Pricing Strategy For Women Web Designers
It's time to stop undercharging and overdelivering
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients.
You're so good at what you do...
So why does it feel like your income doesn't match the effort?
You do excellent work and give your all to every project (which is why you get so many new clients through word of mouth).
And yet… you keep lowering your price right before hitting send on your proposals. You don't charge for all the extras that end up taking way longer than you thought because you don't want your clients to feel like you're nickel-and-diming them. And even though your clients are perfectly nice people… you still dread opening your inbox.
You think you need more, better or different clients to make the money you really want to be making… but you're already maxed out, and the thought of having to do more than you already are just doesn't feel worth it.
The truth is… you don't need a better marketing strategy. Or portfolio. Your prices aren't too high.
You just need a proposal and offer strategy that shows prospects why the value of working with you is many, many times more than your price.
And that's where the Web Designer Academy comes in.
MY WEB DESIGN BUSINESS ALMOST BROKE ME...
When I started freelancing, I believed it was my job to do whatever my client asked of me for the least amount of money possible. Deep down I believed that the more I charged, the less they'd have, and it felt like I was harming them somehow.
So I charged as little as possible at my own expense, said yes to all the extras (without charging more), worked nights, weekends and on vacation, and answered every email as fast as possible.
My clients were happy and the referrals kept coming – and I was completely overwhelmed, burnt out and on the verge of quitting.
Until I realized the problem wasn't my clients weren't willing to pay more, it was that I was running my business with an Employee Mindset.
Once I figured out that I wasn't selling my time, my skills, or even websites – I was building revenue-generating assets that would create more time and money for my clients than they'd ever pay me – everything shifted.
Shannon Mattern, Founder & Pricing Strategist, Web Designer Academy
Shannon Mattern, Founder & Pricing Strategist, Web Designer Academy
I stopped worrying I was ripping off my clients and starting charging what I really needed to make to meet my revenue goals, backed by what my clients would be able to create as a result of working with me.
I restructured my proposals to empower my clients to decide for themselves whether they wanted to spend their money or their time – and their choice became a built-in boundary that helped me stop dreading my inbox.
Three years after almost giving up entirely, I'd replaced my six-figure corporate income. Not by working more. By understanding what I was creating was actually worth – and ultimately creating a proposal process that uses a pricing strategy that made it way easier to sell it at prices that felt worth it.
That shift is what we do inside the Web Designer Academy where I've helped hundreds of women just like you make the shift too.
It's Time To Shift
Three steps to a web design business that finally works for you
Make Over Your Pricing Mindset
Confidently charge what it's truly worth and convert more consultations into clients (without lowering your price before hitting send).
Change Your Proposal Strategy
Stop using one-size-fits-all proposal templates and and put a proposal strategy in place designed to get more yesses at higher prices.
Confidently Make Offers That Convert
Lead prospects through the decision to work with you without feeling pushy, sleazy, salesy or like you're ripping them off.
CLIENTS WILLING TO PAY "THAT MUCH" ARE ALL AROUND YOU RIGHT NOW...
Most business programs for web designers focus on branding, systems, and getting those first few clients… but what about what happens after you land the project?
Knowing you undercharged and wishing you wouldn't have. The pressure you feel to be perfect and keep clients happy. The demands. The delays. The scope creep. The resentment.
You think the problem is that you need a better website, portfolio and marketing strategy to attract clients willing to pay “that much”… or the answer is to lower your prices and offer smaller packages… but the truth is that clients willing to pay “that much” are all around you right now… it's just that your current proposal process is setting you up to have to prove your worth and justify your price (and setting clients up to make an expense-minded decision).
The Web Designer Academy is the only program built specifically for experienced women web designers who've outgrown beginner strategies and are ready for the advanced pricing, proposal, and money mindset work that makes charging what they really should be charging so much easier.
You don't have to figure it all out on your own anymore.
Here's what shifts when you use our strategies
You stay out of clients' wallets.
You stop worrying about what your clients can afford – and start letting them decide that for themselves.
You stop working for free.
You stop adding deliverables to feel like you've earned your price – and start charging for the outcome, not the output.
Pricing stops feeling so personal.
Your price stops being about you – and starts being about what your clients value most.
"I landed a $15,000 project. Before, I would have charged around $5,000 for the same thing. The only difference was how I packaged and presented it - and they didn't even blink at the price."
Aprile Blair, Web Designer
The best way to know if the Web Designer Academy is right for you?
Come see for yourself.
Sit in on our weekly live Strategy Call. Meet Shannon and the other women in the program. See if you vibe with the community. Learn more about our strategies and support so you can decide for yourself if the Web Designer Academy is the right next step for you or not.
The Next Live Strategy Call & Program Tour is at 3PM Eastern on Tuesday, March 24, 2026
Or book a 1:1 Discovery Call with Shannon here
Or book a 1:1 Discovery Call with Shannon here
Still Exploring?
Check out these resources
The High-Converting Proposal Template
Your next proposal could be the one that changes everything. This free template shows you what to include (and what to leave out) to get more yesses at prices that feel worth it.
Profitable Web Designer Podcast
You’ve got the skills, now it’s time to upgrade your mindset. Go deep with Shannon on pricing, sales, mindset, and building a web design business that works for you, with new episodes every week.
How To Price Web Design Projects for Profit
Stop undercharging and start communicating the true value of your work. This free guide walks you through pricing your services in a way that’s profitable and sustainable.
Business Coaching for Women Web Designers
FAQs About Business Coaching
At the Web Designer Academy, web design business coaching means personalized support, clear strategies, and the mindset work you need to build a profitable business — without burnout, people-pleasing, or constantly second-guessing yourself.
Our coaching gives you a proven framework to confidently raise your prices, get better clients, manage projects with ease, and stop overdelivering. We also help you shift the beliefs holding you back so your business can grow sustainably.
Women often deal with unique challenges in business — from undercharging to undervaluing their work. That’s why everything we do at WDA is designed to support you in building a business that works for you, on your terms.
Yes! You don’t need a niche, rebrand, or fancy portfolio to succeed here. Our coaching meets you where you are and helps you grow with what you already have — no cookie-cutter rules required.
