September 23, 2026
A Web Designer’s Guide to Value-Based Pricing with Jonathan Stark
Shannon Mattern had me on the Profitable Web Designer podcast to talk about why hourly billing punishes expertise, how the Why Conversation changes client sales, and how to build proposals around three value-based pricing options.
From Shannon’s show notes:
- Why hourly billing creates a mismatched incentive between you and your client
- The Why Conversation: the three questions Jonathan asks before he’ll ever discuss price
- How to respond when a client’s desired outcome is outside of what you can control
- Why every proposal should include exactly three pricing options (Goldilocks pricing)
- How Jonathan built his business through writing and podcasting instead of social media
- Why AI makes positioning more important, not less
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Yours,
—J