Pricing Strategies That Attract Web Design Clients
Building a sustainable web design business isn’t just about finding and landing clients. It’s about pricing your services strategically so you can get the most out of every project. When your prices are right, they strike a balance between profitability and client satisfaction. Your pricing structure should properly value your hard work, unique skills, and expertise—without putting off clients by making the relationship feel purely transactional.
A creative pricing strategy can also help you stand out as a web designer. Prices—high or low—clarify your position in the market, signaling to clients that you’re offering luxury services or unmissable deals. Thoughtful web design packages demonstrate a willingness to meet diverse client needs. And transparent communication sets the stage for productive client relationships, building trust and credibility in your earliest conversations.
In our 2024 State of the Web Design Industry Report, we found that most (73%) web designers surveyed charge at least $501 to $3,000 per project. Some (13%) won’t take on a project for less than $4,000—and even more (17%) charged over $7,500 for a project in the last year. Most (77%) respondents prefer project-based pricing to hourly billing. Many web designers raise rates based on project scope, project complexity, inflation, increased demand, and market pricing.
For a deeper understanding of how to price web design services, we interviewed Sophia Ojha, a Squarespace Circle member, Community Leader, and professional web designer. Sophia has built websites since 2010 and exclusively built on Squarespace “from day one.” In this interview, Sophia walked us through how she prices web design projects, talks to clients about pricing, and creates web design packages clients will love.
How do you determine the value of your web design services when pricing a project?
Sophia Ojha: I don’t do custom pricing for any project under $10,000. Instead, I offer two main web design packages. There are many factors that go into pricing these packages:
Business costs
My annual revenue goal
The value I bring to the project
My money mindset
The type of client I want to serve
Two indicators help me determine whether I have priced too low or too high. First, market demand: if clients are quickly booking out my packages, I know I need to increase my rates soon. Second, intuition: I always have a strong feeling when I have priced something too high.
How do you usually price your web design services?
Sophia: As of the first quarter of 2024, I offer two main web design packages: Website in Two Days ($3,800) and Website in Two Weeks ($9,800). Keep in mind these prices reflect five years of running my web design business. I started in 2018 with an $800 package. For several years, I offered a Website in a Day package for $1,800.
As solopreneurs, it's important that we increase our pricing incrementally. Yes, you may have to start at a beginner’s rate if you have no experience. However, as you get more finished websites in your portfolio, you can begin raising your prices. Try my system of pairing market demand with inner intuition to assess if you’ve priced everything right.
The more you deliver a red carpet experience for clients, the higher you can price your services.
Do you ever create tiered pricing packages to cater to different client needs? What factors do you consider when structuring them?
Sophia: I absolutely love tiered packages. Custom pricing is inefficient, time-consuming, and doesn’t serve your business or the client’s goals. I realized this when my business was not making faster progress in the first few years—part of the problem was the time I spent on custom pricing!
There are three steps to structuring tiered design packages.
Step 1: Think of what key deliverables your clients are generally looking for. Things to consider:
How many pages do they want designed?
Do they want custom code to enhance the design?
Do they want copywriting help, and do you want to offer it?
Do they want ecommerce, and do you want to offer it?
Are they looking for branding or logo design?
What about email marketing?
Basic SEO?
Training on how to use the platform?
Remember, clients may want things you don’t offer—and you may have skills they don’t need.
Step 2: Identify what you want to offer that most of your clients will want, and create a package around them.
Step 3. If there’s anything else that you can or want to do, put it on your add-ons list.
That brings us to the secret of packaged pricing for web designers: add-ons. Add-ons are how you customize your packages. Like standard packages, add-ons have predefined sets of deliverables, predetermined prices, and predictable timelines—saving you time by making sales faster.
Ideally, you want to close the deal on your consultation call. You can only do that if you can clearly and confidently articulate your prices and your project costs.
True custom pricing isn’t efficient as a business practice for projects under $10,000. (For larger projects, custom pricing time can be factored in.) Custom pricing takes a lot of time. It’s something you have to do over and over again. And the more custom proposals you write each week, the less time you have for actual client acquisition and project delivery.
How do you discuss pricing with potential clients to ensure transparency and build trust?
Sophia: This is something I do in my complimentary consult call with any new potential client. I lay out both of my packages—the workflow, timeline, and pricing. This is the secret to closing projects right on the consultation call. I teach this in my web designer business course!
In your experience, do clients understand what it really costs to build a custom website, or is part of your role to educate them?
