Let’s talk about something every freelance web designer out there wants to know:
How do I market my web design business? How do I get more web design clients?
And not just any web design clients – great clients who value your work, pay your prices, and don’t make you want to tear your hair out by the end of the project.
This guide to marketing your web design business will walk you step-by-step through:
Most importantly, we'll talk about why typical online marketing advice or the marketing strategies you help your clients implement are not what will best help you get more web design clients (and what to do instead).
Profitable Web Designer with Shannon Mattern is the go-to podcast for women web designers for all things pricing, packaging, marketing and selling web design services (and the mindset behind being a high-earning web designer).
You’re not alone in wondering how to find high-paying web design clients who value your work – it’s the number one question I get from web designers at every stage of business, whether you’re just starting out, navigating the ups and downs of creating consistent income, or trying to scale.
Maybe you’ve just started a freelance web design business and you’re wondering how to get your first few clients…
Or perhaps you’ve been running a web design business for years but are stuck in feast and famine mode always worried about where your next client is coming from.
Maybe you know you should be doing more to market your web design business because you want to grow your revenue, but you’re already so busy with your current load of underpaying, high-maintenance clients that you don’t have the energy to do your own marketing.
Sound familiar?
And it’s not like you don’t know how to market your web design business.
You’ve probably heard it all:
And maybe, like so many web designers, you’ve tried some or all of these things, only to find yourself overworked, overwhelmed and still waiting for decent clients to show up.
The truth is that most of the conventional advice out there about getting web design clients just doesn’t work.
Or, at least, it doesn’t work the way you think it will.
Here’s why:
Strategies like social media marketing, list building and SEO often belong to what Michelle Warner in Profitable Web Designer Podcast Episode 127 calls “traffic marketing.”
They’re designed to generate website traffic and leads at scale – thousands of followers, hundreds of inquiries – but for service-based businesses like web design, you don’t need hundreds of leads.
As a web designer, you need just a handful of the right leads.
And traffic marketing is a slow, exhausting way to find those people. It’s like trying to light a fire with wet wood when dry kindling is sitting just out of reach. The payoff just doesn’t match the effort.
When all the advice out there about marketing your web design is based around getting more traffic to your website, no wonder that only 16% of freelance web designers and agency owners are doing any outbound marketing.
I know it might feel counterintuitive, but as a web designer, investing your time, effort, money, and energy into getting more eyeballs on your website – or even just believing that you need to – could be exactly what’s keeping you from landing clients.
Marketing a service-based business like a web design business – especially one where the goal is to work with fewer clients who pay more – is all about connecting with people one-on-one, building genuine trust, and creating authentic relationships that naturally lead to new clients, referrals or other opportunities.
Relationship marketing is the kind of marketing that feels natural and human. Think about the last time you got a referral – maybe it came from a friend, a past client, or someone you met at an event. That referral carried trust. The person didn’t have to vet you or compare you to ten other web designers; they already believed you were the right fit.
And yet, so many of us avoid relationship marketing.
Why? Because it’s scary. Putting yourself out there – reaching out to someone new, following up, or asking for an introduction – can feel incredibly vulnerable.
Posting on Instagram? Safe. Reaching out to a past client to ask for a referral? Terrifying.
But here’s the truth: the uncomfortable stuff is where the magic happens.
Relationship marketing might take courage, but it also takes far less time than trying to post your way to clients online, and the return on investment is exponentially higher.
Now, before you start thinking this is some pie-in-the-sky, theoretical advice, let me tell you about how this works in real life.
In our podcast interview, Michelle Warner talks about the power of “borrowed trust.”
I call it building an “affinity relationship” or “transfer of trust” but it all means the same thing:
When someone introduces you to a potential new client, they’re essentially transferring the trust their friend, audience or network has in them over to you.
For example, when I was trying to grow my web design business back in the day, I had zero social media presence, zero website traffic, and zero email list.
But what I did have was the courage to reach out to people I admired, who were already serving the clients I wanted to work with, and offer them value in a way that would result in me being introduced to their network.
One of my favorite strategies was creating a blog interview series where I highlighted successful women entrepreneurs and asked them about their website strategy and web design process. Once the interview was complete, I created a beautifully designed blog post feature that showcased them and their work, which they’d then share with their audience. It wasn’t about selling web design services directly – it was about building relationships.
