The pricing conversation most freelancers have is about their hourly rate. The number that actually moves the margin is how many hours the build takes.
Three models
Hourly protects you on unclear scope and punishes you for getting faster. Fixed price rewards speed and punishes vague briefs. Packaged pricing does both well, provided the package is genuinely repeatable.
The maths
On a fixed-price build, cutting two days off the layout work is worth more than a twenty percent rate rise — and it is a great deal easier to sell to the client, because they never see it.
What to charge for separately
Content writing, photography, ongoing maintenance and anything that depends on a third party. Bundling these into a build price is how projects go over.