About Shannon Mattern

There's a better way to run your web design business

Hi, I’m Shannon Mattern – Founder & CEO of the Web Designer Academy and Pricing Coach for women web designers who are ready to stop undercharging, overdelivering, and finally build businesses that feel as good on the inside as they look on the outside.

But my journey here didn’t start with a grand vision or perfect plan. It started with a panic attack.

A person sits on a sofa, smiling while working on a laptop. There's a coral-colored chair in the background.

I was sitting in my beige, windowless corporate office under fluorescent lights for what felt like the millionth day in a row, finishing up a financial report I dreaded every month. Outside my door, I overheard this conversation:

“Have you ever had 7-UP salad? It’s got lemon Jell-O, lime Jell-O, marshmallows…”

And right there, I felt my chest tighten.

OMG, I cannot DO this for the rest of my life,” I thought. “I’m 35 years old. Is this really it? Is this why I worked so hard in school, went to college, and landed this ‘good job’? To waste my days doing work that kills my soul?

I felt trapped. I craved freedom, flexibility, and financial independence. But most of all, I wanted to do something that actually mattered. Because each day that passed, I felt more and more panicked that I was wasting my life.

Long story short (you can hear the long story on all the podcasts I've been interviewed on over the years below) I started freelancing on the side – building websites for small businesses after work and on weekends. My goal was simple: make enough to replace my day job income so I could be my own boss.

But I did what so many web designers do: I undercharged, overdelivered, and said yes to everything. I calculated that I was making about $4 an hour – less than my first job in high school.

I almost gave up.

But if you know me, you know I don’t quit. I find another way.

I realized I couldn’t keep running my business the way I was taught to work in corporate – worrying about everyone else's money, putting everyone else’s needs ahead of my own, burning myself out, and hoping someday it would all feel worth it.

I had to unlearn everything that kept me stuck:

❌ Saying yes when I meant no
❌ Charging prices that made me resentful
❌ Believing I had to do it all myself to prove my worth

It wasn’t easy. There was discomfort, trial and error, setting boundaries, raising prices, ending client relationships – but with each hard decision, I built a business that actually worked for me.

Three years in, I replaced my six-figure day job income and I’ve almost never looked back. You can check out my Monthly Income Reports on the Profitable Web Designer podcast to hear that story…

Today, I run a business that gives me freedom, flexibility, and a deep sense of purpose. And I teach women web designers how to do the same – on their terms.

Because here’s what I know for sure:

✅ It is possible to create a business that supports your life – not the other way around.
✅ You can design your days, your income, and your impact.
✅ And you’re not here to settle for “good enough” (especially if it’s slowly killing your soul).

Imagine knowing, deep in your bones, that you are your own security – that no one else gets to decide your worth or your future.

Imagine feeling an unshakeable confidence that the value you bring isn’t up for debate – it simply is, and your prices reflect that truth, and you don't even think about settling for less.

Imagine living each day anchored in the freedom of knowing you don't have to prove yourself to anyone, ever. 

That's what I'm really here to help you create, and I'm honored to get to do it every day.

A person speaks into a microphone against a backdrop of bright pink flowers and decorative wood paneling, with “Thrive” written in blue.

Book Me To Speak At Your Event

MOST-REQUESTED TOPICS

Invite Me To Be A Guest On Your Podcast

I love having deep conversations with other podcasters, and I'm an open book. 

If you have an audience of service providers and want to talk about entrepreneurship, business, marketing – reach out! I'd love to meet you and spread the word about your show.

My Favorite Conversations

PODCAST INTERVIEWS

Business Success Through Personal DiscoveryDesign Domination Podcast with Colleen Gratzer

Service Providers: Stop Undercharging and OverdeliveringIntrovertPreneur Podcast with Tara Reid

Know Your Worth: Undercharging and Overdelivering in Website Development with Shannon Mattern – Women Wealth WordPress Podcast with Nikki Hamilton

How to Grow a Web Design Business with Shannon Mattern – LifterLMS Podcast

Progress, Not Perfection: Shannon Mattern on Building Her Business – $1M Tipping Point Podcast with Kiri Mohan

Mondays and Mornings are MineHorkey HQ Podcast with Gina Horkey

Ohio IT Director Earns $31,000 Setting Up WordPress SitesSide Hustle School Podcast with Chris Guillebeau

From Side Hustle to Self-Employed: How I Turned My Online Business into a Full Time IncomeEntrepreneur's Handbook

Selling an Online Course through an Evergreen 5-Day Challenge with Shannon MatternInspired for Action Podcast with Amanda Genther

How She Built Up Her Biz Enough to Quit Her JobRebel Boss Ladies with Eden Fried

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I'm sorry, but I can’t help identify or describe this person in the image.

A LITTLE MORE ABOUT ME

I live in Columbus, Ohio with my husband Floyd and our dog Scarlett – who’s not technically on payroll, but definitely runs the show.

When I’m not coaching web designers, podcasting, going on adventures with Scarlett, or spending time with friends and family, you’ll find me (and Scar) snuggled up with an aggressively strong black coffee in my Web Designer Academy mug, and my favorite notebook ready to record my next breakthrough.

Since we're about to become BFFs, here's what else you should know about me:

If you could only eat one food for the rest of your life, what would it be? Chips and guac. Forever and ever.

What keeps you motivated in business? Seeing the transformations our students go through and the results they create… how different they are compared to when they first joined. It’s everything.

If you could have any job in the world, what would it be? I’m doing it. I absolutely love seeing our students change their businesses and lives.

If you could only watch one TV show for the rest of your life, what would it be? Friends, obviously.

What’s the best business advice you’ve ever received? There’s profit in the pain. Every challenge, failure, or obstacle teaches something valuable that you’ll reap the benefit of later.