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Profitable Web Designer with Shannon Mattern
Profitable Web Designer with Shannon Mattern episodes
- How To Stop Undercharging For Web Design EP 215
Get our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income: https://webdesigneracademy.com/freecourse
How To Stop Undercharging for Web Design
AI tools are making web design faster and easier than ever, and so many web designers believe that because it's so fast and so easy, it's not worth that much. Today I’m going to help you make over your mindset for good so you stop undercharging.
In This Episode:
Why working faster with AI and page builders doesn't mean you should charge less
Why you have to be sold on you before anyone else will be sold on your pricing
The undercharging self-evaluation: pricing language, scope creep, quick fixes, unpaid invoices, maintenance pricing and VIP days
The two words, just and only, that keep web designers undercharging
The 8 reasons web designers undercharge, including fear of responsibility
9 ways to stop undercharging, from staying out of your clients' wallets to knowing your own numbers
Resources Mentioned:
Web Designer Academy Waitlist: webdesigneracademy.com/waitlist
Web Designer Academy: webdesigneracademy.com/web-designer-academy-program-reg
Anchor High™ Certification: shannonmattern.com/anchor-high-certification
Related Episodes:
Episode 212: Ditching Hourly: A Web Designer's Guide to Value-Based Pricing with Jonathan Stark
Episode 199: The Sneaky Word Sabotaging Your Web Design Business with Aiza Cheung
Episode 189: How To Price Custom Web Design Projects with Shannon Mattern
Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ Method and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: webdesigneracademy.com
For Service Providers, Consultants & Agencies: shannonmattern.com
Instagram: @profitablewebdesigner
57 min - August 2026 Income Report EP 214
Grab our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income at https://webdesigneracademy.com/freecourse
August 2026 Income Report: Why We (Temporarily) Closed the Doors on Web Designer Academy
This month Erica Nash and I get into the real numbers behind August... $25,640 in revenue, $15,318 in outflow, and the big decision we finally tested after ten years of keeping Web Designer Academy open all the time. We walk through exactly where the money came from, why we closed the doors and moved to a six-month cohort model, and what happened in the first two weeks that made this experiment feel like a success before it had even officially started.
In This Episode:
The full August 2026 revenue and expense breakdown, and where the money actually came from
Why we closed Web Designer Academy's doors after a decade of being open all the time
What changed inside the program to make a six-month cohort work (and why the price stayed the same value, just split differently)
Early wins from our first six-month cohort, including a student who sold a high-ticket package before the program even started
Why Shannon stopped setting arbitrary success metrics for business experiments
The mindset shift around time and capacity that's opening up space for what's next
Resources Mentioned:
Web Designer Academy — waitlist now open for the next six-month cohort, opening February 2027
Next Level Mastermind
Package Matrix™ Method
90-Day Shift Private Coaching
Related Episodes:
Episode 212: Ditching Hourly: A Web Designer's Guide to Value-Based Pricing with Jonathan Stark
Episode 209: July 2026 Income Report
Episode 191: How To Choose the Right Web Design Business Model
Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ Method and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
• For Web Designers: https://webdesigneracademy.com • For Service Providers, Consultants & Agencies: https://shannonmattern.com • Instagram: @profitablewebdesigner | @shannonlmattern
58 min - Web Design Templates, Courses or Clients? Why You Don't Have To Choose with Olga Dorovskykh from Applet Studio EP 213
Get our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income.
Web Design Templates, Courses or Clients? Why You Don't Have To Choose with Olga Dorovskykh from Applet Studio
Olga Kolgusheva, known professionally as Olga Dorovskykh, is the founder of Applet Studio, a Squarespace template shop and design studio she runs with her husband Roman. In this episode, Olga breaks down how she juggles templates, courses, and custom client work all at once, the real numbers behind growing a profitable template shop, and what she's seeing right now as AI reshapes SEO, affiliate marketing, and how web designers get found online.
In This Episode:
Why Olga refuses to pick just one business model, and how templates, courses, and client work support each other
The real numbers behind growing a template shop, including her 100 blog post breaking point
How her templates became a direct source of custom client leads
What happened when AI started eating her blog traffic and affiliate income in 2025
Why commercial landing pages are outperforming blog posts for AI visibility
How EAT signals across other platforms are changing web designer visibility
Why service-based web design isn't going anywhere, even as AI gets better
Resources Mentioned:
Applet Studio Free Digital Strategy Workshop Web Designer Academy Package Matrix™ Method
Related Episodes:
Episode 191: How To Choose the Right Web Design Business Model Episode 114: How to Sell Squarespace Templates with Kate Scott Episode 184: Answer Engine Optimization: Your Next Revenue Stream As a Web Designer
Olga Kolgusheva (Olga Dorovskykh) is a former journalist turned Squarespace designer and the founder of Applet Studio. Website: applet.studio. Instagram: @applet.studio.
Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ Method, and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: webdesigneracademy.com For Service Providers, Consultants & Agencies: shannonmattern.com Instagram: @profitablewebdesigner | @shannonlmattern
55 min - Profitable Web Designer Tip: Ditching Hourly
Get our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income at https://webdesigneracademy.com/freecourse
Ditching Hourly: A Web Designer's Guide to Value Pricing with Jonathan Stark
Jonathan Stark, known as The Ditching Hourly Guy, joins Shannon Mattern to explain why hourly billing punishes you for getting good at your job, and how he builds every proposal around three value-based pricing options instead of a single hourly quote.
In This Episode:
Why hourly billing creates a mismatched incentive between you and your client
The Why Conversation: the three questions Jonathan asks before he'll ever discuss price
How to respond when a client's desired outcome is outside of what you can control
Why every proposal should include exactly three pricing options (Goldilocks pricing)
How Jonathan built his business through writing and podcasting instead of social media
Why AI makes positioning more important, not less
Resources Mentioned:
Value Pricing Calculator
Hourly Billing Is Nuts
Ditching Hourly Podcast
Jonathan's Daily Newsletter
The Package Matrix™ Method
Related Episodes: Episode 189: How To Price Custom Web Design Projects with Shannon Mattern
Episode 90: Profitable Proposals and Processes with Cass and Amanda of Foxtrot Branding
Episode 164: The State of Web Designer Pricing in 2025
Jonathan Stark is a former software developer turned pricing consultant, known as The Ditching Hourly Guy for his mission to rid the world of hourly billing. He's the author of Hourly Billing Is Nuts and the host of the Ditching Hourly podcast. https://jonathanstark.com
Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ Method, and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
Websites: webdesigneracademy.com | shannonmattern.com
IG: @profitablewebdesigner | YouTube: @profitablewebdesigner | LinkedIn: shannonmattern
4 min - Ditching Hourly: A Web Designer's Guide to Value-Based Pricing with Jonathan Stark EP 212
Get our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income at https://webdesigneracademy.com/freecourse
Ditching Hourly: A Web Designer's Guide to Value Pricing with Jonathan Stark
Jonathan Stark, known as The Ditching Hourly Guy, joins Shannon Mattern to explain why hourly billing punishes you for getting good at your job, and how he builds every proposal around three value-based pricing options instead of a single hourly quote.
In This Episode:
Why hourly billing creates a mismatched incentive between you and your client
The Why Conversation: the three questions Jonathan asks before he'll ever discuss price
How to respond when a client's desired outcome is outside of what you can control
Why every proposal should include exactly three pricing options (Goldilocks pricing)
How Jonathan built his business through writing and podcasting instead of social media
Why AI makes positioning more important, not less
Resources Mentioned:
Value Pricing Calculator
Hourly Billing Is Nuts
Ditching Hourly Podcast
Jonathan's Daily Newsletter
The Package Matrix™ Method
Related Episodes: Episode 189: How To Price Custom Web Design Projects with Shannon Mattern
Episode 90: Profitable Proposals and Processes with Cass and Amanda of Foxtrot Branding
Episode 164: The State of Web Designer Pricing in 2025
Jonathan Stark is a former software developer turned pricing consultant, known as The Ditching Hourly Guy for his mission to rid the world of hourly billing. He's the author of Hourly Billing Is Nuts and the host of the Ditching Hourly podcast. https://jonathanstark.com
Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ Method, and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
Websites: webdesigneracademy.com | shannonmattern.com
IG: @profitablewebdesigner | YouTube: @profitablewebdesigner | LinkedIn: shannonmattern
55 min - Profitable Web Designer Tip: Why Your Web Design Business Systems Aren’t Working
Get our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income at https://webdesigneracademy.com/freecourse
Systems architect Diana Wei Fang, founder of The Finer Points, joins Shannon to explain why buying another tool never fixes a business problem, how to standardize your systems without losing what makes you different, and why she believes small businesses built to last are the key to real systemic change.
