How to Charge More as a Web Designer: A Guide to High-Value Niches
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Picture this: You’re trying to fill a leaky bucket—no matter how much water you pour in, it just never stays full.
That’s exactly what it feels like running a design business without a solid niche.
You’re working hard, but the results? They don’t quite match all the effort you’re putting in.
Here’s the reality: you’re not going to hit six figures by blending in with the crowd.
Ever wonder why some designers just get by, while others land those dreamy $30K projects with ease? Spoiler: It’s not just about your design skills—it’s about finding the right niche.
Without that, you could end up stuck in a cycle of underpaid, undervalued, and honestly, unfulfilling projects. And no one wants that.
Time to Level Up Your Business
If you're serious about stepping up your game and leaving behind those less-than-ideal projects, it’s time to get strategic.
Today, we’re diving into two practical methods to help you discover a niche that not only lights you up but also leads to serious profits.
The best part? You don’t need to be a design genius to make a fantastic income. You just need to focus your energy wisely.
Let’s get into the steps to finding your niche so you can finally start charging what you’re truly worth.
Because trust me, you don’t want to be stuck in the same place this time next year.
Method One: Finding and Specializing in a High-Value Niche
Allow me to introduce you to my past Square Secrets Business™ student Katlyn.
When Katlyn first started her web design business, she did what most new designers do—she took on any and every project just to get her foot in the door.
She found her early clients on platforms like Fiverr, offering her services at very low rates. From local service providers to small online shops, she worked with a wide variety of small businesses.
While this helped her build a portfolio and gain some experience, she quickly realized it wasn’t a sustainable path if she wanted to grow her business to $100k and beyond.
At first, Katlyn felt overwhelmed by the range of projects and couldn't see a clear direction. But after taking a step back and reflecting on her work, she noticed a pattern.
One niche in particular stood out—custom home builders.
With her family background in the trades and her comfort working with blue-collar clients, she saw a real opportunity to specialize. It wasn’t just about her background, though—there was also a genuine need for better marketing and web design in that industry.
Katlyn made the strategic decision to niche down, focusing exclusively on custom home builders and remodelers.
The key here?
Each of these clients’ projects is worth six or even multiple six figures, so the need for an exceptional website to attract and convert high-end clients was huge.
For them, even booking just one extra client because of an upgraded website meant an incredible ROI—even if that website came with a hefty price tag.
By fully understanding the specific pain points of custom home builders—like needing a site that could visually showcase their work and also make project inquiries a breeze—Katlyn tailored her services to meet those exact needs.
This specialization allowed her to confidently charge premium rates, jumping from a few hundred dollars per project to fees between $8,000 and $12,000, all while working part-time around her family life.
And yes, if you’re doing the math—that’s only ten $10,000 projects to hit $100k a year.
Most designers, like Katlyn, are doing closer to 20–25 projects annually.
Katlyn’s story is the perfect example of the power of not just finding any niche, but finding a high-value niche where your skills can make a significant impact, allowing you to charge accordingly.
But don’t worry—if you’re starting from scratch, I’m going to walk you through the exact steps to uncover your own high-value niche.
Steps to Finding Your Own High-Value Niche
Step 1: Reflect on Your Past Projects
Start by looking back at your previous projects.
Were there any clients who felt like your services were an absolute steal?
Consider which clients came from industries where even one new customer could significantly impact their bottom line.
These are the industries where your work had the most tangible value.
Also, think about any specific industry knowledge or background experience you have.
For example, Katlyn’s comfort with blue-collar tradesmen came from growing up in a family of tradespeople.
This gave her valuable insights into their unique needs and challenges, which she could directly address with her design work.
The deeper your understanding of the industry, the better you’ll be able to solve their real-world problems through design.
Step 2: Research High-Value Niches
If you haven’t already found a past project that points you to a high-value niche, it’s time to dive into some research.
The goal is to identify industries where businesses are willing—and able—to invest in high-end web design because they know it directly impacts their revenue.
These are the niches where your services won’t just be appreciated; they’ll be seen as essential.
Look into industries known for having a high customer lifetime value:
luxury real estate
high-end hospitality
legal services
financial planning
specialized medical services
All of the above tend to invest heavily in their websites, as acquiring even one new client can make a huge difference.
Also, explore emerging industries that are growing quickly and depend on a strong online presence:
E-commerce businesses catering to affluent clients
The booming online education and coaching industries
Both of these are sectors that are perfectly ripe for web designers who can offer strategic, conversion-focused websites or sales pages.
