Web design is engaging work. Often it can be so immersive that it leaves little time for experimenting with ways to increase your income. Figuring out what works for a business can be challenging for a solitary designer. 

In November 2023, we surveyed 1,000 Circle members to learn more about their work. The resultant report, “State of the Web Design Industry,” contains findings on creative fulfillment, earning potential, business structure, productivity, and more. We also hone in on the critical question of what sets high earners—those earning $100,000 and more—apart from the rest.

All web professionals can benefit from learning which behaviors, strategies, and structures correlate strongly with results. If you’re just starting out or feeling stuck, these findings suggest springboards for the next phase of your career. If you’re already a top earner, let the report prompt reflection on ways to refine your process. Importantly, this advice is grounded in data, not guesswork, and suggests actionable and optional strategies for you to implement. That’s the benefit of running your own operation: you choose what works for you.

Key findings

A few patterns emerged in the data. High-earning web professionals have worked their way to doing design full-time. The average web designer works 34.76 hours per week, and the average annual gross income from web design/web-related projects is $49,251.70. The 11% making $100,000 or more report working an average of 42.14 hours per week. Overall, those who spend more time working on web design and earn more report greater levels of creative fulfillment. 

If you’re considering becoming a full-time web designer, this might be your sign to finally take the leap. See our tips for making the transition to full-time.

High earners are also more likely to charge upwards of $4,000 per website project. They make more frequent use of AI for both copy and imagery. Lastly, they're more picky about which projects they take on, and which clients they continue to work with. 

Set the stage for success as a web designer

While you can start emulating some behaviors of high earners right away—like making use of AI tools to automate your processes—others require establishing some groundwork. High earners, for example, are more likely to say “no” to projects and to fire problematic clients. Understandably, this can be hard to do if you’re struggling to find enough clients in the first place. 

Step one for any designer should be building a strong foundation. That means mastering the basics of SEO, accessibility, and other essentials. A strong portfolio is also a must. If you haven’t booked many clients, don’t let that stop you. The experience of building a portfolio full of demo sites can help you learn essential web design skills while creating sites that prove you have what it takes to work with clients. 

Optimize your work hours for maximum income

The survey data show that hard work and fulfillment are self-reinforcing, at least when they’re in harmony. Forty-nine percent of high earners say they work 40 or more hours per week. High earners are also more likely to work on multiple projects simultaneously, meaning their days are filled with greater variety.

Other patterns jump out as well—not just about how much people work, but when. Sixty-nine percent of high earners report weekday mornings are their most productive, followed by weekday afternoons (16%). Only 2% work optimally during weekday evenings. While weekend afternoons are the peak productive times of Saturday and Sunday, only a couple percent are doing their most productive work then. 

If you manage your own schedule and are serious about increasing your productivity, getting the most out of high-value work hours is a must. The flexibility of a freelancer’s schedule can be a double-edged sword—even 30% of high earners say that managing their time is one of their top three challenges as a web designer. Take control of your time to get more done with less stress. 

Price your projects for profitability

Making more money might be as simple as charging more for your services. Nearly a quarter of web designers charge as little as $100 to $1,000 for a project, and only 13% say their minimum is more than $4,000. However, 37% of those earning more than $100,000 say they’re not charging less than $4,000. Fifty-five percent of high earners are charging $7,500 or more for a project (compared to 17% of all web designers). With these serious swings in prices, it’s worth looking into what it takes to break the $4,000 barrier. 

As a web professional, your skills are developing constantly. When those skills increase, your fees should too. Most designers cite scope of work and project complexity as prime reasons to bump their prices, but only 60% cite inflation as a similarly valid reason. While raising prices can be an uncomfortable subject to broach with past clients, keeping up with rising costs and the market is a necessity. Periodically evaluate market rates to ensure your prices are competitive. 

Increasing your project fee isn't the only way to increase your value per client. High earners report offering services such as brand and logo design, content creation, email marketing, and copywriting services to their clients. Forty-one percent of high earners offer creative services such as graphic design or photography, and 7% provide web or app development services. Consider upselling by offering additional services or selling digital products. 

Leverage AI for efficiency

High earners are more likely to make the most of AI than peers earning less. Sixty-eight percent of high earners use AI tools to generate content for client projects. This might be the encouragement you need to give it a try. AI is already leaving an impact on the web design industry. By harnessing machine learning algorithms, you can automate repetitive tasks and focus on more creative aspects of client projects. High earners, specifically, are most likely to leverage AI for both written content and imagery. A designer’s eye and human touch will always give your websites an edge, but basic tasks like generating copy drafts, creating outlines, sourcing imagery, or shortening text to fit your designs can be streamlined with the help of AI. AI-powered tools enhance efficiency, and when used effectively, create synergy between human creativity and technological support. Squarespace offers an integrated AI tool to get you started.

Pick your projects

It’s tempting to try to increase your income by taking on every project that comes your way. However, this can quickly lead to burnout. High earners are more likely to be picky about the projects they take on. Not only do they turn down low-priced projects, they also turn away problematic clients. Around 57% of all respondents have “fired” at least one client; that number jumps when looking at ‌high earners, 75% of whom say they’ve done so. Unrealistic expectations, lack of respect, and late or skipped payments are all cited as reasons to part ways with clients. 

Maintaining positive client relationships is crucial for the overall well-being of your business. Prioritizing client satisfaction not only fosters a healthy reputation but also leads to positive word-of-mouth, repeat business, and a more enjoyable work environment. In short: it’s acceptable to conclude a project or not work with a client if the vibe doesn’t feel right.

Pro tip: One way to build strategic pickiness into your project selection is to become an authority in a niche market. When you focus on specific industries or types of websites, you inevitably build a deep and narrow expertise that can deliver a lot of value to specific clients. Your Squarespace knowledge is a niche to leverage, too. Learn how to pitch your services to prospective clients.

Learn to say no

Being selective means occasionally saying “no.” Once you’ve built a solid foundation for your web design business, it’s time to start selecting projects that align with your financial and professional goals. Setting boundaries means picking who you work with as well as how you work with them. The right boundaries can help you maintain a healthy work-life balance. Learn more about identifying clients who are the ideal fit for your business. 

Find the right clients

Web designers often help businesses tap into the wider online market. Six-figure web designers carry that same mindset into their own work. High earners are more likely to expand their client roster beyond ‌their local markets (49% say the majority of their clients are national, and 19% say the bulk are international). Find those clients who are willing to pay for the value you bring. This might mean looking outside your neighborhood and networking beyond your local business community. Learn more about standing out to prospective clients.

Unlock your earning potential

Emulating the work habits of high-earning web developers is an excellent way to increase your revenue and discover what strategies work for your business. For some, that means upping your prices to keep up with the market. For others, it means working smarter with the help of AI, increasing your time spent on web design, or narrowing in on high-value projects for clients who are willing to pay. 

The full downloadable report, “State of the Web Design Industry,” goes beyond analyzing compensation. Industry newcomers and veterans alike can read the report for a window into how other web professionals find inspiration and creative fulfillment, how they structure their businesses, and more.

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.