One of the most frequently asked questions we get from new clients is: Why are you estimating/billing so many hours? The client will then go on to say that it's a "quick project" that should only take a few hours. This is a perfectly reasonable question for a new client to ask, and each client deserves a clear answer.
Since my focus is copywriting, I'll give you a writer's perspective on the process I go through when writing copy for a client. Writing copy, even for a simple website, is not as easy as sitting down and starting to write (although I wish it was that easy).