Let’s be honest — pricing is where most freelancers freeze up.
You’ve outlined your services. You know you can deliver. But then comes the tough part:
“What should I charge… and how do I say it without scaring the client away?”
It’s a real struggle. And you’re not alone.
According to a recent Fiverr report, 60% of freelancers say they undercharge out of fear of losing the client — while others overquote and lose the deal entirely.
Here’s the thing: clients aren’t just looking for the lowest price.
They’re looking for value they can trust — and how you quote prices in a freelance proposal matters just as much as the number itself.
In this freelance proposal pricing guide, you’ll learn:
- How to choose the right pricing model for your project
- What to consider before quoting
- How to present your price like a pro (without sounding apologetic)
- And how to handle negotiation without second-guessing yourself
This isn’t just about getting paid — it’s about pricing with purpose.
Understanding Different Freelance Pricing Models
Before you throw a price into your proposal, take a pause.
Most freelancers jump straight to numbers — without thinking about how they’re positioning that number. And that’s a problem.
Because the freelance pricing model you choose tells the client something bigger than just “how much.”
It tells them how you work. It shapes their expectations. It affects trust.
Some projects are straightforward. Others evolve halfway through. And some? They’re high-stakes — and high-reward.
That’s why choosing the right freelance proposal pricing model matters.
Here’s how to pick the one that fits the client, the scope, and your business.
1. Hourly Rate
Let’s start with the classic.
Hourly pricing is the default for many freelancers when they’re just starting out — and for good reason: it’s easy to understand, simple to explain, and flexible for projects that are a bit… undefined.
But here’s the thing: hourly pricing isn’t always in your best interest.
When to use it:
- If the project scope is open-ended or unclear
- If the client wants “as-needed” help or small, ongoing tasks
- If you’re offering consulting, debugging, or retainer support
Pros:
- It protects your time — if the client adds more work, you get paid more
- Easy to track using tools like Toggl or Clockify
- Gives clients flexibility without committing to a flat fee
Cons:
- It puts a cap on your income — the faster you work, the less you earn
- Some clients micromanage time and question logged hours
- It focuses on effort, not outcome — which can cheapen the perceived value
Use hourly pricing when flexibility is key — but make sure expectations are crystal clear upfront.
2. Project-Based Pricing
This is the sweet spot for many freelancers once they’ve got a handle on scoping work.
Instead of charging for time, you quote a flat fee based on the project’s deliverables, deadlines, and your confidence in how long it’ll take.
Project-based pricing lets you move away from trading time for money — and rewards you for being efficient.
When to use it:
- The scope is clear and well-defined
- You’ve done similar projects before
- You want predictable income (and your client wants predictable cost)
Pros:
- Feels professional and polished to clients
- Easier to package and scale your services
- Encourages efficiency — the better you are, the more you earn per hour
Cons:
- If the scope changes mid-project and there’s no clause for it… you lose
- You’re on the hook for time miscalculations
- Can be risky for newer freelancers who haven’t scoped similar projects before
This model shines when paired with a detailed scope of work and clear revision limits in your proposal.
3. Value-Based Pricing
This is where things get interesting — and more advanced.
Value-based pricing for freelancers isn’t about how long the work takes. It’s about how much impact it creates for the client.
You’re not saying: “Here’s how much time this will take me.”
You’re saying: “Here’s how much this is worth to your business.”
It’s bold. It’s strategic. And it’s how premium freelancers get paid premium rates.
When to use it:
- When the client’s outcome has a direct business benefit (sales, conversions, growth)
- When you can tie your work to real results
- When the client is outcome-focused, not cost-focused
Pros:
- You can charge based on impact, not time
- It positions you as a consultant, not a task-taker
- Allows for higher profit margins and long-term client relationships
Cons:
- Requires more trust and relationship-building
- You need to ask better questions upfront to understand the business goal
- Not ideal for smaller or budget-sensitive clients
There’s no “best” pricing model — there’s only what fits best for this client, this project, and your positioning.
Smart freelancers don’t just choose a number.
They choose a model that tells the client: “I’ve done this before. I’ve thought this through. You’re in good hands.”
Factors to Consider Before Quoting
Let’s face it — quoting a price is where a lot of freelancers second-guess themselves.
You start with a rough idea in your head. Maybe even open a calculator. But then the doubt creeps in…
“Is this too much?”
“Will the client walk away?”
“Am I underselling myself again?”
That hesitation often comes from quoting without a clear freelance proposal pricing strategy in place.
Clarity about the project. Clarity about your value. Clarity about where this work fits in the big picture.
Here’s how to make sure your pricing isn’t just a number — it’s a well-informed, confident decision.
1. Understand the Project Scope (Like, Really Understand It)
A lot of briefs sound clear… until you start working. That “quick landing page” becomes six sections, three layout options, a mobile version, and, oh — “can we squeeze in a lead magnet too?”
The biggest mistake here? Quoting too early — before you truly understand what’s included.
