How much to charge for freelance web design

Your code is squeaky clean and your knowledge of UX and UI is as good as it's ever been - but are you being paid sufficiently for it?

Fear not - we've put together this go-to guide for pricing freelance web design like a pro. We've included tips on pricing methods, calculating your rate, and a whole lot more. We've also touched on how you can make the most of your freelance earnings with Wise Business.

Table of contents

Time-based vs project-based pricing What's the average going rate for freelance web designers? How to calculate your freelance web designer rate Step 1: Decide on a pricing model Step 2: Research the competition Step 3: Hone in on your niche Step 4: Value the client accurately Step 5: Create a detailed brief for the work Step 6: Account for personal expenses Finalising Your Freelance Web Designer Rate Card Wise Business is the perfect business account for globally-connected freelancers FAQs Are freelance web design rates negotiable? How often should I increase my prices as a freelance web designer? Can I charge more as a freelance web designer in London?

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Time-based vs project-based pricing

Time-based pricing refers to charging based on the number of hours or days it takes to complete a project. This is also known as an hourly or daily rate.Project-based pricing involves charging one sum for the entire web design project, irrespective of how long it takes. This is also known as a flat rate.

Both time-based and project-based pricing are commonly used pricing methods by freelance web designers.

Time-based pricing is suitable for small projects that are likely to be completed in a few days, as well as for regular work with repeat clients.

Setting a custom price per project is also common, especially for larger projects. This flat rate offers transparency and clarity for the client, as they know exactly what they’ll be paying without any surprise costs.

Note: Project-based pricing can be risky for the freelancer if the project ends up taking much longer than expected due to unexpected complications or extra work.

You can get around this by having a detailed brief to work off of and outlining potential extra charges from the outset (in case the client asks for features outside the initial scope of the project).

What's the average going rate for freelance web designers?

The average freelance web designer hourly rate in the UK is between £40 and £70 per hour, and the average day rate is between £180 and £550 per day¹.

As with most jobs, the actual rate depends on how experienced/skilled you are and your portfolio of past work.

Moreover, each project is different, which is why it’s often useful to create custom quotes based on the client’s brief (rather than just locking into an average going rate).

Note: It can be handy to have a baseline price for a very basic website and use this as the starting point for discussions with the client. The more features the client wants, the more the price will increase.

How to calculate your freelance web designer rate

1. Decide on a pricing model
2. Research the competition
3. Hone in on your niche
4. Value the client accurately
5. Create a detailed brief for the work
6. Account for personal expenses

Step 1: Decide on a pricing model

The first step is to decide whether you'll charge hourly, per project, or based on value.

While hourly rates are simple, value-based pricing will better capture your worth on projects that generate significant revenue for your client, such as a high-traffic e-commerce site.

Step 2: Research the competition

You need to know what other designers with your experience level are charging.

Given how competitive the market for web design is in the UK (the market is worth almost £658 million ²), it’s super important to be competitive with your rates, without shortchanging yourself, of course.

You’ll be up against other professionals, some with more experience than you, as well as do-it-yourself platforms such as Wix, WordPress, Squarespace and Shopify.

Research competitors to understand the market rate, but use this as a baseline, not a ceiling.

Step 3: Hone in on your niche

If you have an established track record of designing successful websites for a particular sector or business type, you may be able to charge more.

This makes it important to research competitors in your specific niche and understand the market rate for that niche.

Ultimately, your ability to charge more depends on how competitive your niche is and the kinds of budgets your target clients have.

Step 4: Value the client accurately

This is the core of value-based pricing. Instead of just asking yourself, ‘how long will this take me?’, ask ‘how much revenue could this generate for my client?’.

For instance, a well-designed eCommerce site might be worth far more than the 40 hours it took to build. This value should be reflected in the price you charge.

When putting together your custom quote, consider the client's prestige, their industry, and the potential earnings of the site.