And you know what? Those connections snowballed into more referrals, collaborations, and client inquiries and revenue that I never could have predicted.
But I started by making the snowball. By picking up some snow and compacting it. Rolling it in some more snow, and turning it and rolling it and turning it until it got big enough that it could roll on its own momentum, and then rolled it to the top of the hill.
I didn’t wait for the snowball to make itself and roll over to me.
I know relationship marketing might feel like it’s not enough, or maybe even too simple to work. It’s not flashy, it’s not perfectly curated, it’s definitely not as instant-gratification-friendly as hitting “post” on Instagram – and there are no analytics to tell you if it’s working behind the scenes.
But what relationship marketing lacks in trackable metrics, it makes up for in depth and impact.
Instead of focusing on anonymous numbers and hoping they’ll translate into real client, you’re building real, meaningful connections that can grow your business in ways that go far beyond what analytics can measure.
So, as we dive into the rest of this guide for marketing your web design business, I want you to remember two things:
First, you don’t need to do all the things to get clients. You don’t need to be on every platform, have a perfect website, or write daily blog posts.
And second, the strategies I’m going to share are not about working harder – they’re about working smarter, building connections, and creating momentum that lasts.
Let’s get started, because I promise you, getting clients can be simpler and more rewarding than you think.
If you’ve been wondering how to find web design clients, I’ve got good news for you. They’re probably closer than you think.
No, really. They’re not hiding in some secret corner of the internet or waiting for you to discover the perfect marketing hack. More often than not, your next web design client is already connected to you in some way – they just don’t know you’re available or what you can do for them.
Here’s something I see all the time: web designers completely underestimate the power of their existing network. It’s easy to think, “I don’t know anyone who could afford to work with me,” or “I don’t know where to find investment-minded clients,” but you cannot possibly know who everyone in your network knows. You have no idea who’s just a few degrees of separation away!
Your network is full of people who already know and trust you – or know someone who does. That trust is everything. It gives you a head start because these are the people most likely to refer you or hire you themselves. But here’s the catch: they can’t help you if they don’t know what you do.
And look, I get it. The fear of rejection is real. That’s why it feels easier to spend 5 hours on anonymous traffic marketing than 5 minutes on relationship marketing.
All you have to do is take that first step. Time and time again, I’ve seen web designers land their dream clients just by starting with the people they already know, because people like to help people they like!
It’s not that your mom or your best friend is going to hire you (although they might!), but they probably know someone who will. I’ve heard countless stories from students who reached out to their personal networks and landed dream clients through second or even third-degree connections.
And if you’ve ever wondered if you should work for friends and family, listen to Profitable Web Designer Podcast Episode #58 – Should You Work With Friends and Family?
You never know where a connection might lead.
One of the most memorable pieces of marketing advice I’ve ever received came from Bill Kiefaber, the president of multi-million dollar marketing agency MarketingWorks. He told me that no matter how big his agency grew, he still prioritized personal outreach every single day.
Each day, Bill would reach out to one person he knew – whether it was to share an article, recommend a conference, introduce them to someone, or simply check in. His focus was always on adding value to their lives, not just asking for something. And over time, that daily effort built his agency from zero clients to a multi-million dollar business.
The simplicity of this strategy is what makes it so powerful. Reaching out to one person each day might not feel like a groundbreaking tactic, but the consistency of these small, intentional actions adds up in ways you can’t predict. Whether you’re sharing a helpful resource, offering a genuine compliment, or asking for a referral, this kind of outreach builds trust, deepens connections, and keeps you top of mind for when opportunities arise.
One of the best marketing strategies for freelance web designers is connecting with people who already know, like and trust you.
The steps are simple:
This isn’t about creating the perfect pitch or trying to land clients with one email. It’s about showing up consistently, connecting with people in a real way, and trusting that those small actions will add up to big results.
I know that sounds almost too easy, but you’d be amazed at how many people in your life don’t fully understand what you offer – or how you can help them or someone they know.
You don’t need an elevator pitch, you don’t need a niche, you don’t even need a portfolio.
One of the most powerful things you can do is be yourself (i.e. a real human) in your outreach.
