You’re confident in your skills and have set your freelance rates accordingly. But, lately, you get fewer projects, and it’s getting more and more difficult to find new clients.
What’s going on?
Could it be your pricing strategy is scaring clients away?
You want to make sure you’re getting paid for the value you deliver; I get it. But you also have to take the competition and market changes into account. So, let’s have a look at your pricing strategy and work our way from there.
I consulted with entrepreneurs who work with freelance writers for more insight. In this guide, I’ll walk you through the elements that matter the most for your freelance rates and teach you how to adjust without feeling like you’re down-valuing yourself.
Signs Your Pricing May Be a Problem
As a freelancer, it’s your right to decide how much to charge for your work. This freedom, paired with the possibility to choose your projects, is why I made this step myself a few years back.
I still love it and would not return to a 9 to 5 (if I can help it). However, you can’t be successful without understanding the market shifts. In the last year or so, due to generative AI tools, the content writing market has changed quite a lot.
“Freelancers must stay ahead of market trends to remain competitive. Understanding how the market changes not only helps you price your services appropriately but also ensures you’re meeting the evolving needs of your clients. In a fast-paced industry, adaptability is the key to long-term success.“— Gary Hemming, Owner & Finance Director at ABC Finance.
If you’re worried that your prices might be too high, here are some signs to watch for: 👀
High Rejection Rate
If you send out 15 proposals per week and no one bothers to reply, you might have a pricing problem. If potential clients don’t even bother negotiating, your rates may put you completely outside their budget.
Your Client Base is Thinning
Clients who like your work and your prices tend to come back for more.
If your clients are happy with your work but don’t consider your services for other projects, pricing may be the issue. After all, why would they keep you if they can find similar quality at a lower price?
Low Inquiries or Leads
Marketing is a big part of our lives as freelancers. We always have to look for ways to promote our work to get more customers. If your marketing efforts fall on deaf ears, your prices might be the reason.
“I tend to ignore overly high-priced bids because they lack justification for the cost. Without clear value or proven results, it feels like a gamble. I like to prioritize freelancers who balance competitive pricing with quality and reliability.“—Jesse Hanson, Content Manager at Online Solitaire & World of Card Games.
Your Competitors Don’t Struggle
It’s easy to figure out if you’re the only one struggling: check the usual online gathering spots for freelance writers like Reddit, LinkedIn, Quora, and so on. If the main topic isn’t a sudden decrease in available projects, this may be a “you” problem.
The same is true if other freelancers get the projects you’re bidding for. Sure, it happens. You won’t always click with the customer’s needs and wants, but if most of your bids are ignored, it’s time to rethink some things.
Understanding the Value Equation 👌🏾
The value you provide for your customers is directly proportional to how much you can charge. It determines whether your rates feel justified to clients and helps you stand out in a competitive market.
“A high-level content writer should be able to deliver more than just words. It’s about creating content that aligns with our goals, resonates with our audience, and drives measurable results.“— Reyansh Mestry, Head of Marketing at TopSource Worldwide.
Now, this “value” factor is not always easy to establish. It took me a few years before I understood what it meant. To make it easier for you, here are some elements to consider when evaluating your skills and prices:
What You Bring to the Table
I know we all want to feel special. But unless you’re on the fast track to being awarded a Pulitzer, you have to come to terms with your current level.
For instance, most writers out there can produce good-quality blog posts on a wide range of themes. The same is true about social media posts. This type of content is usually low-cost because it’s less complex and requires less research and expertise.
On the other hand, if you can successfully produce other forms of content, like sales emails, newsletters, sales copy, case studies, and more, your content will bring more value, so you can charge more. The more specialized or unique your skills are, the more value you bring to clients.
Experience is also an important factor. If you have success stories, testimonials, or metrics (e.g., increased sales, improved engagement), clients see you as a lower-risk investment, which justifies higher rates.
What the Client Needs
If you offer something that’s in high demand but with limited supply (e.g., expertise in emerging industries or tools, advanced SEO, technical writing), your value increases. Clients are often willing to pay more for skills they can’t easily find elsewhere.
According to Upwork.com, here are some hourly rates, depending on expertise and level of experience (from beginner to advanced):
- Technical writer: $20-$45
- SEO writer: $15-$35
- Grant writer: $35-$60
- Blog writer: $15-$35
Plus, clients base their perception of value on outcomes, not the time you spend on a task. If your work can bring them substantial ROI (e.g., a blog post that generates significant traffic or a sales page that converts), your higher rate won’t be a problem.
Lastly, consistent quality, clear communication, and dependability add long-term value. Clients are often willing to pay a premium for freelancers they trust and don’t have to micromanage.
Market Research and Competitive Analysis 📈
The best way to decide how much to charge without scaring your clients away is to research the market and check out the competition.
For this, you must identify your niche (SEO blogs, technical/legal writing, marketing copy, etc.). As we already discussed, not all writing projects are the same, price-wise. Next, understand your target (aka, clients). Are they startups, content agencies, small businesses, corporations?
Once you have these two elements, you can start to piece out your rates.
