Copywriting fees vary enormously across the industry…and for a variety of good reasons. A social media post and a full website rewrite are not the same kind of work, even though both involve ‘writing’.
I work in Melbourne, Australia, so can only comment on that market, but in my experience, three main pricing models exist:
hourly rates
project-based fees
value-based pricing
Hourly rates and retainers
I charge hourly rates for smaller jobs or where you want access to a copywriter but aren’t sure how much work you will need. Sometimes this is done on an ad hoc basis and sometimes I organise a retainer arrangement.
In a retainer arrangement, you commit to a certain dollar amount of work per month, and the copywriter works through a list of tasks, advising you when I’m close to the monthly limit. Retainer arrangements work best when everyone is clear about which tasks take priority over others and which can wait.
Project-based pricing
This model sets a fixed fee and a defined scope for a single project. Many clients prefer this arrangement because they know exactly what they’re getting and what it will cost before the project starts. Typical projects in this category would be a full website copy writing project, website audits and social media strategy plans.
I create a quotation or proposal of work and the investment listed is what you pay, unless the scope of the project changes. Everyone knows what’s included and what is not.
Value-based pricing
Progress payments
Milestone Payments
For large projects of any kind, whether value-based or project-based, I often break the work into stages with payments due as each stage is completed.
This makes it easier to manage cash flow and gives you time to absorb and respond to each piece of work before the next begins.
You know your business.
I know words.
Let’s make beautiful copy together.
Need some great copy?
Factors affecting cost
When I give you a quote or an estimate, I base the cost on a range of variables, such as the complexity and size of the project, the amount of research involved and my level of experience and expertise.
Complexity
Research
Number of pages or pieces
Copywriting revisions
Turnaround time
Whether strategy is included
Other things to consider
Who provides the brief
A detailed, well-prepared brief saves time. Starting a project without clear direction means I spend billable time working out what you actually need.
It’s also important that the briefing is made by the person responsible for signing off on the project. Many a copywriting project has come unstuck when someone is delegated the task of the briefing and when the actual decision-maker sees the result they’re not happy. I always make sure the person who is responsible for the decision is present at the briefing.
Specialist versus generalist copywriter
The size and complexity of a project are often easy to estimate. Experience and specialisation take a little more unpacking. A specialist copywriter, say someone who focuses exclusively on a single industry, brings deep industry knowledge the client doesn't have to explain from scratch. That saves time and reduces the risk of getting something technically wrong, which has real value in regulated industries.
A generalist copywriter, on the other hand, brings something different: a breadth of experience across industries. This can spark unexpected connections and fresh perspectives. Having written for engineers, chefs, financial planners and laboratory specialists, a generalist like me often sees patterns and angles that someone immersed in one industry might miss. Neither approach is better; they're just suited to different kinds of work.
Before you work with a copywriter, it’s important to be clear about what outcome you want.
- Do you want them to do all the keyword and SEO research so that you rank on the first page of search engines?
- Do you want them to simply edit what you already have so it better reflects where your business is now?
- Are you after a sales page that will get you quick sales for a product or service?
Knowing the outcome you’re after will help your copywriter suggest the best project for you. And the best copywriters will tell you honestly if you don’t need what you think you need…and suggest something more appropriate.
No-one wants to be sold a package of 15 emails when all they really needed was a better sales page. And think carefully before you allow a mystery freelancer on a jobs board to set the tone for your business.
Cheap copy might seem very tempting, but it often costs you more in the long run if it needs to be rewritten, doesn’t convert or misrepresents your business.
It’s also worth thinking about whether you need copy written from scratch or whether what you have could be edited and strengthened; these are very different projects with very different price tags.
Consider where your customers are in their journey: are they discovering you for the first time (in which case your home page and SEO content matter most) or are they close to deciding (in which case a strong service page or proposal template might be the priority).
If your budget is genuinely limited, a good starting point is often one high-performing page rather than an entire site written quickly at a lower standard.
Have a sense of what you need?
Here’s how I approach pricing
Most of my projects are priced on a project basis: a fixed fee for a defined scope, so you know exactly what you’re getting and what it will cost before we begin.