One of the best ways to look professional is to ask smart questions before you price.
Action Steps:
- Clarify deliverables: What’s included, what’s not
- Define the number of revisions, feedback cycles, formats
- Identify client dependencies (e.g., copy provided by client or you?)
- Ask for examples if their request is vague
2. Know What Others Are Charging — But Don’t Copy Them
Yes, you should research what other freelancers are charging.
But no, you shouldn’t copy it without thinking.
Freelancer A might charge $1,200 for a homepage. Freelancer B might charge $450.
What’s the difference? Scope, audience, experience, and most importantly — positioning.
What others charge is a reference — not a rule. Your pricing has to work for your services, your audience, and your goals.
Action Steps:
- Research platforms like Upwork, Contra, and Fiverr for ballpark figures
- Compare pricing for different niches (e.g., SaaS landing page vs. coaching website)
- Adjust based on complexity, timeline, and client size — not just deliverables
3. Factor in Your Experience and Positioning
Two freelancers can deliver the same thing on paper — but not in practice.
One may need their hand held. The other? They’re fast, clear, and get it right on the first try. That second one should charge more. Not just because of time saved — but because of headache avoided.
Your proposal should reflect that level of ease and confidence — and your pricing should too.
Clients don’t just pay for the work. They pay for peace of mind.
Action Steps:
- If you’re newer, it’s okay to price competitively — but set a plan to raise rates with each project
- If you’re experienced, position yourself as a strategic partner, not a task-taker
- Highlight efficiency, reliability, or unique outcomes in your proposal to justify your rate
4. Account for Revisions and Scope Creep (Before It Happens)
You know what eats into your profit faster than anything else?
That dreaded email: “Hey, one quick change…”
If your quote doesn’t include clear boundaries for revisions or extra work, you’re setting yourself up for burnout — or awkward money conversations later.
The best time to set limits? When you’re quoting. Not when you’re already buried in feedback.
Action Steps:
- Always include how many revision rounds are included in the quote
- Set hourly or flat-rate pricing for extra rounds
- Be specific: “Copy for 5 pages” is better than “website copy”
- Use phrases like “Anything beyond this scope will be quoted separately” to keep it professional
Final Tip: Build in a Buffer
Most freelancers forget this — and it costs them.
Even with perfect planning, things can take longer. Feedback gets delayed. Scope stretches. Life happens.
That’s why you don’t quote for the minimum time — you quote for the real project.
Action: Build a 10–20% time or cost buffer into your quote. You’ll thank yourself later.
Presenting Your Freelance Proposal Pricing Confidently
Let’s get real — it’s not just about what you charge, it’s about how you show it.
You could quote the perfect price, but if your pricing section feels vague, cluttered, or defensive, clients hesitate.
And hesitation kills conversions.
Your pricing should feel like a natural continuation of your freelance proposal structure — not a speed bump.
This section is where you build trust and clarity. Let’s talk about how to do that well.
Start With a Dedicated Pricing Section
Don’t bury your price at the bottom of your proposal.
Don’t hide it in the middle of a paragraph.
And definitely don’t make the client dig for it.
Create a clear section labeled “Pricing” or “Investment” — simple, confident, and easy to find.
Show the Breakdown — Not Just the Total
Clients want to know what they’re paying for — and they want it in plain English.
Instead of saying:
“Website Copywriting — $800”
Say something like:
- Homepage Copy (1,000 words)
- About Page
- Contact Page
- 2 Revision Rounds
Total: $800
This removes ambiguity and answers the client’s unspoken question: “Am I getting what I’m paying for?”
You can also reference what you already detailed earlier in the proposal (scope, timeline, revisions) to make this section feel connected — not abrupt.
Consider Offering Packages or Options (If It Makes Sense)
If your service has multiple levels (e.g., basic, standard, premium), or if you want to anchor the client toward a middle-tier offer, a pricing table works wonders.
| Package | Inclusions | Price |
| Basic | Homepage + 1 Revision | $500 |
| Pro | Full Site Copy + 2 Revisions + CTA Audit | $950 |
| VIP | Copy + Strategy Call + Optimization Plan | $1,400 |
Use this only if it truly helps the client make a decision — not just because you saw it in someone else’s proposal.
Be Transparent — But Don’t Overexplain
Clients want clarity, not justification.
You don’t need to write a paragraph defending your price.
You just need to show that it’s tied to the value, the deliverables, and the outcome.
Confidence = trust. If your proposal is strong, your pricing will feel earned — not surprising.
Use Language That Feels Collaborative, Not Salesy
Instead of:
- “The cost of this project is $800.”
Try:
- “The investment for this project is $800, based on the scope we discussed above.”
Or:
- “Here’s a breakdown of your project investment. If you need adjustments, I’m happy to explore options.”
Soft confidence + flexibility beats rigid pricing language every time.
Handling Price Negotiations
Hearing “Can you lower your price?” can rattle even the most experienced freelancer.
