19 Copywriting Statistics For 2024 (Market Size + More)

Copywriting Statistics

Are you curious about the types of services copywriters offer or statistics that prove which copywriting techniques are more efficient than others?

In this post, we share copywriting statistics on the copywriting industry as a whole as well as marketing statistics copywriters and marketers who provide copywriting services would find useful.

We divided the article into a few different sections, including general statistics, statistics for hiring managers to know and statistics on copywriters themselves.

Editor’s picks – copywriting statistics

Here are the top copywriting statistics from this post:

  • The global copywriting services market size will reach $42.22 billion by 2030 and reached $25.29 billion in 2023. (Coherent Marketing Insights)
  • 59% of copywriters work as freelancers. (ProCopywriters)
  • Addressing fears and reservations buyers have about your business, products and services increases conversions from landing pages by 80%. (Marcus Sheridan)
  • Titles that have positive sentiments have an average click-through rate from Google searches that’s 4.1% higher than titles with neutral or negative sentiments. (Backlinko)
  • The average US-based copywriter has an annual salary of $62,061. (Indeed)

General copywriting statistics

1. The global copywriting services market size reached $25.29 billion in 2023

According to data published by Coherent Marketing Insights, the global copywriting services market size reached $25.29 billion in 2023 and is expected to reach $42.22 billion by 2030.

01 Global copywriting services market size

This puts this market’s compound annual growth rate (CAGR) at 7.6%.

Source: Coherent Marketing Insights

2. North America has a market share of 35% in the copywriting industry

According to Coherent Marketing Insights, North America has the majority market share in the copywriting service industry.

The continent has a 35% market share in this industry.

02 copywriting industry

Source: Coherent Marketing Insights

3. 59% of copywriters work on a freelance basis

ProCopywriters surveyed over 500 copywriters. They discovered that a vast majority of copywriters, or 59%, work as freelance copywriters.

03 Copywriters work

20% work as the employee of an agency (13%) or the founder/partner of an agency (7%). 15% work as in-house employees.

There are also hybrid copywriters. 5% work in house but also freelance on the side while 2% work for agencies but freelance on the side.

Source: ProCopywriters

4. 85% of copywriters produce marketing materials and content

ProCopywriters asked over 500 copywriters about the type of copywriting work they do.

85%, which was the majority, produce marketing materials and content for their clients/employers.

59% produce digital and SEO content while 38% write ad copy.

30% of copywriters work in public relations and journalism, and 13% are technical copywriters.

The remaining 10% chose “other” and wrote in responses like “brand,” “training,” “UX,” “marketplaces” and “bid writing.”

04 Copywriters Content

Source: ProCopywriters

5. 73% of copywriters also offer copy editing as a service

When ProCopywriters surveyed over 500 copywriters, they asked copywriters about other services they offer outside of simply “copywriting.”

The majority, or 73%, also offer copy editing as a service. “Tone of voice” was a close second at 66%.

Here are other services copywriters offer:

  • Copy editing – 73% of copywriters offer this service
  • Tone of voice – 66%
  • Proofreading – 59%
  • Strategy – 44%
  • Content strategy – 40%
  • Content marketing – 38%
  • Style guide development – 32%
  • SEO – 29%
  • Training – 26%
  • UX design – 17%
  • Content design – 15%
  • Project management – 10%
  • Design/layout – 10%
  • Other – 10%; write-in responses included “scriptwriting,” “PR,” “naming,” “workshops” and “podcasting”
05 Copywriting Services

Source: ProCopywriters

Landing page and conversion rate statistics for copywriters

6. Addressing buyer fears on landing pages increases conversions by 80%

According to professional marketer Marcus Sheridan, who was a keynote speaker at Inbound 2019, addressing buyer fears on landing pages can increase conversion rates by up to 80%.

This includes a potential lead’s fears that you’ll send them spam or misuse their personal information. Addressing these fears on your landing page can increase signups.

You can also address buyer reservations about your product or service.

Source: Marcus Sheridan

7. Adding relevant content to signup forms increases conversions by 20%

Hotjar is a landing page optimization application. It uses anonymous heatmaps and screen recordings to help users pinpoint where they’re losing customers as they browse landing pages.

When Brand24 used Hotjar, they discovered they were losing the majority of leads at the sign-up form.

They gave exclusive access to partners and included an optional promo code field on the form.

