$/unit-of-time rates are always going to be seen as expensive by many clients. Charge by value. Plumbers are worth what they charge because of the value of stopping the shit overflowing onto the floor.
The other thing to keep in mind is that software developers, especially mobile and web, are making easy money. Naturally this is attracting a lot more people to the field, which by simple supply/demand economics will cause average compensation to decline. Clients will compare your hourly rate to these "averages" and question why you are so expensive. If you bid projects based on an understanding of the value the client perceives in the project, the client will feel more comfortable with what they are paying and also be unable to directly compare it to anything other than competitive bids for that specific project.
Well its hard to explain value when you can't put it in numbers. Web developers/SEO consultants can easily calculate their contribution by increase traffic. What can an iOS developer do ? Most of my work goes inside an App making it highly robust and smooth performance. But you can't put a number on it. People don't appreciate contributions that stop bad things from happening rather than creating visibly good things.
The other thing to keep in mind is that software developers, especially mobile and web, are making easy money. Naturally this is attracting a lot more people to the field, which by simple supply/demand economics will cause average compensation to decline. Clients will compare your hourly rate to these "averages" and question why you are so expensive. If you bid projects based on an understanding of the value the client perceives in the project, the client will feel more comfortable with what they are paying and also be unable to directly compare it to anything other than competitive bids for that specific project.