How to Set Your Web Design Rates – My Friend Ken’s Letter to Me

How to Set Your Web Design Rates – My Friend Ken’s Letter to Me

Hey Kenn,

Ken from up north here, how are you?!

Listen I got some great news! Remember how I talked about the book I was working on before summer? Well, I just finished writing it! It became a whopping 15.000 words, 60+ pages jammed packed with some really valuable content. I’m super excited to share this with you!

To give you some insight on what it’s all about, I’ll give you a quick run through. 🙂

The one big mistake freelancers make when setting their rate is probably not being confident enough about what they charge. As soon as someone pushes back on your rate or price you’ll undervalue yourself and reduce your rate/price. Instead you should reduce the scope to reflect the price.

Next time, try to charge more than you’re comfortable with.

What’s the worst that could happen? They turn you down, and yes that can be quite painful and it will definitely hurt your confidence. But there’s three things you can learn from that experience. You either need to work on how you’re selling yourself, you found out what the market can bear or this is a client you wouldn’t want to work with (potential scope creep).

But what’s even more likely to happen when you charge more is that the client says yes and then you have a win!

Running a business is about pushing yourself and taking risks.

I know it might be scary the first couple of times, but once you get that yes the reward is so much sweeter. All I’m saying is, try it. And after a while you actually grow more confident.

A few other topics I talk about:

  • What to think about before you go freelancing
  • That it’s ok to talk about money when meeting with potential clients
  • What you need to think about to go from freelance to a professional
  • How to handle clients when you’re increasing your rates
  • How to work on your confidence so that raising your rates isn’t so scary

I also included your interview amongst the other 11 gurus, Brent Weaver, Troy Dean, Kai Davis, Philip Morgan, Kurt Elster – to name a few, from earlier this year! And to top it off, I put together an exclusive Facebook group for those who get the book!

I set it all up through Gumroad, you should definitely check it out – it’s a great service! Here’s the link to the book:


Another thing I thought I would share with you is something that has been an important win for me this year. It’s how I handle an incoming lead. It’s about qualifying your leads. I now make sure I send them a mail with 5 questions before we get on 30 minute Skype call. I follow up if I get no answer in 3-5 days. If they fail to answer, they don’t qualify.

On the call I’ll use a technique called «Going wide, going deep» that I learned from Troy Dean to get to the real pain of their business and why they want a website. Only then will I write up a proposal with actual solutions to their pain/problem.

These are the questions I send to a potential client to qualify them:

  • What can you tell me about yourself?
  • Why start with this project now and not 6 months ago, or in 6 months?
  • How long have you been doing what you do?
  • What are your biggest challenges in your business as of right now?
  • How would you have measured if this project was successful?

Like I said I’m really excited to share my book with you and I’ve already gotten some awesome feedback on it. Listen to this!

Your book was a great introduction that should be mandatory for every freelancer to read before taking on clients. You break down pretty much every barrier I have had in my freelancing career in regards to pricing projects, raising my rates, and negotiating prices. You’ve written one of the best value packed guides I have read in a long time.

And another one!

I found the book to be an easy reader and informational. I will put to practice all what I acquired from this book of business knowledge. Thank you very much.

How cool is that?!

Ok, we’ll talk soon Kenn! 🙂

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