User Experience or User Interface.
This is where a designer mocks up a graphic composite representation of a website look and feel, wireframes out the actual site layout in a tool like Balsamiq, and does the slice and dice of the approved comps, finally pulling everything together into a final HTML skin or template for Wordpress or some other CMS engine like Drupal, Joomla, etc... (it's all the same stuff at this point, HTML/CSS).
I pay US-based UX designers as much as $135 per hour for their effort depending on the implementation, the need for the skill set, etc...
Average project efforts on their part would be in the 100-200 hour range.
This is going market rates for most reasonable web dev interactive media shops in most US-based "A" & "B" size market cities.
Are you grossing $100/hour? $80/hour? $60/hour?
Why do some developers get that kind of money for Photoshop and Dreamweaver work, when others struggle to convince someone to pay them $500 for an entire project?