In This Episode:
Why so many creatives struggle with invoicing and follow-up, and why it has nothing to do with talent
The real reason tool-hopping between platforms like Honeybook, Dubsado, and Notion never solves the underlying problem
How to standardize your systems without losing what makes your business yours
Why the average small business lifespan dropped from 91 years in 1919 to just 14 years today
What AI can (and can't) do for your business systems
How Diana built The Finer Points from scratch for under $500
Resources Mentioned:
The Finer Points: https://thefinerpoints.co HoneyBook: https://www.honeybook.com Web Designer Academy: https://webdesigneracademy.com/web-designer-academy-program-reg/
Related Episodes:
Episode 185: How To Scale a Web Design Business with Sarah Noked of OBM School: https://webdesigneracademy.com/how-to-scale-a-web-design-business-with-sarah-noked-of-obm-school/
Episode 177: Why Doing It All Yourself Is Slowing Down Your Web Design Business with Bailey Collins: https://webdesigneracademy.com/why-doing-it-all-yourself-is-slowing-down-your-web-design-business/
Episode 98: Finding Your Biz Besties with Katie Lynn + Laura Grace of Mushaboom Studio: https://webdesigneracademy.com/finding-your-biz-besties-with-katie-lynn-laura-grace-of-mushaboom-studio/
Diana Wei Fang is the founder of The Finer Points, a systems and process architecture studio helping purpose-driven entrepreneurs build businesses that last. Website: https://thefinerpoints.co | Instagram: https://instagram.com/thefinerpoints | LinkedIn: https://linkedin.com/in/thefinerpoints
Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ Method and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: https://webdesigneracademy.com
For Service Providers, Consultants & Agencies: https://shannonmattern.com
Instagram: @profitablewebdesigner | @shannonlmattern
6 min - Why Your Web Design Business Systems Aren’t Working with Diana Wei Fang EP 211
Get our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income at https://webdesigneracademy.com/freecourse
Episode 211: Why Your Web Design Business Systems Keep Failing with Diana Wei Fang
Systems architect Diana Wei Fang, founder of The Finer Points, joins Shannon to explain why buying another tool never fixes a business problem, how to standardize your systems without losing what makes you different, and why she believes small businesses built to last are the key to real systemic change.
In This Episode:
Why so many creatives struggle with invoicing and follow-up, and why it has nothing to do with talent
The real reason tool-hopping between platforms like Honeybook, Dubsado, and Notion never solves the underlying problem
How to standardize your systems without losing what makes your business yours
Why the average small business lifespan dropped from 91 years in 1919 to just 14 years today
What AI can (and can't) do for your business systems
How Diana built The Finer Points from scratch for under $500
Resources Mentioned:
The Finer Points: https://thefinerpoints.co HoneyBook: https://www.honeybook.com Web Designer Academy: https://webdesigneracademy.com/web-designer-academy-program-reg/
Related Episodes:
Episode 185: How To Scale a Web Design Business with Sarah Noked of OBM School: https://webdesigneracademy.com/how-to-scale-a-web-design-business-with-sarah-noked-of-obm-school/
Episode 177: Why Doing It All Yourself Is Slowing Down Your Web Design Business with Bailey Collins: https://webdesigneracademy.com/why-doing-it-all-yourself-is-slowing-down-your-web-design-business/
Episode 98: Finding Your Biz Besties with Katie Lynn + Laura Grace of Mushaboom Studio: https://webdesigneracademy.com/finding-your-biz-besties-with-katie-lynn-laura-grace-of-mushaboom-studio/
Diana Wei Fang is the founder of The Finer Points, a systems and process architecture studio helping purpose-driven entrepreneurs build businesses that last. Website: https://thefinerpoints.co | Instagram: https://instagram.com/thefinerpoints | LinkedIn: https://linkedin.com/in/thefinerpoints
Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ Method and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: https://webdesigneracademy.com
For Service Providers, Consultants & Agencies: https://shannonmattern.com
Instagram: @profitablewebdesigner | @shannonlmattern
49 min - Profitable Web Designer Tip: Market Your Web Design Business
Grab our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income: https://webdesigneracademy.com/freecourse
Market Your Web Design Business Without Social Media with Jana Osofsky
This week I'm joined by Jana Osofsky, a content strategist and Pinterest educator for coaches and service providers, and the creator of High Leverage Content. Jana built her entire marketing system around a capsule blog, a focused library of 12 to 20 blog posts that cover everything her audience needs to know before they're ready to buy, and used it to get her marketing down to one day a month while raising her prices from $600 to $4,000 a project.
In This Episode:
How Jana built a capsule blog library of 12 to 20 posts and used it to get booked out
Why raising her prices every time she booked three projects took her from $600 to $4,000 a project
What the specificity spectrum is and how to get specific in your content without a narrow niche
Why AI-sounding content is costing service providers trust with clients right now
The three-prong visibility strategy for becoming social media optional
Why Shannon is expanding the Package Matrix™ Method beyond web designers
Resources Mentioned: Jana's free training: The 6 Secrets to Signing Clients with a High-Converting Capsule Blog
Jana’s Website: Jana O. Media.