For larger or more complex engagements, I may suggest breaking the project into stages with payments at each milestone.
Before I give you a figure, I’ll want to understand what you actually need. That starts with a conversation where we work out the scope, the complexity and the outcome you’re after. This is obligation-free, with absolutely no sales pitch. From there, if we feel we’re a good fit for each other, I’ll prepare a proposal outlining what’s included, how I suggest we tackle it and what it will cost.
There are no hidden extras. If something comes up during the project that falls outside the original scope, I’ll flag it before I do the work, not after. And we have a discussion as to why you might want to include the additional work now, or whether it can wait until later and form its own separate project.
I’m not the cheapest copywriter in Melbourne and I’m not trying to be. What I can tell you is that the work gets my full attention and it’s written entirely by me. It’s not outsourced to a person you’ve never met and it’s never AI generated. And it’s grounded in over 30 years of professional writing experience across some genuinely complex industries.
If that sounds like the kind of copywriter you've been looking for,
Typical project ranges
Every project is different, and the figures below are food for thought rather than a fixed menu. Think of them as a way to check whether we’re likely to be a good fit budget-wise before we have a conversation.
Website copywriting
A straightforward three-page website typically starts at around $3,000. A more complex site that requires portfolio or case study pages, additional research and storytelling, might start at $5995.
All my website copy projects include page titles, metadata description, a briefing meeting with you, internal links and two rounds of revisions plus proofreading.
These figures are for copywriting only. If your project needs messaging strategy or keyword research before we begin, I’ll include those as separate line items in your proposal so you can see exactly what you’re paying for.
Blog posts and articles
A short blog post of up to 600 words with no specialist research starts from $695. For longer or more complex pieces that require industry research, data analysis or subject matter interviews, the starting point is $995.
All blog posts include page titles, metadata description, a briefing meeting with you, one headline suggestion, image suggestions, two social media snippets and two rounds of revisions.
Emails
This is one of the most variable categories, because the purpose of an email (and whether or not it is part of an email sequence) makes an enormous difference to the complexity of the work. A straightforward single email for your newsletter might cost $225, an onboarding sequence from $1,500, and a launch sequence with a high-conversion focus (where every email is doing precise strategic work), from $4995.
All my emails include subject line suggestions and a briefing meeting with you.
Sales pages
Sales pages vary significantly depending on the stakes involved. A page for a lower-ticket product or service (under $200 per item) starts from $1,795. For high-ticket offers (up to $3,995) where the copy needs to do serious persuasive heavy lifting, the starting point is $8,995.
All sales pages include an engaging headline, persuasive copy and two rounds of revisions, plus proofreading. My general rule of thumb is that the cost of writing a sales page for a medium to high-ticket item, should be recouped after you sell 2-3 items.
Marketing or messaging strategy
A marketing or messaging strategy session is more involved than it might appear from the outside. Whether it’s a focused one-hour session or a full strategy day, there’s significant preparation, research and thinking that happens before we sit down together…and either a written summary or plan that follows afterwards. A one-hour session starts from $425; a full strategy day starts from $2,500.
Communications consulting and audits
A communications audit can range in price considerably depending on the scope of what needs reviewing. A website audit which looks at your copy, structure and messaging with fresh eyes, starts from $495. A full communications audit covering your website, LinkedIn emails and brochures is a much more substantial piece of work and starts from $4,995.
Retainer arrangements
If you want ongoing access to copywriting and marketing support, retainer arrangements start from $660 a month. As noted earlier, I prefer these to be flexible rather than rigidly hour-based, so if you need more tasks completed one month and fewer the next, that’s a conversation we can absolutely have.
Not sure which of these fits what you need? That's exactly what our first conversation is for.
Not sure? I can help!
If you’re still not sure or there’s something you’re looking for that’s not listed on these pages, drop me a line contact@mariealafaci.com.
Better still, let’s talk like real humans in an obligation-free 15-minute call. I’m always happy to help. And if I can’t help you, I probably know someone who can.
MEET THE COPYWRITER
About Me
I’m Marie, a Melbourne copywriter and marketing strategist with over 30 years of professional writing experience and a genuine fascination with how complex businesses work…and how to talk about them.
