Women Business Owners Who Are Making a Difference: Meet Shannon Mattern

In my Women Business Owners Who Are Making a Difference series, I’m celebrating inspiring women who are using their businesses to create real impact… not just for their clients, but for their industries and communities as well. This week, I’m shining the spotlight on Shannon Mattern, the founder and CEO of the Web Designer Academy.

Shannon is on a mission to help women web designers break free from overworking, undercharging, and undervaluing their skills. Through coaching, education, and an unwavering belief in their potential, she’s empowering women to build sustainable, profitable businesses on their own terms. Her journey from overwhelmed freelancer to successful business owner has given her firsthand insight into the challenges many women face when pricing their services, setting boundaries, and growing their businesses with confidence.

Let’s dive into Shannon’s story and learn how she’s making a difference, one web designer at a time.

Lynn Davey: Tell me a little about yourself! Where are you from, and what inspires you every day?

Shannon Mattern: I’m Shannon Mattern, founder and CEO of the Web Designer Academy, host of the Profitable Web Designer Podcast, and an unapologetic advocate for women business owners to have freedom, flexibility and financial independence.

I’m from Columbus, Ohio, and every day, I wake up inspired by the women in my community—women who are brilliant at what they do but have been conditioned to believe they have to work harder, charge what they think people can afford, and never say no. Helping them rewrite that narrative and build wildly profitable businesses on their own terms? That’s what keeps me going.

LD: How would you describe your business in one sentence?

SM: I teach women web designers how to stop overworking, undercharging, or over-delivering so they have more capacity to deliver at a high level for their clients while living life on their own terms, whatever that means for them.

LD: What does your business do, and who do you serve?

SM: The Web Designer Academy is a coaching program designed specifically for women web designers who are incredible at their craft but need help with pricing, sales, and setting boundaries. We help them shift from being underpaid freelancers to confident, booked-out business owners.

We also run the Next Level Mastermind for established web designers who want to grow but have hit a plateau, and our Marketing Momentum membership helps web designers easily and authentically get clients through relationships and referrals.

LD: What inspired you to start your business, and what was the moment you knew this was the path for you?

SM: When I started freelancing, I approached it with an employee mindset—charging low rates, overdelivering, and saying yes to everything, as if my clients were my bosses. I thought that working harder and keeping everyone happy would lead to success, but instead, I was completely burnt out and barely making any money. That’s when I realized: the problem wasn’t my clients, it was me and the way I’d been conditioned to do business at my own expense. I knew I had to help other women break free from that cycle, shift their mindset, and build something truly sustainable.

LD: What’s one thing you wish more people knew about your industry or the work you do?

SM: I wish more people understood that a website isn’t just an “online presence” or an expense; it’s a revenue-generating asset for a business. Too many business owners approach websites like they’re just digital business cards. I’m here to change that conversation.

A strategic website isn’t just about aesthetics—it builds trust, communicates value, and helps drive sales. On the flip side, I wish business owners understood that a website alone won’t do all the marketing work for a business. It’s a powerful tool, but the business owner has to have an ongoing plan to drive traffic to it and use it strategically.

When web designers and their clients understand that partnership and both do their part – that’s when a website goes from digital business card to revenue-generating asset.

LD: What do you love most about running your business?

SM: The transformations. Watching my students go from overwhelmed and doubting themselves to confidently making offers that empower their clients, feeling amazing about the work they’re doing and making more than they thought possible—there’s nothing better. I also love the flexibility. I built this business so I could live life on my terms, and I love helping other women do the same.

LD: How does your business make a difference, either in your community, industry, or for your clients?

SM: When women web designers are no longer undercharging, overdelivering and overworking, it’s a ripple effect that impacts their families, their communities, and the clients they serve. When a web designer runs a profitable, sustainable business, she has the resources to help her clients create better results while creating financial stability for herself, and she inspires others to do the same.

LD: What’s a project, initiative, or moment in your career that you’re most proud of?

