Agency rate card template
A clear rate card makes pricing conversations faster and protects your margins - it sets the anchor before the haggling starts. Present services, packages and day rates the way you want them seen, then feed the right one into your proposal. Copy it below, or share live pricing in a branded client portal.
0/1 filled - the rest of the [prompts] you finish in your copy.
RATE CARD - [Agency name] [date / valid for [quarter]] PACKAGES | Package | What's included | Price | |----------------|----------------------------------------|--------------| | [Starter] | [scope summary] | [from $X] | | [Growth] | [scope summary] | [from $X] | <- most popular | [Premium] | [scope summary] | [from $X] | DAY / HOURLY RATES (for custom or ad-hoc work) | Role | Day rate | Hourly | |-----------------|----------|--------| | [Strategy/lead] | [$X] | [$X] | | [Design] | [$X] | [$X] | | [Development] | [$X] | [$X] | RETAINERS - From [$X]/month for [hours or deliverable volume]. See the retainer agreement. TERMS - Prices exclude [tax]. Estimates are valid for [30] days. - Project work: [50% deposit, balance on delivery]. Retainers invoiced in advance. - Out-of-scope work is quoted and approved before it starts. NOTE [A line on how you price - e.g. "We price by outcome where we can, not just hours."]
pick a version, copy it, or download as .docx or .pdf — then make it yours.
How to fill it in
Lead with packages
Packages are easier to say yes to than an hourly rate. Make the middle one the obvious pick.
Keep day rates for the edges
Day/hourly rates cover custom or ad-hoc work - they shouldn't be the headline.
Anchor before you discount
A clear list price gives you something to anchor to, so any flexibility reads as a concession, not your real price.
State the terms
Validity, deposits and tax up front prevents the awkward 'oh, plus VAT' moment.
Say how you price
A line on pricing by outcome (not just hours) signals you sell value, not time.
A filled-in rate card
A realistic, filled-in version - so you can see what good looks like before you start.
RATE CARD - Northwind Studio Valid for Q2 2026 PACKAGES | Package | What's included | Price | |---------|--------------------------------------|-------------| | Starter | Logo + basic guide | from $7,000 | | Growth | Brand system + one-page guide | from $12,000| <- most popular | Premium | Brand + packaging + site | from $21,000| DAY RATES (custom / ad-hoc) | Role | Day rate | Hourly | |----------|----------|--------| | Strategy | $1,400 | $200 | | Design | $1,050 | $150 | RETAINERS - From $4,000/month for ~20 hours. See the retainer agreement. TERMS - Prices exclude VAT. Estimates valid for 30 days. - Projects: 50% deposit, balance on delivery. Retainers invoiced in advance. NOTE We price by outcome where we can, not just by the hour.
Common mistakes
- Leading with an hourly rate, which invites a debate about hours instead of value.
- No packages, so every prospect needs a custom quote before they can say yes.
- Hiding the terms (tax, deposit, validity) until the invoice - then it feels like a bait-and-switch.
- A rate card that's months out of date, so the team quotes inconsistently.
- Discounting off a price you never anchored, so the discount means nothing.
Share pricing that looks like you
A rate card buried in a PDF is hard to keep current. Forge can present your packages and rates in a branded client portal - always up to date, on your domain - so prospects see a polished, consistent price story every time.
Frequently asked questions
What is an agency rate card?
A rate card presents your services, packages and day rates in one place, so prospects and clients see consistent pricing and conversations move faster.
Should an agency show prices publicly?
A rate card doesn't have to be public - many agencies share it on request. Either way, having one keeps your pricing consistent across the team.
How should agencies structure pricing?
Lead with packages (easy to say yes to), make the middle one the obvious pick, and keep day rates for custom or ad-hoc work.