Step 5: Create a detailed brief for the work

Create a detailed project brief that outlines:

• The number of pages to be built
• The complexity of the design
• Whether you’ll be writing custom code or using a platform like WordPress
• The time that might be spent on testing
• Number of revisions/iterations
• The extent to which you'll train the client on how to use and update the site

Step 6: Account for personal expenses

Finally, you’ll need to factor in your living and business expenses. This is essentially how much you need to earn to cover your bills, taxes, software subscriptions, retirement savings, and lifestyle.

Once you have your baseline cost, add a profit margin to cover your personal expenses and arrive at your final rate.

Finalising Your Freelance Web Designer Rate Card

Your final freelance web design rate card should look something like this:

Service	Rate
Hourly rate	£40 to £70 per hour1
Daily rate	£180 to £550 per day1
Basic 5-page brochure website	£1,000 to £3,0002
Basic e-commerce website (approx. 20 products)	£1,000 to £5,0003

You may also want to include separate pricing for individual tasks, such as client training, setup or rebranding work.

Some web designers even offer maintenance packages or even monthly retainer plans for clients, to help them keep their sites updated.

"People in the US, they don't like to think about paying somebody else in another bank account, so to have that routing number and all of that sort of stuff, that's there has been such a blessing. And again, it works so well, paid so quickly from them, it's straight into the account, and it's converted within minutes, so it's ideal."--Michael Houghton, Freelance Software Developer

Wise Business is the perfect business account for globally-connected freelancers

As a web designer, you may end up working with clients all over the world. This can create exciting opportunities, as well as some complications. One of these is invoicing, especially if you’re receiving payment in lots of different currencies.

This is where Wise Business comes in. For a one-time set up fee of just £50, you can send, receive, convert and hold money in 40+ currencies.

Once you’ve opened your online account, you;ll be able to get local account details for 8+ currencies. Simply include these on your invoices - or use Wise invoicing to save time - and your clients can pay you in their own currency. You can even use Wise payment links or QR codes for quick, easy and secure ways to get paid.

Best of all, you’re guaranteed the mid-market exchange rate on all currency conversions. This could save you a bundle compared to using a bank for multi-currency payments.

Try Wise Business today to see what makes it the business account for freelancers.

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FAQs

Are freelance web design rates negotiable?

Yes - negotiation is common when working as a freelance web designer, so you should definitely be open to discussions on price with your clients. This is especially important if you’re pricing per project.

However, this isn’t to say you should undervalue yourself. It’s important to set yourself a minimum rate (based on what you need to cover your expenses and earn a living) and know your value.

But otherwise, you can discuss rates with the client and find an acceptable compromise.

How often should I increase my prices as a freelance web designer?

A mistake many new freelancers make is keeping their prices the same, year after year. It’s actually common practice to review prices annually, and you may want to increase them if:

• You improve your skills or develop a specialism
• You gain experience and add to your portfolio
• Cost of living increases due to inflation.

Many clients will expect or at least be open to discussion on price rises, as they may be raising their own prices each year.

Can I charge more as a freelance web designer in London?

Yes, you may be able to charge more if you live in an expensive part of the country.

Location is likely to play a part in how much to charge for freelance graphic design, simply because prices and the general cost of living are higher in some parts of the UK, with London being a prime example.

Just bear in mind that clients may not necessarily want to pay London prices if they themselves are based in a cheaper part of the country.

Sources:

1. Expert Market - How Much Do Freelance Web Designers Charge Today?
2. https://www.ibisworld.com/united-kingdom/industry/web-design-services/14606/
3. Edge Studio - How Much Should a UK Web Designer Charge?

Sources last checked October 10th, 2025

Disclaimer: The UK Wise Business pricing structure is changing with effect from 26/11/2025 date. Receiving money, direct debits and getting paid features are not available with the Essential Plan which you can open for free. Pay a one-time set up fee of £50 to unlock Advanced features including account details to receive payments in 22+ currencies or 8+ currencies for non-swift payments. You’ll also get access to our invoice generating tool, payment links, QuickPay QR codes and the ability to set up direct debits all within one account. Please check our website for the latest pricing information.