Listing prices on a website makes sense, right? After all, when you go to buy anything else online, there’s a clear price.
But it’s a little different with copywriting.
As a copywriter, you’re always going to customize the service you’re providing to meet your client’s specific needs. A website for one client may require a lot more work than a website for another—even if they’re both five pages long.
For example, a product page for a $5,000 service is going to require a bit more benefit-driven copy than perhaps a product page for a $15 scarf.
But what if I want to filter out “cheap” clients?
It may seem easier to list prices to “filter” out clients you don’t want to work with, those clients who can’t afford your rates.
But why let your clients decide for you? Don’t YOU want to decide whether or not you take on a project?
Having a conversation allows for the nuance that comes with every single project and every individual client. Maybe a client can’t afford your regular rate, but they can afford something close to it and you really want to work with them, whether because you like the client, like the project, or both.
Or maybe you know the client stands to make a ton from your work and can afford more than your regular rate. Give yourself the flexibility to charge based on the specific need and situation.
Plus, clients may take the rates you have on your site and guess for themselves what you’d charge for other types of projects not listed within your packages or services (and it’d get really clunky to start listing out everything you could possible write—T-shirts, ads inside buses, ads outside buses, radio spots, pre-roll video scripts … the options are truly endless).
Or worse, they may assume because you don’t have a price for something, you can’t do it.
What about packages?
This is another case where you can set yourself up for frustrating conversations. Say you want to sell a package for online business owners with web copy for five pages, a welcome email, and a Facebook ad. Even if you say something like, “starting at $X” you’ve now created an anchor price in your prospective clients’ brains.
You get on that discovery call, you talk with your client and realize they do, indeed, need this package. But their five pages require a lot more time and research to create than your base rate.
So, you send the client a rate twice as high as your base price. What do you think your client is going to say?
Best case: they’re totally fine with it. Worse case: you’re potentially going to find yourself justifying rates more than you need to.
What if all I want to write are email funnels?
First, choosing to focus on one type of deliverable will significantly limit your copywriting opportunities. And, especially when you’re first starting out, who wants that?!
The niche trap applies to industry as well as deliverable. You can certainly focus on email funnels, but if a client wants a funnel and other work, why risk that client dropping you for another copywriter who can deliver it all?
If you do focus in on one type of deliverable, you may think, “well, won’t it take me the same amount of time to write any type of email funnel?”
Probably not. Every client is different.
One client may want significantly more content in each email than another. Or you may find certain clients need more meetings to review copy.
You want to give yourself the flexibility to adjust rates based on the situation (and as you go on in your career, you’ll get a pretty good sense of which clients may need more hand holding than others).
So, as with everything, it’s your copywriting business. You can absolutely include rates on your site. But before you do, weigh the pros and cons. What’s the benefit to you? Does that outweigh the potential limitations you’re placing on your business?
Your turn! Do you include prices on your copywriting website? Why or why not?
Last Updated on September 23, 2020 by Nicki Krawczyk