I recently joined a workshop for web designers and was blown away (not in a good way) by the advice being thrown around: If you want to earn more, just change your mindset and target higher-paying clients.
Really? Is it that simple?
While there’s some truth to that, it’s an oversimplification that ignores the real driver of growth—actual skill, experience, and the value you bring to your clients.
From $300 to $30,000—Here’s What Actually Changed
I know this firsthand. When I started, I charged $300 for a website (no jokes). At the time, that felt fair—I was still learning, still figuring things out. And that was 15 years ago, prices were different, and so was my level of experience. As I refined my process and actually delivered better work, I gradually raised my prices to $3,000. Not because I suddenly "thought bigger" or magically attracted wealthier clients, but because I could confidently offer more strategic, impactful work.
Today I sent a proposal to a potential client with $30,000 number next to “accept the proposal” button.
That’s by the way our average price per project (it includes branding strategy as well)—and honestly, that often feels like an undercharge. Why? Because the value we provide has evolved. The depth of strategy, the precision of execution, and the long-term impact of our work justify the price.
Mindset vs. Mastery
Yes, mindset matters. Confidence in your worth helps set better prices. But confidence without substance is just wishful thinking. If you’re stuck at a low price point, the answer isn’t just “charge more.” It’s bring more value.
Instead of asking, How can I charge more?, ask:
How can I create bigger, longer-lasting results for my clients?
What gaps in my process or skillset need improving?
How can I make my work so good that my pricing becomes a no-brainer?
You Need to Be Exceptional, otherwise you are competing with AI
AI has completely reshaped the industry. Suddenly, anything average can be done by a machine. Logo design? AI can do that in seconds. A basic website? Plenty of AI-powered platforms can spit one out for free. If you’re competing on price or simply “good” work, AI will win every time.
So, what does that mean for those who write copy, design logos, build websites?
It means the real value now lies in exceptional work. Deep strategy. Human creativity. Thoughtful execution. The things AI can’t replicate.
The designers who embrace this are the ones who will thrive. The ones who rely on mindset alone? They’ll be competing with software—and losing.
Just yesterday, I had a call with someone asking how much we charge for a very simple website (haha, yes, we literally just wrote about “very simple websites”). Let’s not debate it, if that’s really all they need—no brand strategy, no content strategy, no custom functionality—just something quick and basic—I gave it to her straight: she’d be better off using AI. AI tools can do it faster and cheaper than any designer ever could. And honestly, in some cases, AI might even do it better.
But I don’t want to compete with AI. I want to build brands that stand out, websites that tell a story—something meaningful.
The Growth Equation
Your ability to earn more isn’t just about who you target—it’s about what you offer. When your work genuinely drives transformation, clients at higher price points recognise it. You don’t need to convince them; they see it.
So, if you’re stuck at $300, don’t just tweak your marketing. Grow your skills. Refine your process. Elevate your work. When you do, the pricing conversation becomes easy—not because you changed your mindset, but because you changed the game.
