If you’ve struggled to ask for what you want for a project or have faced pushback from a client on pricing, know that you aren't alone. Expressing the value of working with you begins way before the consultation call.

One of the key pillars of running a successful web design business is honing the art of communication, specifically by showing the value of your services to prospective clients. This may feel overwhelming, but by applying even a few proven strategies, you can showcase your unique selling proposition, attract ideal clients, demonstrate the benefits of working with you, charge what you want for your services, and grow your business.

1. Understand your client’s point of view

As a web designer, understanding where your client is coming from is crucial. If a client shares feedback on pricing, recognize that they’re expressing their business’s situation, not rejecting your work. There are various reasons a client may be concerned about costs, such as: 

• Lack of understanding of what building a website involves 

• Unsure about the return on investment (ROI) of building a website 

• Not understanding all the deliverables included in your package or why they need them

• Needing budget approval from other stakeholders

• Feeling like their pain points haven’t been clearly understood or addressed

• Not seeing a clear process or workflow

2. Educate your client on the design process

Knowing that clients often reject prices due to a lack of understanding of the web design process, addressing this upfront is vital. The following are tips to provide ample client education so they feel confident working with you. 

• Explain your design process

  On your website, dedicate space to describing what happens at each stage of the process, the typical design package, and general timelines. This helps clients come to the consultation call with more clarity about what to expect.

• Provide an overview 

  Prepare a PDF outlining your design process and send it to clients after they book a consultation call. If it's straightforward, well-designed, and easy to follow, clients will be more inclined to read it.

• Give an outline during the consultation call

  After understanding your client’s needs, describe the design process. Assume they haven’t read your website or overview document, and tailor your explanation to their project.

• Showcase testimonials

  Feature testimonials and client reviews on your website and social media. Whenever you can, include photos of your clients and their websites. This can help future clients connect with the impact of your work.

• Showcase your portfolio on the consult call

  Sharing your screen, walk through some of your past sites, explaining how your design decisions solved clients’ problems and achieved their goals. Showcase case studies of your best work and at least one website that’s in the niche or industry of your prospective client.

These steps help showcase the value of working with you, demonstrate your expertise, and build trust. Learn more about educating clients on the benefits of your Squarespace services.

3. Understand your client’s concerns

Invest time in understanding what the client is looking for and why they want to hire you in the first place. The consult call is the best time to learn this information. During the consultation, you’ll want to:

• Take meticulous notes

  Write down the exact phrasing clients use.

• Ask what and how questions instead of why

  Ask good questions about what they want to achieve. For example, “What is the biggest difference you want to see with a new website?” or “What are the biggest issues with your current site?”

• Ask about their purpose

  Focus not just on the details of the website project but also get to know their big vision.

• Don’t interrupt

  Let them express themselves without interruptions. Give visual and verbal signs that you are listening. Congratulate them when they share a win or success.

• Summarize what you’ve heard

  Use their phrasing to sum up their main website goals. This helps clients feel that you’ve understood their problems and ultimately builds trust.

4. Communicate your packages with clarity

Using pricing strategies, such as tiered design packages instead of custom pricing, attracts web design clients, saves time, and makes your business profitable. Articulate your design packages, pricing, and timelines during the consultation call. This straightforward approach is enticing to prospective clients who are often faced with decision fatigue.

When you understand the client’s needs, present your packages and explain how each package can solve their problems and achieve their goals. Demonstrate the return on investment (ROI) of investing in your packages, weaving in mentions of their monetization channels and revenue model.

After the consultation call, send a written summary of your offer, deliverables, and timeline in a detailed proposal. This summary can include next steps and information on how best they can reach you. It’s also a good place to set boundaries about your availability and mode of working and communication.

5. Respond to client objections

Developing the skill to handle various client objections is a crucial part of knowing your worth and communicating the value of working with you. When clients ask questions, see it as a good sign that they’re engaged. Address objections confidently and understand that this is a normal part of business. Read our guide to prepare for common client objections. 

6. What to do when clients want to negotiate

If clients want to negotiate, don’t be alarmed. Just remember that you don’t have to negotiate. Plus, if past clients have hired you at your price point without pause, you can be confident that your rates reasonably match the value you bring to the table. If you don’t want to negotiate, here are some example scripts:

“It’s my company policy to not negotiate on my prices. My packages cost the same regardless of who the client is or how large their budget is. For that reason, I can’t engage in negotiating. If things change, I’d be delighted to work with you.”

“I understand that the pricing of my packages doesn’t match your current website project needs. If this situation changes, I’d love to open up this conversation again. Otherwise, I hope you find the right designer to work with you.”

Remember, it’s your business. You set the rules.

If you do choose to negotiate, here are some suggestions:

1. Go down with deliverables

If reducing the price, reduce what you deliver. For instance, you can reduce the number of pages, included features, or number of revisions.

2. Maintain the cost structure

Don’t change the cost of the project. Rather, reduce the deliverables. For example, state the full price on the invoice and subtract the amount and deliverable.

3. Less money = less time

Ensure that negotiating ‌the price also reduces the time engagement on the project. This helps you maintain profitability and use your time to acquire other clients or invest in business growth.

Communicating your value as a web designer

The art of being a successful web designer goes beyond web design skills. Communicating the value of working with your business is a key skill to add to your toolbox. When setting your prices, charge for the value you provide as a talented, reliable, and effective professional, and for the transformation your services provide to clients. Applying even one or two of these best practices can greatly uplevel how you demonstrate the unique experience clients can expect from working with you.

Want more?

Check out Squarespace Circle, Squarespace’s program for professional web designers, developers, digital entrepreneurs, and creatives. Along with exclusive content, discounts, and other perks, Circle brings professionals together from across the globe to exchange advice while connecting with new clients and collaborators.