$/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.