Related Episodes:
Episode 150: Podcast Guesting for Web Designers with Jenn Zellers
Episode 137: Trust Over Traffic with Meg Casebolt
Episode 183: Pricing Strategy Inside The Package Matrix™ Framework.
Jana Osofsky is a marketing expert, content strategist, and Pinterest educator for coaches and service providers, and the creator of High Leverage Content. Find her at janaomedia.com or on Threads @janaomedia.
Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ Method and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: webdesigneracademy.com For Service Providers, Consultants & Agencies: shannonmattern.com Instagram: @profitablewebdesigner
5 min - Market Your Web Design Business Without Social Media with Jana Osofsky EP 210
Grab our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income: https://webdesigneracademy.com/freecourse
Market Your Web Design Business Without Social Media with Jana Osofsky
This week I'm joined by Jana Osofsky, a content strategist and Pinterest educator for coaches and service providers, and the creator of High Leverage Content. Jana built her entire marketing system around a capsule blog, a focused library of 12 to 20 blog posts that cover everything her audience needs to know before they're ready to buy, and used it to get her marketing down to one day a month while raising her prices from $600 to $4,000 a project.
In This Episode:
How Jana built a capsule blog library of 12 to 20 posts and used it to get booked out
Why raising her prices every time she booked three projects took her from $600 to $4,000 a project
What the specificity spectrum is and how to get specific in your content without a narrow niche
Why AI-sounding content is costing service providers trust with clients right now
The three-prong visibility strategy for becoming social media optional
Why Shannon is expanding the Package Matrix™ Method beyond web designers
Resources Mentioned: Jana's free training: The 6 Secrets to Signing Clients with a High-Converting Capsule Blog
Jana’s Website: Jana O. Media.
Related Episodes:
Episode 150: Podcast Guesting for Web Designers with Jenn Zellers
Episode 137: Trust Over Traffic with Meg Casebolt
Episode 183: Pricing Strategy Inside The Package Matrix™ Framework.
Jana Osofsky is a marketing expert, content strategist, and Pinterest educator for coaches and service providers, and the creator of High Leverage Content. Find her at janaomedia.com or on Threads @janaomedia.
Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ Method and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: webdesigneracademy.com For Service Providers, Consultants & Agencies: shannonmattern.com Instagram: @profitablewebdesigner
52 min - Profitable Web Designer Tip: July 2026 Income Report
Get our free course to help women web designers stop undercharging and overdelivering and create a consistent, full-time income at https://webdesigneracademy.com/freecourse
July 2026 Income Report
This month I break down our July 2026 income report going over how much the business made, spent and all the lessons learned along the way.
In This Episode:
The full July 2026 revenue and expense breakdown (and why not all of the inflow is spendable)
Why we are testing a six-month cohort model for the Web Designer Academy.
What closing the business for a week plus taking another vacation did for the numbers and the mindset
How the Package Matrix™ Method beta cohort is shaping a new certification
The mastermind moment that helped Shannon fully own being a pricing expert
A mid-year financial check-in and where Next Level Mastermind enrollment landed
Resources Mentioned:
Web Designer Academy
Next Level Mastermind
Package Matrix™ Method
90 Day Shift Private Coaching
Anchor High™ Certification
Related Episodes:
Episode 206: June 2026 Income Report
Episode 183: Pricing Strategy: Inside The Package Matrix™ Framework
Episode 164: The State of Web Designer Pricing in 2025
Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ Method and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: https://webdesigneracademy.com For Service Providers, Consultants & Agencies: https://shannonmattern.com Instagram: @profitablewebdesigner | @shannonlmattern4 min
About Profitable Web Designer with Shannon Mattern
From the publisher's feed
Profitable Web Designer is the top podcast for women web designers who started their web design business for freedom and fulfillment—but somehow ended up overworked, underpaid, and wondering what went wrong.
If you're a woman web designer who's tired of saying yes to underpaid web design projects, doubting your prices, or bending over backward to keep clients happy, you're not alone.
Host Shannon Mattern shares the pricing strategies, mindset shifts and behind-the-scenes stories web designers like you need to stop overdelivering, raise your prices, and finally create the freedom and income you started your web design business for in the first place.
This podcast is your backstage pass to the coaching, strategies, and transformations happening inside the Web Designer Academy—Shannon’s mentorship program that helps women web designers book higher-paying web design projects without overworking.
👉🏻 Find out the 5 Subtle Proposal Mistakes Even Experienced Web Designers Make That Cost Them Thousands at webdesigneracademy.com/proposal
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