Do I need to be very good to make money as a Web Developer?

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I am having a problem understanding the following ...

I am an okay web developer. I am not great. But I want to make money from my skills.
Having said that, when I go to websites like Freelancer to search for a project to work on everyone is asking for an exceptional developer and they pay very little. I don't know how are average joey's make it in this business.

What is your take on this?

How many users return to your site?

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I have been working on my site for a long time now and I noticed something different. Back in 2019 when I started a campaign on Google Ads to promote my site the traffic kept going up day after day. Although it was a small increment it was going up nonetheless. Today, may website users are not coming back. I am losing traffic instead. The website is much better than before and I don't know what is wrong. are platforms like Tik-Tok stealing all the traffic?

Have you noticed stuff like this now or in the past?

And what is the normal retention rate for a memes website?

Thank you,
Farris