Step 3: Conduct Market Research
Next, it’s time to get into the nitty-gritty: market research.
It’s one thing to know that an industry has the budget for your services, but it’s quite another to understand their real challenges.
Start having genuine conversations with people in the niche you’re exploring.
Ask them about their biggest pain points when it comes to landing new clients, marketing their services, or converting website visitors.
When you understand their broader business needs, you’ll be able to see how a website can help solve those problems.
From there, tailor your portfolio to address those specific challenges.
Speak directly to those pain points on your website and, if possible, take on a project or two within that industry to build case studies that showcase real results.
Step 4: Develop a Specialized Service Offering
Once you’ve identified your niche and understood their needs, it’s time to craft a specialized service that solves their specific problems.
Let’s use Evergreen Sales Funnel Creation as an example.
Imagine a course creator who’s had a successful launch but now wants to create consistent income throughout the year—not just during launch periods. They’re looking for a sales funnel that converts cold leads into paying students on autopilot.
That’s where you come in.
By offering Evergreen Sales Funnel Creation, you’re not just designing a landing page—you’re providing a complete solution that drives consistent sales and growth.
Your service could include:
Strategic Funnel Mapping: Collaborating to map out the entire funnel journey, ensuring every step is optimized for conversions.
High-Converting Page Design: Designing each stage of the funnel with conversion-focused pages that speak directly to the audience’s needs.
Automated Email Sequences: Setting up nurturing email sequences that build trust and guide leads seamlessly through the funnel.
Integration with Paid Ads and Analytics: Ensuring everything is connected and tracking performance across channels.
Ongoing Support and Optimization: Continuously refining the funnel based on data to keep delivering high-quality leads and sales.
When you pitch this service, focus on the outcomes—like how a well-designed evergreen funnel can provide a steady stream of sales and ease the pressure of relying on launches.
One or two extra students a month could easily pay for the entire project, making your premium prices more than justified.
Step 5: Position Yourself as an Expert in Your Niche
Finally, now that you’ve found your niche and developed a specialized service, it’s time to position yourself as the go-to expert.
Create content that speaks directly to the needs of your niche, whether it’s through blog posts, videos, or social media.
Share insights that show you deeply understand the industry and can solve the problems they’re facing.
Tip: Jot down a few content ideas that could resonate with your target audience. Remember, the goal is to solve specific problems they’re dealing with.
Also, network within your niche. Attend industry events, join online communities, and connect with influencers who serve the same audience. These relationships can lead to valuable referrals and collaborations that will boost your visibility and credibility.
Feeling Stuck Without a Niche?
I know what you’re probably thinking: “But I don’t have any ideas like that!” And if that’s the case, don’t worry.
Keep working with your clients, taking on different projects, and always be on the lookout for high-value industries and the unique problems you can solve. Sometimes, the right niche takes a little time to reveal itself.
But if you’re ready to explore another powerful approach, let’s dive into a second option that could transform your business.
$100k Niche Option 2: Transforming Websites into Full Business Models
Meet Lindsay, another one of my fabulous past Square Secrets Business™ students.
Her journey perfectly illustrates how you can turn your unique background and skills into a highly profitable niche.
Before becoming a web designer, Lindsay was a journalist and managing editor for a publication in Southern California. She had a deep understanding of content creation and how to build and monetize online content.
When she transitioned into web design, she didn’t just offer websites—she packaged her expertise into a full business-in-a-box model for her clients.
Her signature service? Creating city-specific publications, like her own Laguna Beach Living, which was an incredible combination of a city-specific blog and a business.
But Lindsay didn’t stop at just building the website. She delivered a fully operational business, including:
Setting up the website
Crafting initial blog posts
Advising on content strategies to generate revenue through local advertising and affiliate links
Creating media kits to help her clients attract advertisers
By leveraging her background and providing such a comprehensive solution, Lindsay positioned herself as more than just a web designer—she became a business consultant.
This approach allowed her to charge $14,500 per project and book out her services months in advance.
At $14,500 a project, she only needed to complete seven per year to surpass six figures.
The Key Takeaway?
If you can package your skills and knowledge into a full, revenue-generating business solution, you can significantly increase your prices.
Let’s explore another example of how this could work in a different industry.
