Pricing. It’s the most common question we get, and there’s no simple answer. How much you charge, or more importantly, how much you get paid, depends on a range of factors: your level of expertise, the equipment you have (or don’t have), where you live, who you know, the sector your client operates in, your ability to sell yourself, and much more. To help you navigate this, we’ve put together a Freelance Pricing Guide for 2025, which you can use to figure out how to get the best rate for your services.

Hourly/Daily Rate

• Clients pay for time worked and materials used.
• Example: £64/hour, 40 hours, plus £400 for tools = £2,960 invoice.
• Pros: Transparent, flexible, simple to use.
• Cons: Unpredictable costs, potential time-tracking abuse.

Project-Based

• Payments occur as specific project milestones are met.
• Example: £16,000 for brand spec, £8,000 for logo design, etc.
• Pros: Clear progress, client control.
• Cons: Scope creep, potential disputes over quality.

Value-Based Pricing

• Pricing is determined by the value delivered, not time spent.
• Example: A photographer charges based on the value their images will have on a campaign, not on the images themselves.
• Pros: Higher earning potential, flexibility.
• Cons: Hard to set rates, risk of undervaluing yourself.

Retainer

• Clients pay in advance for ongoing services, often monthly.
• Example: £600/month retainer for 10 hours of work.
• Pros: Predictable income, strong client relationships.
• Cons: Risk of under- or over-servicing, client expectations.

Success-Driven Pricing

• Payment is based on the success of a project or outcome.
• Example: A content creator is paid based on the level of engagement their work receives. 
• Pros: Reduced client risk, partnership-oriented.
• Cons: No guarantee of payment, more transactional nature, high-risk.

Common Pricing Pitfalls to Avoid

• Salary-to-Hour Conversion: Don’t just adjust an average annual salary to get an hourly rate. Add in all your freelance costs like taxes, benefits, and time off. 20% - 35% extra is a good ballpark to add. 
• Missing Costs: Factor in health insurance, software, downtime, and administrative time.
• Underpricing Yourself: Hourly rates without proper consideration for downtime and business costs often lead to lower-than-deserved pricing. Also, a tip for the newbies: It’s tempting to go above and beyond for your first few clients, but be careful not to set unrealistic expectations. If you over-deliver, they may expect the same level of work every time, which might not be sustainable for your business.