Profitable Web Designer with Shannon Mattern

Get on the waitlist to find out when Shannon’s hosting her next open Live Q&A session answering your web design business questions at https://webdesigneracademy.com/qa

In this week’s episode, hear Shannon answer six questions from real web designers on getting clients, handling scope creep, transitioning to retainers, getting visible without social media, managing AI overwhelm, and rebuilding after a business break. 

What You'll Learn:

How to follow up with networking contacts without feeling pushy or salesy

What to say when a project becomes more complex than you originally quoted

Shannon's free consultation - paid discovery - package matrix process for avoiding scope surprises

How to plant seeds for retainer work before a project even ends

Why you don't have to keep up with every AI and technology change to serve your clients

How to rebuild your client pipeline after a business break (and why you're not behind)

Resources:

- Package Matrix™ Template: https://webdesigneracademy.com/template

- Web Designer Academy: https://webdesigneracademy.com/program

- Next Level Mastermind: https://webdesigneracademy.com/next-level-mastermind

- 90-Day Shift Coaching: https://webdesigneracademy.com/private-coaching/

- Open House https://webdesigneracademy.com/tour

Related Episodes:

Episode 193: Stop Waiting for Referrals and Get Booked Out with Sarah Noel Block

Episode 194: The Daily Habit For Building a Full Web Design Client Pipeline with Julia Taylor

Episode 198: How To Make More With Less Web Design Clients

About Shannon Mattern

Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ 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.

Website: webdesigneracademy.com

Instagram: @profitablewebdesigner

TikTok: @profitablewebdesigner

YouTube: @profitablewebdesigner

LinkedIn: shannonmattern

Get on the waitlist to find out when Shannon’s hosting her next open Live Q&A session answering your web design business questions at https://webdesigneracademy.com/qa

In this week’s episode, hear Shannon answer six questions from real web designers on getting clients, handling scope creep, transitioning to retainers, getting visible without social media, managing AI overwhelm, and rebuilding after a business break. 

What You'll Learn:

How to follow up with networking contacts without feeling pushy or salesy

What to say when a project becomes more complex than you originally quoted

Shannon's free consultation - paid discovery - package matrix process for avoiding scope surprises

How to plant seeds for retainer work before a project even ends

Why you don't have to keep up with every AI and technology change to serve your clients

How to rebuild your client pipeline after a business break (and why you're not behind)

Resources:

- Package Matrix™ Template: https://webdesigneracademy.com/template

- Web Designer Academy: https://webdesigneracademy.com/program

- Next Level Mastermind: https://webdesigneracademy.com/next-level-mastermind

- 90-Day Shift Coaching: https://webdesigneracademy.com/private-coaching/

- Open House https://webdesigneracademy.com/tour

Related Episodes:

Episode 193: Stop Waiting for Referrals and Get Booked Out with Sarah Noel Block

Episode 194: The Daily Habit For Building a Full Web Design Client Pipeline with Julia Taylor

Episode 198: How To Make More With Less Web Design Clients

About Shannon Mattern

Shannon Mattern is a Pricing Strategist, creator of The Package Matrix™ 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.

Website: webdesigneracademy.com

Instagram: @profitablewebdesigner

TikTok: @profitablewebdesigner

YouTube: @profitablewebdesigner

LinkedIn: shannonmattern

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template

Episode 200: May 2026 Income Report

Welcome to my May 2026 Income Report where I share how much we made, how much we spent and all of the lessons I learned along the way.

In This Episode:

The May 2026 numbers and what they really mean when you look at 18 months of rolling data

How one outreach email turned into an unexpected speaking opportunity in front of the exact right audience.

What walking a half marathon along the coast of Spain without her laptop taught me about my business.