Instead of sending off a generic “Hey, do you know anyone who needs a website?” message to all of your contacts, take the time to reach out individually. Think about who might have connections to potential clients and craft your message accordingly.
For example, if you used to work with a marketing manager at your old job, you could reach out say something like:
“Hi Stacy, I hope you’re doing well! I was thinking about you because I was watching that episode of The Office with the party planning committee and I was dying! Remember when we had to do that? 
I wanted to reach out because since leaving Acme, I’ve started offering web design services and I’m looking to connect with more small business owners. You used to be part of a networking group with other marketing managers.., are you still part of that group?”
Notice I didn’t ask Stacy if she needs a website, I didn’t say “let me know if you know of anyone who needs a website,” I let her know what I’m up to and asked her a very specific yes/or no question that invites a simple response, and then I can continue the conversation based on her response.
The key to this is keeping it personal and genuine. If you’re reaching out to a former coworker, mention a project you worked on together. If it’s a friend, catch up and share what you’ve been working on. The goal isn’t to pitch – it’s to connect. People can tell when you’re being real, and that’s what builds trust.
So here’s what I want you to do: make your list, reach out, and follow up. Start with just one person today. It’s that simple. This isn’t about being flashy or perfect – it’s about showing up and letting people know how you can help.
Your next dream client is closer than you think.
One of the biggest mistakes I see web designers make is treating past clients like a closed chapter.
You finish a project, hand over the keys to the new website, maybe set them up with a monthly maintenance plan, and that’s it. No follow-up, no checking in, no nurturing – just handling any requests that might land in your inbox from time to time.
And while this low-effort recurring revenue sounds like the dream, it’s actually leaving so much potential on the table!
Your past clients are some of your best, warmest leads for future work. They already know you, trust you, and have experienced the value of working with you firsthand. They’re the ones who can connect you with new clients, hire you for updates or new projects, or even collaborate with you in ways you haven’t thought of yet. But that only happens if you make the effort to stay in touch.
Another reason many web designers avoid going back to past clients is this thought: “They can’t afford me at the prices I want to charge now,” or “They weren’t a ‘good’ client.”
But here’s the thing – it’s not your job to decide for anyone else what they can and can’t afford. It’s your job to make offers at prices that are sustainable for you to offer and let them decide.
And if they weren’t an ideal client before, starting a new project is your chance to set clearer boundaries and better manage the project. Usually it’s not that our clients are bad, it’s that we didn’t know how to lead them well.
Reconnecting with past clients is all about curiosity and an open mind. Relationships evolve, businesses grow, and you never know what opportunities might come from a simple check-in.
All you have to do is reach out and start the conversation because your past clients are not sitting around thinking about you!
The other fear that comes up for a lot of web designers that keeps them from reconnecting with past clients is worrying you’ll get negative feedback. Even if a client does share something less than positive, it’s not about perfection—it’s about connection. It’s a chance to listen, to learn, and maybe even offer a solution. When you’re willing to reach out anyway, you’re showing that you care about their success. And that kind of authenticity and follow-through builds trust, deepens relationships, and opens doors you didn’t even know were there.
So don’t let fear hold you back. Your past clients want to hear from you.
Send a friendly check-in:
“Hi [Name], I was thinking about you and wanted to check in! How’s everything going?
Share what’s new with you, but make it relevant to them:
Let them know about a new skill, service, or package you’ve added:
“Hi [Name], I was thinking about you because I’m now offering [new service], and I see a ton of opportunity for it to help you [outcome you know they want]. Would you like me to send over more info?
Send them something helpful:
If you come across an article, podcast, YouTube video, Reel, TikTok, book, event, tool, tip, etc. you think they’d appreciate, send it their way. It’s an easy way to show you’re thinking about them.
Reconnecting doesn’t have to be complicated or time-consuming – it’s just about staying in touch and showing you care. Those simple moments of connection can lead to big opportunities!
Your past clients aren’t just part of your history – they’re part of your future. So don’t let those relationships fade.
Take action this week: pick one past client and send them a quick message. That one conversation could lead to your next big project.
If the idea of reaching out to someone directly makes your palms sweaty, you’re not alone. So many of us avoid outreach because we’re afraid of being pushy, looking desperate, or just hearing a flat-out “no.”
