Most freelancers set their rates when they first started, based on what they thought they could get, and then never revisited them. Meanwhile their skills improved, their portfolio grew, and their value went up - but their rates stayed the same.
Raising rates feels risky. The fear is that clients will say no, or worse, leave. But the reality is that clients who leave because you raised rates by 20% were not long-term clients anyway. And the income you gain from the ones who stay makes up for it.
Signs It Is Time to Raise Your Rates
- Clients accept your quotes without any pushback (you are priced below market)
- You are booked out more than 4-6 weeks ahead consistently
- Your skills or results have improved significantly in the last 12 months
- You have not raised rates in more than a year
- You are doing work you find boring because you cannot afford to say no
- Inflation has reduced what your current rates actually buy you
By How Much Should You Raise Rates
There is no universal answer, but here are some guidelines.
10-20% increase
Annual adjustment for inflation and moderate skill growth. Rarely loses clients.
25-40% increase
Appropriate when you have materially improved your skills, built a stronger portfolio, or are shifting to a more specialized niche.
50%+ increase
Usually paired with a niche pivot or significant positioning change. May lose some current clients, but attracts a different level of client.
A useful check: look at what you would charge a new client today if you were starting fresh. If that number is higher than what existing clients pay, you are already undercharging.
How to Tell Existing Clients
The most common mistake is waiting until a project starts and then surprising the client with higher rates. Give them notice - usually 30 to 60 days.
Rate Increase Email Template
Email to existing clients
Subject: Update on my rates from [date]
Hi [Name],
I wanted to give you advance notice that starting [date], my rates will be increasing from [current rate] to [new rate].
This reflects [brief reason - time, skill growth, demand, etc.]. I have genuinely enjoyed working with you on [reference specific project] and want to make sure you have enough time to plan accordingly.
Any work we kick off before [date] will be at the current rate. After that, the new rates apply.
Happy to chat if you have any questions. Looking forward to continuing to work together.
[Your name]
What not to do
- Do not over-apologize or act like raising rates is wrong
- Do not justify it with lengthy explanations - one line is enough
- Do not give different clients different rates without reason
- Do not wait until the last minute to tell them
Raising Rates for New Clients Only
A common intermediate approach: raise rates for all new clients immediately, while keeping existing clients at their current rate for a set period. This lets you test the higher rate in the market before rolling it out everywhere.
Give existing clients a timeline - for example, "My rate for new clients is now X. I will keep your current rate through the end of Q1, after which my standard rate will apply to all projects."
Pro Tip
It's easier to raise rates when you have other options. Feedsen consolidates quality opportunities from multiple sources, giving you the confidence to stand firm on your pricing because you know more work is always available.
Get started free →Attract Higher-Paying Clients Alongside the Rate Increase
Raising rates works best when paired with positioning improvements. Clients who have never paid less than your new rate are easier to sell to than clients who remember when you charged less.
- 1.Update your portfolio and website to reflect your current level of work
- 2.Get testimonials that speak to the results you deliver, not just how nice it was to work with you
- 3.Target clients in industries that have more budget - larger companies, funded startups, professional services
- 4.Stop taking low-paying work even if it means a short gap in income - it signals your value
Find Clients Who Pay What You Are Worth
Better rates come easier when you have access to better opportunities. Feedsen surfaces quality leads from multiple sources so you can be selective.
Start finding clientsAbout the Author: The Feedsen Team helps freelancers turn their freelancing into full-time careers and build their own agencies.