The future of the Web Designer Academy, and why I’m bringing Package Matrix™ Method to other freelancers, coaches, and consultants

What "playing to win" actually looks like -even when the numbers are down

Resources Mentioned:

Web Designer Academy Open House - request to come to our next Live Strategy Call

Next Level Mastermind - for web designers ready to break through to their next level

ShannonMattern.com - home of the Package Matrix Method for all service providers

Related Episodes:

#196 - April 2026 Income Report

#192 - March 2026 Income Report

#189 - How To Price Custom Web Design Projects with Shannon Mattern

About Shannon Mattern

Shannon Mattern is a Pricing Strategist 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.

Website: webdesigneracademy.com

Instagram: @profitablewebdesigner

TikTok: @profitablewebdesigner

YouTube: @profitablewebdesigner

LinkedIn: shannonmattern

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 200: May 2026 Income Report

Welcome to my May 2026 Income Report where I share how much we made, how much we spent and all of the lessons I learned along the way.

In This Episode:

Resources Mentioned:

Related Episodes:

About Shannon Mattern

Shannon Mattern is a Pricing Strategist 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.

Website: webdesigneracademy.com

Instagram: @profitablewebdesigner

TikTok: @profitablewebdesigner

YouTube: @profitablewebdesigner

LinkedIn: shannonmattern

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: webdesigneracademy.com/proposal

Episode 199: The Sneaky Word Sabotaging Your Web Design Business with Aiza Cheung of Studio Coya

In this episode, I'm joined by brand designer Aiza Cheung of Studio Coya - a branding studio specializing in turning signature offers into recognizable, sellable brands.

Aiza shares the time she almost abandoned the exact offer her clients loved most because she thought she should be doing something bigger. We talk about the 'should' trap, her pricing evolution, how she structures her business around travel and flexibility, and the mindset blocks that keep capable service providers from showing up fully.

What You'll Learn:

Why 'should' is one of the most dangerous words in your business - and how to spot it

What it looks like to design your business around the life you actually want

Taking your foot off the brake: the mindset work underneath the business strategy

Resources Mentioned:

Studio Coya: https://studiocoya.com/

Aiza on Instagram: @studiocoya

Nourish Your Brand Podcast by Aiza Cheung - search on your podcast app

Next Level Mastermind: webdesigneracademy.com/next-level-mastermind

Related Episodes:

Episode 191: How To Choose the Right Web Design Business Model - https://webdesigneracademy.com/how-to-choose-the-right-web-design-business-model/

Episode 189: How To Price Custom Web Design Projects with Shannon Mattern - https://webdesigneracademy.com/how-to-price-custom-web-design-projects-with-shannon-mattern/

About the Guest

Aiza Cheung is the brand chef and designer behind Studio Coya, a branding studio with a food-themed twist. She specializes in branding signature offers for high-achieving service providers through her seven-day Offer Oven sprint. Aiza helps business owners make their best work recognizable, clear, and ready to sell.

About Shannon Mattern:

Shannon Mattern is a pricing strategist, creator of the Package Matrix™ 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.

🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast

🌐 Website: https://webdesigneracademy.com

📱Instagram: https://instagram.com/profitablewebdesigner

📱TikTok: https://tiktok.com/@profitablewebdesigner

📺 YouTube: https://youtube.com/@profitablewebdesigner

🤝 LinkedIn: https://linkedin.com/in/shannonmattern

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: webdesigneracademy.com/proposal

Episode 199: The Sneaky Word Sabotaging Your Web Design Business with Aiza Cheung of Studio Coya

In this episode, I'm joined by brand designer Aiza Cheung of Studio Coya - a branding studio specializing in turning signature offers into recognizable, sellable brands.

Aiza shares the time she almost abandoned the exact offer her clients loved most because she thought she should be doing something bigger. We talk about the 'should' trap, her pricing evolution, how she structures her business around travel and flexibility, and the mindset blocks that keep capable service providers from showing up fully.

