One thing that has really changed in my business is the cost of web copy vs. the cost of a website itself. In effect, the costs of web copy have remained prettymuch the same, but the costs of a website itself have come down. Way down.
This is a big difference from just five years ago. Five years ago, to have ten-page website coded would likely cost you $4,000 – $5,000 (on average), and the cost for professional copywriting for that same site would likely be $2,000.
But then wordpress and website templates came along, and changed everything. Now, a site like mine can be had for about $39. Seriously, that’s what I paid for this template. Then I paid a developer about $1,000 to modify it to suit my tastes. And I paid a bit for the artwork / logo, but still, my costs were below $1500 total.
So for the above, technology has made it so a site like mine can be had for $1500 or less. But there’s no technological advantage in copywriting. Assuming the ten page site I referenced above, it still takes me the same exact amount of time as it did five years ago. Even if I didn’t raise my prices at all over the last five years, the cost for copywriting is now more than the website itself. A lot of people have a problem with that.
It gets worse as sites get larger, too. Take my “$1,500” site here again. I don’t have ten pages. I have between 25 and 30 “main” pages for this site. If I were to write those pages for someone, I’d have to charge him or her 4-5 thousand dollars.
Wrap your head around that – you pay $1500 for the website itself, and $4,000 for the copywriting. Insane, right?
Well, not really. The price is factored by the amount of unique work that goes into it. For example, when one makes a website, generally they put work into the home page, and then one interior page. Then, off that one interior page, an almost unlimited number of pages can be created by simply copying. It might take 6 hours to create a homepage and one interior page, then one more hour to create another 20 interior pages. So assuming blank pages, a two-page website and a 20 page website are differentiated by about an hour’s worth of work. Yes, that’s really how it works. To be fair, it worked that way five years ago too, but five years ago the developer also had to spend many many hours coding those first pages from scratch. Now templates and wordpress give a huge (and cheap) starting boost.
But to write 20 pages? There is no “quick and easy”. There is no template. Writing 20 pages means you have to actually write 20 pages. From scratch. One at a time.
So basically, you have to forget the cost of the site itself. You have to look at the business better copywriting will bring you. And it always brings more business. I am very, very confident that my copy will outdraw what is there now. Depending on the business, maybe it’s only a few more clicks / contacts a month, but even at that, how many months will go by before copywriting paid for itself? I rewrote a site for a company whose service was 10k. I got him an extra click or two a week, which turned into one extra client every other month. That’s just six more clients a year by hiring me. But that’s 60k in revenue (and about 30k in profit). My $3,000 bill was quite easy to swallow. Plus, five out of six renew the next year. Boom – I was a bargain.
That’s how it works, folks.
Don’t worry about how much you paid for your website vs. the copy. Worry about how much conversions are worth to you. Because that hasn’t changed in the last five years – conversions rule.