It’s typically the first question I’m asked when someone contacts me about my services. And I’ve preferred to answer the “what does dental copywriting cost” question later in our conversation.

I’m reconsidering.

Why the change of mind?

I’ll give credit to Marcus Sheridan. A chapter in his phenomenal book, “They Ask You Answer,” opened my thinking about why cost transparency is essential.

In fact, his findings (and experience) were confirmed through one article about pricing on his company’s website (then the pool industry). It was surprisingly effective.

Getting clear about transparency

Being transparent about pricing isn’t necessarily about a detailed price list. It’s about something more.

I’ve not been opposed to sharing the costs of my services. Yet, it’s typically been a matter of timing (when to share those details).

For example, you might contact me about the cost of webpage copy for your dental practice or dental industry business. Or you might ask how much blog content costs to consistently keep your audience educated and informed.

To date I’ve not had a “price list” on my website.

Rather, I’ll ask a series of questions designed to help me uncover the scope of your project. Such questions give me a better idea of what you’re in need of.

I realize early in our conversation that you’re after affordability based on your budget. And that’s understandable.

I, on the other hand, would prefer to probe a bit. To me, your question, “what does dental webpage copy cost?,” is premature to a core question I ask prior to quoting a fee:

What will best provide value to your dental business/practice/etc.?

“…discussing cost and price is not about affordability, it’s about psychology. It’s about trust.” – Marcus Sheridan ¹

Once trust is established…

Everything revolves around trust. And trust is the mindset that drives the pricing conversation forward early in our relationship…or whenever the subject comes up.

I’ll let you in on something…

Though I’ve been doing this for years…I stress a ton over how to price a project.

Sure, projects like writing dental webpage copy or dental blog content are common in my wheelhouse. I’ve written volumes of it to the extent that when you contact me for a fee quote a few key considerations come to mind:

• Webpage copy is fluid…unlike print copy (e.g. direct mail, a brochure, print ad, media ad, etc). That makes webpage copy a repeatable, easily renewable investment.
• A dental website that informs and compels effectively will lead to an appointment, a product/service purchase, a longterm patient/client relationship for not one but perhaps multiple friends and family members/colleagues, etc. In essence, its value to your “business” is multiple what you pay me to create it one time.
• Copywriting is an art that requires unique skills to tap into the mind of the dental-seeking public. To put it bluntly, you can shop online for any warm-blooded person that calls himself or herself a copywriter or content creator…but you will always get what you pay for.
• I’m a professional copywriter (since 2007) trained in direct response principles by some of the best in the world, with thousands of pages of copy to my credit…and I’ve worked in the dental industry (at a local dental practice)…and my wife is a dental industry veteran…so, yes, I’m around dentistry every day with tons of experience on the table!

So, what does dental copywriting cost?

My answer, though surprising, might be the most helpful one you’ll hear about costs and pricing associated with professional dental copywriting and content creation.

Here’s the scoop…

Dental copywriting and content costs reflect the scope of the project

Scope could be determined by the number of pages, a page’s density (as in how much research is required to produce compelling information), the audience the copy/content is targeting, what’s being promoted or featured, etc.

Scope is important because a project takes on a life-of-it’s-own. You have something in mind but copywriting and content expertise could and probably will uncover levels of value you might not initially be aware of.

In this case, your value-investment increases.

Scope considered, a value-based price range might look like this for common online/digital projects:

• Webpage copy – $250 to $500+ per page or $1,200 to $2,000+ for a full website
• Blog content – $175 to $500+ per post or $375 to $750+ (per month packages)

Dental copywriting and content costs are flexible

Fee flexibility can be determined by:

• Packaging or A la carte preference. For example, you might want a single blog post ($175 to $500+) or monthly blog content ($375 to $750+ per month).
• An ongoing retainer relationship. These relationships are optimum for maintaining consistency (copy/content voice, service/product expansion, etc) and there-when-you-need-it services (i.e. I’m on your “speed-dial!”).

Keep this in mind when you’re wondering about the cost of dental copy and content. Dental copywriting and content cost conversations can actually be beneficial to your business or practice. And the benefits can be yours whether we establish a fee agreement or not.

Bottom-line: I’m here to provide value. Costs aside that’s good for both of us.

1. Sheridan, Marcus. They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer (Kindle Locations 959-961). Wiley. Kindle Edition. ↩