What You'll Learn:

Why 'should' is one of the most dangerous words in your business - and how to spot it

What it looks like to design your business around the life you actually want

Taking your foot off the brake: the mindset work underneath the business strategy

Resources Mentioned:

Studio Coya: https://studiocoya.com/

Aiza on Instagram: @studiocoya

Nourish Your Brand Podcast by Aiza Cheung - search on your podcast app

Next Level Mastermind: webdesigneracademy.com/next-level-mastermind

Related Episodes:

Episode 191: How To Choose the Right Web Design Business Model - https://webdesigneracademy.com/how-to-choose-the-right-web-design-business-model/

Episode 189: How To Price Custom Web Design Projects with Shannon Mattern - https://webdesigneracademy.com/how-to-price-custom-web-design-projects-with-shannon-mattern/

About the Guest

Aiza Cheung is the brand chef and designer behind Studio Coya, a branding studio with a food-themed twist. She specializes in branding signature offers for high-achieving service providers through her seven-day Offer Oven sprint. Aiza helps business owners make their best work recognizable, clear, and ready to sell.

About Shannon Mattern:

Shannon Mattern is a pricing strategist, creator of the Package Matrix™ 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.

🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast

🌐 Website: https://webdesigneracademy.com

📱Instagram: https://instagram.com/profitablewebdesigner

📱TikTok: https://tiktok.com/@profitablewebdesigner

📺 YouTube: https://youtube.com/@profitablewebdesigner

🤝 LinkedIn: https://linkedin.com/in/shannonmattern

👉⁠Register for our next Web Designer Academy Live Q&A here⁠

──────────────────────────────

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: ⁠https://webdesigneracademy.com/template⁠

──────────────────────────────

If you have ever gotten to the end of a web design project and thought, "I should have charged double" - this episode is for you.

In this live Q&A, Shannon Mattern walks through the three-step pricing framework she teaches inside the Web Designer Academy - free consultation, paid discovery, and package matrix - and answers real questions from web designers about add-on services, paid discovery for small sites, design skills and pricing, Shopify client acquisition, and nonprofit clients. Real student results shared: $2,500 to $8,000, $5,000 to $15,000, $10,000 to $35,000, and two projects booked at $35,000 and $42,000 within 60 days.

What You'll Learn

Why undercharging is a process problem, not a pricing problem or a skills problem

The three things every client needs to believe before they say yes - and how to design your consultation to build all three

How free consultation, paid discovery, and the package matrix work together to shift from cost-based to value-based selling

Whether paid discovery makes sense for small brochure sites - and what you miss when you skip it

Why your design aesthetic is not what determines how much you can charge

How to land your first Shopify client through relationship marketing instead of freelance platforms

Key Timestamps

[00:00] Introduction and how today's session works

[07:14] Real student pricing results

[09:38] It's not a pricing problem - it's a process problem

[11:52] Free consultation, paid discovery, and package matrix overview

[21:23] Live Q&A begins

[22:33] Add-on services and cost vs. value-based decisions (Emily)

[27:58] Design skills and pricing confidence (Amber)

[35:02] Paid discovery for small brochure sites (Lisa)

[50:04] Landing your first Shopify client (Pradeep)

[57:24] Package matrix for nonprofit clients (Marcy)

[01:04:06] Web Designer Academy program options

Resources Mentioned

Package Matrix Template: ⁠webdesigneracademy.com/template⁠

Web Designer Academy Programs: ⁠webdesigneracademy.com/program⁠

Book a Discovery Call: ⁠webdesigneracademy.com/calendar⁠

Attend a Live Strategy Call: ⁠webdesigneracademy.com/open-house⁠

Related Episodes

⁠Episode 189: How To Price Custom Web Design Projects⁠

⁠Episode 191: How To Choose the Right Web Design Business Model⁠

⁠Episode 186: The Web Designer's Guide to Dealing With Difficult Clients⁠

About Shannon Mattern

Shannon Mattern is a pricing strategist, creator of the Package Matrix™ 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.