How to Turn Websites Into Full Business Models: Fitness and Personal Trainers Edition
Imagine you’re passionate about fitness and design websites for personal trainers.
Instead of simply offering a basic website, why not create an all-inclusive package that transforms their entire online presence into a full-fledged digital business?
Here’s how it could work:
Custom Website Design: Start with a sleek, custom website that represents the trainer’s brand.
Class Scheduling System: Integrate easy-to-use class booking software so clients can schedule sessions online.
Membership Management: Include systems for handling recurring payments, member logins, and access to exclusive content.
Online Workout Library: Create a space where trainers can upload videos, workout plans, and nutrition guides for their clients.
Integration with Fitness Apps: Sync the website with popular apps like MyFitnessPal or Strava, helping clients track progress.
E-commerce Setup: Build a shop for selling merchandise, supplements, or digital products.
SEO Blog Writing & Coaching: Provide a few blog posts to get them started, then teach them how to create content that ranks well on Google.
But you wouldn’t stop there.
Trainers often struggle with client retention and ongoing engagement, so you could help them implement a subscription model, where clients pay monthly for access to workout videos, nutrition plans, and personalized coaching.
And like Lindsay, you could start them off with some SEO-rich blog posts, then train them on how to keep their content fresh.
By positioning yourself as a web designer and business consultant, who understands the challenges trainers face in running a successful business, you could easily command higher rates.
Instead of charging $3,000 for a basic website, you could charge $15,000 to $20,000 for a full business solution that includes everything a trainer needs to thrive online.
When you package your skills into a business-in-a-box solution that solves multiple problems and adds substantial value, you’re no longer just selling a website—you’re offering a complete business transformation. And this not only justifies premium pricing, but it also makes you indispensable to your clients.
How to Create Your Own Turnkey Business-in-a-Box
Here’s how you can follow the same steps to build a business-in-a-box service for your own niche:
Step 1: Identify the Core Needs of Your Niche
Start by understanding the biggest challenges your ideal clients face.
Your goal is to identify their pain points and develop a package that addresses them all.
Step 2: Develop a Comprehensive Service Package
Create a service tailored specifically to your ideal clients. For fitness professionals, this could include:
Class Scheduling Systems
Membership Management Tools
Online Workout Libraries
Integration with Fitness Apps
E-commerce for Merchandise and Supplements
SEO Blog Writing & Coaching to help them attract new clients through organic search traffic
Step 3: Position Your Offering as a Business Growth Solution
Frame your package as a complete solution that helps clients grow their business, save time, and focus on what they love most.
Emphasize how your service can improve client retention and increase revenue through a fully optimized online experience.
Step 4: Price Based on Value
When setting your prices, think about the significant value you’re providing. You’re not just building a website—you’re delivering a complete business solution.
Charging $15,000 to $20,000 becomes entirely reasonable when your service package is focused on streamlining the client’s business and boosting their revenue.
Step 5: Build a Portfolio and Case Studies
Start by taking on a few projects within your niche and build strong case studies that showcase tangible results.
Highlight how your turnkey solution transformed your clients’ businesses by increasing revenue, improving client retention, or expanding their online presence.
Step 6: Market Yourself as a Specialist
Position yourself as the go-to expert for your niche. Whether it’s through Instagram, LinkedIn, or specific forums where your ideal clients hang out, create content that speaks to their challenges and showcases the success stories of your past clients.
This will help establish your authority and attract more high-value clients.
Finding Your High-Value Niche
Finding your high-value niche isn’t just about picking an industry—it’s about truly understanding the needs and challenges of your ideal clients, then packaging your expertise into solutions that deliver real, impactful results.
Whether you’re focusing on custom home builders like Katlyn, creating full business models like Lindsay, or developing turnkey solutions for fitness professionals, the key is to provide genuine value that more than justifies premium pricing.
But I get it—figuring all of this out on your own can feel a bit overwhelming. That’s exactly why I’m inviting you to join my upcoming Profitable & Productive Web Designer Bootcamp.
This live event is designed to dive even deeper into strategies like the ones we’ve explored today. We’ll cover everything from niching down to creating compelling service offerings, so you can start building the design business of your dreams.
I only host this live event once or twice a year, so if you’re reading this before October 21st, 22nd, and 23rd, now is your chance to sign up!
Don’t miss out on the opportunity to learn from other exceptionally successful designers and take your business to the next level.
Sign up here and I can’t wait to see you there!