This is when the majority of potential customers abandoned the form. By including the promo code field, Brand24 gave leads the impression that they were missing out on a discount.

Removing this field raised conversions from 2.56% to 7.42%.

Additionally, Brand24 increased conversions for sign-up forms on blog post pages by 20% by tweaking each form’s copy to match each blog post’s topic.

Source: Hotjar

8. 30.7% of marketers say the ideal number of fields to add to forms to increase conversions is four

According to a survey conducted by HubSpot, the best number of fields to add to signup forms in order to see an increase in conversions is four.

08 Landing pages

A close second, 27.7%, said three while 19.8% say two.

12.9% of marketers said four while only 8.9% said five.

Source: HubSpot

Click-through rate statistics for copywriters to know

9. The difference in the average click-through rate from Google for page titles that have and do not have questions is only 0.8%

Backlinko analyzed over 4 million web pages to better understand what does and doesn’t improve click-through rates from Google searches.

They discovered that pages whose titles have questions, such as titles that start with the words “how,” “why,” “what” and “who,” have an average click-through rate of 15.5%.

09 Average CTR for titles

Pages whose titles do not have questions have an average click-through rate of 16.3%.

This means there’s no benefit to (or to not) phrase your title as a question. Do what works best for your brand or your client’s brand.

Source: Backlinko

10. Titles with 40 to 60 characters have the highest click-through rate at 33.3%

According to Backlinko’s study on click-through rates from Google, titles that have between 40 and 60 characters receive the most clicks.

10 Page title character length

Specifically, pages with titles of this length have an average click-through rate of 33.3%:

  • 0-20 characters – 27.9% average click-through rate
  • 20-40 characters – 25.6%
  • 40-60 characters – 33.3%
  • 60-80 characters – 23.6%
  • 80+ characters – 21.9%

Similarly, titles with a word count of six to nine words had the highest click-through rate at 33.5%:

  • 0-3 words – 18.8%
  • 3-6 words – 26.4%
  • 6-9 words – 33.5%
  • 9-12 words – 27.7%
  • 12+ words – 22.4%

Source: Backlinko

11. The average social media advertising click-through rate is 1.33%

Statista published data featuring the average social media advertising click-through rate on a quarter-by-quarter basis over a year.

They discovered that the average social media advertising click-through rate is 1.33%.

11 Social media CTR

These were the specific click-through rates per quarter:

  • Q2 2022 – The worldwide social media advertising click-through rate was 1.36%
  • Q3 2022 – 1.35%
  • Q4 2022 – 1.38%
  • Q1 2023 – 1.2%
  • Q2 2023 – 1.36%

Source: Statista

12. Email subject lines that have 241 to 250 characters have an average click-through rate of 4.48%

According to GetResponse’s analysis of its own customer base, email subject lines that have between 241 and 250 characters have the highest average click-through rate at 4.48%.

They also have a high open rate at 27.62%. However, email subject lines with character counts between 61 and 70 have the highest open rate at 32.1%.

This subject line length also has a high click-through rate at 3.62%. So, although longer subject lines may have a higher click-through rate, you’re probably better off keeping your own email subject lines between 61 and 70 characters.

Source: GetResponse

13. Titles with positive sentiments have an average click-through rate that’s 4.1% higher than titles with negative sentiments

In the world of SEO, marketers are told to invoke emotion in potential customers through the use of “power” words, such as “best,” “flawless” and “confirmed.”

Backlinko’s study found that titles that have positive sentiments have click-through rates that are 4.1% higher on average than titles that have negative sentiments.

This is an important distinction to make as many SEOs recommend creating controversial content as a method for increasing the amount of traffic your website receives.

However, after years and years of dealing with click bait, this statistic proves that global internet users are more interested in content that has positive connotations.

Source: Backlinko

Copywriting statistics for hiring managers to know

14. 57% of copywriters say project briefs being inaccurate or limited is the hardest part about working with clients

According to respondents from ProCopywriters’ survey, “briefs are inaccurate or limited” was voted for by 57% of copywriters as being the hardest part about working with clients.

“Multiple stakeholders giving mixed messages” was a close second at 51%.

