In my years of designing websites and creating digital content, I have frequently been asked to work pro bono. These requests come from everywhere: small businesses, non-profits, and individuals. I’ve even had profitable businesses ask for rock-bottom prices because “another designer” quoted them much less.
While non-profits often explain they simply have no budget and need the website to attract donors, individuals tend to use the classic lines: “It will get you great referrals!” or “It’ll be a boost for your portfolio.”
There is nothing inherently wrong with doing free work—especially if it’s for a cause you are passionate about or a favour for a close friend. However, there are hidden problems for both the designer and the client that we often overlook. Having “been there and done that,” here are a few insights from my personal experience.
1. Managing Expectations
Whether a client is paying full price or receiving a pro bono service, they usually expect the same level of support. The number of revisions a client demands rarely decreases just because the work is free. In fact, pro bono projects often demand more time than billed ones. It is not uncommon for a “free” client to call over the weekend for a review or demand late-night meetings because that is the only time they are available.
2. The Myth of the “Simple” Website
Some clients assume that because the work is pro bono, you will only provide a “simple” website—and in their minds, “simple” means a two-hour job.
In the world of web design, there is no such thing as a truly simple project. At the very least, you must conceptualise the product, conduct some research, handle domain registration, and manage hosting issues before even touching the design. When the project is done, there is the time required to train the client on how to update their own content.
3. The Struggle of Prioritisation
When you have both paying and non-paying projects on your desk, who gets prioritised? While good customer service dictates that everyone deserves your full attention, it is human nature for a designer to prioritise the work that pays the bills.
The same is true for the client. When there is no financial investment, some pro bono clients don’t feel the need to provide feedback or content on time. While the designer wants to finish the project quickly to get back to paid work, the client may drag their feet because they are focused on other projects where they have invested money.
4. Quality and Motivation
If neither side is prioritising the project, the quality inevitably suffers. Designers are naturally more motivated to deliver a stellar product when they know their expertise and time are being compensated. A paid project results in a clear professional relationship, which usually leads to a better end product and a happier customer.
5. Post-Completion Support
Websites are not one-off products; they are living platforms. They need to be kept secure, content needs updating, and domains/hosting must be renewed.
Clients often expect the designer to handle these tasks indefinitely. However, if a designer has already been exhausted by the cost and hassle of building a site for free, they are unlikely to have the energy or desire to provide free long-term maintenance.
6. The Referral Trap
All designers love a good referral! But referrals from pro bono work can be tricky. If your client tells others that you worked for free, you should expect their friends to want free work, too. Instead of building a portfolio of high-paying clients, you risk becoming known as the “free” designer, which is a difficult cycle to break.
What is the Solution?
The best approach is to treat creative design as a professional investment. While web design can be costly, many designers are willing to negotiate on a fair price for a good cause rather than doing the entire project for free.
Even if the labour is discounted, certain hard costs (like buying a domain and hosting) should always be met by the client. When a client attaches a financial cost to a project, they attach a value to it. Once something has value, priorities are set, deadlines are respected, and the relationship remains professional.
Websites are an excellent resource for any organisation when done correctly. They anchor your marketing and serve your customers 24/7. When you realise how important that tool is, you realise the importance of investing in the development process to get it right.
