21/05/2026
Pricing is the thing most small business owners get wrong. Not because they charge too little, but because there's no real thinking behind their number.
Here are the five most common mistakes we see, and what to do instead.
1. Guessing the price: You pick a number that feels about right. The problem is you don't know what one job actually costs you to deliver. Work out your real cost first. Time, tools, tax, your hours. Once you know that, your price has a foundation.
2. Saying yes to work that loses you money: Without a minimum, it's easy to take on jobs that aren't worth your time. Set a floor: the lowest price you'll accept and still come out ahead. Anything below it is a no.
3. Copying what others charge: Their costs aren't your costs. Use the market as a guide, not a rule. If you're cheaper than most, ask why. If you're more expensive, make sure your work shows why.
4. Charging for the time, not the result: "It only takes me two hours" is the wrong place to start. Charge for what the client gets out of the work. The work might be quick. The value rarely is.
5. Never reviewing your prices: Costs rise. Skills grow. The market moves. Pick a date once a year, look at your prices, and adjust on purpose.
