for better opportunities.
Avoid these common pitfalls:
The most common mistake. Charge what you’re worth. Undercharging undervalues the whole profession.
Taking time to understand the project leads to better, more accurate quotes.
Build revision time into your fee. Unlimited revisions is a recipe for scope creep.
Account for research time, admin, client meetings, brief changes.
Review your rates annually. If you’re winning every job, you’re probably underpriced.
Pricing is a skill that develops with experience. Start by knowing your costs and minimum rate, researching the market, and being confident in the value you provide.
Fair pricing works both ways; charging appropriately for your skills while being transparent and honest with clients about what they’re paying for.