But here’s the thing: outreach doesn’t have to be awkward, salesy, or uncomfortable. In fact, when it’s done authentically, it feels good for you and the person you’re reaching out to. It’s not about trying to “get” something from someone – it’s about caring, curiosity, and connection.
When you approach outreach from a place of genuine interest and a desire to help, it changes the entire dynamic. It’s no longer about what you can get; it’s about what you can give. Explore how Stephanie Hudson scaled her business by focusing on connections and delegation in this Profitable Web Designer Podcast episode.
So, what does it mean to make your outreach a give? It’s about flipping the script and asking yourself, “How can I genuinely support this person, regardless of whether they hire me?”
Offer a helpful observation – with their permission: If you notice something about their website or online presence that could be improved, always ask before sharing. For example, you might say, “I took a quick look at your site and noticed a couple of things that might help it perform even better – would you like me to share them?” This simple step shows respect, ensures they’re open to feedback, and makes the conversation feel collaborative rather than critical.
Invite them to a market research interview: Position your outreach as a way to learn about their business challenges, not sell your services. For instance, you could say, “I’m conducting interviews with business owners in [their industry] to better understand their challenges with [specific area related to web design] and I’d love to hear your insights. Would you be open to a quick conversation?” This creates a low-pressure interaction that can lead to valuable connections – and often uncovers opportunities for collaboration.
Share a resource they’ll find useful: Did you come across an article, tool, or trend that might benefit their business? Send it their way with a short message like, “I thought of you when I saw this and thought you might find it interesting!”
Connect them with someone in your network: Sometimes the best way to add value is to introduce them to someone else. There are no rules here, it could be a personality vibe, a similar business, or a potential collaborator.
Celebrate their wins: If you see a potential client post about a recent accomplishment, reach out to congratulate them. A genuine “Hey, I saw you just launched your new product – congratulations! It looks amazing!” can open the door to a deeper conversation.
Ask a thoughtful question: People love talking about themselves and their businesses. A question like, “Out of curiosity, what’s your biggest priority for your business this year?” or “What’s been working really well for you lately?” shows genuine interest and often leads to valuable insights – and opportunities to help.
Remember, the key to all of these approaches is to make it about them, not you. The goal isn’t to slide into their inbox with a hidden agenda – it’s to show up as someone who genuinely cares about their success. When you focus on giving, not getting, the dynamic shifts completely. Instead of feeling like you’re taking something from them, you’re adding value to their day.
Authentic outreach is one of the most powerful tools in your business toolkit. It’s not about closing a deal on the first conversation – it’s about building relationships that can lead to amazing opportunities over time. So, take a deep breath, think about how you can give, and start reaching out. You’ve got this.
If there’s one thing I’ve learned about building a successful web design business, it’s that the results don’t come from one perfect, calculated move.
Our most successful Web Designer Academy students often say to me when it comes to their marketing, “I don’t know if I’m doing this right… it feels like I’m just throwing a bunch of spaghetti at the wall to see what sticks.”
And I always reply: “If that’s what it feels like, then you’re doing it right!”
Getting web design clients – especially the kind of clients you really want to work with – isn’t about finding a magic solution or doing one big, impressive thing.
It’s about grabbing handfuls of spaghetti, throwing them at the wall, and seeing what sticks.
I know that’s not what most of us want to hear.
We want the formula. We want instant results. We want to know for sure that every action we take will pay off immediately. We want to know that if we’re going to buy that spaghetti, cook it and throw it, that every single piece will stick.
And that’s why so many web designers get stuck trying tactics that feel productive, but don’t actually get them anywhere.
Things like posting consistently on social media, tweaking your website endlessly, or perfecting your portfolio can feel like progress, but they often leave you spinning your wheels without any real traction.
So, what works instead? Letting go of perfection, embracing the mess, and being willing to experiment. Every action you take – every outreach email, every follow-up, every conversation – is another piece of spaghetti you’re throwing at the wall.
Some of it will stick immediately. Some of it will slide off. The key is to keep throwing and trust that every piece matters, even if it doesn’t feel like it in the moment.
