The price question: How much can texts cost in the age of AI?

Website texts in the age of AI: Are prices for copywriters falling?

AI tools such as ChatGPT and Claude 3.5 now write texts for websites. It's quick and costs next to nothing. You might be thinking: "Great, I'm saving money!" But is it really that easy?

Or could it be that you're saving money in the short term, but leaving a lot of money on the street in the long term?

Let's take a look.

But before we dive deeper into the issues surrounding AI copywriting, let's take a quick look at the pricing landscape for professional copy. This will help us better appreciate the value of high-quality content and understand why high-quality copy comes at a price.

Copywriting prices: the reality

Professional copywriting comes at a price - and for good reason, as you'll see later. The professional copywriting association recommends a net price of 315 euros per standard page (200 words). This means that an average landing page with 500 words can cost around 790 euros.

You can use our text price calculator to work out how much the texts cost with us and how they compare to the recommendation of the professional text association.

Text-Preis-Kalkulator

Seiten-Typ: Auswählen Startseite Service-Seite Shop-Kategorieseite Produktbeschreibung Blogartikel Über uns Kontakt

Wortanzahl: Auswählen 500 Wörter 750 Wörter 1000 Wörter 1500 Wörter 2000 Wörter 2500 Wörter 3000 Wörter

SEO-Optimierung: Auswählen Ja Nein

Wie viel kostet mich der Text?

 

Alle Preise verstehen sich zzgl. Mehrwertsteuer.

As you can see, our prices are more than a third lower than the professional association's recommended price. They may still seem high to you, but they reflect the effort and expertise that goes into creating high-quality texts. Copywriting is about more than just writing. It's also about research, target group analysis and targeting, persuasion, SEO optimisation, multiple revisions and much more.

Given this price reality, it's understandable that many entrepreneurs are looking for alternatives that cost less and deliver the same results. But relying purely on AI texts is like running a marathon in flip-flops. You can do it, but you shouldn't expect to cross the finish line as the winner.

Let's take a look at the problems that arise when relying on texts generated solely by artificial intelligence

The problem with AI texts

AI-generated texts as far as the eye can see. And at first glance, they are written quite neatly. However, the trained reader and search engines quickly recognise them, as they are similar in key areas, like one egg to another. Always the same phrases and patterns. And Google doesn't like that at all, because the search engine wants to offer its users variety and quality. If you don't participate, you fall by the wayside - meaning: you won't be ranked, you won't be found, you won't do any business.

So much for this question.

Now let's take a look at how texts need to be so that this doesn't happen.

What makes a good website text?

Good website texts address the exact target group and solve real problems. They sound like they were written by real people and fit the brand or company perfectly. Above all, they get readers to do something - be it buy something or sign up for a newsletter.

And they get Google to show you in search results.

Yes, AI texts are cheap. But good texts written by humans have real value: they stand out from the crowd, are rated better by Google and bring you more customers. Readers trust them more because they are authentic and technically sound.

What distinguishes AI texts from those written by professional copywriters?

This question is easy to answer: quality. And this comes from the skills that AI and professional copywriters bring to every conceivable aspect of copywriting. The following table shows the differences:

In the following sections, you'll learn how to write really good website copy and the steps involved.

I'll show you how to make good use of AI without sacrificing quality.

By the end, you'll understand why good copy is still important in the age of AI and why it's worth investing in quality.

But first, I'll show you how AI texts are created and then compare how professional copywriters work.

How ChatGPT & Co. generate texts

LLMs generate text according to the principle of probability or randomness by producing probable word sequences based on learnt patterns without really understanding the content.

How professional copywriters (with AI support) create texts

Professional copywriters use a structured, multi-stage process to create high-quality content that requires in-depth expertise, creative skills and strategic thinking.

At each stage of the process, they can use AI technologies as a supporting tool to increase their efficiency and make data-driven decisions.

The AI primarily takes on tasks such as data analysis, idea generation and initial text drafts, while the human experts focus on creative design, strategic direction and qualitative judgement.

If you still think you've found the right copywriter in ChatGPT, read on.

Criteria for high-quality website texts

You now know that good texts are important. But how do you actually recognise high-quality website copy? There are some clear characteristics that distinguish top texts from mediocre ones. These criteria not only help you to recognise good texts, but also to create them yourself or commission them. Let's take a closer look at the most important points.

The path to high-quality text: A complex process in 11 steps

Creating high-quality texts is a complex process that goes far beyond the capabilities of current AI systems. While AI tools can assist with some steps, many aspects require human expertise, creativity and strategic thinking.

