08/06/2026
I undercharged for years because I made the mistake a lot of business owners make.
I thought because I could do something quickly, it must mean it wasn’t worth charging properly for. Which sounds ridiculous now, but at the time it felt logical. If a brand direction came together fast, or I could see what a website needed straight away, I’d almost discount it in my own head.
But the reason I could do it quickly was because I’d already spent years learning, testing, fixing, refining and working across so many different types of businesses.
I wasn’t just charging for the thing I was making. I was charging for the clarity, the process, the experience, the thinking behind the work and the fact that clients didn’t have to carry the whole thing themselves.
That’s the part I didn’t fully understand for a long time.
Half of your business success comes from having a strong offer, but the other half comes from the experience people have while working with you. How easy you make the process. How well you communicate. How confidently you guide them. How much stress you take off their plate. How supported they feel from the first enquiry to the final delivery.
And for years, my work was delivering at a much higher level than my pricing reflected.
It took me five years to properly wake up to that. Five years of thinking I just needed to work more, fit more in, be faster, take on more clients and somehow make the numbers work.
But eventually you realise the answer isn’t always more work.
Sometimes the answer is charging properly for the level you’re already operating at.
Because we can all work more, work harder and work faster, but none of us get that time back.
So if you’re undercharging because something feels easy to you, that’s probably the exact reason people are paying you.
The ease is the experience.
And it deserves to be priced properly.
