Common ponderings

It depends on the the brief.

I’m not the cheapest and I’m not the most expensive.

I’ll split this into two sections: my day rate, and project examples so that you can plan your budget accordingly.

My standard day rate is £525.

My discounted retainer day rate starts at £483. It’s discounted because you pay upfront each month for a period of 3, 6, or 12 months. Retainers are for a minimum of 1 day per month for at least 3 months. The higher the commitment, the higher the discount.

For transparency, the Procopywriters 2025 survey showed that the average freelance copywriter day rate is £480.

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Ballpark figures
(This is not an exhaustive list).

Standard 5-page website: £2800+
Landing page: £850-1500+
LLM-optimised About Me: £450+
FAQ section: £250+

Email sequences: £525-2000+
Email auto-response templates: £200+

Tone of Voice handbook: £1,000+

LinkedIn refresh (bio, headline, job descriptions): £400-750+

Blog article (500-700 words): £444
Blog article (700-1000 words): £555+

Two-sided flyer: £200
Event description: £75+

Press release: £450

If you’ve got a project that isn’t listed here or above, pop me a quick message and we’ll find a way to get you those words.

Does an artist charge per brush stroke? Does a chef charge per chop? Does a bricklayer charge per brick?

(You get the gist).
A journalist or a content mill might charge per word, but I am neither of those things.

The only time I charge per hour is for copy-editing AI written content. The hourly rate is 65.

Try to reverse-engineer that question.

The right words will literally transform how your customers regard and respect you.

Every moment you spend without deal-sealing copy is costing you money and trust.

A good deal is a strategic partner with expertise, a writing style that fits your brand, and copy that nails your business targets.

If, after working with me, your website starts bringing you in tens of thousands of pounds in sales, the 2800+ you invested on your website re-write is a bargain.

The question can then be reframed from,
“Is this a good deal?” to,
“What does success look like for me?”

We keep things simple around here with Invoicely. You’ll get an email from me containing a link. That way, paying the invoice is just two clicks away.

If you’re investing in a project, you probably want a clear ROI.

I’m afraid to tell you that no copywriter can ever guarantee a ROI percentage. If someone does that, run. They’re lying.

If previous clients share data with me in hindsight, I can tell you that. (They often don’t.)

I can confidently tell you that my copy generates vast improvements in key metrics.

Before I even get writing, I’ll have thoroughly vetted your industry, online forums, and competitors. I’m in your corner and I want you to get ahead.

I can also tell you that copy itself is an investment. As well as multiplying your audience and impact and generating short-term gains depending on the project launch, written assets are like passive income. They will generate returns long after the project ends, 24/7.

Yes! Just follow the steps as normal and we go by the conversion rate.

Wherever you are, the process is exactly the same.

The only difference is the payment. I quote and invoice you in GBP which keeps things clean on my end. You just pay the equivalent in your currency at the current conversion rate. You don’t have to do this manually: most of my international clients do this by bank transfer or the Wise platform which handles conversion with minimal fees.

By the way, if you’re based in US or Oz, freelance copywriting rates over there ru a tad higher than in the UK, so you might find my day rate pleasantly competitive.

If you’re wondering about anything currency or payment related, just mention it when you fill in the form and we’ll find the smoothest way to make it work.

Please don’t worry about protecting my ego, cos I write for your audience, not for me (obviously basic human respect is required during feedback touchpoints).

Feedback is a very normal and essential part of the copywriting progress. I actually freak out a bit when people don’t have any feedback. It’s part of my job to hear what you’re thinking and translate that into excellent copy version 2.0.

If the brief is rich and the feedback is constructive, we’ll land the plane smoothly.

To date, I’ve never been asked to do a complete re-write, and further edits after the final draft are extremely rare.

Our creative meeting prevents this from happening, cos we cover everything you want and need from me.

And it’s my job to review and optimise the copy within an inch of its life, so during the feedback touchpoints, I expect there to be amend requests.

This is the tried-and-tested path to you being happy with the finished copy.

To respect your budget, I give an upfront quote for the work and include the number of feedback touchpoints involved to avoid disappointment happening.

If the project is delivered exactly as we agree, this will be the only price you pay.

The upfront quote doesn’t include:

• More work that’s created by changes (or late additions) to the brief

• Further revisions requested after the final draft is submitted.

Ultimately, it depends on my current schedule and the size of the project. I like to book 3-4 weeks ahead, but I can sometimes squeeze something in sooner.

Basically, let me know your deadline, and I’ll be realistic.

