Value-based pricing sets the fee from the value of the outcome to the client rather than the hours it takes you. A landing page that should add $100,000 in yearly sales is worth far more than 20 hours × your rate.
How to do it
- Ask discovery questions: what does success look like, what is it worth, what does it cost to do nothing?
- Price at a fraction of that value (often 10–20%).
- Offer three tiers — good, better, best — so the conversation becomes which option, not whether.
- Keep your hourly floor as a sanity check.
When hourly is better
Unclear scope, ongoing support, or clients who change requirements constantly. Use a retainer in those cases.