What If Clients Can't Afford My Rates?—A Web Designer's Guide to Creative Niches
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Does this sound familiar?
You've found the perfect web design niche that sparks your creativity and brings you joy, but there's just one tiny catch...
it's not exactly an industry known for deep pockets.
Which raises the million-dollar question- or three:
Will these people even hire me to design their websites?
Can I really make a full-time living from this?
If I go down this road, will I be closing the door on ever charging those premium, dream-client rates?
Meet Shannon, an artist turned web designer who followed her creative heart and niched down into designing websites for artists - a group not exactly known for lavish budgets.
Through some clever experimentation and some "why didn't I think of that" marketing strategies, Shannon has built a fully booked web design business serving the niche she loves!
So, how much can you actually charge for websites in a creative niche?
Are in-person marketing strategies the hidden gem we've been overlooking?
And is list size really as important as everyone says it is?
Join me for this interview with my past Square Secrets Business™ student Shannon and let's find out!
Service Offerings
How do you structure your offerings as an artist-focused web designer?
Answer: I've kept things intentionally simple with just two core offerings, both centered around my Metaphor Mindset Studio concept, which stems from my podcast of the same name. The goal is helping artists approach their business creatively while maintaining practical foundations.
service packages:
Metaphor Mindset Studio Program
This includes six one-on-one coaching sessions where I guide artists through my five-step process for building a sustainable creative business.
Website + Coaching Package
This comprehensive option combines the mindset work with a custom Squarespace website.
It includes 12 coaching sessions over six months, plus my "Build Your Art Website" course that teaches artists to maintain their own sites.
The website package is what I call a "two-thirds done-for-you" approach.
I build the foundation and core pages, but I also ensure my clients learn to manage their own sites.
This includes training on:
Adding new artwork images
Setting up online galleries
Creating newsletters
Building an email list
Managing online stores
My mission: empowering artists to have complete control over their online presence. They shouldn't need to call someone every time they want to update their website.
Working With Artists: The Money Mindset
How viable is the artist niche when many assume artists don't have money to spend on websites?
Answer: This is fundamentally a mindset issue. As my coach Christine Kane says, "Don't get in people's wallets and walk around."
You never know what people will invest in when something truly matters to them.
When artists recognize they're making a significant shift in their career, they're often willing to invest in themselves.
I experienced this myself during Covid - even with limited income, I invested in coaching certification and courses like Square Secrets™ because I knew it was the right next step.
My mission is helping artists move past limiting financial stories. When we work through it, we often uncover:
Family of origin beliefs
Society's pressures
Preconceptions about what an "artist" is
When someone identifies their true mission, there's often a major shift in how they view investing in their business. They start thinking differently about dedicating financial resources toward specific goals.
For example: a $5,000 investment in a website and coaching might seem substantial initially, but I sold my first painting for $2,500 - that covered half my coaching investment.
It completely shifted how I thought about money and motivated me to continue growing.
What are your current price points?
Answer: Over the past three and a half years, I've gradually increased my rates while maintaining affordability:
One-on-one coaching program: Started at $800, recently increased to $1,000
Website package: Originally $1,600, now $2,400
I offer payment plans and intentionally keep my pricing accessible. My focus has been on building value and expertise rather than maximizing revenue.
What kind of revenue is possible in the artist niche?
Answer: I'm currently building toward 20 coaching hours per week while pursuing my MFA in painting. With my current business model and incremental price increases, I'm projecting $125,000-$150,000 next year.
I'm also expanding beyond one-on-one work.
Current projects:
Building a membership community (currently 7 members & growing!)
Developing group coaching programs
Creating a mastermind opportunity
Offering monthly coaching retainers for past clients
This foundation, though small now with just 7 members, is setting the stage for what I envision building over the next five years.
My ideal community would be around 50 people - past program graduates who continue with monthly or bi-monthly coaching while engaging with each other.
Marketing That Works
How did you find your first clients?
Answer: Rather than rushing to social media like many do, I took a different approach - I went local.
Living on an island with just 2,500 people, I started with the arts community right in front of me:
Local Arts Community: I was part of an artists' atelier where I helped fellow artists build their websites. Being my first clients, they were patient as I developed my skills. I'd help them with their websites but also teach them about email marketing and newsletters.
Non-Profit Organizations: These became a great source of early income. I'd work with organizations over 6-month periods, training their admin staff on website management and newsletter creation. These projects could bring in around $8,000 each.
In-Person Workshops: I developed signature trainings like "The 4 Hats of Artists in Business" - which started as a simple PowerPoint presentation but resonated deeply with artists trying to understand business basics.
I presented it at:
Local art schools
Chambers of commerce
Regional organizations
What about current marketing strategies?
Answer: While my list isn't huge - around 2,000 subscribers - it's proven very effective.
One of my coaches built a $300,000 business with a similar-sized list. It's not about the numbers; it's about having the right people.
My current strategy includes:
Regular blogging
Monthly podcast episodes based on numbers and concepts
In-person events and workshops
Annual planning summits
Building a membership community
I'm particularly excited about expanding into group programs once I complete my MFA. For now, I'm focusing on steady growth while balancing school commitments.
Tip: Working with Arts Organizations
There's significant opportunity in partnering with arts organizations. Here’s how I’ve gone about it in the past:
Started with an informational interview
Offered a free online class
Progressed to paid in-person workshops
Secured funding for business coaching programs
This led to multiple client relationships where the organization actually paid for artists to work with me. There's substantial money available in the non-profit and arts resource world if you know where to look.
What advice would you give to aspiring web designers?
Answer: Work on your money mindset from day one. As a woman and an artist, I'm still working through messages I've internalized about money.
My key realizations:
You can have both a service mindset and make good money - they're not mutually exclusive
Follow people who demonstrate that making money is okay
You can be compassionate, do good work, AND support yourself financially
Watch successful people with multiple income streams for inspiration
I've learned so much from watching people like Brooke Castillo, Stacy Bayman, and Christine Kane. Getting past your own money story and the obstacles holding you back is crucial for growth.
Was Square Secrets Business™ worth the investment?
Answer: The courses were absolutely worth it, 100%.
Here's why:
Step-by-Step Guidance: The way you walk through everything was invaluable. I could go back and rewatch sections whenever needed.
Up-to-Date Information: Being part of the Squarespace Circle means you're always current with platform updates.
Content Creation Skills: The blogging course was transformative. My articles, SEO, and message reaching people feels as much an accomplishment as my art.
Business Foundation: The courses helped me work through crucial questions like:
1. How to choose my niche
2. Whether artists would pay
3. How to structure my services
What I especially appreciated was the balance - I'm naturally a risk-taker, but the courses provided structure and safety nets. They gave me the confidence to keep going even when I felt confused or apprehensive.
Shannon's story is proof that…
with the right marketing strategy, even some of the more challenging niches have the potential to flourish into a fully booked business that perfectly complements your lifestyle.
But as you've heard, knowing your niche is just one piece of the puzzle.
It took serious dedication to her chosen marketing strategy to get Shannon to the point where she is today.
So if you're still wondering what the best fit marketing strategy is for you to transform your chosen niche into a booked-out reality, I've created something special for you!
Tke my client-finding -strategy personality quiz—within minutes, it'll reveal your perfect method that you'll actually enjoy doing. 👇
Then, watch this video next where I'll break down exactly how to implement your new strategy!
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