You may be reading this while needing copy urgently. If the job is small, straightforward, or last minute, I can usually help. If I can’t, I’ll either suggest a short wait or forward you onto someone I know who’ll do a great job for you.

I’m not the AI police! You’re a sovereign being and you’re free to make your own choices. AI can write reasonable copy, which is why the lower 20% of the copywriter market is getting wiped out.

AI can produce words, but not trust.
If the person prompting AI doesn’t have expertise in writing copy, they won’t know where the mistakes or the nuances lie.
And AI can mimic tone, but it can’t truly ever come from a place of authentic lived experience.

This kind of relating with your customer is very niche and the people are hungry for it, that I can tell you.

I do have an article on why I’m not worried about AI taking my job, where I go into cognitive decline, the Dunning-Kruger effect, and how everything sounds the same these days.

But like I said, you do you.

No. I do not use AI to write copy.
I want you to trust me, and I know the value of my writing, so I’m not going to go all sneaky sneaky and use AI instead of my brain (aka the brain you’re paying me for.)

If I want to, I can leverage it as a tool for research.

For example, the last time I used it I asked it to share with me all of the British idioms it knew. I used one of the suggested idioms and worked on it myself to come up with a flipped phrase, which is a copywriting technique I love.

So if it’s ever used, it’s for research and brainstorming. Everything else is homemade.

Additionally.

I understand business, strategy, and audience psychology, and I can leverage AI if and when I want to—but I don’t need to. This alone gives me 10x the value of AI.

I have quietly noticed how companies are being heckled in the comments section whenever their creative assets sound or look AI-generated…
As if their value has dropped.

So if you’re a client who wants everything done 100% human, great! I’m your (human) woman.

If you want me to use AI, and/or disclose any AI leveraging during my creation process for your assets, I will do so too.

AI scanners will do that.

In these situations, trust and respect is imperative in our working relationship, because doing something like this can feel insulting to copywriters. And I imagine copy written by someone you’re paying for being flagged as 100% AI-generated also feels insulting.

So we should set expectations around AI usage and AI scanners before we work together.

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For some background information:
An AI scanner is a tool that scans a piece of writing and analyses how much of it is written by AI, and how much of it was written by a human.

They identify statistical cues in wording choice, sentence structure, and syntax, comparing them to learned patterns.

The problem is, AI scanners regularly flag false positives and false negatives. Did you know that they detected AI-generated content in the Bible? And in Harry Potter?

Not comparing my writing to scripture, by the way.

AI detection needs to be treated as advisory at best. Not determinative. They cannot be treated as judges.

If I hand you the final draft, you put it through an AI detector and it tells you it was 100% written by AI and I tell you I wrote it 100% myself, what’s that going to do to our working relationship?

Because sometimes my own writing, my entire tortured-artist 3AM process, has shown up as fully AI-generated. And I’m like…

Noooooooo! No it wasn’t!

And even worse, the workflow has then turned into this:

1. Write copy
2. Run it through the AI detector
3. Edit it to sound less intelligent
4. Send it to client and pray for the best.

Can we not see the glaringly obvious here? We’re no longer writing for our audience! We’re fighting the wrong battles!

So yeah. We set out our expectations beforehand :-)

Yeah! I work directly with in-house teams, founders or CMOs, solopreneurs, as well as creative and brand agencies.

Yes, and I’ve been told it’s an extremely valuable newsletter! Head on over to this page to find the sign-up form.

During my working hours, I have two special 30-minute allotted time slots per day where I answer my emails, Slack, and Teams. This is to guard the cognitive state in which my work gets done, and importantly, my attention span.

I allocate those time slots so that I’m sharp, not scattered, and so that the final version is spic and span.

By the way, I occasionally send emails or messages at irregular hours. This is because I’ve likely put my kid to bed, am doing some mundane tidying, and in that flow state, something will have popped into my mind. This is what balancing my home and working life looks like for me. What’s very important to convey here is that just because I email you at 20:30, it doesn’t mean I expect you to do the same!

I’m based in the UK. Here, freelancers don’t work “hybrid” like employees are expected to. If you require me to be in the office for set days or hours, you gotta employ me. HMRC says so.

Specific onsite work, strict hours and set days per week, maternity cover, daily management—if any of this sounds like what you’re looking for, you’re after a fixed-term employee.

Freelancers are independent in their location and hours.

It’s important to get this right because no-one likes a slap on the wrist from HMRC!

By the way. If you’re also in Devon and we’re working together, I am ALWAYS happy to meet up for a coffee.