I literally have no idea what to charge for websites, or any kind of creative work. I always think I’m either underselling myself or ripping people off; I can never find a happy medium. If you overcharge, you run the risk of losing your prospective client. If you undercharge, you run the risk of them thinking “oh, their work must not be particularly brilliant anyway” and therefore run the risk of losing them anyway.
Then there’s the problem of advance payment. It’s always difficult to ask for money up front, because you’re pretty much asking for an investment in something that doesn’t yet exist. I hate asking for money up front, but because of the amount of times I’ve never received payment, it’s becoming a necessity.
The worst is when I’m asked to design something for a friend, because then ‘mates rates’ apply, and then I truly am underselling myself and my work.