Figuring out how to price your creative work as a freelancer can feel like navigating a maze of uncertainty:
Am I charging enough? Is this too much? Can I change my rate for regular clients? What if I accidentally ask for too little—will I seem unprofessional? The truth is, there’s no universal formula for calculating your worth as a creative.
Some creatives earn in an hour what others might make in an entire day. That variability makes things tricky—especially when a potential client emails asking for your rate. While some suggest a straightforward formula (annual income goal + overhead, divided by working days), the reality is rarely that simple.
Money, for freelancers, is emotional. There’s the fear of pricing too high and losing work—or pricing too low and devaluing your skills. Add to that the frustration of seeing others undercharge and potentially drive rates down across the board. So, where do you even begin?
Talk to Other Freelancers
Talking about money can feel awkward, but one of the most helpful things you can do as a freelancer is share information with your peers. When you’re just starting out, looking up freelance blogs, rate guides, or informal chats can help you set a baseline. Over time, comparing notes with others in your field gives you the confidence to charge what your work is truly worth. Freelance screenwriter, ghostwriter, editor, and consultant Amy Suto shares:
What gave me confidence was seeing that a lot of men were charging double what I was—with half the experience.
It’s especially important to be transparent if you’re part of a community that’s historically underpaid or underrepresented. By openly discussing compensation and contract terms, freelancers can collectively push for more fairness across the industry.
RATE GUIDES
If asking around feels intimidating, anonymous rate-sharing spreadsheets can help. These are widely available online for various creative industries, including animators, advertisers, photographers, journalists , and graphic designer, offering a transparent look at what people are actually earning —just as some industry unions share minimum rates.
Value your equipment and expertise
As a freelancer, it’s important to account not only for your time, but also for the tools and expertise you bring to the table when setting your rates. Rob Pinney, a freelance videographer based in London, ensures his pricing reflects both the cost of his gear and the value of his growing skill set. He includes all his equipment costs in his rates and reviews his pricing annually, adjusting it based on new gear or rising expenses. Currently, he charges £1,500 (approximately $2,550 CAD) for a full day of filming and £400 (approximately $680 CAD) for a half-day of post-production.
Pinney started his freelance career as a photojournalist nine years ago, but in the last five years, he has focused on filmmaking. As his skills and the quality of his work improved, so did his rates. For him, pricing isn’t just about covering costs—it’s also about acknowledging his growth and experience. He recommends letting your rates evolve alongside your expertise.
Writer Amy Suto shares a similar perspective. She raised her hourly rate from $35 (approx. $47 CAD) to $750 (approx. $1,010 CAD) over nine years. She adjusted her pricing each time her workload increased and suggests putting money aside during well-paid projects to feel more confident turning down lower-paying work later.
A higher rate signals confidence and competence,
she says, adding that some clients chose to work with her specifically because they were willing to pay a premium for quality.
Don’t Let Fear Dictate Your Prices
When Rob Pinney first started freelancing, he often felt stuck—worried that clients would think his rates were too high, while peers might judge them as too low. “It’s a real minefield,” he admits. But over time, he’s learned that most clients respond positively when you’re upfront about your pricing. In fact, he says he’s never had a truly negative reaction: “People appreciate the candor.”
Willard Foxton, creative director who regularly hires freelancers for writing, research, editing, and consulting, confirms this:
Unless someone is asking for 15x our standard budget, it’s rarely a problem.
Interestingly, Foxton and other managers will sometimes push freelancers to raise too-low rates to ensure fair pay. They never pay less than the London Living Wage, often more. If a freelancer quotes beyond the budget, they don’t shut the door—they find a flexible way to work together.
Ask questions about the project
Before quoting on a project, take a moment to ask yourself: Do I actually want this job? Does the scope match my skill set? If the answer is no, it’s completely okay to walk away.
Some budgets simply won’t be a fit—and that’s perfectly fine.
Sometimes, a client’s needs fall outside your area of expertise, or the compensation doesn’t reflect the true value of the work. In either case, turning down the project can save you time and unnecessary stress. Open and honest communication helps both you and the client determine whether the collaboration is a good fit.
It’s also worth remembering that clients don’t always have a clear sense of what a fair day rate looks like, especially if they work with freelancers at different levels of experience. If the budget isn’t mentioned upfront, don’t hesitate to ask. Rates often vary based on the size of the company and the unique value you bring to the table. Specialized skills—like fluency in multiple languages or expertise in a niche industry—can absolutely justify higher pay.
Understanding what types of clients you vibe with the best is really important.
Turning down a project that doesn’t feel like the right fit—whether due to personality, values, or communication style—can be a smart decision. When possible, referring another freelancer helps foster a stronger, more supportive community. Viewing others as collaborators rather than competition benefits everyone.
Think Beyond the Hourly Rate
Creative inspiration doesn’t always follow a set schedule—it might strike in a moment or develop over several days. That’s why charging by the hour or day isn’t always the most effective approach. An alternative is value-based pricing: instead of billing for time, you focus on the value your work delivers to the client. This requires an open conversation about their goals and a flat fee that reflects the impact of the final outcome.
📝 This article is inspired by “How to Price Your Work as a Freelancer” by writer Amelia Tait.