🎧 Profitable Web Designer Podcast: ⁠https://webdesigneracademy.com/podcast⁠

🌐 Website: ⁠https://webdesigneracademy.com⁠

📱Instagram: ⁠https://instagram.com/profitablewebdesigner⁠

📱TikTok: ⁠https://tiktok.com/@profitablewebdesigner⁠

📺 YouTube: ⁠https://youtube.com/@profitablewebdesigner⁠

🤝 LinkedIn: ⁠https://linkedin.com/in/shannonmattern

👉Register for our next Web Designer Academy Live Q&A here

──────────────────────────────

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template

──────────────────────────────

If you have ever gotten to the end of a web design project and thought, "I should have charged double" - this episode is for you.

In this live Q&A, Shannon Mattern walks through the three-step pricing framework she teaches inside the Web Designer Academy - free consultation, paid discovery, and package matrix - and answers real questions from web designers about add-on services, paid discovery for small sites, design skills and pricing, Shopify client acquisition, and nonprofit clients. Real student results shared: $2,500 to $8,000, $5,000 to $15,000, $10,000 to $35,000, and two projects booked at $35,000 and $42,000 within 60 days.

What You'll Learn

Why undercharging is a process problem, not a pricing problem or a skills problem

The three things every client needs to believe before they say yes - and how to design your consultation to build all three

How free consultation, paid discovery, and the package matrix work together to shift from cost-based to value-based selling

Whether paid discovery makes sense for small brochure sites - and what you miss when you skip it

Why your design aesthetic is not what determines how much you can charge

How to land your first Shopify client through relationship marketing instead of freelance platforms

Key Timestamps

[00:00] Introduction and how today's session works

[07:14] Real student pricing results

[09:38] It's not a pricing problem - it's a process problem

[11:52] Free consultation, paid discovery, and package matrix overview

[21:23] Live Q&A begins

[22:33] Add-on services and cost vs. value-based decisions (Emily)

[27:58] Design skills and pricing confidence (Amber)

[35:02] Paid discovery for small brochure sites (Lisa)

[50:04] Landing your first Shopify client (Pradeep)

[57:24] Package matrix for nonprofit clients (Marcy)

[01:04:06] Web Designer Academy program options

Resources Mentioned

Package Matrix Template: webdesigneracademy.com/template

Web Designer Academy Programs: webdesigneracademy.com/program

Book a Discovery Call: webdesigneracademy.com/calendar

Attend a Live Strategy Call: webdesigneracademy.com/open-house

Related Episodes

Episode 189: How To Price Custom Web Design Projects

Episode 191: How To Choose the Right Web Design Business Model

Episode 186: The Web Designer's Guide to Dealing With Difficult Clients

About Shannon Mattern

Shannon Mattern is a pricing strategist, creator of the Package Matrix™ 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.

🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast

🌐 Website: https://webdesigneracademy.com

📱Instagram: https://instagram.com/profitablewebdesigner

📱TikTok: https://tiktok.com/@profitablewebdesigner

📺 YouTube: https://youtube.com/@profitablewebdesigner

🤝 LinkedIn: https://linkedin.com/in/shannonmattern

Sponsored by ⁠⁠⁠Web Designer Anthology⁠⁠⁠ Stop building from scratch on every project. ⁠⁠⁠Web Designer Anthology⁠⁠⁠ gives you conversion-focused website templates, strategic frameworks, and design-systems methodology so you can work smarter and make more in less time.

Get access to 20 conversion-structured website templates, 600+ strategic design assets, homepage and sales page formulas, and an AI assistant trained to help you build results-driven websites faster.

🎁 My listeners get their first month FREE with code SHANNON at ⁠⁠⁠https://webdesigneranthology.com/podcast⁠⁠⁠

──────────────────────────────

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: ⁠https://webdesigneracademy.com/template⁠

──────────────────────────────

Building Visual Trust in an Artificial World with Pippa Tanko

Your visuals are always telling a story. In Episode 197, visual storyteller and personal brand strategist Pippa Tanko joins Shannon to talk about why web designers' websites often fail to convert - and why the answer has almost nothing to do with the portfolio.

Pippa managed brand photography and imagery for Harrods before building her own business helping creative entrepreneurs build personal brands that feel visible, genuine, and aligned. She breaks down how trust is built (or broken) in milliseconds through imagery, what hiding behind stock photos and a portfolio is costing you, and how brand photography can shift your mindset as much as your marketing.

