Pricing and Quoting

What the Code says

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.

Pricing approaches

There are several ways to price copywriting work:

Project fees

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

Day/half-day rates

A set rate for your time. Useful when scope is uncertain or work is ongoing.

Best for: Retainers, editorial roles, consulting

Hourly rates

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

Per-word rates

Common in content mills but generally not recommended. Encourages padding and doesn’t reflect actual value.

Best for: Very standardised content only

Calculating your rates

Your rates need to cover your costs and provide a reasonable income:

The basics:

• Target income – what you need/want to earn annually
• Business costs – software, insurance, marketing, etc.
• Non-billable time – admin, marketing, learning, holidays

A simple calculation:

(Target income + costs) / billable days = day rate needed

Most freelancers can bill 60-70% of their working time at best. Account for this.

Sense checking:

• Research market rates for your experience level
• Consider what your target clients typically pay
• Ask other copywriters (ProCopywriters community is helpful here)

The quoting process

How to handle pricing enquiries professionally:

Before quoting:

• Get a proper brief – don’t quote without understanding the work
• Ask clarifying questions about scope, timeline, usage
• Understand who you’re quoting to (agency vs. end client)

Your quote should include:

• Clear scope description
• What’s included (and what’s not)
• Assumptions you’re making
• Timeline
• Fee breakdown if helpful
• Payment terms
• Validity period

Presenting your quote:

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.

Handling negotiation

Clients often try to negotiate. Handle this professionally:

Know your position:

• Your minimum acceptable rate
• What you’re willing to flex on
• What you won’t compromise

Options for reducing price:

• Reduce scope – fewer pages, less research, simpler deliverables
• Extend timeline – if that reduces pressure on you
• Different terms – better payment terms in exchange for lower fee

Don’t:

• Automatically discount without getting something back
• Reduce scope without adjusting the fee
• Accept work that doesn’t cover your costs

Common pricing mistakes

Avoid these common pitfalls:

Undercharging

The most common mistake. Charge what you’re worth. Undercharging undervalues the whole profession.

Quoting too fast

Taking time to understand the project leads to better, more accurate quotes.

Not accounting for revisions

Build revision time into your fee. Unlimited revisions is a recipe for scope creep.

Forgetting hidden costs

Account for research time, admin, client meetings, brief changes.

Not reviewing rates

Review your rates annually. If you’re winning every job, you’re probably underpriced.

Summary

Pricing is a skill that develops with experience. Start by knowing your costs and minimum rate, research the market, and be 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.