I think if you establish yourself on the web and let your clients know the quality of your service they will be willing to pay a higher sum. Also don't go hunting for clients on cheap freelance job sites because over there usually the indian/pakistani/chinese guys end up winning the job because they charge REALLY low rates.

Marketing is KEY. The client needs to know that he is getting his moneys worth.

Also, without a doubt the quality of your work should be excellent, so if it isn't make sure that you update yourself by visiting the latest blogs and learn the new methods keep up with CSS3, html5, keep your code valid, use proper hovers etc etc etc...

Coding is worth it? Hell yes, I retain $500~ per job clients .