Sophia: There’s no negotiation in my process, as that’s just too exhausting. I present the packages during the consult call and welcome clients to ask me questions. I know the right clients will be drawn to work with me.
Part of the “not having to convince” bit is that even before a client connects with me, they know they are engaging a design professional. The “education” (so to speak) takes place before they even speak with me, through touchpoints like my website, my first message response, and the consultation-booking process. When everything feels professional and reliable, things get easier.
What challenges have you faced related to pricing? How did you overcome them to maintain a competitive edge?
Sophia: My biggest hurdle with pricing has been unhealthy over-delivering. If I look back, I can say that a majority of my work was underpriced. That has to do with my mindset, and I've worked consistently on it. It’s the mindset of self-doubt that says, “Am I good enough? Is my client going to be happy?” And then delivering more than what we agreed on.
This is different than healthy over-delivering, where you are generous and do what it takes to give your clients a great experience and value. Working on my self-view and money mindset have been key parts of my self-growth—and, as a result, my business growth.
Can you share an example of when your pricing strategy played a significant role in attracting and retaining a client?
Sophia: When I started offering Website in a Day packages at $1,800, my business saw immense growth. That one package contributed to my business hitting the six-figure mark for the first time in 2022.
This is when I stopped custom pricing and began offering only two design packages. The Website in a Day package was popular with my solopreneur and small business clients, because it got them up and running with a brand-new, beautiful, and highly functional website within one day. One day. They loved it, and so did I.
Have you ever adjusted your pricing strategy based on specific industry or market demands? If so, how did that impact client acquisition?
Sophia: My Website in a Day packages have been selling like hotcakes, as I mentioned earlier. But good is the enemy of great. I felt stuck and stagnant. I knew something needed to change. So this year, I dropped the Website in a Day package, and I’m offering two different packages instead.
This change tripled my revenue last year… In this case, I had to let go of the one-day package to move on to the next phase in my business journey.
How do you handle situations where clients have budget constraints?
Sophia: Having two packages that serve different needs is how I solved it. The two-package system serves different clientele with different services and price points.
This approach is good for any web designer in their first five years of business. But it needs to adapt and change as your business grows (when you may want to focus on higher-priced projects). As the cliche goes, “What got you here will keep you here.”
What recommendations do you have for designers who are just starting out?
Sophia: Continuously developing your skills is a given in today’s world. But don’t stop there. Learn what else your clients need when working with you. Is it ease and flow in communication? Is it more hand-holding? Is it a red carpet experience so they feel all their needs are being met and more? Pay attention to the soft skills that will amaze your clients.
Then, work on your money mindset and how you view yourself. Sometimes, I think of being in business as a personal transformation process. Introspection is so important. Becoming aware of self-doubt, FOMO (fear of missing out), and imposter syndrome can be a game-changer both for your life and your business.
How do things like industry trends, market rates, inflation, and cost of living affect your prices?
Sophia: I highly recommend increasing your prices faster in the early days, as you gain more clients—and also later, as inflation and cost of living rise.
Plus, don’t be afraid to offer a high-priced package, even if you think no one will hire you. I had a $6,000 web design package on offer for six months before someone hired me. After that, my confidence grew, and more clients bought that package.
How do you talk to existing clients about price changes or increases?
Sophia: I let my existing clients know—a full three months beforehand—that my prices are going up. This gives them the chance to buy design packages at the old rate before things change. After that time period, I raise the prices. It’s a great way to keep clients thinking highly of you.
If you are doing this for the first time, you might consider qualifying the price increase by listing some improvements in your service, such as greater skills under your belt, number of projects completed, higher quality, or maybe greater personalized access to you.
Three months is what I do with advanced planning. You can increase your rates next week and give the same option to your clients, allowing them to purchase at an old rate, albeit with a shorter timeframe.
Create your pricing plan
Strategic pricing can help you market your web design services, land clients, and sustainably grow your business. The key is to get creative. Sophia has masterfully paired her aims and interests with her clients’ needs and constraints, creating web design packages that keep everyone happy. By reflecting on your own goals, needs, and strengths, you can do the same.
Ready to put Sophia’s advice into practice? Check out her free consultation call script, which shares how to conduct a 30-minute consult call, present your web design packages, and close the deal.
A special thanks to Sophia for sharing her expertise.
Sophia Ojha designs websites for online entrepreneurs such as authors, coaches and artists. She also has an online course and a coaching program designed to help web designers build and grow a thriving design business. She sends out tips on how to earn $10K/month with web design in her email newsletter, which you can sign up for at sophiaojha.com/newsletter.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers. 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.