Remember what we talked about earlier, traffic marketing is designed for businesses that need hundreds or thousands of customers, not for freelance web designers who only need a handful of high-paying clients to thrive. It can sounds counterintuitive – especially when so much of the marketing advice out there is telling you to pick one “traffic marketing” strategy, master it and be consistent with it. Relationship marketing is exactly like throwing spaghetti and seeing what sticks.
As I said, if that's what it feels like, you're doing it right.
Just because a piece of spaghetti didn’t stick the first time doesn’t mean it’s a lost cause. Sometimes, you need to pick it up, toss it again, and see what happens. Following up is like giving that spaghetti another shot – it’s part of the process, not a sign of failure.
If someone doesn’t respond to your first message, don’t be afraid to follow up. They might have been busy, distracted, or just needed a little reminder. A simple, friendly nudge can often be the thing that makes them pay attention. The same goes for conversations you’ve already started – circle back, check in, and see if anything’s changed.
The important thing is to keep the momentum going. Not every piece of spaghetti will stick on the first try, but that doesn’t mean it won’t stick later. The act of picking it up and throwing it again shows persistence, creativity, and care – all things that people notice and appreciate.
Here’s the truth about throwing spaghetti: you’re not in control of what sticks, and that’s okay. Some pieces will land perfectly, while others slide right off the wall and onto the floor. The magic happens not in the result, but in the willingness to throw it in the first place.
When you let go of needing every person you reach out to to respond, to say yes, to be a “success”, you free yourself to experiment, have fun, and stay open to unexpected opportunities. Maybe a piece of spaghetti you threw months ago suddenly sticks in the form of a referral. Or maybe it inspires an idea or connection you hadn’t even considered. The point is, you can’t predict where it’s all going to lead – and that’s what makes it exciting.
So, celebrate the fact that you’re throwing spaghetti at all. Every action you take, whether it’s a conversation, an email, or an introduction, is another piece of spaghetti on the wall. And even when it doesn’t immediately stick, you’re building momentum, learning what works, and moving forward.
Keep throwing. Keep experimenting. Keep trusting that every throw matters, even if it doesn’t land the way you hoped. Because when you look back, you’ll realize that all those little actions added up to something amazing.
One of the most underrated ways to get more web design clients is by simply showing up where they already are. That means attending the workshops, conferences, meetups, and events where your potential clients are gathering.
And no, I don’t mean showing up with a stack of business cards and a rehearsed elevator pitch, hoping to land a deal on the spot. I’m talking about attending with the intention of building real, genuine connections.
When you attend an event that’s aligned with the industries or communities you want to work with, you’re putting yourself in a room full of people who are already invested in their businesses. They’re showing up to learn, grow, and connect – and that’s the perfect environment to start meaningful conversations. Just by being there, you can tell they are actively thinking about improving their businesses, and meeting you could be just the thing that helps them reach their big goals.
But here’s the thing: showing up to an industry event isn’t about handing out your business card to as many people as possible or pitching your services in every conversation. In fact, that’s the fastest way to turn people off. Instead, the goal is to show up as a curious, helpful, and approachable person. Ask questions. Listen to what people are saying about their businesses, their goals, and their struggles. When you take the time to genuinely engage, you’re building trust – and trust is what leads to clients, referrals, and opportunities down the line.
I want to emphasize something important here: you don’t need to have it all figured out before you walk into a room. You don’t need to know exactly what you’re going to say or who you’re going to talk to. The most important thing is that you show up.
I can’t tell you how many web designers stay stuck because they convince themselves they’re not “ready” to put themselves out there. They think they need a perfect portfolio, a polished pitch, or a list of accomplishments before they can network. But the truth is, you don’t need any of that. What you need is the willingness to start conversations, even if you’re nervous or unsure of where they’ll lead. Listen to Krista Miller's story of how she connected with clients from a genuine place of service and true collaboration.
The magic of in-person connections is in the unexpected. You might walk into an event thinking you’re going to meet a specific type of person or land a certain kind of client, and then something completely different happens. Maybe you meet someone who introduces you to their business partner, who turns out to need a website. Or maybe you strike up a conversation with someone who isn’t a fit for your services but knows someone who is. The opportunities that come from showing up can’t always be predicted, and that’s what makes them so powerful.
