Website Copywriting Services, Compared on Evidence

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How to compare website copywriting providers

1. Ask what research is included. The gap between cheap and expensive copy is almost always research: customer interviews, sales call reviews, competitor reading and subject matter expert time. Ask exactly what inputs the writer will gather before drafting, because copy written from a brief alone can only ever restate what you already said.
2. Compare per page, not per word. Ask every candidate to quote the same defined set, for example a homepage, three service pages and an about page, and to state the target length for each. A per-word rate makes short, sharp copy look expensive and padded copy look cheap, which is exactly backwards.
3. Settle revisions and approval in writing. Name how many revision rounds are included, what counts as a round, who on your side gives final approval, and what happens if the brief changes mid-project. Unbounded revisions are how copywriting projects run over on both sides, and a named limit protects everyone.
4. Confirm rights transfer on payment. The copy should become yours outright when the invoice is paid, including for reuse in ads, email and print. Get that in the agreement rather than assuming it, and check whether the writer wants to display the work in a portfolio, which is usually reasonable but should be agreed.

What website copy costs and why the range is so wide

Three tiers describe most of the market. Commodity content, often priced per word at the low end, is written quickly from a brief with little or no research, and it reads that way. Mid-tier professional copywriting includes a discovery conversation, some competitor and audience research and a defined revision process, and is usually quoted per page. Conversion-focused specialists charge substantially more per page and earn it through customer interviews, message testing and rewriting against measured results.

The other variable is subject matter. Technical, medical, legal and financial copy costs more because the writer must either possess the expertise or spend real hours extracting it from someone who does, and because review cycles are longer where claims carry regulatory weight. When quotes differ by a factor of five, the difference is almost never writing speed. It is research depth and who is doing the writing.

Copy that has to work for search as well as readers

Most website copy has two jobs, and a provider should be able to hold both. Google's guidance on creating helpful, reliable, people-first content describes what it is trying to reward: content written for people first, that demonstrates real experience or expertise, and that leaves a reader feeling their question was answered. Its Search Essentials set out the technical baseline separately. Neither rewards volume for its own sake, which is why a per-word incentive quietly works against you.

Practically, that means asking a candidate how it handles the target query for each page, whether it writes titles and meta descriptions as part of the deliverable, and how it decides page length. A good answer is that length follows what the question requires. A bad answer is a fixed word count applied to every page. Ask for two published pages the writer produced and read them as a prospective customer would, ignoring whether they rank, because copy that does not persuade a reader will not be rescued by any amount of search work.

Questions people actually ask

Should I pay per word or per page?

Per page, in almost every case. Per-word pricing rewards length rather than clarity, and the best web copy is often the shortest. Ask for a per-page quote with a target length so you can compare providers on the same defined scope.

Do I need a copywriter and an SEO separately?

Not usually for a small site, where a competent writer who understands search can do both. Larger programs benefit from separating the query strategy from the writing, because the person choosing targets and the person crafting persuasion are different skills that rarely peak in one person.

How long does a small website take?

A five to eight page site typically runs three to six weeks including research, drafting, your review and revisions. The most common cause of overrun is delayed feedback on your side, so agree review turnaround times when you agree the schedule.

Can I use AI-generated copy instead?

You can, and for straightforward informational pages it may be adequate. What it cannot supply is your customers' actual language, your specific proof, and the details only your team knows. The pages that convert tend to be the ones carrying exactly those things.

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