If any of this resonates, this episode is the one to listen to.

What You'll Learn:

How your visuals communicate trust before a single word is read

What stock photos and the word "we" are signaling to clients

What authentic, trust-building brand visuals actually look like

How Pippa's own brand shoot shifted her mindset and changed her business

The "just for today" mindset practice for stepping into your future self

Resources Mentioned:

Pippa Tanko's website: ⁠andpip.co.uk⁠

Pippa Tanko on LinkedIn: ⁠Pippa Tanko⁠

Pippa's Brand Presence Scorecard (on her LinkedIn profile)

Simply Profitable Designer Summit: ⁠simplyprofitabledesigner.com⁠

Related Episodes:

⁠Episode 193: Stop Waiting for Referrals and Get Booked Out with Sarah Noel Block⁠

⁠Episode 188: Stop Starting From Scratch - The Web Designer Anthology Method with Tiffany Pichardo⁠

⁠Episode 189: How To Price Custom Web Design Projects with Shannon Mattern⁠

About Pippa Tanko: Pippa Tanko is a visual storyteller and personal brand strategist who helps visionary creatives build personal brands that feel visible, genuine, and aligned. ⁠andpip.co.uk | ⁠⁠LinkedIn⁠

About Shannon Mattern: Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ 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

LinkedIn: ⁠linkedin.com/in/shannonmattern⁠

Instagram: ⁠@profitablewebdesigner⁠ | ⁠@shannonlmattern

Sponsored by ⁠⁠Web Designer Anthology⁠⁠ Stop building from scratch on every project. ⁠⁠Web Designer Anthology⁠⁠ gives you conversion-focused website templates, strategic frameworks, and design-systems methodology so you can work smarter and make more in less time.

Get access to 20 conversion-structured website templates, 600+ strategic design assets, homepage and sales page formulas, and an AI assistant trained to help you build results-driven websites faster.

🎁 My listeners get their first month FREE with code SHANNON at ⁠⁠https://webdesigneranthology.com/podcast⁠⁠

──────────────────────────────

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template

──────────────────────────────

Building Visual Trust in an Artificial World with Pippa Tanko

Your visuals are always telling a story. In Episode 197, visual storyteller and personal brand strategist Pippa Tanko joins Shannon to talk about why web designers' websites often fail to convert - and why the answer has almost nothing to do with the portfolio.

Pippa managed brand photography and imagery for Harrods before building her own business helping creative entrepreneurs build personal brands that feel visible, genuine, and aligned. She breaks down how trust is built (or broken) in milliseconds through imagery, what hiding behind stock photos and a portfolio is costing you, and how brand photography can shift your mindset as much as your marketing.

If any of this resonates, this episode is the one to listen to.

What You'll Learn:

How your visuals communicate trust before a single word is read

What stock photos and the word "we" are signaling to clients

What authentic, trust-building brand visuals actually look like

How Pippa's own brand shoot shifted her mindset and changed her business

The "just for today" mindset practice for stepping into your future self

Resources Mentioned:

Pippa Tanko's website: andpip.co.uk

Pippa Tanko on LinkedIn: Pippa Tanko

Pippa's Brand Presence Scorecard (on her LinkedIn profile)

Simply Profitable Designer Summit: simplyprofitabledesigner.com

Related Episodes:

Episode 193: Stop Waiting for Referrals and Get Booked Out with Sarah Noel Block

Episode 188: Stop Starting From Scratch - The Web Designer Anthology Method with Tiffany Pichardo

Episode 189: How To Price Custom Web Design Projects with Shannon Mattern

About Pippa Tanko: Pippa Tanko is a visual storyteller and personal brand strategist who helps visionary creatives build personal brands that feel visible, genuine, and aligned. andpip.co.uk | LinkedIn

About Shannon Mattern: Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ 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

LinkedIn: linkedin.com/in/shannonmattern

Instagram: @profitablewebdesigner | @shannonlmattern