Let’s say you are a beginner technical writer targeting small businesses. In this case, your hourly rate should be in the $20 to $25 interval. On the other hand, if you are an experienced technical writer looking to bag large corporations, you can easily charge $35 to $45 per hour (even more).
Check Out the Competition
When I asked how they decide who to award a writing project to, Adam Young, CEO and Founder at Event Tickets Center, said:
“We choose writers who deliver high-quality content, have relevant experience, and offer competitive rates. It’s about finding the perfect balance between expertise, reliability, and value for our investment.“
In short, unless your skills and experience allow you to stand out from the crowd, you have to take your competitors’ rates into account. If your rates are higher than what the competition is offering, chances are potential customers will avoid your proposals.
The good news is that it’s easy to gather insight. Go to platforms like LinkedIn, Upwork, or specialized writing forums and find freelancers offering similar services in your niche and region. Analyze their profiles and social media posts to find their rates for different projects. See if they charge per project, hourly, or per word.
Compare the scope of their services (revisions, research, SEO) and their experience level to yours.
Communicating Your Value Effectively
“A content writer who knows their value stands out through confidence in their work, clear communication of results, and a focus on solving our needs.“—Murtaza Oklu, Owner of OMO Transfer.
A strong portfolio, impressive testimonials, measurable and demonstrable outcomes, recognized certifications, and professional communication are some of the elements that showcase your value.
Highlight what sets you apart from other freelancers. This can be niche expertise (like legal writing), proven results, certifications from renowned organizations, fast turnaround times, or additional skills like graphic design, branding, or mastering the use of AI.
To prove your value, share measurable (and provable) outcomes your writing has achieved, such as:
- Increased website traffic
- Higher engagement rates
- Improved conversion rates
Keep in mind that a convincing pitch uses data to highlight results. For instance, if you say, “Clients see a 25% increase in conversions with my landing pages.” you sound more convincing than someone who says, “My landing pages will help you boost conversions.”
Alternatives to Discounting
Another way to test your pricing strategy is by offering discounts. If you start landing projects once your rate is 10% lower, you’ve got the answer.
But this may not be something you’re willing to do. After all, you also have expenses, taxes, and a life to live.
What can you do in this case?
Here are some tips:
- Offer value-added services – Include extras like keyword research, SEO optimization, or formatting without lowering your rates. This increases the perceived value of your work.
- Create tiered packages – Provide multiple pricing tiers (such as basic, standard, and premium) to show clients you are flexible.
- Focus on long-term partnerships – Offer benefits for ongoing clients, such as priority service or dedicated support. This rewards loyalty without cutting your rates.
- Provide a trial project – Offer a smaller, lower-risk project at your standard rate to prove your value before committing to larger collaborations.
- Add bonuses – Instead of lowering rates, offer bonuses like an additional round of revisions or a complimentary strategy session for larger projects.
When I asked what would convince her to accept a higher rate, Maryanne Fiedler, Director of Marketing at Psychic Source, said:
“I am willing to pay a higher rate if the writer offers flexible payment terms or is interested in a long-term partnership. Of course, I want to ensure their quality and expertise align with our goals first. It’s not just about cost—it’s about maximizing impact.”
Handling Pricing Objections Gracefully
There will always be clients pushing for lower rates. Some do this just to see how you’re handling yourself. Peter Čuček, the owner of Tuuli, is one of these clients:
“It’s not about how much you ask; it’s about what you offer in exchange. If I challenge your rate and you show me proof of the value you’ll create, we can talk business. Otherwise, it’s best we don’t continue the discussion,” he said.
Of course, some customers can’t afford your rates but love your work and try hard to get you on board.
Handling these objections in a graceful way that doesn’t burn any bridges is an art and requires a mix of professionalism, empathy, and confidence.
Here are a few tips on how to navigate the conversation:
Stay Calm and Professional
Avoid being defensive or dismissive. Instead, listen to the client’s concerns and respond respectfully. Also, remind the client of the benefits and results your services bring, focusing on ROI (increased website traffic or brand visibility).
Ask Open-Ended Questions and Offer Solutions
Try to understand why the client has reservations about paying your rate.
Questions like: “Can you share more about your budget constraints?” or “What’s most important to you—speed, quality, or long-term impact?” can give you valuable insight into how they see the issue.
Based on this, you can offer solutions. For instance, you can work with their budget but with fewer articles or simpler deliverables. This way, you maintain quality and adjust to their needs.
Breaking the cost into installments to make it more manageable is also a solution you can consider.
Know When to Walk Away
You shouldn’t lower your rates or offer extra services beyond your comfort level. If a client insists on rates far below your value, it’s best to decline. Be polite about it, but stand your ground.
Also, avoid apologizing for having what some clients consider high prices. Be confident in your value and keep things professional.
Price It Right
If your market research and competitive analysis conclude your rates are too high for your current value, find ways to adjust. Lowering your rates doesn’t diminish your worth; it’s a strategic move to stay competitive and grow.
Focus on building relationships, showcasing your value, and delivering exceptional results. Temporary adjustments can lead to long-term success and stronger opportunities down the line. Stay confident in your skills!
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