And here’s another thing: even if you don’t walk away with a client right away, the connections you make can pay off in the long run. People remember the person who listened to them, who offered a helpful insight, or who simply made them feel heard. Those impressions stick. Someone you meet today might reach out months or even years later when they – or someone in their network – needs your help.
Once you’re at the event, instead of going in with the mindset of getting clients, go in with the mindset of curiosity. In fact, asking thoughtful questions is one of the best ways to make a lasting impression. People love talking about their businesses, their challenges, and their goals – and when you show genuine interest, you stand out.
Finally, don’t forget the follow-up. This is where a lot of web designers miss opportunities. You have a great conversation with someone at an event, exchange contact information, and then… nothing. Don’t let that happen. A quick email or message saying, “It was great to meet you at [event] – I really enjoyed our conversation about [topic]. Would you like to set up a time to chat more about how I can help you with that?” can go a long way in keeping the connection alive. Even if they’re not ready to work with you right now, you’re staying on their radar, which is key to building long-term relationships.
You don’t need to attend tons of events, and you don’t need to have everything perfectly mapped out. But when you start showing up – putting yourself in rooms where your clients are already gathering – you open the door to opportunities that would never have come your way otherwise.
It’s not about pitching; it’s about presence. And when you show up consistently, engage authentically, and follow up thoughtfully, you’re building a network that will support your business for years to come.
So, what’s your next step? Find an event happening in the next month that aligns with your clients’ industry or interests, and commit to attending. Don’t overthink it – just show up, start conversations, and see what happens. You might be surprised by what unfolds when you give yourself permission to simply connect.
Let’s talk about something I hear all the time: “Where do I find the premium, dreamy, investment-minded web design clients? Where are they all hanging out?”
It’s like people imagine these clients are sitting together at some exclusive table in a secret room, waiting for you to find the right door, know the secret knock, and be invited in.
But what if you didn’t have to find the secret room, know the secret knock and be invited in…
What if you just built your own table and invited your dream clients to it?
Building your own table is about shifting from chasing clients to inviting them to participate in something that adds value to their business. It’s a great way to reach out to people you don’t know (yet) and create an opportunity to get to know them.
The beauty of this approach is that it doesn’t require a massive following or a big budget – just your willingness to show up and share what you know. And here’s the best part: there’s no one right way to do this. Your table can look however you want it to look.
It might look like hosting a free training on a topic your dream clients would find super valuable, and personally reaching out to your dream clients and inviting them to attend. It might not even be you teaching – you can be the organizer, host and sponsor.
It could look like organizing a small networking event, either in-person or virtual, that brings together business owners who could all benefit from meeting each other.
It could look like starting a podcast or blog interview series where you interview your dream clients on their business journey with the intention of showcasing them and making them look amazing to their clients.
The point isn’t the format – it’s the intention. You’re creating something that adds value to the people who are part of it.
Building your own table takes courage. It’s easier to sit back and wait for someone else to invite you to their table than to step up and create your own. You might feel imposter syndrome creeping in or wonder, “Who am I to do this?”
Let me tell you: you’re exactly the person to do this.
No one knows your unique perspective, skills, and experience better than you do, and that’s what makes your table so powerful. When you build your own table, you’re not just creating opportunities for yourself – you’re creating a ripple effect that benefits everyone around you.
You’re showing your dream clients what’s possible, building trust, and creating genuine connections that lead to long-term relationships. Clients will start to see you not just as a service provider, but as a leader in your field – someone who’s worth investing in.
The goal isn’t to build a ginormous audience – it’s to build deep, meaningful relationships with your dream clients and people connected to your dream clients.
Your table is waiting to be built, and the right people are ready to pull up a chair. All you have to do is take that first step.
Standing out as a web designer today can feel impossible. You’re not just competing with other designers; you’re up against DIY platforms that promise “a beautiful website in minutes” for next to nothing.
But here’s the thing: those DIY platforms can’t do what you do. They can’t build trust, solve problems with a human touch, or create a relationship that turns into a long-term partnership. And most web designers aren’t willing to lean into the one thing that sets them apart: personal connection.
When everyone else is trying to look polished online or post their way to clients, the web designers who are willing to connect directly with people—whether at an in-person event, an online coffee chat, or a simple email—are the ones who truly stand out.
