How to Stop Underpricing Your Work and Start Charging What You’re Worth

Many women entrepreneurs struggle with pricing their products or services. Whether it’s freelancing, coaching, consulting, or running a creative business, the fear of charging too much or losing clients often leads women to undervalue their work.

If you’ve ever thought:

“Will people really pay this much for what I offer?”
“I don’t want to scare away potential clients with high prices.”
“I just need to get my foot in the door; I can raise prices later.”

Then it’s time for a mindset shift. Underpricing doesn’t just hurt your income—it affects your confidence, business growth, and ability to serve your clients fully.

In this guide, we’ll explore why women entrepreneurs tend to undercharge, how it negatively impacts their businesses, and actionable strategies to start charging what you’re truly worth.

Why Do Women Entrepreneurs Underprice Their Work?

Before we fix the problem, let’s examine why women undercharge in the first place.

1. Fear of Losing Clients

Many entrepreneurs believe that lower prices will attract more clients. While this may seem logical, it often backfires—low prices can make your work look less valuable and less credible.

2. Imposter Syndrome

Women are more likely to experience imposter syndrome, feeling like they don’t deserve to charge premium prices. They worry they’re “not experienced enough” or “not an expert yet.”

3. Societal Conditioning

From an early age, women are often taught to be humble, accommodating, and not ask for too much—even when it comes to money. This conditioning carries over into business and pricing.

4. Comparing to Others

Many women look at what competitors charge instead of valuing their unique expertise. The result? They price based on what others charge, rather than what their work is truly worth.

5. Guilt Around Making Money

Some women feel guilty about making “too much” money or worry that raising prices will seem “greedy.” But money is not greed—it’s a tool for financial stability, freedom, and impact.

How Underpricing Hurts Your Business (And You!)

If you’re underpricing, you’re not just earning less—you’re creating a cycle of stress, overwork, and frustration.

1. You Work Harder for Less Money

Low prices mean you have to take on more clients to make ends meet. This leads to long hours, burnout, and stress.

2. You Attract the Wrong Clients

Lower prices attract budget-conscious clients who often:
❌ Demand more than they pay for.
❌ Expect freebies and discounts.
❌ Don’t value your time or expertise.

3. Clients Doubt Your Value

Higher prices signal expertise and quality. When you undercharge, potential clients may think:

“Why is it so cheap? Is she inexperienced?”
“Maybe she’s not confident in her work.”

4. Less Profit = Less Growth

When you barely make a profit, you can’t afford to:
✅ Invest in better tools.
✅ Hire help to scale.
✅ Take time off to rest.

5. You Lose Passion for Your Work

Working too much for too little pay can make you resent your business. Pricing fairly ensures you love what you dowithout financial stress.

How to Start Charging What You’re Worth (And Feel Good About It!)

Now that you understand the dangers of underpricing, let’s fix it. Here’s a step-by-step process to start charging confidently.

Step 1: Shift Your Money Mindset

The first step is changing how you think about pricing. Instead of fearing high prices, embrace these truths:

💡 You are not charging for time—you are charging for expertise and results.
💡 The right clients will pay for value.
💡 People respect what they invest in.
💡 You deserve to be paid well for your skills and hard work.

👉 Action Step: Write down your new money beliefs and repeat them daily. Rewire your brain to feel comfortable with higher pricing.

Step 2: Calculate Your True Worth

Many women price based on guesswork instead of real financial needs. Let’s fix that.

How to Calculate Your Ideal Rate (For Service-Based Businesses):

Determine your desired monthly income.
Example: $8,000/month
Add business expenses + taxes.
Example: $8,000 + $2,000 = $10,000
Divide by available working hours.
If you work 100 hours/month → $10,000 ÷ 100 = $100 per hour

Your pricing should reflect real financial needs, not just what “feels right.”

👉 Action Step: Calculate your hourly or project rate using the formula above.

Step 3: Price Based on Value, Not Time

Women often price based on how long something takes, but clients don’t pay for time—they pay for results.

Example:
🚫 Freelancer A charges $200 for a website and works 20 hours → Earns $10/hr
✅ Freelancer B charges $2,000 for the same website but delivers in 5 hours → Earns $400/hr

Both deliver the same result, but one values expertise over time.

👉 Action Step: Stop charging by the hour. Set flat rates based on value.

Step 4: Raise Your Prices Strategically

If you’re undercharging, don’t panic—raise prices gradually. Here’s how:

1. Announce a price increase.

Send an email or post saying “Prices will increase on [date]”.
This creates urgency and gets last-minute bookings.

2. Start with new clients.

Don’t increase prices for existing clients all at once. New clients will pay the new rate first.

3. Test different pricing tiers.

Offer basic, premium, and VIP packages so clients have choices.

👉 Action Step: Set a date for your price increase and announce it.

Step 5: Own Your Prices with Confidence

Once you raise prices, don’t apologize for them. If a client says:
🚫 “That’s too expensive!”
✅ Respond with: “I understand, but my rates reflect the value and results I provide.”

🚫 “Can you give me a discount?”
✅ Say: “I don’t discount my work, but I offer payment plans.”

👉 Action Step: Practice saying your new price out loud until it feels natural.

Final Thoughts: It’s Time to Get Paid What You Deserve

Women entrepreneurs must stop playing small when it comes to pricing. Undercharging doesn’t serve you or your clients—it keeps you stressed, overworked, and financially stuck.

💡 You are worthy of charging more.
💡 The right clients will respect and pay for your expertise.
💡 More money means more impact, growth, and freedom.

🚀 Your Next Steps:
✅ Calculate your true pricing.
✅ Announce your new rates with confidence.
✅ Own your value—no more undercharging!

Now tell me—what’s ONE thing stopping you from charging more? Drop a comment below! 👇

Leeah Murray Digital Marketing Strategist

Leeah Murray is a Creatologist™ and digital strategist at Meraki & Co, specializing in brand development, WordPress expertise, and strategic marketing. With 15+ years of experience, she helps small businesses, coaches, and entrepreneurs grow their online presence through purpose-driven digital marketing solutions. Her passion for digital creation began in childhood, experimenting with MS Paint and coding, leading her to freelance website design at 19. This entrepreneurial spirit evolved into her own digital agency, where she now delivers custom marketing strategies, WordPress optimization, and content marketing to drive measurable results. Based in the Pacific Northwest, Leeah works remotely with clients across industries, leveraging SEO, social media, and data-driven insights to maximize online visibility. She values clear communication, collaboration, and storytelling, helping brands build authentic connections and customer loyalty. If you're looking to elevate your digital presence, connect with Leeah to transform your brand and achieve online success.

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