/ Marketing
How do I price my services?
Work out your true hourly cost, add your target margin, then check against the market. Never price from what feels awkward to say.
/ 01
The short version
Most small service businesses price by nervousness rather than by numbers.
/ 02
What actually matters
- • Calculate real billable hours — usually 50–60% of your week.
- • Include overheads, holiday, sick pay and tools.
- • Check three competitors' published prices.
- • Offer tiers so people choose how much, not whether.
- • Review prices annually. Silence isn't approval, it's inertia.
/ 03
The bit most people get wrong
If nobody ever says your price is too high, it's too low. A 20–30% rejection rate is healthy.
/ 04
What to do next
Work out your true cost per billable hour this week. Most people are shocked.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get service pricing right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Should I publish prices?
'From' pricing filters enquiries and builds trust.
How often should I raise prices?
Annually, in line with costs at minimum.
/ Related
What is a good bounce rate?
Marketing
How often should I post on Instagram for my business?
Marketing
How much do Google Ads cost for a small business?
Marketing
What is a landing page and how is it different from a homepage?
Marketing
What is a conversion rate and what's a good one?
Marketing
What ROI can I expect from email marketing?
Marketing
Still not sure?
Book a free 20-minute call — we'll answer your specific version of this question with no sales pitch.
Book a call →