How Freelancer Pricing Works (and Why It’s Not Just About the Hours)
If you’ve never hired a freelancer before, you probably want to understand what you’re paying for. Maybe you’ve looked at a quote and thought, “That seems high for a day’s work.” Truthfully, I used to think the same before I started freelancing - but now that I’m on the other side of the table, it makes sense!
However, I don’t see the reasons being explained very often, so I thought I’d put together a quick overview. Here’s what to know before you reach out to work with a freelancer (whether it’s me or anyone else).
Please take a look at industry averages first, for copywriting, graphic design, social media management, paid ads specialists, and so on. This could range between £250 - £600 a day (sometimes even more), depending on skill level. Remember, these change each year too - freelancers adjust rates just like any other professional service as the cost of living and inflation rise.
Freelancer rates look higher than an employee’s salary because they have to cover their own costs. When you employ someone, you’re also covering their insurance, equipment, software, training, sick pay and holiday leave. As a freelancer is running their own business, they have to factor all of this into their day rate, plus tax. So what looks like £250 a day, might only end up bringing the freelancer £150 (and don’t forget, freelancers can’t spend every day on client work, as they need to keep time aside each week to manage their business, handle admin, market themselves, and find new clients - all of which is unpaid but essential).
You’re not paying for a freelancer’s time; you’re paying for their skill and experience. Understanding this was crucial for my development as a freelancer (I credit Chris Do). If a freelancer can solve a crucial problem for you - one that increases your profits or helps you reach a business goal - they shouldn’t be penalised for being able to do it quickly. You aren’t just paying for the hours that are put in, but for their experience, skills, unique point of view, and the long-term value that you’re getting from their work. I specialise in responsible tourism and have a deep understanding of the issues that shape it - that will be factored into my cost, as that kind of insight is something you won’t find with a more general freelancer.
Please consider whether quality or quantity is important for you. Platforms like Upwork can be great for smaller, task-based projects or quick turnarounds. Just keep in mind that this is best if you solely want execution and not direction. To get good results, you still need a clear strategy, a strong brief, and a defined brand voice, which many small businesses are still developing. If you’re building a brand, planning campaigns, or telling meaningful stories, quality and understanding matter more than speed.
“Can’t I just use AI?” Yes, you can, and it’s definitely helpful if you’re on a budget. But it does have limits, and people are sick of the outpouring of generic AI content right now. If you want to avoid adding to the noise and you want to stand out, then I (obviously) advise a human approach.
Consider the long-term value that is being provided. I personally price branding projects higher - if it’s something that’s going towards your brand strategy or storytelling, then that isn’t a one-off expense. That’s an asset that continues to serve your business, shape how people see it and guide every piece of content you create moving forward.
Lastly, I just want to share a gentle reminder to please value and support creative work - it’s what helps your business stand out, connect with people, and grow. Hiring a freelancer should feel like an investment. You’re paying for clarity, consistency and creative work that represents your brand and continues to generate results long after the invoice is paid.
If you’re still not sure what kind of support you need, feel free to reach out, tell me what you’re working on, and we can figure out what makes the most sense for your goals and budget.
