A $600 shoot sounds great until you count editing and admin time. Your true hourly rate is the fee divided by all the hours the job consumes.
This effective rate is almost always lower than the headline number.
The example
A $600 portrait session takes 2 hours shooting, 5 hours editing, and 1 hour of admin.
| A | B | |
|---|---|---|
| 1 | Item | Value |
| 2 | Shoot fee | $600 |
| 3 | Total hours | 8 |
| 4 | True hourly rate | $75 |
The formula
Add every hour the job touches, then divide the fee by that total:
How it works
Why this matters:
- List every block of time: 2 hours shooting, 5 hours editing, 1 hour booking and delivery admin.
- Add them: 2 + 5 + 1 = 8 total hours invested in the job.
- Divide the fee by total hours: $600 ÷ 8 = $75 per hour — your real, effective rate.
- Compare to your target hourly rate. If $75 is below it, raise prices or trim editing time.
Editing is usually the hidden time sink. Cutting it from 5 to 3 hours here lifts the effective rate from $75 to $100.
Try it: interactive demo
Enter your fee and the hours in each phase; see your true hourly rate.
Variations
Add unpaid travel time
Include drive time to see the real picture.
Profit per hour after costs
Subtract job costs before dividing.
Pitfalls & errors
Do not forget unpaid hours — emailing, culling, second-guessing edits all count and quietly lower your rate.
Track a few real jobs this way; the average reveals which session types actually pay best per hour.
Practice workbook
Frequently asked questions
Why is my true rate so much lower than my fee?
Should I include equipment costs?
How do I raise my effective rate?
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