Copywriter Rates and Pricing Guide: Charge What You’re Worth

If you’re a freelance copywriter, you know how challenging it can be to set your own rates — especially if you are new to the craft. Besides, sometimes, the desire to take on every project you’re offered to build a portfolio faster makes you want to accept lower pay.  

With so many factors and nuances to consider, a simple search on platforms like Upwork or PeoplePerHour can only get you so far. Learn how to set your copywriting rates and what others in the industry are charging in 2025. 

What factors affect freelance writing rates? 

Deciding how much to charge can be overwhelming. Assess these factors before setting your rates. 

• Experience level. The more experience you have, the higher you can typically price your copywriting services. It’s not only about having a background in one particular niche but also the ability to conduct research, write well, deliver business results, and manage your time. 
• Niche. If you have a lot of experience in one area, you can get way above market rates as the client hires you for your expertise, not just your writing skills. Fields like legal, medical, tech, or finance require specific knowledge valued higher on the market. 
• Type of project and its complexity. Is it a LinkedIn post, a whitepaper, a blogpost, or technical content? The bigger the project scope and the more unique your skills need to be, the higher the pay. 
• What else you can offer. If you offer a bundle, acting like a single-person agency, you have a competitive advantage. For instance, one of today’s experts, Kurt Norris, offers full SEO optimization. He includes keyword targeting, headings, metadata, internal linking suggestions, and alt-tagged images in his projects.
• Turnaround time. When clients are in a rush, they are usually willing to pay more. 
• Location. Where you and your clients live also affects how much you can charge as a freelance writer. It is no secret that many American companies hire outside of the US. For example, if you’re in the Philippines and working for a US company, it is likely you’ll get paid less than US rates. 

Don’t worry, even if you come from a lower-wage country, you can still increase your value on the global market. For example, by using direct outreach instead of popular platforms that charge fees. Also, you can always work on building your international brand — when you have credibility and a name in the industry, businesses are willing to pay more regardless of your location. 

• Where you find clients. Freelance platforms are highly competitive. So, if you’re just getting started and want to build a portfolio, you are often “forced” to set your rates way below average to attract clients. 
• Company size and scope. Startups or small business owners often don’t have big budgets to cover above-market copywriting expenses. However, they can be your ideal customers if you’re just getting started. 

While it may not be a solid factor just yet, I have to mention AI-generated content. It is definitely revolutionizing content marketing — among other things, it is actively destroying the niche of lower-level copywriting. But at the same time, we’re seeing the rise of generic, impersonal content that often doesn’t feel human. 

I’d say we copywriters should leverage our ability to create genuine, human-first content. Writing AI-free in itself is already a sought-after skill. I believe it will become even more valuable and high-paying in the future. 

So yeah, as you can see, there are many aspects to consider when setting your rates. Now, we’re moving on to the tricky question of how much you should charge. 

How much should I charge?

This is the question every freelancer has to face, regardless of the experience they have and the industry they’re in. Here’s how you can calculate your personal hourly rate to establish hourly/per word/per project rates in the future:

1. What are your monthly work-related expenses? 

It could look something like this: 

• Ahrefs Starter subscription — $29
• Grammarly subscription — $30
• Health insurance — $350
• Internet, office supplies, etc. —  $100
• Taxes — let’s say it’s 25% of all income

The fixed expenses total is $509, excluding taxes. Now it’s time to set income goals. 

2. How much would you like to earn?  

Let’s say you want to get $4500, excluding fixed expenses. To calculate, divide after-tax earnings by the percentage you keep. 

In this case, it would be $4500 ÷ 0.75, which comes to $6000. That is the amount you need to make gross to earn $4500/month after tax. 

3. How many hours do you work? 

Because you’re a freelancer, you aren’t directly paid by clients for admin activities like responding to emails or doing marketing for your business. These are, however, essential to keep your work going. 

In order to calculate your rates fairly, you can establish that your billable time is, for example, 20 hours per week or 80 hours a month. Then, divide your pre-tax income by the billable hours: $6000 ÷ 80 hours = $75. 

You can leave it at that if you charge per hour. If you charge by project, determine how much time you’ll spend on it — for instance:  

• 1.5 hours of calls with clients
• 5 hours of research 
• 7 hours of writing 
• 3 hours of editing and revision 

In total, that’s approximately 16.5 hours of work, meaning you can charge around $1,237 for the project. It’s more than what you typically see on freelance platforms. But it doesn’t mean clients won’t be willing to pay that. 

Kristin Marquet, Founder and Creative Director of Marquet Media, often hires freelance writers. She shares that she is happy to pay more when a copywriter’s process feels professional and the copy creates momentum. That includes a copywriter being able to think strategically, work independently, and produce high-quality, on-brand copy that actually positively influences business results.

For baseline rates, I typically pay $150-$300* for short-form content like landing pages, $2,000+ for email sequences, $500-$1,500+ for long-form content like sales pages or editorial features, and retainers ranging from $1,000-$5,000/month for brand voice development, ongoing copy, and conversion strategy. 

{{Kristin Marquet}}

‍*Writer’s note: the rates mentioned are mostly relevant to the US market and apply to experienced copywriters. 

You now know how much to charge. But how do you charge? Let’s find out. 

Rates per word, per hour, or per project? 

