Copywriters send estimates after a discovery call or after reviewing a brief, and before any writing starts. Clients typically compare your number against other freelancers, agencies, and in-house cost, so the quote needs to show what is included and why. A clear scope also sets the foundation for the invoice later.
When to use estimates: Use estimates to provide project quotes and get client approval before starting work. Once approved, convert your estimate to an invoice with one click to collect payment.
Create an invoice for payment collection
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Invoice_1001_Client_2026-10-14.pdf
List the number of pages, emails, or posts and approximate word counts so a 'home page' does not grow into a 3,000-word piece without a price change.
State the number of rounds, how feedback is consolidated, and the rate for extra rounds. This prevents open-ended edits.
Say whether the fee covers customer interviews, subject-matter expert calls, competitor analysis, and who arranges them.
Brand guidelines, product access, brief, and feedback deadlines all affect your timeline. Late input should move the delivery date, not eat your margin.
Give draft and final dates tied to the date you receive the deposit and materials.
Clarify who owns the copy, whether you can show it in a portfolio, and whether a byline is included or excluded.
Keyword research, uploading to a CMS, A/B test variants, and stock images are often assumed to be included. List what is not covered.
| Service | Priced | Typical range |
|---|---|---|
| Blog post or article (800-1,500 words) | per post | $150-600 |
| Website page (home, about, service page) | per page | $250-1,000 |
| Sales or landing page (long-form) | flat fee | $800-3,500 |
| Email sequence (welcome or nurture, 3-5 emails) | per sequence | $500-2,000 |
| Case study or white paper | per piece | $500-2,500 |
| Product descriptions | per description | $15-60 |
| Editing, rewrites, and strategy calls | per hour | $50-150 |
| Monthly content retainer | per month | $1,000-4,000 |
Typical US ranges. Rates vary by region, experience, and job size.
Estimate research, drafting, and revision time, multiply by your target rate, and add a buffer for feedback delays. Present only the project fee, not the hours, so the client compares outcomes.
A basic, standard, and premium option, such as copy only, copy plus email follow-up, or copy plus A/B variants, gives clients a choice and tends to land them on the middle tier.
Knowing whether the client is launching a product or refreshing a page tells you how much the work is worth to them and helps you price accordingly.
Quotes valid for 14 to 30 days protect you from rate changes and from clients who return months later expecting the same price.
A fixed quote is usually better once the scope is clear. If the brief is vague, give a range tied to defined assumptions and say that the final fee will be confirmed once scope is locked.
A short intro call is normally free. If you need to review analytics, audit existing copy, or do competitor research to price the work, many writers charge a small paid discovery fee and credit it toward the project.
Reduce scope rather than your rate. Cut a page, drop an email, or lower the number of revision rounds. Writers who discount the same work train clients to expect it.
It is a good idea. An accepted estimate often serves as a simple agreement, but a written contract that covers payment, revisions, and copyright gives you stronger protection if there is a dispute.
Use the Copywriter invoice template to bill the client, or convert this estimate once it's approved.
Copywriter invoice template