Should you raise your prices this autumn?

Why September is a good time to review

A price change made in quiet periods tends to land more smoothly than one made when demand is high and you’re stretched thin, and September gives you breathing room. Clients are back from summer breaks and paying attention again, but you are not yet in the thick of Q4 deadlines. Making a change now also means it is bedded in before any seasonal push in October, November or December, so you’re not trying to manage a new pricing structure and a busy period at the same time.

Signs your rates may need attention

A few clear indicators suggest a review is overdue:

• Your costs have risen since you last set your prices, whether that is materials, software subscriptions, insurance or your own time. If your outgoings have gone up and your prices haven’t, your margin is quietly shrinking even if turnover looks stable.
• You are fully booked or turning down work. Consistent demand at capacity is one of the strongest signals that your pricing sits below what the market will bear.
• You have not reviewed prices in over a year. Even a modest annual increase in line with inflation helps you keep pace, rather than facing one large, uncomfortable jump later.
• You’ve gained experience, skills or results since you last priced your work. A track record of strong outcomes is worth reflecting in what you charge.

How to work out what to charge

Start with your numbers rather than a guess. Add up your business costs, including any software, insurance, subscriptions and overheads, alongside what you need to earn personally. Factor in the weeks you actually work, once holidays and admin time are accounted for, so you are not basing a day rate on fifty-two working weeks when the reality is closer to forty.

From there, look outward. Check what comparable businesses in your sector and area charge for similar work, so your figure is grounded in the current market rather than in isolation. If you consistently come in well below others offering a similar service, that is often a sign you are underpricing rather than being competitively priced.

It also helps to separate your pricing model from your rate. A small increase to an hourly rate might feel modest, but restructuring towards packages, retainers or value-based pricing can sometimes achieve a fairer return without needing as steep a rise in any single figure.

How to communicate a price increase

How you tell clients matters as much as the increase itself. A short, clear message works better than a lengthy justification. State that prices are changing, from when, and by how much. You do not need to apologise for running a sustainable business, and over-explaining can invite negotiation you were not intending to open.

Give existing clients reasonable notice, ideally four to six weeks, so they can plan and there are no surprises on their next invoice. For long-standing or loyal clients, consider whether you want to honour current rates for a set period, or apply the increase to new work only while keeping the current rate for projects already agreed.

You can quote new enquiries at the new rate straight away. You don’t need to explain the change to people who have never worked with you before, since they have nothing to compare it against.

Timing the rollout

Decide whether the change applies from a fixed date across the board, or on each client’s renewal or contract anniversary. A single date is simpler to manage and communicate, while a staggered approach can soften the impact if you have many long-term clients on different cycles. Whichever you choose, put the new rate in writing, update your website, contracts and any automated invoicing so nothing slips through at the old price by mistake.

What to avoid

Don’t increase prices without first reviewing your actual costs and market position, because a figure plucked from nowhere is hard to defend if a client questions it. Avoid making the change during your busiest period, when you have less capacity to handle client queries or pushback. And try not to leave it too long between reviews. Small, regular adjustments are far easier for clients to accept than one large increase after several years of standing still.

This is the chance to check that what you charge still reflects what you offer, and to protect your margin heading into the final quarter of the year.