The most common types of payment structures for freelance writers are charging per word, per hour, and per project. How do you assess which one works best for you?

Setting a price per word

You can figure out your per-word rate like this: 1) multiply the time spent on writing 1000 words by your hourly rate, 2) divide that number by 1000. While many copywriters of different levels use this approach, it can often be confusing. 

First of all, there is always a risk of taking a quantity over quality path, especially as a beginner, which hinders your progress as a professional. 

When I first started freelance copywriting, I was charging just $0.02 per word through content mills. I quickly moved up to $0.05, but even then, I was writing 3,000 to 4,000 words per day just to make a living. It worked for a while, until it didn't. I burned out fast, and worse, I was stuck with one main client. When they got hit by a Google update, I lost 90% of my workload overnight.

{{Kurt Norris}}

Regardless of the payment structure you choose, you can ask for a retainer fee to secure your income stream. It is especially convenient when your client needs your ongoing support as a copywriter.

Secondly, experienced copywriters know they don’t just charge for writing — there are admin tasks, research, your expertise, software subscriptions, and so much more to factor in. 

Those new to the industry don’t know how to calculate copywriting rates for fair pricing and set them based on mere word count, often getting severely underpaid. 

Hourly rates

Here is a straightforward formula: hours spent on a project * hourly rate = the total cost of the project. As convenient as it seems, there are setbacks to keep in mind — especially if you’re an experienced writer. 

The thing with hourly rates is that, as time goes by and you become more proficient, you spend less time on work tasks. When you’re a highly skilled copywriter, it feels counterintuitive to charge less for a project just because you spent less time on it than an average freelance copywriter, doesn’t it? 

When you start feeling like hourly rates are decreasing your income — because you’ve grown more skilled and efficient — consider switching to project-based pricing. This way, you’ll be able to earn more based on the valuable expertise you offer, not just the time you spend on a project. 

Project-based rates 

I personally find charging by project the most beneficial to all parties involved. If you think about it, that’s the core idea behind freelancing — you deliver results on your own terms, without an ‘employee’s’ intervention in your process. 

Here's what I currently charge: 
Blog posts (1,000-1,500 words): $250 with strategy, $150 for writing only 
Pillar pages (2,500-4,000 words): $400 with strategy, $250 for writing only 
Sales pages: Around $250 with strategy, $150 for writing only

{{Kurt Norris}}

There are many aspects writers consider when figuring out project rates.

Charging by project is also a very balanced approach. If you hire a beginner-level freelancer, it is not your concern how much time they spend on the task. And they won’t be tempted to add any fluff to the copy just because they want to throw in more words and get higher pay. 

If it’s a seasoned freelancer doing the work, they add in years of experience and unique expertise. In this scenario, as long as the results are there, does it really matter how much time they spent on the project? 

How do service types influence rates?

Just like with niches, the type and format of work you produce affects your rates directly. There are dozens of different writing services, each with their own requirements and standards. Don’t forget about industry-specific aspects as well. So, how do you know the average rates in your copy domain? 

Check out the data provided by the American Writers & Artists Institute (AWAI) in their 2025 state of industry report. Since AWAI lists fee ranges for 80 different copywriting services, I couldn’t possibly put them all here. You can check out the rest on their website. 

The report can be a helpful starting point if you’re new to copywriting and still haven’t decided on the formats you’d like to work with. You can use it as a source of inspiration but keep in mind these rates reflect the top tier of the market. They are typically accessible to highly experienced professionals working with well-established brands. 

According to the report, the lowest-paying copywriting services include company descriptions, collateral audits, pay-per-click campaigns, and product page updates. At the same time, long-form video sales letters, e-books, and magalogs (magazines that businesses create for promotion, for example, by mail) are among the most expensive services. 

There’s also a rate chart published by the Editorial Freelancers Association (EFA). They surveyed 1,000 association members in 2023-2024 and published median rates. EFA points out, however, that these are not official and can depend greatly on experience level and other factors. 

While copywriting can bring good income, it takes time to master it and build a portfolio. How do you become a copywriter businesses want to hire? 

How do you become a successful copywriter? 

I know it can be tough in the beginning, but copywriting is a very fulfilling career path. To become an established copywriter, try this: 

1. Create a nice portfolio. Even if you don’t have any publications yet, having a portfolio is an absolute must for pitching and making the right first impression. 
2. Build a website. It makes you look more professional, simultaneously acting as your online portfolio. You can add projects, case studies, or testimonials to showcase your expertise. 
3. Grow network both online and offline. Word of mouth works wonders — in fact, the majority of projects come from referrals. Always keep in touch with ex-colleagues. 

Maintain connections with previous clients. Make them special offers, discounts, and referrals. Happy clients will recommend you to their networks. 

4. Post on social media. Build your personal brand on LinkedIn and other platforms, share your expertise, and interact with others. To be seen is to be hired. 
5. Cold pitch your services. If you don’t have a solid network yet, start by creating a list of companies you’d like to work with. Send personalized pitches regularly — focus your offer on business needs and how you can help. 

Be patient as it takes time to build a network of regulars. Make sure you revisit your rates and match them to industry standards and your experience. 

Don’t be afraid to ask what you’re worth. Otherwise, you risk overworking and burning out. You always have to start small when you’re a novice but that doesn’t mean you can’t charge adequate, sustainable rates.