SM: One of the projects I’m most proud of is our Profitable Web Designer Podcast. It’s become a space where I can have real, honest conversations about the challenges women web designers face and share strategies for building a profitable web design business that actually work. It’s been incredible to see how a simple podcast can empower so many women to take action, shift their mindset, and start running their businesses on their own terms.

LD: Are there any causes or organizations you support that align with your mission?

SM: I’m deeply passionate about supporting women in business, especially those who are breaking free from traditional corporate structures to create financial independence. I love supporting companies and organizations run by women, that empower women entrepreneurs and create opportunities for women to thrive on their own terms with my time, my money and also by using my platforms to amplify their message.

LD: What’s one of the biggest challenges you’ve faced as a business owner, and how did you overcome it?

SM: We had a rough year financially in the business in 2023, and I ultimately laid off an employee. I was experiencing a lot of negative self-talk during that time, like “you shouldn’t have done that or if you wouldn’t have done that then this wouldn’t have happened..” So the biggest challenge I overcame was myself – becoming aware of my thoughts, deciding to not believe them and actively making the decision, over and over again, to think and believe things that would add to my capacity and well-being and not drain it. And now I feel more prepared than ever to handle anything that comes my way.

LD: What’s a piece of advice you’d share with another woman who is thinking about starting her own business?

SM: It’s so worth it, in so many ways. The relationships you build, the things you discover about yourself, the resilience you develop as you encounter inevitable obstacles and challenges combined with the fact that you’re making money doing something you love doing on your own terms. Once you get a taste of it, you’ll never want to go back… but don’t try to do it all on your own. Put yourself in rooms with other people who are just a few steps ahead on the journey. Find mentors. And when it comes time to build or refresh your website… it isn’t just a box to check off or an expense to minimize—it’s one of the most powerful assets in your business. It works for you 24/7, informing your future customers, building trust, and helping you turn visitors into paying clients – so it’s worth partnering with a web designer who treats it that way!

LD: Coffee or tea? How do you take it?

SM: Coffee, always. Black if I’m drinking it at home… if I’m out and about, I’ll get a latte with almond milk and maybe a flavor shot if I’m treating myself. 🙂

LD: What’s your favorite way to unwind after a busy day?

SM: I love this question because it made me realize that even though my days are full, they never feel busy and I don’t feel like I need to unwind at the end of them. What a huge difference from when I worked for someone else!

I love taking a hike with my dog in the middle of the day, doing some yoga, strength or stretching after an afternoon of calls, reading and journaling with my morning coffee – and binge-watching random TV series while I make dinner (anything from Gossip Girl to Golden Girls).

LD: Where can people find you or learn more about your business?

SM: You can find me at webdesigneracademy.com, the podcast at webdesigneracademy.com/podcast or connect with me directly at shannon@webdesigneracademy.com.

LD: Is there anything else you’d like to share?

SM: Whether it’s hiring a web designer, building a team or finding a mentor, it’s so worth partnering with people who truly care about what you’re trying to create—not just in your business, but in your life. The right web designer will look beyond the design to understand your bigger vision, your goals, and how your website can truly support the business and lifestyle you’re building. When you work with someone who sees the whole picture, your website becomes so much more than just an “online presence” – it becomes a powerful tool that helps you create the future you really want.

Empowering Women to Build Businesses on Their Own Terms

Shannon Mattern is more than just a coach… she’s a champion for women in business. Through the Web Designer Academy, her Profitable Web Designer podcast, and the powerful community she’s built, she’s helping women web designers create financial independence, reclaim their time, and build businesses that support the lives they truly want.

Her story is a testament to what’s possible when you challenge the status quo, embrace your worth, and refuse to settle for less than you deserve. By shifting the way women think about pricing, boundaries, and business growth, Shannon is creating a ripple effect of empowerment that extends far beyond her students. It impacts their families, their clients, and the next generation of women in business.

Know another inspiring woman business owner who should be featured? Send me an email! I’d love to share more stories like Shannon’s.