I am a freelance WordPress web developer who provides a host of other services, including: SEO, social media profile optimization, email marketing campaign management, social media strategy, consulting, graphic design and the list goes on... I'm currently preparing to overhaul my operation with new pricing, more structured policies and a vastly improved image. Since I'm a one man army, I'm struggling with how I should price my services, as I feel there is a huge variation in the value provided. Would it be best to charge a flat rate for all services, including monthly routine maintenance and plugin updates, or would it be advisable to charge a premium for more expert services such as marketing strategy, optimization, and design, then charge a lower rate for routine technical stuff? Opinions and advice on this subject would be very appreciated. :)
I totally agree with Preston. People will pay based on value. People usually have the money to pay for the things they value the most. Case in point, I've worked with impoverished families who need financial assistance and food gifts. Yet, some of them always have money for beer and cigarettes. Ironic, isn't it? Don't make it about price, make it about the value you provide in solving their needs or pain points.
Perceived value is also important to remember. You know the saying, "you get what you pay for". Well, that is a double edged sword. If you price too low, people will expect a low-end product or output. But, if you price too high and do not deliver the value you promised, you will never see them again and your negative reviews will eventually put you out of business or force you to change your model.
So, like Preston, I say price at the high end of the market provided your can deliver great value and customer service. If you try to price in the low - mid end of the market, you are just a commodity that can easily be priced shopped.
Sell in terms of the client's "investment" not "cost". Differentiate and show them how working with you will yield them greater results than hiring a commodity provider.
Call me if you need more help with your strategy. All the best!