Here is an insight into the process that illustrates the complexity and value of professional copywriting:

1. Topic and target group analysis

👩 Copywriter: 70% | 🤖 AI: 30%

Analysing topics and target groups is the cornerstone of every successful text. This is where the course is set for the entire content production. This phase combines data-based insights with human intuition to identify relevant topics and precisely define the target group.

2. Keyword research

👩 Copywriter: 40% | 🤖 AI: 60%

Keyword research combines the language of the target group with the copywriter's content. It requires both technical understanding and linguistic flair. Analysing search volumes and competition and developing creative keyword combinations creates a solid basis for SEO-optimised texts.

3. Competitor analysis

👩 Copywriter: 60% | 🤖 AI: 40%

The competitor analysis provides insights into the content landscape of the respective topic area. It helps to identify gaps in the market and develop new approaches. By precisely analysing the content, structure and style of competing texts, copywriters can strategically position and differentiate their own work.

4. Concept development

👩 Copywriter: 80% | 🤖 AI: 20%

The text takes shape for the first time when the concept is created. This is where the content focus and core messages are defined, a unique perspective is developed and the tone is set. This phase requires creativity and strategic thinking in order to create a coherent, target group-orientated concept.

5. Research and information gathering

👩 Copywriter: 50% | 🤖 AI: 50%

Thorough research is the backbone of any high-quality text. In this phase, relevant sources are identified, facts are collected and expert knowledge is integrated. Critical evaluation and contextual categorisation of the information ensure that the text is based on a solid foundation.

6. Creation of a well-considered outline

👩 Copywriter: 70% | 🤖 AI: 30%

The outline gives the text structure and direction. It organises thoughts, prioritises information and plans the logical structure of the argument. A well thought-out outline makes the writing process easier and ensures that all important points are covered.

7. Creating the first draft

👩 Copywriter: 60% | 🤖 AI: 40%

The first draft summarises the previous preparatory work. This is where research, structure and creative ideas flow into a coherent text. This phase requires concentration and the ability to convey complex information in an understandable and appealing way.

8. Revision and optimisation

👩 Copywriter: 80% | 🤖 AI: 20%

The revision phase refines the raw text into a precise, easy-to-read work. This is where lines of argument are sharpened, transitions improved and the style optimised. This phase is crucial for the quality of the final product and requires a high degree of linguistic expertise.

9. Quality control

👩 Copywriter: 90% | 🤖 AI: 10%

Quality control ensures the excellence of the text in terms of content and style. It includes checking facts, ensuring consistency with brand guidelines and evaluating the overall impact. This shows whether the text achieves its objectives and meets the set quality standards.

10. SEO fine-tuning

👩 Copywriter: 50% | 🤖 AI: 50%

SEO fine-tuning optimises the text for search engines without compromising readability. It includes the natural integration of keywords, the optimisation of metadata and the adaptation of headings. This phase requires technical understanding and linguistic skill.

11. Finalisation

👩 Copywriter: 90% | 🤖 AI: 10%

Finalisation is the final touch before publication. This is where final adjustments are made, the layout is optimised and the text is prepared for publication. This phase requires attention to detail and a holistic understanding of the impact of the text.

The complexity of this process and the diverse demands on creativity, strategic thinking and expertise illustrate why high-quality texts are worth their price - even in times of AI support.

While AI tools can provide valuable assistance in many areas, the creation of truly high-quality, targeted and effective texts remains a task that requires human expertise and experience.

AI as a tool in the copywriting process

The integration of AI tools into the copywriting process has the potential to increase efficiency and relieve copywriters of routine tasks. It is important to understand that AI is not a replacement, but a powerful tool in the hands of experienced professionals.

I had a chat with Claude 3.5 Sonnet, the best LLM (Large Language Model) currently available, about how it can help me with my copywriting.

Here is the dialogue:

Questions for Claude 3.5 Sonnet: "How can you help me with copywriting?"

Insights from the conversation with Claude

The combination of AI support and human expertise enables the creation of texts that are both efficiently produced and of high quality. This justifies the value of professional copywriting even in times of increasing AI support and explains why quality copy continues to come at a price.

And if even the AI says so, it must be true. Right?

Let's take a closer look at what Claude and I discussed.

