Firms' or freelance rates for custom web development may vary from $20 up to $200+ /hour (for freelance, mostly falling into $20-$80/hour range). For instance, for the firm where I was working as senior web developer in past (2002-2004) it was $100/hr if no discount applied. So matter-of-fact, if you look for contract web developer (custom web development) and found them, you had to pay them $100/hr and the person who will do the work was me anyways. Now you can hire professional web developer directly for significantly lower rate even though my skills and experience grew up and wide noticeable since I left senior web developer position in that firm.
My hourly rates for custom web development (ColdFusion / PHP) in 2019 are:
Billing does not include time taken to (time not to be billed):
I don't require prepay me until customer is satisfied by the work I did.