· 5 min read
How much do web designers charge in the UK? Hourly, day and project rates
Short answer: UK freelance web designers typically charge £25–80 an hour or £180–550 a day. Senior UX/UI and product designers often charge £450–700 a day, more in London. For a whole small business website, most freelancers quote a fixed price of around £1,000–3,000, while regional agencies typically start around £3,000.
Those numbers only make sense next to what you get for them. Here’s how UK web designers price their work, why two quotes for the same site can be thousands of pounds apart, and how to tell whether the one in front of you is fair.
Typical UK rates in 2026
| Who | Hourly | Day rate |
|---|---|---|
| Junior or newer freelance web designer | £20–35 | £150–250 |
| Experienced freelance web designer | £40–70 | £250–450 |
| Mid-level UX/UI designer | £55–75 | £450–550 |
| Senior UX/UI or product designer | £70–100+ | £550–700+ |
| Freelance web developer | £45–80 | £350–650 |
Typical UK market ranges from rate surveys and price guides checked in November 2026. London rates are often 20–30% higher; elsewhere in the UK they’re usually a little lower.
What a whole website costs
Most clients don’t buy hours, they buy a finished site. For a project, the usual UK ranges look like this:
| Project | Freelancer | Agency |
|---|---|---|
| Landing page | £400–1,500 | £1,500–4,000 |
| Small business site, about 5 pages | £1,000–3,000 | £3,000–8,000 |
| Larger company site | £2,500–6,000 | £6,000–20,000 |
| Online shop | £1,000–5,000 | £5,000–15,000 |
The full breakdown, including running costs, is in how much a website costs in the UK, and shops have their own guide: what an online shop costs.
How web designers price their work
Hourly
Common for small changes and fixes. Fair for quick jobs, but for a whole site it puts the risk on you: if it takes longer, you pay more.
Day rate
Usual for UX/UI and product work, workshops and teams that need a designer for a set number of days. Easy to budget when the scope is still moving.
Fixed project price
The most common way small businesses buy a website. You agree what’s included up front and the price doesn’t change unless the scope does. Best for most clients, as long as the quote spells out exactly what you get.
Monthly plans and retainers
For ongoing updates, support and improvements after launch, or for pay-monthly sites where the build cost is spread out. See website maintenance costs.
Why rates vary so much
- What’s included. One quote is design only; another includes planning, copywriting, the build, search set-up and support. They’re not the same product.
- Experience and range. A designer who has worked on many kinds of business spots problems before they cost you money. That takes years, and it shows in the rate.
- Thinking, not just drawing. Working out what your customers need and what to leave out is the part that makes a site earn its keep. Some designers do it; some build exactly what they’re told. More on that in cheap vs expensive designer.
- Specialism. UX, product and data-heavy work, or design plus development in one person, usually costs more per day and often less per project.
- Freelancer or agency. Agencies carry offices, account managers and several roles, so their prices are higher even when the work is similar.
- Location. London prices are highest, though most design work now happens remotely.
- VAT. Some designers and all larger agencies are VAT-registered and add 20% on top, so check whether a quote includes it.
How to tell if a quote is fair
- Compare like with like. List what each quote includes: pages, copy, photos, forms, search set-up, rounds of changes, training and support after launch.
- Look at the work. Ask for examples close to your business, and what results they brought, not just how they look.
- Check who does it. The person you talk to, or someone you never meet?
- Ask about ownership. The domain and site should be yours, and you should be able to move them.
- Ask what happens after launch. Who fixes things, how fast and at what cost.
A very low price usually means a template with your logo on it; a very high one should come with a clear reason. Getting ready before you ask for quotes helps a lot: see what to prepare before hiring a web designer.
Is hourly or fixed price better for you?
For a new website, a fixed price is usually better for the client: you know the cost before you start and the designer carries the risk of it taking longer. Hourly or day rates suit small jobs, open-ended work and ongoing product design where priorities change week to week. Whichever you choose, get the scope in writing.
If you’re a designer setting your rate
Start from what you need to earn, not from what others charge. Add up the income you want, your costs (software, equipment, insurance, accounting, pension) and tax, then divide by the days you can realistically bill. Most freelancers bill far fewer than 230 days a year once admin, sales and holidays are counted; 120–160 is common. The result is your floor; your actual rate depends on your experience, your niche and how clearly you can show the value of your work.
Common questions
How much do web designers charge per hour in the UK?
Typically £25–80 an hour. Newer freelancers often charge £20–35, experienced web designers £40–70 and senior UX/UI specialists £70–100 or more.
What is a typical web designer day rate in the UK?
Around £180–550 a day for web designers, and £450–700 or more for mid-level and senior UX/UI and product designers. London rates are often 20–30% higher.
How much does a freelance web designer charge for a website?
Most UK freelancers quote £1,000–3,000 for a small business site of about five pages, and £1,000–5,000 for a small online shop, depending on what’s included.
Why are agencies more expensive than freelancers?
They carry more overheads and several roles, such as account managers, designers, developers and project managers. For large projects that team can be worth it; for a small business site a freelancer is often faster and better value.
Should I pay a deposit?
A deposit of a third to a half up front is normal in the UK, with the rest at agreed stages or on launch. Paying everything up front is unusual.
Do web designers charge VAT?
Only if they’re VAT-registered, which is required above the UK registration threshold and optional below it. Always check whether a quote includes VAT.
Tatiana · UX/UI, web & product designer in the UK with 10+ years across B2B and B2C. I design and build websites, online shops, web products and apps for businesses of every size. Back to the site