Your brand story and About page aren't just nice-to-haves—they're trust-building assets that directly influence customer decisions and SEO rankings. Yet most businesses either skip professional copywriting entirely or overpay without understanding what they're actually buying.
Why Brand Story & About Page Copy Matters
Your About page is typically your second-most-visited page after your homepage. Visitors landing there have already decided your product or service is worth learning more about—they're now evaluating whether you're the right fit. A generic "we've been in business since 2005" template won't cut it.
Professional brand story copywriting taps into emotional resonance, differentiates you from competitors, and clarifies your unique value proposition in prose that converts. It's not creative writing for its own sake; it's strategic narrative design.
Breaking Down the Pricing Models
Copywriters typically charge for brand story and About page work in three ways: per-word rates, project-based fees, or hourly consulting.
Per-Word Pricing
Most content writers charge between $0.50–$2.00 per word for copywriting-focused content. Brand stories and About pages usually land in the 500–1,500 word range, putting you at roughly $250–$3,000 depending on the writer's experience and your industry.
Entry-level copywriters (under 2 years experience) typically sit at the lower end ($0.50–$0.75). Mid-tier professionals ($1.00–$1.50 per word) have a portfolio and client testimonials. Top-tier specialists in competitive industries (finance, SaaS, luxury goods) charge $1.50–$2.00+ per word.
Project-Based Fees
A fixed project fee for a complete brand story and About page combo typically ranges from $1,000–$5,000. This model works well if you know you want both pieces and can brief the writer clearly on tone, audience, and brand values upfront.
Advantages: predictable cost, usually faster turnaround (1–2 weeks), and the writer invests time in discovery rather than word-counting.
Disadvantages: limited revisions are sometimes included, and scope creep can frustrate both parties.
Hourly Rates
Hourly copywriting work runs $75–$250+ per hour. You might use this model for strategy sessions, brand voice workshops, or iterative refinement. It's less common for straightforward brand story projects but useful if you need ongoing guidance.
What Affects Your Final Cost
Industry complexity matters significantly. A B2B SaaS company's About page requires different research and positioning language than a local bakery's story—and commands higher fees. Technical knowledge prerequisites inflate pricing.
Research depth varies by project. If the copywriter needs to interview you extensively, audit competitors, or study your market positioning, expect higher costs. DIY pre-work (writing a brand values list, preparing customer testimonials, sketching your founding story) reduces this overhead.
Revision rounds should be clarified upfront. Most packages include 2–3 rounds of revisions. Additional rounds typically cost $50–$150 each, so negotiate this boundary early.
Turnaround speed affects pricing. Rush jobs (1-week delivery) may carry a 25–50% premium over standard 2–3 week timelines.
Writer expertise in your niche is a legitimate multiplier. A copywriter with proven SaaS background or e-commerce experience will charge more—but may deliver faster and require less education about your market.
How to Get Your Best Deal
Start by clarifying scope: Do you want just an About page, or a full brand story plus About page plus tagline work? Bundled projects often get 15–20% discounts over à la carte pricing.
Request work samples and case studies specifically from your industry. A copywriter's SaaS portfolio shouldn't cost more than their general e-commerce work unless they bring demonstrable SaaS expertise.
Get 2–3 quotes and compare not just price but included revisions, timeline, and discovery process. The cheapest option often means minimal research and generic output.
Mercoly makes it easy to compare trusted content writing and copywriting providers side-by-side, filtering by industry expertise, pricing model, and client reviews.
Use a detailed brief. The more specific your input (audience persona, competitor positioning, brand values, key differentiators), the fewer revision rounds you'll need and the faster the final product lands.
Frequently Asked Questions
Q: Should I choose a per-word or project-based rate for my About page? Project-based pricing is usually smarter for a single About page since the scope is defined; per-word makes sense if you're ordering multiple content pieces from the same writer and want consistency.
Q: How much research should a copywriter do before writing my brand story? Expect at least a discovery call (30–60 minutes), a review of your website and competitors, and ideally a customer interview or two; if the copywriter charges under $1,000 for both pieces, research is likely light, and you'll see it in the output.
Q: Do I need to hire a copywriter or can a general content writer handle my About page? Copywriters are trained in persuasion and positioning; content writers focus on information delivery—for an About page designed to convert, copywriting expertise is worth the premium, especially if your market is competitive.
Ready to hire the right copywriter for your brand story? Start comparing vetted providers today.