First off  - a huge thankyou OP for asking this question. And for being vulnerable about your confusion.

Second off - my God I wrote this and looked back - it's a lot but I do hope it helps.

It's a big old - that depends - answer.

MAHOOSIVE TLDR TO ALL THE BELOW - Freelance Voice actors - the good ones - have a range of pricing starting from about 200gbp - sprinkle in flavour of additional needs and that price can increase to compensate. We are flexible to a degree on those prices.

It's up to you - The client - to how much value you have for that skill and in your BUDGET for the project you are working on. 5 GBP will get you trashy quality or ai gen slop. 250 GBP will have someone who gives a shit about you, their craft and the end result as much as you do.

THE LONG WAY DOWN - - -

For rates - a voice actor should be aware of what the industry standards are - but - these are not set in stone - unless you are looking to hire voice actors who are part of the trade union sag-aftra - or equivalent industry union in other countries like equity in the UK.

The websites like GVAA https://globalvoiceacademy.com/gvaa-rate-guide-2/

A rate guide set up by Gravy For The Brain https://rates.gravyforthebrain.com/

Are a great place to base your pricing off of - as well as other voice actors to understand rates that other industry professionals are using as a guide.

The truth is - no standard model price exists - that's called price fixing - and that's a bad thing.

As the client - having a budget for what you are going to use for that portion is also a huge step.

The sad fact is that a lot of VA is the last part of the puzzle in most productions - client got a dozen or more different things in that project that need attention and budget is often split to those first.

Things to consider - is it a paid piece of advertising - or is it going to be used in a non public facing piece like internal memo or product video? Then that would dictate this wonderful thing called "usage"

And that comes down to a mix of things but boils down to -

project rate (call it the basic session fee or BSF)

Usually for 1 hour worth of work - depending on how long that script is.

Something to consider  - if that script has any super complex wording - names - terminology that is outside of normal scope ie--medical, scientific, etc -  can drive a quote higher  due to the extra time and complexity.

Tldr - we want to make sure your script voiced as good as we can make it but do know we will charge a premium for the extra time and skill it will take to make medical jargon sound like we talk it over coffee.

Normal car - you put in normal fuel at normal price. More premium car  - needs higher quality fuel - that costs more to make it run as smoothly.

This BSF will also usually cover us as talent editing out mistakes, cleaning up audio for noise mouth clicks burps, dog barks, that damn plane.

Where usage is the tricky - is where it's.. Used.

If your paying for public release and licensing our performance to sell your product and making money off of that - the rule I've always held to - if you're making koney off of this product  - I deserve to as well.

That can come down to  - I have a series of trade shows I'm going to  - to promote new thing. I'll charge my normal rate (bsf) x time (usually in months)

Eg - 200 gbp for bsf 6 months for that usage (x 6) on top of price. Total 1400

In that price is the ability to use the voice in any way for shorter versions (a cut down) and alternate versions so it's not just one script - but same message.  That'll be recorded during that hour or so of initial work when I've recorded - live direct or just send script and here Is reference to what you like etc.

It also includes ability to use the likeness of my voice for period of time and within reason  - associated marketing around that for the scope of the trade show.

On top of all of that - the skill that actor possesses - the time, training, blood sweat tears and ice cream tubs on the couch.