A rate card does two jobs: it answers "what would this cost?" without a call, and it frames you as someone with a defined offer rather than an hourly resource. Structure yours in three layers.

Layer 1 — packaged offers (lead with these)

Packages sell outcomes. Name them after the result, list what's included AND what isn't, and let the middle option be the one most clients should pick.

Layer 2 — ongoing arrangements

• Monthly retainer: {{Hours or scope}} for {{Price}}/month — priority scheduling, {{response time}} responses. Minimum {{N}} months.
• Day rate: {{Price}} for embedded or workshop days.

Layer 3 — hourly (the fallback, priced accordingly)

{{Hourly rate}} for work that genuinely can't be scoped. Set it high enough that packages look like the better deal — because they are, for both sides.

Terms box

• Payment: {{Deposit}} to book, remainder {{terms}}.
• Revisions: {{N}} rounds included; further rounds at {{rate}}.
• Rush work: +{{Percent}} for {{definition of rush}}.
• Rates valid until {{Date}}; existing signed projects keep their agreed pricing.

Pricing judgment calls

• Hourly vs value: price by the hour only when scope is truly unknowable. Everywhere else, price the deliverable — you're selling judgment and outcomes, and speed shouldn't cut your income.
• Raising rates: update the card first, quote new work from it, and grandfather active clients until a natural renewal point (see the price-increase notice template).
• Don't publish discounts. Flexibility happens in conversation; a printed discount becomes the price.