5 pricing mistakes keeping you stuck in the “low-paying client” cycle (and how to escape!)

Ah, the joys of copywriting—flexible hours, creative work, and the ability to make money while wearing pyjama pants. What’s not to love?

Well… the low-paying clients. The ones who ask for “just a few tweaks” (aka a full rewrite). The ones who say, “I can’t afford that, but it’ll be great exposure!” (as if exposure pays for coffee). The ones who somehow have a $10,000 budget for design but only $150 left for copy.

If you’re constantly booked but still feel like you’re scraping by, you’re not alone. The truth is, a lot of copywriters get stuck in a cycle of low-paid work—and it’s not just about the clients you’re attracting. It’s also about how you price yourself and how you position your value.

So, let’s shine a big ol’ spotlight on the five common mistakes in setting freelance copywriting fees—and, more importantly, how to attract high-paying clients as a freelance copywriter.

Mistake #1: Never raising your prices

When was the last time you increased your rates? If you’re still charging the same as you did a year ago (or worse, several years ago), you’ve given yourself an unofficial pay cut. 

Why this keeps you stuck

• You keep your project calendar full, but you’re too busy to market yourself or get better copywriting clients.
• Higher-paying clients assume you’re not experienced if your prices are too low.

The fix: Set a deadline to raise your copywriting rates now

Not one day. Not when I feel ready. You need a real deadline.

And if the idea of raising your rates makes you a little sweaty, remember: your copywriting experience is increasing with every project, which means your rates should too.

Set a trigger to assess (and increase) your copywriting rates. For example:

• After three more projects, I’ll increase my rates by 15%.
• From June 1st, my minimum project fee will be $500.

Write it down. Say it out loud. Tell your cat. Then stick to it.

Mistake #2: Not marketing yourself consistently

If your entire marketing strategy is waiting for copywriting clients to find you, you’re basically that person at a party who stands in the corner, hoping someone magically comes over for a chat.

Why this keeps you stuck

• You rely on low-paying job boards (more on that in a minute), which often attract low-paying clients.
• If you aren’t showing up and talking about what you do, clients won’t know to hire you.

The fix: Treat marketing like a client project

The truth is that high-quality copywriting clients don’t magically appear—you have to be visible.

• Schedule weekly marketing time (even if it’s just 30 minutes).
• Post content on LinkedIn (share insights, project wins, or client results).
• Build relationships before clients need you—that means networking without immediately pitching.

If you “don’t have time for marketing,” you need to make time. And increasing copywriting rates is the way! When you charge more, you can take on fewer clients (without earning less), leaving your time for essential marketing. 

Mistake #3: Looking like a bargain-based freelancer

Positioning yourself as an “affordable copywriter” with “budget-friendly rates” might seem like a smart move. You’re speaking to potential clients’ budget concerns, right?

Wrong. You’re waving a giant “Pick Me” flag for clients who are more focused on your price than your value.

Why this keeps you stuck

• Cheap language = cheap clients.
• You end up competing on price instead of quality and value.

The fix: Upgrade your client experience

I’ve never met a client with a blank cheque for copywriting, so yes—budget conversations will always be part of business.

But your goal isn’t to attract every client. It’s to attract clients who value copywriting and are willing to invest in it.

Here’s how to do that:

• Get a website up. Do you need a website to get clients? No. But will it help you attract better clients? Absolutely. Even a simple one-page site will make you look more credible than “DM me for rates.”
• Reposition your service. Instead of “affordable,” focus on what actually sells your work:
  • Conversion-focused copy that grows your business
  • Persuasive copy that gets results
  • Copywriting that sounds like you
• Showcase testimonials. Even from small projects—they build credibility.

You don’t have to say you’re premium. You just have to look premium.

Mistake #4: Charging by the hour instead of by value

Hourly rates make sense if you’re a babysitter. But as a copywriter? They’re capping your income. 

When you charge by the hour, your quote is based on how long you think a project will take. But when you’re new (or just eager to land the gig), there’s a tendency to underestimate the time—so your quote looks more appealing.

Then reality hits. You spend longer than planned, and suddenly that “decent” hourly rate doesn’t feel so decent anymore.

And if you get better and work faster? You actually start earning less. Ouch.

Why this keeps you stuck

• Clients start nitpicking your hours instead of valuing the final result.
• You can only work so many hours in a day—hello, income ceiling.
• You risk resenting projects that take longer than expected.

The fix: Shift to project-based pricing

• Package your services. Instead of charging by the hour, offer website copy projects, email sequence bundles, or blog packages.
• Charge for the value you bring, not just the time you spend. That value might be measurable results—but it can also be the time you save them and the confidence of having professionally written copy.
• If you must use an hourly rate, set a minimum project fee. That way, you don’t waste time on tiny jobs that don’t pay well.

Mistake #5: Relying on job boards instead of direct client attraction

Job boards feel like an easy way to get clients. And technically, they are—they’re a marketplace full of buyers.

But here’s the problem: You’re competing with 500 other writers for the same low-paying gig.

Why this keeps you stuck

• Most job board clients want the cheapest writer, not the best one for their needs.
• You’re constantly applying instead of attracting clients.
• You’re trapped in a cycle of one-off projects instead of building relationships.

The fix: Build a referral network and reach out to clients directly

And yes, it’s Not All Job Boards. I know. But if you don’t want to rely on platforms like Upwork, it’s time to build your own client attraction system. 

• Network with designers, website developers, and marketers who work with your ideal clients. They can refer work your way.
• Build your digital footprint with content that shows your expertise—so clients see you’ve got substance.
• Scroll up to mistake #2 and make time for marketing.

The best-paying clients don’t hire copywriters from job boards. They hire based on trust.

How to escape the low-paid work trap

If you’re frustrated with low-paying copywriting clients, you don’t have to stay stuck.

Here’s your action plan for this week:

1. Pick a date to raise your rates and commit to it.
2. Schedule weekly marketing time (even if it’s just 30 minutes).
3. Review your website and sales proposals—cut any “affordable” language.

Because here’s the thing: You’re allowed to charge more. Every project you complete makes you a better writer. Every client you work with gives you more experience.

And experience? That’s worth money.

So, let’s leave the bargain-bin pricing behind, shall we? The high-paying clients are waiting.

What’s your next step friend?