Question

Topic: Copywriting

How Much Do You Charge For Landing Page Copy

Posted by Anonymous on 3/1/2013 at 2:58 AM ET 125 Points
I have a potential client in the luxury home remodelling business. They need 26 landing pages and full website copy ( 7 pages) . It's a new niche for me and would require a significant about of research.
My proposal contains three options. one basic, one with consultation for layout etc, and the other contains all the above, plus split test copy for all the landing pages.

How much would you charge for a project like this?




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RESPONSES

  • Posted on 3/1/2013 at 7:09 AM Accepted
    What is this worth to the client? Have you worked up a projection of what the client should be willing to pay for this service? Whatever that amount is, you can probably charge 60-75% of that amount.

    The challenge is to present your proposal in the context of the value to the client. Show the client an attractive ROI, and the fee becomes a lot less important. The three levels of your involvement can/should show different ROI levels, not just different fee options.
  • Posted by Moriarty on 3/1/2013 at 12:22 PM Accepted
    Think of how long it will take you, make an estimate of the cost and double it. Don't forget that landing pages need a weekly/monthly update.

    If your client doesn't like it, thinks it's too expensive, remind them just how much they are investing in their business. And then remind them just how important website & copy is to it. In any case you should be looking at $1000s.

  • Posted on 3/1/2013 at 1:45 PM Moderator
    "Think of how long it will take you, make an estimate of the cost and double it."

    Totally irrelevant. Think instead of what it's worth to the client. Share that with the client. Explain why the client should be willing, even eager, to invest in growing the business, even if it takes a year or two to recover the investment. Then offer to do the job for 25% less than that amount.

  • Posted by Jay Hamilton-Roth on 3/1/2013 at 5:00 PM Accepted
    My guess is that the research is the big part of the equation, since once you've done your homework, then you can apply your knowledge to all of the landing pages.

    The 3 options you present may not make sense to the client. From their perspective, they're likely to want this "handled", and not have multiple options to choose from (take your copy and give it to someone else to format, for example). I'd give them a single price for the landing page copy, with an upsell to the split/test (you can't guarantee results without real-world data). They may also be an upsell opportunity to help fine-tune a PPC campaign for the landing pages as well.

    As for price - follow Michael's advice to the letter. Find out what it's worth to them, and frame your value accordingly.
  • Posted on 3/2/2013 at 12:19 AM Author
    I always have mixed feeling about the "what's your budget question". I see the content as an asset for the company - two sales and they have made back the cost of the copy. I've done larger orders of landing pages before (never 26), however, I've never charged for split testing the copy/layout etc with the customers designer - this has costs me lost days and lost revenue.

    On the occasion, I gave a qoute without any graphic input or split test copy, one with landing pages and layout, and one with landing pages, layout, split testing and ongoing consultation for a set period. Let's see if my client thinks this was a clear way to lay out the fee schedule.
  • Posted by Moriarty on 3/2/2013 at 4:16 AM Member
    Mr Goodman, there is no need to be so dismissive. You might be surprised how many people do think in that way, and order their businesses accordingly.

    That you and I do not won't change this fact. So next time, please be a little more polite. You are a moderator, after all.
  • Posted on 3/4/2013 at 1:24 PM Moderator
    Moriarty:

    I did not intend to be dismissive or impolite. I was trying to be very clear, so there would be no misunderstanding.

    Your basic point was clearly that the price should be based on more than some calculation of the hourly rate times the number of hours required. But it is possible to read the post in a way that suggests that the hourly rate or number of hours required might actually be relevant, and I wanted to be very sure the person who asked the question didn't simply take that as a definitive response.

    As for the "moderator" designation, I am an independent consultant -- not an employee or affiliate of Marketing Profs. When I did a project for MarketingProfs a few years ago it was necessary for me to have access to certain administrative functions and I became a "moderator." The designation is not indicative of my role here ... and has no bearing on my politeness or lack thereof.
  • Posted by Moriarty on 3/4/2013 at 2:33 PM Member
    Thankyou for the clarification.

    I agree with the thrust of what you say - my intention was to give another angle from which to consider the matter. Where I live hourly rates are all the rage, there isn't much imagination going on around here.

    As a remark, which I hope you take as politely as it is meant, you have a very 'professional' tone to the things you write. In that respect we are opposites, I feel. M
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