How Much Copy Do You Actually Need?
If you’re scratching your head about small business copywriting costs, you’re not alone. Small business owners spend 20 hours a week on marketing — but sending the right messages, finding and retaining new customers, and a lack of time, budget, and skills are some of the biggest marketing challenges they have (Business Dasher).
So it’s not a stretch to say that many entrepreneurs wonder if they need professional help — and more importantly, how much help they actually need.
Let’s break down exactly what copy your business needs, typical small business copywriting costs, and what you should expect to invest.
The Copy Every Business Needs
Before we dive into small business copywriting costs, let’s talk about your foundation. Every business needs:
- Brand voice guidelines
- Website core pages
- Basic email sequences
- Social media profiles
Copy Needs by Business Type
Service-Based Businesses
You’ll need:
- Long-form sales pages
- Proposal templates
- Client onboarding documents
- Case studies
- Portfolio descriptions
Industry average costs (all of the following are taken from the 2024 AWAI Copywriting Pricing Guide):
- Sales pages: $3,500-$5,000+
- Case studies: $1,200-2,000 each
- Sales proposal templates: $500-750 per page
Product-Based Businesses
Essential copy includes:
- Product descriptions
- Category pages
- Email sequences
- Abandoned cart flows
Digital Product/Course Creators
Must-have copy:
- Course descriptions
- Sales pages
- Launch sequences
- Member portals
The Real Timeline
Here’s something most small businesses don’t know: good copy takes time. And when I complete a Premium Web Copy Package for my clients, it usually goes like this:
Pre-Project Research & Development
- 1 x Onboarding Call
- Market & SEO Research and Content Recommendations (3-5 days)
- Brand Voice & Messaging Development (5-7 days)
The Actual Writing
- Copy Plan (2-4 days)
- Website Copy (1-2 weeks)
- Revisions (1-2 weeks)
Content Marketing
- Social Media Content (2-5 days)
- Email Sequences (1 week)
GRAND TOTAL: 4-8 weeks
The Cost Breakdown: Project vs. Retainer
My Project-Based Pricing
Premium Website Copy Package: $7,200
This includes:
- Brand Questionnaire + Onboarding Call
- Market, SEO, Consumer, and Competitor Research
- Comprehensive Brand Voice Guide
- Up to 10 Pages of Website Copy + a Figma Wireframe
- 4-8 Email Welcome Sequence
- 10 Website Launch Social Posts + other content marketing assets upon request
- 2 revisions per asset
- 1 Live Review Call, and more
Email sequences: $250 per email
Premium Offer Launch Package: $7,200
This includes:
- Brand Questionnaire + Onboarding Call
- Market, SEO, Consumer, and Competitor Research
- Comprehensive Brand Voice Guide
- 1 Long-form Sales Page + a Figma Wireframe
- 8-12 Email Sales Sequence
- 1 Welcome/Success Email
- 10 Website Launch Social Posts + other content marketing assets upon request
- 2 revisions per asset
- 1 Live Review Call, and more
Brand Voice & Messaging Development: $3,600
This includes:
- Brand Questionnaire + Onboarding Call
- Market, SEO, Consumer, and Competitor Research
- Comprehensive Brand Voice Guide with your:
- Brand voice
- Tones of voice
- Do’s & don’ts so you stay on track
- Copy examples to see how your tone of voice applies to content writing and functional writing (i.e. Instagram posts, canned emails, app copy, elevator pitches, etc.)
- Brand personality
- Customer Archetype
- Positioning Statements
- Your Mission
- Your Vision Brand values
- Writing Style Guidelines
- Brand Dictionary
- Brand Manifesto
- 2 revisions per asset
- 1 Live Review Call, and more
Hidden costs to consider:
- Multiple revision rounds
- Project management time
- Strategy calls
Retainer Model Benefits
My Copy Retainer options let you get all of the assets above AND MORE, but with predictable pricing and priority service:
- 15-hour Copy Retainer: $1,800 ($120/hr)
- 25-hour Copy Retainer: $3,000 ($120/hr)
- 50-hour Copy Retainer: $6,000 ($120/hr)
When to Choose Each Option
Project-Based Works Best When:
- You need a one-time project
- You’re testing the waters
- You have a limited, specific scope
Retainer Model Makes Sense When:
- You need regular copy updates
- You’re planning multiple launches
- You value consistency
- You want priority service
The ROI Factor
The fact is improved conversion rates, enhanced engagement, better SEO performance, and increased brand trust are all directly linked to professional copywriting (as you can see here).
Making the Smart Choice
Small business copywriting costs vary widely, but here’s the bottom line: consistency wins. While project-based work might seem cheaper initially, retainer relationships often provide:
- Better cost per deliverable
- More consistent brand voice
- Priority service
- Strategic partnership
Just ask three of my past Copy Retainer clients:
“Working with you was definitely worth the investment! I love the way your copy retainer works and how quickly you were able to get things done. I also feel like you listened to what I wanted. My copy feels 100% aligned with who I am. I feel relieved & confident about how I show up in the world. I also feel better prepared to hire a content writer in the future b/c they have a brand voice guide to follow.” — Jennifer Skinner, Day to Day Assist
“100% worth the investment. Your brand language research and presentation was so thorough and provided me assets that I never even thought of asking for (like the brand manifesto) that I will use for years to come to market my brand agency. The value of that alone is probably worth your entire fee. I’m confident I can make back the investment in one project within 6 months of launching.” — Ashley Srokosz
“I chose Storytella because it was a Black woman that was going to know how to speak to my audience, in a voice that they’re use to, without making it cringy and weird. Jemilla’s copy sold me, and I’m a seller, so I knew she could create content that would help us better convert folks on our site. She did the work we needed in such a timely manner and kept us abreast, the entire time. The money was worth it because this process was so simple and easy and I really just got to sit back and be wow’d.” — Shaque’l Wilson, 6 Figure Chick Consulting
Ready to Make Copy Work for Your Business?
Take these steps:
- Audit your current copy needs
- Plan your upcoming launches
- Calculate your monthly copy requirements
We can do this together on a 90-minute intensive! It’s like an appetizer to my bigger and bulkier packages, so you can see what it’s like to actually work with me.
Book a 90-minute Intensive >>>
Remember, investing in professional copy isn’t just about the words – it’s about converting readers into revenue.
Want to see if a Copy Retainer is right for you? Let’s chat about your specific needs and find the perfect solution for your business.
