Every Weblane package, Starter, Growth, and Elite, includes professional copywriting as standard. Not a quote for it later, not an optional add-on at checkout. It’s built into the price from the first conversation, the same way the contact form and the GA4 setup are.
That’s a deliberate decision, not a generous one. Most agencies either charge separately for copy or leave it to the client to write, and we think both of those approaches produce worse websites. Here’s the actual reasoning, not the marketing version of it.
What’s in this guide
- 1. What “professional copywriting” actually means in our packages
- 2. Most business owners shouldn’t have to be copywriters too
- 3. Charging extra for copy creates a two-tier outcome
- 4. A site designed around real content behaves differently
- 5. How the copy actually gets written
- 6. It fits how we think about ownership
- Frequently asked questions
1. What “professional copywriting” actually means in our packages
Every plan includes the same core build: professional copywriting, GA4 and Search Console setup, an SEO plugin installed and configured, a contact form, and a site built to scale as the business grows. The difference between plans is scope, not quality.
| Plan | Price | Pages | Delivery | Copywriting included |
|---|---|---|---|---|
| Starter | £299 | 2 | 5 days | Yes, as standard |
| Growth (most popular) | £499 | 5 | 7 days | Yes, as standard |
| Elite | £799 | 10 | 12 days | Yes, as standard |
A 2-page Starter site gets the same standard of writing as a 10-page Elite build. What scales with the plan is how many pages get that treatment, not whether the words on them were written properly.
Worth knowing: “included” doesn’t mean generic
Bundling copywriting into the price sometimes gets mistaken for a corner being cut, filler text swapped in to hit a deadline. It’s the opposite of what it’s meant to do. Because the writing isn’t a billable extra someone might decline, every page gets researched and written for that specific business and trade, not filled in from a generic small-business template.
2. Most business owners shouldn’t have to be copywriters too
The default alternative to including copy is asking the client to write their own. We’ve seen what that produces: a paragraph the owner rewrote four times at 11pm, unsure whether it sounds too formal or not formal enough, eventually settling for something safe and forgettable because safe felt easier to publish than wrong.
That’s not a fair ask. A locksmith is good at locks. A plasterer is good at plastering. Writing persuasive, search-ready copy about their own business is a completely different skill, and there’s no reason someone running a trade business should also be expected to have it. Bundling copywriting in means the person best placed to do that job actually does it.
3. Charging extra for copy creates a two-tier outcome
When copywriting is an optional paid extra, only clients who can stretch the budget get it. Everyone else launches with a template or their own draft, and the site quietly underperforms the design it’s sitting on. We didn’t want a model where the quality of the words depended on whether someone ticked an extra box.
Folding it into every plan removes that split entirely. A £299 Starter client gets copy written to the same standard as an £799 Elite client. The difference between plans is how much of the business the site covers, not whether the words work.
Here’s the split in practice, the model we build every package around versus the more common alternative in the industry:
Copywriting included as standard
- Every page written by a professional at no extra cost, regardless of plan size
- The same quality bar on a £299 Starter site as an £799 Elite site
- Nothing left “temporary” waiting for a client to find time to write it
- One quoted price, no separate copy invoice to approve later
Copywriting billed separately (the common alternative)
- Whether the site gets professionally written copy depends on budget, not need
- Clients who decline the add-on write it themselves, or launch with placeholder text
- Quality can vary page to page if some sections get written and others don’t
- An extra quote and an extra decision to make before launch
4. A site designed around real content behaves differently
Design built around placeholder text almost never gets revisited once real copy arrives. The client is busy running a business, not chasing an agency to swap out lorem ipsum, so the “temporary” filler text quietly becomes permanent. We’ve inherited enough sites in that exact state to build our process around avoiding it entirely.
Writing the copy first, or alongside the design rather than after it, means headings are sized for what they’ll actually say, sections exist because there’s a real point to make in them, and the page structure serves the content instead of the content being squeezed to fit a structure decided before anyone knew what needed saying.
See exactly what’s included on every plan, copywriting and all, on our small business web design packages page.
5. How the copy actually gets written
“Included” only works if it’s actually good, so it’s worth explaining the process rather than just asserting the result. Copy for each site starts with the trade itself, what a locksmith’s customer is worried about at 11pm versus what a plasterer’s customer wants to see before booking a quote are genuinely different questions, and generic small-business copy answers neither of them well.
From there, each page gets written for what it needs to do: a homepage has to earn a few extra seconds of attention, a service page has to answer the specific question that brought someone there, and an FAQ has to sound like a real answer rather than a restated question. We follow the same underlying standards across every page we write, covered in more detail in our piece on the copywriting principles we follow, direct openings, honest claims, no filler.
None of this is unique to how we’d write for a paying copy client elsewhere. It’s the same standard, just built into the build rather than sold as a separate line item.
6. It fits how we think about ownership
Zero monthly fees and full ownership are two of the things we build every package around. A site that launches with weak, unfinished copy quietly works against both. If the words never get properly rewritten, the client owns a site that looks finished but reads like a draft, and there’s no subscription relationship in our model that would prompt anyone to go back and fix it later.
Including proper copywriting from day one means what gets handed over at launch is actually finished, not a shell the client is expected to keep improving on their own with no ongoing support built into the price. That’s the same logic behind not charging monthly fees in the first place: what you’re given should work without needing you to keep paying to complete it.
It also removes a specific kind of awkward conversation we used to have before this was standard: explaining to a client three months after launch why their site still had placeholder copy on two pages, because writing it themselves had quietly slipped down their priority list behind actually running the business. Building the copy into the price from day one means that conversation doesn’t happen anymore, because there’s nothing left unfinished for anyone to get back to.
If you want to see this reasoning applied to how we write specific pages, our piece on the copywriting principles we follow goes into the actual rules behind the words themselves.
Frequently asked questions
Is copywriting really included in every Weblane package, even the cheapest one?
Yes. The Starter plan at £299 includes the same standard of professional copywriting as the Growth and Elite plans. The difference between plans is the number of pages covered, not the quality of the writing on them.
Why don’t other agencies include copywriting for free?
Copywriting takes real time to do properly, so many agencies treat it as a billable add-on or leave it to the client. We build the cost into every plan from the start instead, so the decision to include well-written copy isn’t optional or dependent on budget.
Can I write my own copy instead of using Weblane’s?
Yes, if you’d rather provide your own content we’re happy to build around it. Most clients choose to let us write it, since it’s included at no extra cost and takes the pressure off finding the time and the right words themselves.
Does free copywriting mean lower quality than a paid copywriter elsewhere?
No. The copy is written specifically for your business and trade, following the same principles, direct AEO-ready openings, honest claims, no filler, applied to every page we build. It’s included in the price rather than billed separately, not reduced in effort or care.
Does every page get the same amount of copywriting attention, or just the homepage?
Every page, not just the homepage. A service page and an FAQ page need different things from their copy, so each is written for its own purpose rather than trimmed down from a single master version, regardless of which plan the site is built on.
To see the full package breakdown, including what’s covered at every price point, visit our small business web design packages page or use our website design cost calculator to estimate your build.