Why? Because most people aren’t doing it. Most web designers are hiding behind their screens, hoping their pretty website or Instagram posts will bring clients to them. But when you step out from behind the screen and make a genuine effort to build relationships, you’re doing what 99% of your competition won’t.
The truth is, people hire people they know, like, and trust. And trust doesn’t come from a pretty website or a perfect portfolio. It comes from conversations, follow-ups, and a willingness to connect authentically.
When you take the time to connect with someone—whether it’s a past client, a referral, or even someone you’ve just met—you’re not just building a website for them. You’re building a relationship. And that relationship is what creates loyal clients, repeat work, and referrals that no DIY platform or impersonal marketing tactic can touch.
In a saturated market, being willing to connect directly, get personal, and build meaningful relationships is your superpower. It’s the thing that sets you apart and makes you unforgettable. So, instead of trying to outshine your competition, focus on what really matters—connecting with people, being curious about their goals, and showing them you care. That’s how you stand out in a way that no platform or other designer can replicate.
More than anything, marketing is about asking.
Asking questions.
Asking for permission to engage.
Asking potential clients if they want to take the next step. And the next, and the next.
But the fear of asking holds so many web designers back… we’d rather wait and be asked.
And most of the time, we don’t even realize we’re holding back. Instead, we hide behind indirect, passive language that sounds polite but leaves the door wide open for inaction. And then we wonder why we’re not getting the responses or results we’re hoping for.
Asking is powerful… and the way you ask matters. There’s a world of difference between a passive request like “Let me know if you’re interested” and a direct, clear question like “Would you like to schedule a call to talk more about this?”
The first leaves the ball entirely in the other person’s court, with no real invitation to engage. The second creates a moment of decision. It’s not pushy – it’s clear, confident, and easy to respond to.
So why do so many web designers default to passive language? We’re afraid of being seen as pushy, salesy or aggressive. We worry about making the other person uncomfortable or being rejected.
But here’s what we forget: adults are perfectly capable of making their own decisions. Asking a direct question doesn’t pressure anyone into saying yes – it simply gives them the opportunity to choose. Most people appreciate clarity. They’d rather respond to a specific question than guess at what you want or how to move forward.
If you notice something on a potential client’s website that could be improved, don’t say, “I’d be happy to share some ideas if you’re interested.” Instead, ask, “Would it be okay if I shared a couple of suggestions I think could really help your site?” The difference is subtle, but it’s huge. By asking for permission directly, you’re showing respect for their time and attention while also taking the lead in the conversation.
It begins with a mindset shift. First, remind yourself that asking isn’t about being pushy or demanding – it’s about creating clarity and making it easier for the other person to engage with you.
Second, let go of the fear of rejection. A “no” isn’t personal; it’s just information. It means that right now, this isn’t the right fit, and that’s okay. What matters is that you gave them the opportunity to say yes.
And here’s something else to keep in mind: clarity is kind. When you ask directly, you’re making things easier for the other person. They don’t have to guess at what you want or figure out how to move forward – you’ve laid it all out for them. And that kind of clarity builds trust. It shows that you respect their time, their decision-making process, and their autonomy.
When you do this consistently, you’ll start to notice a shift in your interactions. People will respond more quickly, conversations will move forward more easily, and you’ll feel more in control of your business.
If this feels uncomfortable at first, that’s normal. Like anything else, asking directly is a skill that gets easier with practice. Start small. The next time you’re in a conversation with a potential client, ask a simple, direct question like, “Would you like to schedule a call next week to talk about this?” Or the next time you’re emailing someone about a project, end with a question like, “Does this sound like something you’d like to move forward with?”
Over time, you’ll see that being direct isn’t just effective – it’s empowering. You’ll stop second-guessing yourself, and you’ll start to notice how much people appreciate your clarity and confidence. And as you keep practicing, asking won’t feel like a risk anymore – it’ll feel like a natural, essential part of how you show up in your business.
So here’s your challenge: take a look at the emails, messages, or conversations you’ve been having with potential clients. Are you making clear, direct asks? Or are you leaving things vague and hoping they’ll figure it out? Pick one conversation this week where you can practice being direct. Ask a clear yes-or-no question, and let the other person decide. You might be surprised at how much easier – and more effective – it makes everything.
