1. Take who the client is, think about how much I like the job, how technically hard it is, how long I'd be at it and the deadline they want and a few other variables then pick a figure from the air that seems good.

2. Word of mouth or chatting to people in person.

3. Fuck no. Faster for me to build a custom site than to wrangle with someone's theme that's been built for the lowest common denominator.

4. A good SEO setup is included in the cost, but I don't write the headlines, meta desc, etc. If I am, that's extra.

Agency for 2 years, Freelance for about 5 in total.