This practical guide explains how to price web development projects for Filipino clients. Learn how to accurately estimate scope, calculate your hourly rate, and present proposals that build trust and win projects.
“Magkano?” (How much?) — it’s the most common and often the most dreaded question for any freelance web developer in the Philippines. Pricing your services correctly is a delicate balance. Price too high, and you might scare away potential clients. Price too low, and you undervalue your work, attract difficult clients, and struggle to build a sustainable business. As a web developer in the Philippines who has navigated this challenge for years, I’ve learned that confident pricing comes from a clear, structured approach. This guide will walk you through practical strategies to estimate scope, set fair rates, and present proposals that Filipino clients will understand and trust.
1. Choosing Your Pricing Model: Hourly vs. Fixed-Price
The first step is to decide on your pricing model. The two most common models for freelance web developers in the Philippines are hourly and fixed-price (or project-based).
- Hourly Rate: You charge for the exact number of hours you work. This model is transparent and protects you from scope creep, as any additional work is simply billed as more hours. It’s ideal for projects with unclear scope, ongoing maintenance, or clients who frequently change their minds. However, some Filipino clients can be hesitant about hourly rates due to budget uncertainty.
- Fixed-Price: You quote a single, total price for the entire project based on a clearly defined scope. This is often preferred by clients as it provides budget certainty. However, it requires you to be very accurate in your time estimations. If you underestimate the work, you risk working for free. This model requires a rock-solid contract and a clear process for handling out-of-scope requests.
Many successful web developers in the Philippines use a hybrid approach: a fixed price for the core project, with a clearly stated hourly rate for any work that falls outside the initial scope.
2. Calculating Your Baseline Hourly Rate
Even if you plan to charge a fixed price, you need to know your hourly rate to calculate your project costs. Don’t just pick a number out of thin air. A professional web designer in the Philippines calculates their rate based on business needs. Here’s a simple formula:
Start with your desired annual salary. Let’s say ₱720,000. Add your annual business expenses (internet, software subscriptions, hardware, taxes, SSS/PhilHealth contributions) – let’s estimate ₱120,000. Your total annual target is ₱840,000.
Now, calculate your billable hours. A full-time year has about 2,080 work hours. But you won’t be billing for every hour. You need to account for holidays, vacation, sick leave, and non-billable time spent on marketing, admin, and training (a good estimate is 50%). So, a realistic number of billable hours per year might be around 1,000.
Your Rate = Total Annual Target / Total Billable Hours. In our example: ₱840,000 / 1,000 hours = ₱840 per hour. This is your baseline rate. You can adjust this up based on your experience, demand, and the value you provide.
3. Accurately Estimating Project Scope
The key to successful fixed-price projects is accurate estimation. This requires a thorough discovery process with your client. Never give a quote based on a one-line email. Insist on a discovery call where you can dig deep into their requirements. A great way to structure this is by helping your client write a proper brief, a topic I cover in How to Write a Design Brief.
Break the project down into the smallest possible tasks (e.g., ‘Design homepage mock-up’, ‘Develop hero component’, ‘Set up contact form’). Estimate the hours for each task, then add them up. Finally, add a buffer (15-30%) for unexpected issues, communication overhead, and revisions.
Your Fixed Price = (Total Estimated Hours + Buffer) x Your Hourly Rate.
4. Presenting Your Price in a Professional Proposal
Don’t just send an email with a number. A professional proposal frames your price as an investment and demonstrates the value you provide. A good proposal for a Filipino client should include:
- Understanding of the Problem: Show that you listened and understand their business goals.
- Proposed Solution: Detail how your web development services will solve their problem.
- Scope of Work: A clear, itemized list of deliverables.
- Timeline: Estimated milestones from start to launch.
- The Investment: Present your price clearly. Consider offering 2-3 tiered packages (e.g., Basic, Pro, Premium) to give the client a sense of control. For more on this, see my article on the average cost of a small business website.
- Next Steps: Tell them exactly what they need to do to start the project.
For more details, check out my guide on Proposal & Contract Templates for Filipino Web Developers.
5. Don’t Compete on Price, Compete on Value
It can be tempting to lower your rates to win a project, especially when starting out. But this is a race to the bottom. Instead, focus on justifying your price by demonstrating the value you bring. A well-built website isn’t an expense; it’s a revenue-generating asset. Frame your proposal around the return on investment (ROI) for the client. Will this new e-commerce site increase their sales by 30%? Will this booking system save them 10 hours of admin work per week? That’s the value they’re paying for.
Pricing is a skill that improves with experience. Track your time on projects (even fixed-price ones) to refine your estimations. Be confident in your rates, communicate your value clearly, and you’ll attract clients who respect your expertise and are happy to pay for it.
