I always avoid posting something like this, but here it goes…
My pricing is moving significantly closer, but I severely underpricing as a whole, as I am adding / bundling a bunch of other services. Services that agencies lean on us for and we manage entirely and they bill 2X / 4X / 10X for the service. The place I always cut myself short is content creation, creative strategy, marketing, identity, rebranding, custom graphics, illustration, icon systems, social publishing, research, writing, consulting, etc. I am way too soft on feature creep, scope, freebees, acts of kindness, gifts and perks because I want the work to be as good as it possibly can be and want them to be happy.
So the additional question is, how much are you also undermining your value / worth / rate for all the other services you offer. Is this just for straight up site dev with all content provided? - or entire concept, design, content, writing, video editing, consulting, all-nighters, etc.
Nothing is more irritating and emotionally damaging to a relationship than having someone expect something absolutely huge - for free in the future, because you were crazy over generous to cut them a break, to make them a friend, win them over, work all nighters and gifted it to them in the past… It creates the worst form of entitlement and in some cases genuinely horrible clients. The last thing you want is crazy repeat work at a loss + loss of sleep.
When I work for other people - even in tiny shops as an employee / partner I bill huge, orchestrate, prove worth and upsell services that benefit clients greatly and they are happy to pay for expertise and serial repeat and serial recommend. When I work for myself I dig my own holes and dramatically undermine total value. There is some form of imposter syndrome, self-doubt, (whatever that is) in this equation.
Anyone guilty of that? What do you include? What do you give away? How much do you damage the design economy?
Or without the novelette - what Sabanna said X4