I charge £40 quid for a callout to someones house or office, and then go from there. Purple shirt land charge £60 round here for diagnosis and the first hour or so and you have to take it to them so i feel £40 is a fair charge.
Id say a good 90% of my customers will use me again and almost all of them know nothing about pcs other than using word and so on, anything goes wrong and they either dont want to, or cant be arsed learning how to fix it.
There will always be people who want things for next to nothing, and there will always be those who are prepared to pay for convenience and curteous service.
I also tend to charge £40 for a full OS reinstall and for that ill take it home, backup their data, reinstall and find the drivers and do a full update and copy back the data. In all usually takes an hour and a half, maybe two. Depends on the speed of the pcwith half of that time waiting for the damn update site to load.
I have no problems getting work in, and i dont even advertise as most comes from word of mouth. I also work 2 days a week for a pair of local primary schools doing the usual IT support routine. They are big enough schools to need someone to help out as they have 30+ pcs, but too small to have a full time or even a council contracted techie.
At the end of the day people will pay what the job is worth to THEM. Of course you will always get differeing opinion about what your time is worth but if you provide a service and the customer is happy whats the problem>?
/ps £35 per hour including a callout from a plumber!!?? not round here it damn well isnt! cheapest i could find when we had a leak was £90 callout as it was after 5pm and £45ph after that.
Thats pretty much the same with me, people would much rather pay me £40 for an hour to do the job correctly and check other things while I am there than them spend all weekend trying it themselves and making a hash of it.
Most people are very happy to pay £40/hour if the jobs done to a good standard. You always get the numpties who think its too expensive so I let them go somewhere else as they are not worth the hassle!