Should You Charge Extra If a Brand Wants to Use Your Content on Their Website?

So a brand just slid into your DMs (or sent over a contract) and somewhere in the fine print it says they want to use your content on their website. Maybe it's a product page, a testimonial section, or even their homepage hero banner. And now you're wondering: should you charge extra for brand website content? Short answer — absolutely yes. But let's break down why, how much, and what to look out for so you don't leave money on the table.

What You're Actually Agreeing to When a Brand Uses Your Content

Here's the thing most creators don't realize: when you create content for a brand deal, you're typically licensing that content — not selling it outright. Think of it like renting your work. You say, "Cool, you can use this video on your Instagram for 30 days." That's one license. But when a brand wants to put your face, your voice, or your creative work on their website? That's a completely different (and usually more valuable) use case.

Websites are permanent (or at least long-term). Your content could sit on their product page for years, driving sales and building trust with thousands — or even millions — of potential customers. That's a lot of value being generated from your creative work, and you deserve to be compensated for it.

The Difference Between Social Media Usage and Website Usage

When a brand reposts your content on their social media, there's a natural expiration built in — feeds move fast, posts get buried, and content becomes irrelevant pretty quickly. Website usage is a whole different animal. It's evergreen. It has permanence. And it carries implied endorsement — meaning anyone who lands on that brand's website sees you standing behind their product or service.

There's also SEO value to consider. If your content is on a brand's website, it could be indexed by Google. Your likeness might show up in image searches. Your words could be pulled into snippets. You're essentially becoming part of their marketing infrastructure — and that has real, measurable value that goes way beyond a single social post.

How Much Extra Should You Charge for Brand Website Content?

Okay, let's talk numbers. Industry norms vary, but a common starting point is to add a usage fee on top of your base creation rate. Here's a rough framework a lot of creators use:

For website usage rights (homepage, product pages, landing pages), many creators charge an additional 50% to 100% on top of their base rate. So if you charge $500 to create a video, you might charge another $250–$500 on top of that for the right to use it on their website. Some creators also tier this by duration — charging more for 12 months of website usage than they would for 3 months.

If you're a newer creator and that feels intimidating, you can start smaller — even a 25% usage fee is better than nothing. The key is that you're acknowledging the difference in value and not just handing over unlimited rights for free.

Red Flags to Watch for in Your Contract

This is where it gets really important — because brands sometimes sneak in broad usage rights without making it obvious. Here are a few phrases to look for in your contract that might mean they're grabbing website rights (and more) without paying extra for them:

"In perpetuity" — this means forever. If they can use your content forever on any platform including their website, that's a massive rights grab. "In all media now known or hereafter devised" — this is a catch-all phrase that gives them rights to use your content basically anywhere, including websites, apps, streaming platforms, and whatever comes next. "Worldwide, royalty-free license" — this means they can use your content globally without paying you anything beyond the initial fee.

None of these phrases automatically mean you shouldn't sign — they just mean you should negotiate and price accordingly. If they want "in perpetuity" website rights, that fee should reflect the long-term value they're getting.

How to Bring It Up Without Feeling Awkward

A lot of creators feel nervous about negotiating usage fees because they don't want to seem difficult or lose the deal. But here's the reframe: you're not being difficult, you're being professional. Brands that work with creators regularly expect this conversation. In fact, if you don't bring it up, they might assume you didn't know — and take advantage of that.

You can keep it simple and friendly. Something like: "Hey, I noticed the contract includes website usage rights. I do charge a separate licensing fee for that since it's longer-term placement. For website usage for [X months], I'd add [fee] to the total. Let me know if that works for you!" That's it. Professional, clear, and totally reasonable.

The Bottom Line: Know What You're Signing Before You Say Yes

Every time you sign a brand deal contract, you're agreeing to a set of rules about how your content gets used. If you don't read the fine print, you might accidentally hand over rights that are worth way more than what you were paid for. Website usage rights, in particular, are one of the most commonly underpriced parts of a creator's deal — and one of the easiest to negotiate once you know what to look for.

The good news? You don't need to be a lawyer to understand your contract. You just need to know what questions to ask and what language to look out for. Whether you're doing your first brand deal or your fiftieth, taking five minutes to actually read (and understand) your contract can mean hundreds or even thousands of dollars in your pocket.

Want to check your own contract? Upload it to CreatorTerms for a free preview — we'll flag the key clauses around usage rights, exclusivity, and more so you always know exactly what you're agreeing to.