Building a Freelance Rate Card

What is a rate card and why do you need one?

A rate card is a one-page document that sets out what you charge for each type of work you do: writing by the day or word, editing, photography, copywriting, and the rights included at each price point. It is not a legally binding document — it is a communication tool that tells commissioners your professional rates before any negotiation begins.

Having a rate card serves several purposes. It projects confidence — journalists who can immediately produce a clear rate document are perceived as more professional than those who say “it depends”. It saves time by filtering out publications that cannot afford you. It creates a starting point for negotiation rather than an awkward silence. And it ensures you have thought through your pricing systematically rather than quoting different rates to different clients for the same work.

Rate cards are especially useful when approaching new clients, responding to inbound enquiries, and setting up long-term relationships. They are less useful for one-off commissions where the publication has a fixed rate they apply to everyone — in those cases, you negotiate or decline.

When a rate card is most useful

• 1A new editor emails asking "what are your rates?" — you can attach your rate card immediately rather than composing a rate on the spot.
• 2A content agency or PR firm wants to know what you charge for branded content and copywriting alongside your editorial rates.
• 3You are approaching a new publication speculatively and want to include your rates as part of your introduction.
• 4A regular client asks to set up a retainer or regular commissioning arrangement — the rate card formalises what you offer and at what price.
• 5You are being asked to produce photography alongside editorial content and need to ensure both are priced separately.
• 6A client wants to negotiate — having a rate card gives you a structured document to negotiate from, not a vague memory of what you usually charge.

Red flags: what a weak rate card reveals

• ⚠No rights multiplier section — implies you will give all rights at the same price as first rights.
• ⚠No kill fee clause — suggests you will absorb the cost of a cancelled commission.
• ⚠Rates that are clearly below NUJ minimums — commissioning editors notice and some will use it against you in negotiation.
• ⚠No payment terms stated — an invitation for clients to pay whenever they feel like it.
• ⚠Inconsistent rates for the same service — suggests you are making up rates per client rather than operating a real pricing structure.
• ⚠Missing expense policy — a client can later claim expenses were included in your rate if you did not state they are additional.

Rate card build checklist

• Header: Your full name, trading name (if different), contact email, website, phone (optional).
• Effective date: Month and year; state "reviewed annually" so clients know it is current.
• Writing rates: Day rate and word rate, with maximum word count on the word rate.
• Rush rate: Your surcharge for short-deadline work (typically +25–50% for under 48 hours).
• Editing and copywriting rates: Separate from your journalism rates; hourly or per-1,000-words.
• Rights included and multipliers: Base rate for first UK rights; multipliers for broader licences.
• Photography rates (if applicable): Day rate and per-image licence fee.
• Expenses policy: Clearly stated as "invoiced at cost with receipts" or "included within day rate".
• Payment terms: 30 days from invoice date is the NUJ recommendation.
• Kill fee clause: State your kill fee (50% on briefing, 100% on delivery is the NUJ guidance).
• Copyright statement: Copyright remains with you unless explicitly assigned in writing.
• VAT note: State whether prices are inclusive or exclusive of VAT and your registration status.

Rate card template

Copy this template into a plain text file, Word document, or PDF. Replace all bracketed placeholders with your own details and rates.

RATE CARD — [YOUR NAME]
Freelance Journalist | [Your specialism, e.g. Technology / Healthcare / Investigations]
[your@email.com] | [yourwebsite.com] | [phone optional]
Effective: [Month Year] | Reviewed annually

────────────────────────────────────────
WRITING RATES
────────────────────────────────────────
Day rate (news / features):      £[X] per day
Word rate (commissioned pieces): [Xp] per published word (max [X] words)
Rush surcharge (< 48h):          +25% on day or word rate

────────────────────────────────────────
EDITING & COPYWRITING
────────────────────────────────────────
Subediting / copy-editing:       £[X] per 1,000 words
Structural edit / rewrite:       £[X] per hour
Copywriting (non-editorial):     £[X] per day or [Xp] per word

────────────────────────────────────────
RIGHTS INCLUDED / MULTIPLIERS
────────────────────────────────────────
First UK print rights:           Base rate (as above)
First UK print + digital rights: Base × 1.25
UK print + digital + social:     Base × 1.4
All rights (all media, in perpetuity): Base × 2.0 minimum (negotiated)
International syndication:       By arrangement

────────────────────────────────────────
PHOTOGRAPHY (if applicable)
────────────────────────────────────────
Day rate (stills only):          £[X] per day
Single image licence (web/print): £[X]
Full shoot licence:               By arrangement

────────────────────────────────────────
EXPENSES
────────────────────────────────────────
Travel, accommodation, and research costs invoiced at cost.
Receipts provided on request.

────────────────────────────────────────
PAYMENT TERMS
────────────────────────────────────────
Payment due: 30 days from invoice date.
Late payment interest: 8% above Bank of England base rate under
the Late Payment of Commercial Debts (Interest) Act 1998.
Kill fee: 50% of agreed fee if commission cancelled after briefing;
         100% if copy delivered and accepted.

────────────────────────────────────────
COPYRIGHT
────────────────────────────────────────
Copyright in all work remains with [Your Name] unless rights are
explicitly assigned in writing and at an agreed premium.
Moral rights are asserted.

[Your Name] | [Date] | [Signature or "Sent electronically"]

Common rate card mistakes

• ›Setting rates below your minimum viable rate because you are nervous — your rate card should start from your real floor.
• ›Using the same rate card for editorial journalism and content marketing / copywriting — these are different markets and should have separate pricing.
• ›Not including a rush rate — last-minute commissions are a real thing and should cost more.
• ›Sending a rate card with no introduction — always accompany it with a brief covering note explaining your specialism and recent credits.
• ›Forgetting to date your rate card — without a date, editors may use an old card you sent years ago.
• ›Making the document too long or complex — a rate card should fit on one page; anything longer will not be read.

Related guides

Primary sources

• NUJ Freelance Fees Guide 2025–26 (nuj.org.uk)
• NUJ: Model freelance contracts and rate guidance
• HMRC: VAT registration threshold (gov.uk)
• Late Payment of Commercial Debts (Interest) Act 1998 (legislation.gov.uk)
• Copyright, Designs and Patents Act 1988 — s.11 (first ownership of copyright)

Frequently asked questions