Here were other issues copywriters have when working with clients:

  • Briefs are inaccurate or limited – 57% of copywriters find this to be an issue when working with clients
  • Multiple stakeholders giving mixed messages – 51%
  • Changing requirements – 36%
  • Limited budgets – 36%
  • Unambitious or unadventurous attitude to creative work – 32%
  • Unrealistic expectations – 30%
  • Other – 10%; write-in responses included “ghosting,” “shifting deadlines,” “confusing feedback,” “lack of understanding copywriting as a skill (and the value it brings),” “late payments” and “outdated writing tastes and expectations”

Source: ProCopywriters

15. The average copywriter in the United States makes $62,061/year

According to Indeed, the average salary of a copywriter is $62,061 based on over 800 salaries reported.

Plus, according to ProCopywriters’ survey, the majority of copywriters, or 29%, make £26,000 to £40,000 (~$32,000 to ~$50,000).

59% of copywriters charge by the project while 34% charge a daily or hourly rate. Only 5% charge by the word as copywriting, despite its name, often involves more than writing tasks.

Source: Indeed, ProCopywriters

16. 88% of copywriters find new clients by word of mouth

When it comes to finding new clients, 88% of copywriters reportedly do so by word of mouth.

67% use LinkedIn while 38% use networking, especially at meetups and conferences.

Other popular sources include directories, Twitter, Facebook, advertising and paid search ads that lead to the copywriter’s website.

Source: ProCopywriters

Copywriting statistics about copywriters

17. 26% of copywriters have six to 10 years of experience

According to ProCopywriters’ survey of over 500 copywriters, the majority of copywriters, or 26%, have six to 10 years of experience in the industry.

19% have 11 to 15 years of experience, and 9% have under two years of experience.

17 Copywriting experience

Here are the full numbers for this statistic:

  • 0-2 years – 9% of copywriters have this much experience in the industry
  • 3-5 years – 18%
  • 6-10 years – 26%
  • 11-15 years – 19%
  • 16-20 years – 11%
  • 21-25 years – 8%
  • 26-30 years – 5%
  • 31+ years – 4%

Source: ProCopywriters

18. 60% of copywriters work in the B2B sector of online business

According to ProCopywriters’ survey, the majority of copywriters work in the business-to-business sector. This worked out to 60% of the over 500 copywriters surveyed.

Here are other sectors copywriters work in:

  • B2B – 60% of copywriters work in this sector
  • B2C – 36%
  • Science and technology – 26%
  • Business, finance and law – 20%
  • Sports, travel and leisure – 20%
  • Consumer goods – 20%
  • Charities – 18%
  • Healthcare and pharmaceuticals – 16%
  • Education – 14%
  • Property and interiors – 12%
  • Public sector – 10%
  • Fashion – 8%
  • Beauty – 7%
  • Family and childcare – 6%
  • Politics and society – 5%
  • Other – 19%; write-in responses included “automotive,” “recruitment,” “ecommerce,” “logistics” and “gaming”

Source: ProCopywriters

19. 54% of copywriters have undergraduate degrees

According to ProCopywriters’ survey, 54% of copywriters have undergraduate degrees.

33% have postgraduate degrees while 6% have only completed their A levels or the equivalent in their respective countries.

2% have completed their GCSEs (or equivalent) while 3% marked their “highest level of education completed” as “other.”

19 Qualification

35% of these copywriters used their degrees to focus on the English language or literature. 19% focused on marketing, advertising and similar forms of communication.

72% said their degrees have been “quite useful” or “very useful.” Only 21% said their degrees have not been useful.

52% have completed additional training throughout their careers. Of those that did complete additional training in 2022, 44% learned more about SEO.

32% studied content marketing, 29% studied content strategy and 28% studied email marketing.

Source: ProCopywriters

Final thoughts

Copywriting is a skill that encompasses the sector of marketing that uses text, or “copy,” in place of or alongside visual content like images and videos. The copy these types of writers produce is written in a way that encourages potential buyers to complete specific actions.

The copywriting statistics in this post demonstrate the power copywriting and the copywriting industry as a whole have in the world of marketing, especially digital marketing.

It’s an especially useful tool to have in your arsenal while you develop your content marketing strategy.

Simply tweaking the copy you use on landing pages without changing the rest of their designs can do a lot to improve conversions.

It all comes down to communication. You may have products and services your customers want to buy, but if you can’t communicate a relevant message to your target market, you won’t receive nearly as many sales and conversions as you aim for.

Sources