average word count per web page?

Totally depends on what kind of webpage. What kind of product you're selling.

Look at similar sites to the ones you will be writing for, and count for yourself. Bear in mind that the most important information needs to be 'above the fold' - in the area of screen you see immediately without having to scroll down - that's the bit you have to convince visitors not to go elsewhere.

And use the seven second rule.

You have seven seconds to capture the reader. If you can't do it within that time (including loading time) you'll get the back button.

theengel said:

And use the seven second rule.

You have seven seconds to capture the reader. If you can't do it within that time (including loading time) you'll get the back button.

Click to expand...

I've heard it quoted lower, even at 3, but it's more than words at play... it's the layout/color/graphics too, so you only have so much in your control.

If you want to quote a rate, just qualify the words per page. For example, $x for a page of y word count. That will give your clients an idea. Especially since even within 1 site, not all pages will be the same length.