Copywriting Proposal Template

What goes in a copywriting proposal

Copywriting proposals need to make an invisible service tangible. A client knows what 5 web pages look like — they don't automatically understand what goes into writing them, why the process takes as long as it does, or why it's worth what you're charging. Your proposal does the education while it does the selling.

Scope every project by deliverable, word count, and revision

Copy projects get out of hand when scope is measured by pages rather than by what's actually on those pages. "Homepage copy" could mean 200 words of hero text or 1,500 words across 6 sections. Specify:

• Which deliverables (homepage, about, services/product pages, FAQs, email sequence, etc.)
• Word count range per deliverable
• Number of revision rounds
• What counts as a revision vs. a new brief
• Whether SEO optimization is included (keyword research, meta descriptions, title tags)

The discovery/interview requirement

Good copy requires inputs. Your proposal should include a discovery step: a written questionnaire and/or a 60-minute strategy call. The questionnaire covers the client's audience, tone of voice, differentiators, and competitors. The strategy call lets you ask follow-up questions and develop the brief. This isn't overhead — it's what makes the copy work. Put a line item for it and explain what it produces: a creative brief that you both approve before writing begins.

Pricing for copywriting projects

Website copy (5–7 pages): $2,000–$6,000 for an experienced freelancer. Email sequence (5 emails): $800–$2,500. Long-form blog post (1,500–2,000 words, SEO-optimized): $300–$700 per piece. Monthly content retainer (4 posts, 2 emails, social captions): $1,500–$3,500/mo. White papers and case studies: $1,500–$5,000 per piece depending on research intensity.

Never charge per word. Per-word pricing incentivizes bloat and devalues concise, effective copy. Charge per deliverable.

Usage and exclusivity

Some clients ask for exclusivity — they want to ensure you don't write for their direct competitors during the engagement. If you offer this, charge a premium: 25–50% above standard rate. Specify the scope: which competitor set, for how long, and what happens if a competitor comes to you during the exclusivity period.

What the revision process looks like

Clients who've never worked with a copywriter don't know what a revision is. Define it: "A revision is a change to tone, messaging, or structure within the same creative brief. If the brief changes after writing begins, that's a new brief and a separate quote." This prevents the most common copywriting scope creep: the client who changes their positioning halfway through the project and expects you to rewrite everything at no charge.