I rely on word of mouth and repeat business. There are a number of sites I've rewritten 3 times since the early 2000s - first in HTML/PHP, then in Flash/PHP, then in JS/PHP or Node. The code isn't (usually) that basic. I got known in the '00s for doing large, complex Flash sites - some fun ones on the art side, for bands and games, but mainly on the business side, doing online stores, CMSs and reservations systems totally in Flex/Flash. These were not what you'd associate with crazy animated Flash pages; my training was in graphic design, and these were pretty glossy, full-page responsive sites. They were also full-stack jobs, so when mobile became a thing and Flash died, a lot of clients came back needing a new front-end for an existing SQL/PHP stack that still worked. Now a lot of those have been refactored again as PWAs.

For really "basic" stuff, like doing a static website with a couple forms for an auto shop or something, I usually advise people to just go with a template solution. But one of the advantages of being solo is I've built up a really extensive set of tooling over the years, including my own lightweight CMS that's applicable for certain things where non-technical users just want to occasionally edit and preview content in-page. So that's deployed in some places.

Really, the $200/hr rate is to keep away cheap clients. It kind of obscures the fact that I work fast, so, if a client knows exactly what they want from a static website with a couple forms, I might knock it out in 8-12 hours, plus another 16 from the graphic designer I work with (who's billed separately at $100/hr). This isn't unreasonable for, say, a lawyer or a mechanic who wants something high-quality that doesn't look like every other site. We're a one-stop shop, so we'll also do logos, print pieces, etc. at the design rate. I also handle all the hosting, server management and domain registration for smaller clients (everything except email servers) and just send them a retainer bill for $400/year that includes all that plus 2 hours of support. On the higher end, there are a few companies whose stores and business apps I wrote way back who just need to keep making upgrades and changes, so I'm usually booked out for six months and rarely take new clients anymore.

I think the pricing works for a couple reasons. Initially I did it because I was tired of clients changing their minds or requesting endless unnecessary features that I felt cluttered up what should have been clean, easily navigated UIs. This was very prevalent in the Flash age when everyone wanted unnecessary animations and crazy splash pages. I would give an estimate for the number of hours involved at the beginning of a job based on the original features they requested, and anything beyond that I would start charging the hourly rate; it dissuaded them from waffling on "let's try this" and ruining their own websites. Over time I came to realize that a certain group of people like to show off a little and say they paid extra for something unique or higher-quality, or from "this guy who's the best" - and the people they bragged to would want to show that they weren't cheap either. Whereas I'm a guy who's like, "guess how cheap I got these boots", CEOs tend to be more of the "look what I can afford" type. And I'm not above tapping into that psychology. An additional benefit turned out to be that as a result of paying more, they actually trusted me more to make good calls about UI/UX, because you trust someone more who comes personally recommended, but also because professionals trust someone more who charges in or above their own income range. I realized this when I found out my in-laws' tiny mortgage office was paying a database specialist $500/hr - back in 2006 - to come in once in awhile and work on their Salesforce installation, back when I was only charging $50/hr for full stack web work. To them, she walked on water. I started raising my rate annually.

One lesson I learned from the art and design world, before I even got into coding, was that under-pricing your own work is the kiss of death. Keeping my rates high enough to drive some clients away has given me more free time and let me shape my career in a direction I actually want.