Why My Web Design Business Slowed Down — And What I’m Doing About It




After more than 15 years designing websites for businesses of all sizes, I’ve recently hit an uncomfortable slowdown. In fact, I haven’t landed a single new client this year. Last year, I built maybe two or three websites — a sharp contrast to earlier years.

So I took a step back to ask myself: What’s changed? Why isn’t the work flowing in like it used to?

Here are the three key reasons I’ve identified:

1. Pricing Confusion — Mine and Theirs

I recently raised my rates, and now I’m noticing a trend: many potential clients ask for a quote, then disappear. Ghosted. No replies.

Just the other day, I saw a web design quote floating around for KES 7,500 — including a domain! Unless it's a one-pager using a recycled template, I can’t imagine how that’s sustainable. But still, that’s the kind of pricing some prospects are seeing.

In trying to stay competitive, I’ve sometimes lowered my price too much — to the point where I can’t even subcontract to skilled professionals. The result? I risk delivering subpar work or burning out.

2. Failing to Communicate My Value

One prospect asked me, “Why is your quote KES 35,000, when someone else is offering the same for KES 15,000?”

In reality, my quote included:

  • A premium template

  • Domain and hosting

  • Commission for the agent who referred them

  • My time, expertise, and ongoing support

But I still couldn’t convince them. That’s on me. I realized I need to do a better job explaining why I charge what I charge — and what makes my work worth it.

3. Scarcity Mindset

Here’s the hard truth: I’ve sometimes taken on projects at unsustainably low rates out of fear — fear of having no income, of not being “marketable,” of losing out to cheaper freelancers. That mindset has held me back. Clients can sense desperation. And desperation doesn’t close deals.

What I’m Doing Differently

Here’s what I’ve decided going forward:

✅ 1. I’m Not Lowering My Prices

Low prices hurt my business and my clients. I can’t deliver high-value results on a low budget. And I won’t apologize for charging rates that reflect quality, experience, and care.

✅ 2. Targeting Better-Paying Clients

Instead of chasing every inquiry, I’m focusing on clients who understand the value of great design — people who see their website as an investment, not just an expense. That means building a bigger funnel of serious prospects, not just hoping for the next referral.

✅ 3. Creating Value-Based Content

I’ll be sharing more insights, case studies, and tips — content that shows the real value of my expertise. My goal is to educate and build trust, so prospects already see the worth before they even ask for a quote.

✅ 4. Rewiring My Mindset

No more scarcity thinking. I’m reminding myself of this: I’ve spent 15+ years building real skills and real results. I’ve helped businesses grow. I need to change my belief, then the action will come, and results follow

Final Thought

I still love this work. I want to keep earning from it — and I want to create more opportunities for younger designers who are just getting started. But I’m doing it on terms that are fair to me, too.

If you're a fellow creative or freelancer facing similar struggles: you're not alone. 

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