Copywriting Services: What They Cost, What to Expect, and How to Choose

What Are Copywriting Services?

Copywriting services are professional writing services focused on one outcome: persuading the reader to take a specific action. That action might be buying a product, signing up for a trial, booking a call, or clicking through to the next step in a funnel.

This is the critical distinction that separates copywriting from every other form of professional writing. A journalist writes to inform. A novelist writes to entertain. A content writer writes to educate and attract search traffic. A copywriter writes to sell. Every sentence, every headline, every bullet point exists to move the reader closer to a specific action.

I have been providing direct-response copywriting services for more than 30 years, generating $523 million in tracked results across industries including health supplements, financial services, technology, e-commerce, and information products. The principles that drive effective copywriting have not changed in that time. The channels have multiplied — from print to digital to video to email — but the underlying psychology of persuasion remains constant.

Types of Copywriting Services

Not all copywriting is the same. Different formats serve different purposes within a marketing system, and each requires specific expertise.

Sales Page Copywriting

A sales page is a long-form persuasive document designed to take a visitor from initial awareness to purchase in a single session. This is the format where direct-response copywriting has the highest impact — and the highest stakes. A strong sales page can generate millions in revenue. A weak one can kill an otherwise viable offer.

Sales page copywriting typically costs $5,000–$25,000+ for an experienced specialist. The investment reflects the research, strategy, and expertise required to build a complete persuasion argument that addresses every objection and builds enough desire to close.

VSL Scriptwriting

A VSL (video sales letter) is a video format that delivers a sales argument through a combination of spoken narrative and on-screen text or visuals. VSLs are the dominant sales format in health supplements, ClickBank, and information products.

VSL scripts are among the most complex copywriting deliverables. They require the copywriter to manage pacing, emotional cadence, and visual cues alongside the persuasion architecture. Professional VSL copywriting typically costs $7,500–$25,000+.

Email Sequence Copywriting

Email sequences are the revenue engine of most online businesses. A well-crafted email sequence can double or triple revenue per subscriber, turning a list of contacts into a predictable income stream.

Professional email copywriting services include welcome sequences, launch sequences, nurture sequences, cart abandonment sequences, and re-engagement campaigns. A complete email sequence typically costs $3,000–$10,000 depending on length and complexity.

Landing Page Copywriting

A landing page is a focused page designed for a single conversion goal — typically a lead capture, webinar registration, or free trial sign-up. Landing pages are shorter than sales pages but require equally precise copy because every word must earn its place.

Landing page copywriting typically costs $1,000–$5,000 depending on the complexity of the offer and the amount of research required.

Additional Copywriting Services

Beyond the core formats, professional copywriters offer:

• Direct mail copywriting — physical mail pieces including sales letters, postcards, and catalogue copy
• Ad copywriting — Facebook ads, Google ads, native ads, and display advertising
• Website copywriting — complete website copy including homepage, about page, service pages, and product pages
• Sales funnel copywriting — integrated copy across an entire conversion funnel from ad through sale
• Sales letter copywriting — traditional long-form persuasive letters adapted for digital delivery

How Much Do Copywriting Services Cost?

Copywriting pricing varies enormously depending on the format, the complexity of the project, and the copywriter's track record. Here is a realistic breakdown of what experienced, results-driven copywriters charge:

These ranges reflect copywriters with demonstrated track records and measurable results. You can find cheaper options, but in copywriting, you genuinely get what you pay for.

The relevant question is not "How much does copywriting cost?" It is "What is the return on this investment?" A $15,000 sales page that generates $500,000 in revenue is not expensive — it is the best investment in your marketing budget. A $500 sales page that generates nothing is the most expensive copy you will ever buy.

How to Choose a Copywriter

Choosing the right copywriter is arguably the most important marketing decision you will make. Here is what to evaluate:

Look for Demonstrated Results

The single most important criterion is whether the copywriter can demonstrate measurable results. Not good writing. Not impressive client logos. Results. Revenue generated. Conversion rates improved. Response rates achieved.

Ask direct questions: "What is the most revenue a single piece of your copy has generated?" and "Can you share specific conversion metrics from past projects?" A copywriter who answers in vague generalities — "My clients are very happy with my work" — has not tested or tracked their copy rigorously enough.