You don’t want to lose the project, but you also don’t want to look desperate — or worse, undercut your value.
The truth is: clients pushing back on price isn’t a red flag.
It’s a sign they’re considering hiring you — and they’re trying to make the numbers fit.
The key is to stay calm, stay professional, and steer the conversation with clarity — not compromise.
Here’s how to handle those negotiation moments without selling yourself short.
1. Stay Calm and Ask Why
First, don’t take it personally. Clients negotiate for all sorts of reasons — budget limitations, lack of clarity, or even just habit.
Before you say anything, get curious:
- “Is there a specific part of the scope you’d like to adjust?”
- “Are you comparing this to another quote with different deliverables?”
- “Is there a budget you’re aiming to stay within?”
These questions do two things:
- Show you’re open to collaborating — not arguing
- Help uncover what the client is really concerned about
2. Justify Your Price with Confidence, Not Defense
This isn’t the time to explain every line item in excruciating detail.
It’s the time to calmly restate:
- What’s included
- The outcome you’re helping them achieve
- And how your experience helps make that outcome smoother, faster, or better
Example reply:
“The quote reflects not just the deliverables, but also the experience and systems I bring to the project — which usually helps clients get results faster and with fewer revisions.”
3. Offer Options — Not Discounts
Instead of lowering your price, scale down the work.
“We could reduce the number of blog posts from 6 to 4 to better fit your budget.”
“If you’d like to remove the strategy call, I can offer a lower package at $___.”
This keeps your value intact while helping the client make a decision they’re comfortable with.
Never offer a blanket discount like “Sure, I’ll take 20% off” — unless you’re strategically doing it for long-term gain (like recurring monthly work or a referral partnership).
4. Know When to Walk Away
This is the part most freelancers hate to hear — but it’s powerful:
Sometimes, the best answer is “no.”
If the client keeps pushing for a price that undervalues your work, it’s okay to say:
“I understand if this isn’t the right fit right now — I want you to find someone who fits your budget and goals.”
Saying no respectfully earns you more respect than undercharging out of fear.
You don’t need every client. You need the right clients.
Common Pricing Mistakes to Avoid
Many freelancers struggle with how to quote freelance rates effectively — and these common mistakes often cost them clients and income.
Even the most talented freelancers lose money — and clients — because of small, avoidable pricing missteps.
Many of these are tied to broader freelance proposal mistakes that weaken your overall pitch — even when the numbers look right.
This isn’t about being perfect. It’s about being aware.
Here’s a quick list of common pricing mistakes to steer clear of:
1. Underpricing to Win the Job
It usually starts with good intentions — you want to be competitive, win the client, get your foot in the door. But over time, undercharging becomes a trap.
Lowering your price to beat the competition might win the project… but it often loses you respect — and profit.
Underpricing attracts price-sensitive clients — not the ones who value your work.
2. Quoting Without Clear Scope
You think you’re quoting for a homepage… but the client thinks they’re getting copy, strategy, three rounds of revisions, and mobile responsiveness — all in one.
If you don’t define what’s included — and what’s not — you’re inviting endless revisions, scope creep, and “just one more thing” messages.
A vague scope is the fastest way to turn a profitable project into unpaid overtime.
3. Forgetting to Include Payment Terms
It feels awkward at first — talking about money before you’ve even started. But the awkwardness later is much worse if there’s confusion, delays, or ghosting.
If you don’t say when you get paid… don’t be surprised when the client “forgets” too.
Clear payment terms protect your time and cash flow — and set expectations upfront.
4. Ignoring Taxes, Tools, and Time Buffers
You land the project, feel great about the rate — and then realize half of your profit disappears into expenses you forgot to factor in.
That $800 project may only net you $600 once you factor in:
- Taxes
- Proposal time
- Admin tasks
- Tools like design software or AI subscriptions
Pricing should reflect your real cost — not just the headline deliverables.
5. Offering Discounts Without Strategy
You really want the job, so you cave: “I can drop 20% if that helps.”
It sounds generous… but it signals uncertainty.
“I’ll knock off 20% if that helps” might sound friendly, but it undermines your value.
If you discount too quickly, you teach clients your price is flexible — even when it shouldn’t be.
Conclusion: Building Trust Through Transparent Pricing
At the end of the day, pricing isn’t just a number.
It’s a message.
It tells your client how you think, how you work, and how confident you are in the value you bring. When done right, it builds trust before the project even begins.
Great proposals don’t just inform — they reassure.
They make the client say: “This person gets it. This price makes sense. I’m ready to move forward.”
So the next time you quote a project, don’t aim to be the cheapest.
Aim to be the clearest, the most aligned, and the most confident in what you offer.
Because the right clients?
They don’t choose based on price.
They choose based on value, trust, and clarity — and you now know how to deliver all three.
Want to make sure your pricing blends seamlessly with a high-converting proposal?
Check out our full guide on how to write a freelance proposal that covers structure, strategy, and storytelling — so you land more clients with confidence.