Most new freelance writers set their rate by asking "what could I get?" instead of "what do I actually need?" — and end up pricing against competitors who may be underpricing too. Start from your own numbers, then adjust for the market, not the other way round.
Work out your real hourly cost first
Add up the income you need in a year, then divide by the hours you can actually bill — not the hours you work. A full working year has roughly 2,000 hours, but freelancers typically bill 60–70% of that once you subtract admin, pitching, invoicing and gaps between projects. If you need £40,000 and can realistically bill 1,200 hours, your baseline rate is over £33 an hour before you've added anything for tax, software, or time off, which self-employment doesn't otherwise cover.
This is the number that tells you whether a project rate is viable — not what feels like "a lot" in isolation, but what it works out to per hour against this baseline.
Price the project, not just the hour
Hourly rates punish you for getting faster and reward slow work, which is backwards. Where you can, quote a project rate based on the value and complexity of the piece rather than the time it takes: a 1,500-word article requiring original interviews is worth more than a 1,500-word explainer built from a brief and public information, even if both take similar time once you're experienced.
To quote a project rate confidently, estimate the hours it will realistically take, multiply by your hourly baseline, then add a buffer for revisions — most briefs undercount how much back-and-forth is included.
Raise rates on a schedule, not a whim
Decide in advance how often you'll review your rates — many freelancers use once a year — rather than waiting until you feel resentful of a client. New clients should always come in at your current rate; existing clients can be given notice of an increase, which reads as professional rather than reactive.
Your rate isn't really a negotiation with a client — it's a calculation you did before the conversation started. Know the number, know why it's the number, and quote it the same way for everyone.