Verify Format-Specific Expertise

A copywriter who writes exceptional sales pages may not write effective VSLs. A brilliant email copywriter may struggle with long-form sales letters. Each format has its own conversion dynamics, pacing requirements, and structural conventions.

Ask for samples in the specific format you need. If you need a VSL, look at VSL scripts. If you need email sequences, review email sequences. Portfolio breadth is less important than depth in the format that matters to you.

Assess the Discovery Process

How a copywriter begins a project tells you everything about how they work. A professional copywriter will ask detailed questions about your audience, your offer, your competitive landscape, your existing results, and your goals before writing a single word.

If a copywriter says "Just send me the product details and I will get started," that is a red flag. It means they are going to write based on assumptions rather than research. The discovery and research phase should take at least as long as the writing phase — often longer.

Check Industry Experience

A copywriter with experience in your specific industry or niche will produce better results faster. They already understand the audience psychology, the regulatory landscape, the competitive dynamics, and the language that resonates.

This is particularly important in regulated industries like health supplements, financial services, and pharmaceuticals, where compliance knowledge can mean the difference between an approved piece and a rejected one.

The Professional Copywriting Process

Understanding what a professional copywriting engagement looks like helps you evaluate whether a copywriter is working at the level your project requires.

Phase 1: Discovery and Research

The copywriter conducts deep research into your audience, offer, competition, and existing marketing materials. This includes reviewing customer testimonials and feedback, analysing competitor positioning, studying your analytics and conversion data, and conducting audience research through surveys, interviews, or review mining.

This phase typically takes 3–7 days and is the foundation everything else is built on.

Phase 2: Strategy and Positioning

Based on the research, the copywriter develops the strategic framework for the copy. This includes identifying the core promise, the primary and secondary benefits, the objection sequence, the proof architecture, and the emotional drivers that will move the target audience to action.

Phase 3: Drafting

With the research and strategy complete, the actual writing begins. This is usually the fastest phase because the hard thinking has already been done. A first draft is typically delivered within 5–10 business days depending on the format and length.

Phase 4: Revision and Polish

Professional copywriting engagements include at least one round of revisions — often two. This is where the copy is refined based on your feedback, compliance requirements, and any new information that has emerged.

Phase 5: Testing Recommendations

The best copywriters do not just deliver copy — they provide recommendations for split-testing key elements like headlines, opening hooks, calls to action, and price presentation. Testing is where the real optimisation happens, and a copywriter who thinks about testing from the start is one who cares about results, not just deliverables.

The Cost of Cheap Copy

I want to address the temptation to save money by hiring the cheapest copywriter you can find, because it is the most common mistake businesses make.

Cheap copy is not a bargain. It is a hidden cost. A $500 sales page that converts at 0.5% will cost you far more in lost revenue than a $15,000 sales page that converts at 3%. The math is not subtle.

Consider a simple example: if you send 10,000 visitors to a sales page selling a $97 product, the cheap page at 0.5% conversion generates $4,850 in revenue. The professional page at 3% conversion generates $29,100. The $14,500 difference in copywriting fees produced $24,250 in additional revenue — on a single traffic push.

Now multiply that across months or years of traffic, and the difference becomes hundreds of thousands of dollars. This is not theoretical. This is the math I have seen play out across hundreds of projects over three decades of direct-response copywriting.

When Do You Need Professional Copywriting Services?

Not every business needs a $15,000 sales page. But there are clear signals that professional copywriting will have a significant impact on your revenue:

You need professional copy when:

• You are spending money on traffic but your conversion rates are below industry benchmarks
• You are launching a new product or service and need to maximise first impressions
• Your current copy was written by someone without direct-response training
• You are in a competitive market where small conversion differences translate to large revenue differences
• Your offer is complex or high-ticket, requiring sophisticated persuasion architecture
• You have tested multiple variations of your own copy and cannot break through a conversion plateau

You may not need professional copy when:

• You are just starting out and have no traffic or audience yet
• Your product sells itself through word of mouth and you need minimal marketing
• Your budget is better spent on product development or traffic generation at this stage

Getting Started

If you are considering professional copywriting services, the most valuable first step is a conversation about your specific situation. Every business, every offer, and every audience is different — and the right approach depends on understanding your specific goals, challenges, and competitive landscape.

I offer a free strategy call to discuss your project and determine whether professional copywriting is the right investment for your business right now. No pressure, no obligation — just an honest assessment of where copy can have the biggest impact on your results.