As a seasoned freelancer of over 10 years, I’ve navigated my fair share of industry changes and challenges. 

One that often strikes fear in the hearts of creatives? Rate increases. 

The mere thought of raising your prices can be enough to make your palms sweat. But friends, I’m here to tell you—you shouldn’t fear rate increases. In fact, they can be the key to your long-term success.

Look, I get it. Increasing your rates feels risky. 

What if clients balk and take their business elsewhere? What if you price yourself out of the market? 

These are valid concerns, but let me share a little secret—the freelancers who thrive are the ones who learn to embrace rate increases as a necessary part of professional growth.

Your time and talents are valuable. 

The services you provide have real worth, and as you gain experience and hone your skills, that worth increases. Maintaining the same rates year after year doesn’t just undervalue you, it can stunt your career progression. Clients expect and respect professionals who adjust their pricing accordingly.

Now, I’m not saying you should double your rates overnight. Sudden, dramatic hikes are a surefire way to lose clients. But thoughtful, strategic rate increases? That’s a game-changer. 

Here’s how to do it right:

1. Track your progress

Documentation is your best friend here. 

Keep a record of every positive client testimonial, successful project, and professional milestone. 

Did you complete a particularly challenging project that required deep research or special expertise? Note it down. 

Or perhaps you’ve received a glowing review from a client whose business grew thanks to your work. Record that too. 

This running list of accomplishments and feedback isn’t just great for morale; it’s tangible proof of your growing expertise and the results you deliver. When it’s time to raise your rates, these records will reinforce your value and make it easy to show clients why you’re worth the investment.

2. Time it right 

Timing matters when it comes to rate changes. 

Instead of sudden hikes, aim to increase rates at regular intervals, perhaps annually or every 18 months. 

This shows that your rate adjustments are part of your business plan, not an emotional response. 

Pay attention to industry trends as well—are competitors raising their rates? Have you added new skills or services that put you ahead of the curve? 

Consider the client’s budget cycle too. 

Avoid increasing rates during busy seasons or periods when clients might be extra budget-conscious, like end-of-year financial reviews. Thoughtful timing will help smooth the transition and make the increase feel like a natural next step.

As a general rule, I increase my rates twice each year: 

• In January (the start of a new year and often the start of a new financial year for companies)
• In April (the start of the new tax year in the UK) 

3. Evaluate client fit 

Not every client may be a fit for your new rates, and that’s okay. 

Before communicating the increase, take a moment to consider your client roster. 

Are there clients who consistently require extra work beyond scope or are overly price-sensitive? 

Rate increases can be a natural way to filter clients who don’t align with your business direction, allowing space for new, higher-value opportunities. This approach makes sure you’re only working with clients who appreciate your expertise and can afford to invest in the quality work you provide.

4. Research and benchmark your rates

It’s always helpful to have a pulse on what others in your industry are charging. 

Research comparable rates for similar work in your niche and location. I do this by checking out the websites of other freelancers who do similar work in my niche. You can always just ask other freelancers, though. Invite them for a virtual coffee chat and swap notes. 

When you’re aware of market rates, you can position your new rates confidently and give clients added reassurance that your fees are aligned with industry standards. 

5. Communicate, communicate, communicate

Transparency is key to maintaining trust. 

When you’re planning a rate increase, give clients plenty of notice. 

Three to six months is ideal because it gives them time to adjust budgets or explore other options if necessary. 

A clear, thoughtful message explaining your reasoning is also essential. Emphasize the added value you now bring—whether it’s new skills, better results, or an expanded service offering. Showing clients how you’ve evolved since your last rate makes the increase feel justified and helps them see why the partnership is still valuable.

Here’s the script I use: 

Hi [client],

Hope you’re good!

Just a heads-up that I’ll be increasing my rates from [price] to [price] as of [date]. 

Let me know if you have any questions.

Thanks,
Lizzie

6. Offer incentives to soften the blow

Rate increases can feel like a bit of a blow to clients, so consider easing the transition by adding something extra. 

Perhaps you can offer a discounted rate for long-term contracts or bundle in a valuable extra service at no additional cost. These incentives not only help soften the impact but can strengthen client loyalty. A rate increase paired with a small added benefit sends a message: you value their business and want to continue providing excellent service.

There have been some occasions where I’ve been working with a client for a long period of time—I know their brand well, I enjoy the work, and I’m good and quick at delivering. In these instances, I might not push for a full rate increase. 

Instead, I might say something like: 

My rates are increasing from X to Y as of [date]. However, as we’ve been working together for so long, I’d love to offer you a discount of X per piece. 

Tip: stay open to negotiation

While you don’t want to undermine your worth, showing flexibility for high-value clients can foster loyalty and long-term collaboration. 

If a valued client has a tight budget, consider offering limited accommodations, like locking in the old rate for another six months or setting up a gradual increase. 

Goodwill gestures like this can strengthen client relationships, as long as they don’t set a precedent that undervalues your work overall.

7. Be confident 

Confidence is everything. 

When you present your new rate, do so calmly and confidently—no apologies needed. It can be tempting to start justifying your rate increase (I’m in higher demand, I’ve learned new skills, etc). 

Remind yourself that you’ve earned this increase, and present it in a matter-of-fact way. 

Trust that your quality work and expertise speak for themselves.

 At the end of the day, clients who truly value your contributions will understand, and those who don’t might not be the best fit for your business anymore. Raising rates can be a filter, ensuring you’re working with clients who respect your worth and are excited to invest in your services.

I find it comforting to remember that employees get a pay rise every year (even if it’s only in line with inflation). As freelancers, we’re the only person who has our back. We’re the ones who need to push for a pay rise if we want one (and we absolutely should want one, because we’re running businesses here!). 

8. Set future expectations

Instead of letting rate increases come as a surprise, let clients know that periodic adjustments are part of your business model. 

This proactive approach makes future increases easier to implement and encourages clients to budget accordingly. Mentioning your general schedule for rate reviews (such as annually or biannually) can give clients a clear picture of what to expect and make rate adjustments feel less abrupt.

Repeat after me: “I deserve a pay rise” 

Here’s the thing—rate increases aren’t just good for your bank account, they’re good for your business. Raising your rates demonstrates your commitment to professional development and positions you as an in-demand expert. 

Clients will see you as valuable, not replaceable.

Plus, increasing your earnings per hour frees up time for higher-quality work, side projects, and personal priorities. Trust me, that work-life balance is worth its weight in gold.

Of course, you can’t just jack up your rates willy-nilly. Strategic planning and open communication are key. But when executed thoughtfully, rate increases can be a powerful tool in your freelance arsenal.

So the next time you start to feel that nagging fear creep in, remember: you are worth it. Your skills, experience, and continued growth deserve to be compensated accordingly.