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Ask other freelancers and people who hire freelancers . Find a sweet spot in between the high rate and what makes someone not have to fight to get you approved. I've been on both sides and you don't want to oversell or undersell. If you oversell you'll feel stressed and clients may feel resentful if you can't "deliver". It's a balance of being confident enough in your abilities and experience on your own. I find a lot of people on this platform that aren't actually talking to other people who do what they want to do. Get out there and ask questions.
With 10+ years, I’d never start cheap‑cheap. Maybe a slightly “entry” rate for the first 1–2 clients in exchange for great case studies, then move quickly to rates that match your experience.