From burnt-out, underpaid web designer...
... to confident web consultant, charging more & working less
When I started my own business, I bought into the idea that if I just worked hard enough, everything would fall into place. I thought my worth would be measured in hours worked, how “nice” I was to clients, and how flexible I could be with their requests. But that approach led to exhaustion and burnout, and let’s be honest, not a lot to show for it.
Then came a realization that changed everything.
The problem wasn’t how much I was working; it was how I was pricing and positioning myself. I was bending over backward, not because I wasn’t skilled enough or dedicated enough, but because my pricing didn’t reflect the true impact of what I brought to the table.
This realization sent me on a journey to completely rethink how I priced my services. I began to see that pricing isn’t just about covering your costs or staying competitive. Pricing is about positioning yourself, showing clients your value, and making sure that your work is supporting the life you want to live.
This shift didn’t just change my income; it changed my whole approach to business and life. I started building a business that felt sustainable, fulfilling, and yes, profitable. I became passionate about helping others break free from the cycle of underpricing, overworking, and undervaluing themselves.
Over the years, I’ve worked with amazing service providers who are so talented and dedicated but feel trapped by pricing that doesn’t do them justice. They want to be able to say, “This is what I charge because this is what I’m worth,” without second-guessing or feeling guilty. I get it because I’ve been there. And now, I work with service providers like you who want to break out of this exhausting cycle and finally step into pricing that reflects their true impact.
Why I do what I do
Let's Build You A Pricing Strategy That Feels Right
My approach is based on more than just “what the market will bear” or following the latest pricing trends. I help clients look deeper, understanding the unique value they bring, clarifying how to communicate that value to clients, and setting prices that honour their expertise, energy, and time.
Pricing isn’t one-size-fits-all. It should feel right for you, your goals, and the life you want to lead.
MORE ABOUT ME
Based in Edmonton, Alberta, Canada, I work with clients from across the globe.
I’m a wife, mother (to 1 amazing kid), plus a dog mom and cat mom. I love to paint - both with acrylics and digitally, and I am learning how to demo and rebuild rooms in my house.
I love a good book, feel-good movies, HGTV and the Food Network. Musicals are my favourite and I’ll never turn down a potato chip (or Nutella). I have an eclectic Spotify playlist, but if you grew up in the 80’s & 90’s you’ll know my taste.
How I Roll
THE VALUES THAT SHAPE MY BUSINESS
Alignment: Pricing should reflect not just the service but the whole experience and impact.
Excellence: I approach every engagement with a commitment to quality and integrity.
Empowerment: My goal is to equip you with the confidence and tools to set and communicate prices that align with your worth.
Integrity: I’m grounded in transparency and honesty. My clients can always expect clear, straightforward guidance.
Growth: Value-based pricing isn’t a static concept; it’s a practice that evolves with you, your clients, and your industry.
Stop Guessing. Start Growing.
Still wondering about where to start when pricing your services? Don't fret. I've got you covered.
Discover your pricing sweet spot in minutes with my free value-adjusted pricing calculator. This is designed to give you both your base hourly rate and your value-adjusted rate.
If your ready to see real change in your pricing, try out the calculator today.