Why professional texts won't (can't) become cheaper despite AI

Despite the impressive advances in AI-supported text generation, professional texts are not getting cheaper for several reasons, but remain "cheap". Here are the most important of these:

Deep understanding of context

The importance of context in text creation cannot be overstated. Every text exists in a complex web of industry-specific, cultural and social contexts. Professional copywriters bring years of experience and a deep understanding of these contexts, which is essential for creating truly relevant and effective copy.

• Industry-specific knowledge and experience
• Understanding of cultural nuances and sensitivities
• Ability to grasp and communicate complex contexts

While AI systems can access large amounts of data, they often lack a deeper understanding of specific contexts and the ability to grasp subtle nuances and communicate appropriately.

Creativity and innovation

Creativity is the spark that turns text from good to exceptional. It is the ability to recombine the familiar, make unexpected connections and develop ideas that are truly original. In a world where content is ubiquitous, it is the creative and innovative texts that stand out and are remembered.

Human creativity therefore remains a key factor for unique and innovative content:

• Developing original ideas and perspectives
• Creating emotional resonance through creative storytelling approaches
• Ability to make unexpected connections and develop new ways of thinking

While AI systems can reproduce and combine existing patterns, true innovation often lies in the ability to think beyond familiar patterns - a strength of human creativity.

Strategic alignment

Copywriting is more than just stringing words together. It's a strategic process aimed at achieving specific business goals and supporting marketing strategies. Professional copywriters understand the bigger picture and know how copy needs to fit into the overall picture of an organisation.

• Aligning content with overarching business goals
• Integrating content marketing strategies into copywriting
• Adaptation to changing market conditions and target group requirements

AI systems can analyse data, but interpreting this data in the context of specific business strategies and the resulting content alignment requires human strategic thinking.

Emotional intelligence and understanding target groups

Understanding the target group goes far beyond demographic data. It requires a deep empathy for the needs, desires and emotional triggers of the reader. Professional copywriters use their emotional intelligence to create texts that not only inform, but also touch and motivate.

• Empathising with the perspective and needs of the target group
• Adapting tone and style to specific target group preferences
• Recognising and addressing emotional triggers

While AI systems can analyse demographic data, they lack a deeper understanding of human emotions and the ability to bring subtle emotional nuances to texts.

Adaptability and flexibility

The ability to adapt quickly to changing circumstances is essential in the fast-paced world of content production. Professional copywriters can react to unexpected events, pick up on new trends and adapt their texts flexibly to changing requirements. This agility makes it possible to always produce relevant and up-to-date content.

• React quickly to current events and changing trends
• Flexible adaptation of content to changing customer needs or market conditions
• Finding creative solutions to unforeseen challenges

AI systems are limited to their training data and cannot react as flexibly to new, unforeseen situations as human experts.

Quality assurance and critical evaluation

The ability for critical evaluation and quality assurance is a decisive factor in professional text creation. It is about not only producing content, but also ensuring its quality, relevance and impact. Professional copywriters have the necessary experience and judgement to guarantee texts of the highest standard.

• Assessing the relevance and quality of information
• Recognising inconsistencies or logical errors in the text
• Ensuring coherence and a common thread throughout the content

While AI can help identify obvious errors, comprehensive quality assurance and critical evaluation of content requires human judgement and experience.

Expertise in AI usage and continuous learning

The rapid development in the field of AI text generation requires professional copywriters to continuously learn and adapt their skills. The effective use of Large Language Models (LLMs) such as ChatGPT-4 or Claude 3.5 is an art in itself:

• Mastering different LLMs and their specific strengths
• Continuous training in dealing with rapidly developing AI tools
• Ability to guide AI tools precisely and ask the right questions

Customers benefit from this expertise, even if it is not directly visible. They do not pay for hours of work, but for years of experience, continuous learning and the ability to optimise the use of state-of-the-art technologies for their purposes. The combination of human expertise and AI support leads to results that go far beyond what AI or inexperienced users could achieve on their own.

The answer to the price question

Professional copywriters remain indispensable despite advanced AI technologies because they offer a unique combination of creativity, strategic thinking and emotional intelligence. The real value lies in being not only informative, but also persuasive, emotionally engaging and precisely tailored to specific goals and audiences.

The future of copywriting lies in a synergy of human expertise and AI technologies. AI acts as a powerful tool that improves efficiency and data analysis.

Copywriters use the resources and insights gained from this to create truly outstanding, strategically focussed and valuable content that generates visibility, customers and sales.

And this alone justifies the value and cost of professional copywriting, even in an increasingly AI-driven world.