Let’s be honest, most of us didn’t get into this business because we were passionate about pricing models. We just wanted to do great work, get paid enough to justify the stress and definitely not spend time deciphering fee structures like they’re ancient runes. But here’s the thing: most agencies pick a pricing model and stick with it like they're married.
But the healthy ones? They adapt. They look at the project, the client, the risk, the outcome and then decide how to price.
So if you’re still defaulting to time & materials, value based or fixed project fees like it’s 2019, it might be time for a little pricing glow-up.
One Size Doesn’t Fit All Projects
If you want to win better work, it’s not just about what you offer it’s about how you price it. Pricing isn’t a back-office detail. It’s part of your positioning, your strategy, and your value story. The best agencies don’t treat it as an afterthought. They use it as a competitive edge. When done right, how you price becomes part of how you win.
The smartest shops choose a pricing model by considering:
The project itself
The client’s decision-making style
How often they’ve done this kind of work
The risk involved
And what kind of result metrics are available
Then they price accordingly. Here’s a cheat sheet for matching the method to the moment:
Time & Materials: Best when scope is unclear and iteration is high. You get paid for the effort, but the client holds the risk.
Fixed Bid: Works when the scope is tight and expectations are locked. You absorb the risk if things go sideways.
Productized Pricing: Perfect for work you’ve done many times with a clear outcome. Think workshops, roadmaps, audits. High confidence = high margins.
Value-Based Pricing: Ideal when you can tie your work to increasing revenue or cost savings. Charge 10-30% of the value you’re creating with a clear understanding of what happens if you don't hit the mark.
Accountability Pricing: Great for mature, collaborative clients. You both agree on success metrics and share risk and reward.
If you’re not factoring in these nuances, you’re probably overworking, undercharging, or both. Pricing is never one-size-fits-all. You got this!
Pricing isn’t just about numbers. It’s about knowing your value, reading the room, and choosing the model that fits the moment. If you’ve been using the same approach every time, now’s the time to shift. Start pricing with intention. Trust your experience. And give your work the structure, and the value, it deserves. That’s how the best agencies stay ahead. And that’s how you can, too.