How to Price Your Website Templates (Without Undervaluing Yourself)

Let’s be honest — pricing is one of the hardest parts of running a design business. Especially when you’re new to selling website templates. You don’t want to charge too much and scare people off, but you also don’t want to undercharge and feel resentful later.

I’ve been there. When I first started selling Showit templates, I priced them way too low because I was scared no one would buy. And you know what? That didn’t help me make more sales — it just made me work harder for less.

If you’re unsure where to start or how to confidently price your website templates, this post is for you.

Step 1: Understand What You’re Actually Selling

You’re not just selling a website layout. You’re selling a complete brand experience and time saved — two things that business owners value a lot.

Think about it:

• A custom website design from a professional can cost $3,000 to $10,000 or more.
• Your buyer can get a high-end look for a few hundred dollars and launch in a weekend.

That’s an incredible value. So don’t price your templates like cheap digital files — price them like a professional product that helps people build their business.

Step 2: Research the Market (But Don’t Copy It)

Before setting your price, look around to see what other designers are charging for templates that are similar in quality, size, and style.

You’ll see a range — some people price at $200, others at $900+.

But here’s the thing: just because someone else is charging less doesn’t mean you should.
Lower pricing doesn’t automatically equal more sales. In fact, it can sometimes have the opposite effect — it can make people question the quality of your work.

Your goal is to find a price that makes sense for your brand, your audience, and the value you’re providing.

Step 3: Factor In the Value You’re Adding

If your template includes:

• Multiple page layouts
• Matching Canva templates
• Built-in copy prompts
• A detailed help guide
• or any kind of bonus content…

You should be charging more than someone selling a basic 3-page design.
Each extra feature saves your buyer hours of time, and that’s worth real money.

If you’re giving them everything they need to launch confidently — from design to strategy — that’s not a $200 template. That’s a high-value digital product.

Step 4: Set Your Base Price (and Stick to It)

Here’s a general guide that works for most Showit designers:

If you’re creating beautiful, conversion-focused designs with a polished finish — don’t be afraid to sit in that mid-to-premium range.

It tells buyers that you’re serious about your craft and that they’re getting a top-tier product.

Step 5: Offer Occasional Promotions, Not Constant Discounts

A sale can be a great way to drive traffic, but if you’re constantly running discounts, buyers start to expect them.

Use discounts strategically:

• Launch sales for new products
• Limited seasonal promotions (like Black Friday)
• Or bundle offers that add value instead of just lowering the price

For example: “Get 40% off any Canva kit when you bundle it with a website template.”
That kind of promotion keeps your brand feeling elevated while still rewarding buyers who take action.

Step 6: Use Pricing Psychology to Your Advantage

Pricing is emotional.
People don’t just look at the number — they look at how it makes them feel.

A few simple tips that work:

• Prices ending in 7 or 9 tend to perform better (for example, $397 or $495).
• Highlight the transformation (“Launch your brand this weekend”) instead of just the features.
• Include lifestyle mockups that make buyers visualize what their business could look like after using your design.

These small details build confidence and justify your price.

Step 7: Remember — Cheap Isn’t Always Accessible

A lot of new designers think low prices make their products more “accessible.” But accessibility comes from clarity and confidence, not discounts.

You can be approachable and still charge what your work is worth.
The right buyers will happily pay for a product that makes their life easier.

And those buyers are the ones who come back for more — because they see you as a trusted expert, not a bargain brand.

Step 8: Price for Profit, Not Panic

If you want this to be a long-term business, your pricing has to support your growth.

That means factoring in:

• Platform fees
• Taxes
• Software subscriptions
• Your time (yes, even for digital products)

You might spend 40+ hours creating one great template — so if it’s priced at $200, you’ll need to sell a lot just to break even. When you price confidently, your effort actually pays off.

Step 9: Learn How to Price and Scale the Smart Way

If you want to sell website templates that actually make you money (not just a few random sales here and there), it helps to follow a proven roadmap.

Inside my course, Build + Scale Your Six-Figure Showit Template Shop, I walk you through my entire pricing and positioning process — the same one that helped me grow my shop into a six-figure business.

You’ll learn how to:

• Confidently price your templates for profit
• Create irresistible offers that buyers love
• Package your designs for maximum value
• And use simple marketing to sell them on autopilot

It’s everything I wish I had when I started.

Final Thoughts

If you take one thing from this post, let it be this: you deserve to be paid fairly for your creativity.

Your templates aren’t just designs — they’re the foundation for someone else’s business. They help people launch faster, look more professional, and build confidence in their brand.

That’s worth every penny.

So set your price, believe in it, and don’t apologize for it.
When you treat your business like it’s valuable, others will too.

👉 Start learning how to price and scale your template shop the smart way here: Build + Scale Your Six-Figure Showit Template Shop

Melissa

Melissa Lunt is the founder of Superhero Design, a template shop specializing in high-converting Showit website templates for coaches, photographers, and creative entrepreneurs. With over 10 years of experience designing brands and websites, she helps business owners launch beautiful, strategic sites without the designer price tag or tech stress. Melissa is passionate about creating handcrafted templates that don’t just look custom—they actually book clients. When she’s not designing, you’ll find her drinking coffee, spending time with family and exploring the outdoors.

Explore Showit templates and launch resources at superherodesign.co.