If you’re reading this, chances are you’ve either just made the leap from the safety net of a full-time job into the wild world of freelancing, or you’re toying with the idea. Either way – welcome! It’s exciting, freeing, a bit nerve-wracking… and oh yes, you now have to figure out what to charge people for your time and expertise.
That one question – “How should I price my services?” – trips up more freelancers and solopreneurs than you’d think. And if you’ve found yourself fumbling around with spreadsheets trying to divide your old salary by working hours, stop. Just stop. Because, as Andrew Vorster and Jon Downing unpacked in their conversation, that’s not how it works. At all.
Mistake #1: Pricing Like You’re Still in Corporate
Jon makes a brilliant point early on: people leaving corporate life often have no idea how to frame what they’re offering, let alone how to put a price on it. And that’s understandable. You’ve spent years being paid a salary to do a job, not to sell your services.
The first rookie move? Taking your old annual salary, dividing it by 2,000 hours (or however many hours you think you’ll work), and slapping that figure on your rate card.
Andrew’s seen this loads. But what that equation doesn’t factor in is all the unpaid stuff you now have to do. Finding clients. Writing proposals. Doing admin. Sorting taxes. Chasing invoices. Oh, and building your brand so people actually know you exist. All that takes time – and none of it gets billed by the hour.
So, if you’re still pricing like you’re in a salaried job, chances are you’re severely undercharging.
Mistake #2: Charging One Rate for Everything
Here’s another classic mistake. Let’s say you’re a web developer branching out into copywriting. You learn the ropes, take a course or two, and then – when someone asks your rate – you quote your developer hourly rate.
“Hang on,” they say. “That’s your web dev price. What about your copywriting rate?”
And you go, “Well, it’s still me doing the work, right?”
Wrong. As Andrew rightly points out, just because it’s still you doesn’t mean every skill you offer is worth the same. Your years of coding experience? That’s probably worth more than your fresh-out-of-the-box copywriting skills. Just like a Boeing pilot shouldn’t charge airline rates to fly a drone. Still flying, sure – but a very different gig.
It’s About the Value You Create – Not the Time You Spend
One of Jon’s main takeaways is that pricing shouldn’t be about time – it should be about value.
What problem are you solving for your client? Are you helping them increase revenue? Avoid a costly mistake? Streamline a process that saves hours every week?
If you can link your work directly to a meaningful outcome – more money, less risk, better efficiency – you’ve got a much stronger case for charging a premium.
That doesn’t mean you should invent a random figure and expect clients to pay it. You’ll need to do some digging. Look at what others in your industry are charging. Think about your unique edge – your experience, your niche, your way of working. And remember: you’re not just selling a task, you’re selling a result.
Don’t Negotiate Against Yourself
Another trap? Feeling guilty about your rates.
Jon says he sees this all the time – people who come up with a fair price, then immediately start second-guessing it.
“I can’t possibly charge £1,000 for this… can I?”
Yes, you can – and you probably should.
Instead of talking yourself down, flip the script. Ask yourself why you should be charging more. What expertise do you bring? How much time will you save the client? What would it cost them to get this wrong?
Confidence in your pricing comes from clarity. Be super clear on what problem you’re solving, how you’ll solve it, and what the outcome will be. That’s your value proposition – and it’s what justifies your price.
Flexible Pricing ≠ Discounting
Let’s be clear: being flexible doesn’t mean discounting.
If a client says your price is too high, Jon suggests offering a stripped-down version of your service. Maybe they don’t need the fancy report, or the extra coaching session, or the on-site visit. Take off a feature, reduce the scope – and then lower the price.
That way, you’re not devaluing your work. You’re simply tailoring it to fit their budget.
And remember – once you discount, that lower price often becomes the new expectation. So tread carefully.
Industry and Client Type Matter Too
Not all clients are created equal – and neither are all industries.
Jon makes a brilliant point here: the same copywriting service might be worth £200 to a small charity, but £2,000 to a well-funded tech startup. Context matters. So be sensitive to who you’re working with.
You might decide to do some work pro bono, or at a reduced rate for causes you care about. That’s totally fine – just make sure it’s a conscious decision, not something you get guilted into.
Think Beyond the Task: Time, Travel, and Admin All Count
Here’s a sneaky cost that trips people up: the actual time it takes to do a job.
Not just the 30 minutes you’re on a Zoom call. What about the prep work? The travel time? The emails, the follow-up, the invoice? The faff?
Jon gave a great example – giving a talk online vs. in-person. Same content, right? But one involves showing up on a call for 45 minutes. The other might require a full day of travel, setup, tech checks, mingling, and so on. Different time commitment. Different price.
So don’t let clients tell you how long something “should” take. They’re looking at it from their side – not yours.
And Finally… Make Sure You Get Paid
Last – but absolutely not least – don’t do too much before making sure you’re actually going to get paid.
Both Andrew and Jon agree: getting stiffed on an invoice is the fastest way to drain the joy out of freelancing. So set clear expectations. Ask for deposits. Create a contract. And watch out for clients who ask for a tonne of free “pre-work” before committing. They might just be fishing for ideas.
As Jon puts it, if an architect came to your house, you wouldn’t expect full blueprints before paying. Same goes for your services.
Wrapping It Up
Pricing as a freelancer isn’t a science – it’s more of an art. There’s no one-size-fits-all formula. But if you can stay focused on the value you bring, tailor your pricing to the task and the client, and keep clear boundaries around your time and effort, you’ll be well on your way.
And if in doubt? Charge a bit more than you’re comfortable with. You’re probably worth it.
(If watching or listening is more your thing, this article is a summary of the full discussion available on YouTube below)