Something that a lot of web designers shy away from but that can make a massive difference in your bottom line is following up.
People are busy. They have a million things on their plate. While your outreach might be important to you, it’s probably not at the top of their priority list. That doesn’t mean they’re not interested or that they don’t want to connect with you.
Maybe they are interested, maybe they aren’t, but here’s where most web designers miss huge opportunities: they send one email or message, don’t get a response, and then make up a story about why the person didn’t respond, and that’s where it ends.
The reality is that many people won’t respond to the first outreach. It’s not always because they’re uninterested; they might have missed your email, forgotten to reply, or been distracted by something else. Following up gives them another chance to engage with you – and often, it’s the follow-up that gets the conversation going.
Following up doesn’t have to be complicated or pushy. You’re not bombarding someone with daily messages or demanding a response. You’re simply checking in, keeping the conversation alive, and showing that you care enough to follow through.
A great follow-up can be as simple as this: “Hi [Name], I'm just following up on my last message and see if you’d like to do a market research interview. Would you like me to send over a link for you to book a time?” Notice how this isn’t demanding or salesy – it’s helpful, approachable, and creates a clear moment for them to decide.
One follow-up tactic I see super often in my own that I DO NOT recommend is when someone sends another email that says “Just bumping this to the top of your inbox.” Ew. Personally, I delete those emails immediately. I don’t need you to “bump” anything to the top of my inbox for me. But if you follow up with something personal that adds value, you’ve got my attention.
Let’s also talk about timing. There’s no one-size-fits-all rule for how often to follow up, but as a general guideline, waiting about a week between messages is a good place to start. If they still don’t respond, you can follow up again a week or two later.
And here’s the thing: don’t stop after just one or two attempts. Sometimes, it takes changing the channel (sending a DM following up on an email) or changing the ask to get a response. Persistence – when done personally and thoughtfully – shows that you’re a real person, and that can go a long way.
Finally, let’s address the fear of rejection. A lot of web designers hold back on following up because they’re afraid of hearing “no.” But here’s the mindset shift I want you to embrace: a “no” isn’t a failure. It’s clarity. It means you can move on and focus your energy elsewhere. And a lot of the time, it’s not even a hard “no” – it’s just “not right now.” People’s needs and circumstances change, and just because they’re not ready today doesn’t mean they won’t be in the future.
When you follow up consistently, it becomes one of the most powerful tools in your business. As they say, the fortune is in the follow-up.
So, here’s your challenge: go back through your emails, messages, or conversations and find at least three people you’ve reached out to in the past but haven’t heard back from. Send them a follow-up message this week. Keep it simple, make sure there’s a direct yes/no ask at the end, and don’t overthink it. Whether it leads to a yes, a no, or no response at all, you’ve done your part – and that’s what matters.
It’s not about being pushy; it’s about being present. And every time you take that step, you’re moving closer to the clients and opportunities you’ve been looking for.
Have you ever finally drummed up the courage to reach out to someone you'd love to work with, or a former client who mentioned a new project, or that friend of a friend who mentioned wanting to chat about a new website…
….and then you spend wayyyy too much time drafting the perfect email, your hands start to sweat but you push send anyway, proud of yourself for getting out of your comfort zone…
…and then a couple of days go by and…
Nothing. No response. Crickets.
Your mind starts swirling:
They're probably so annoyed by me! I shouldn't have bothered them. They think I'm pushy and salesy and that my work sucks and now they're avoiding me. See, I knew my prices were too high, they can't afford me. I need to lower my prices, niche down, rebrand, rewrite my website copy and do a complete redesign and THEN I'll be able to attract investment-minded clients…
One of the most empowering shifts you can make when it comes to marketing your business is deciding to intentionally collect rejections.
I had a transformational conversation on the Profitable Web Designer Podcast with Liz Moseley about how rejection can actually be a stepping stone to success.
Why? Because when you put yourself out there, you’re engaging in something inherently unpredictable: the free will of others. But by intentionally deciding to collect as many rejections as possible, you’re reclaiming the process and focusing on what you can control—your actions.
Collecting rejections and no’s reframes the process entirely. Instead of seeing a “no” as a sign you’re not good enough, it becomes a badge of honor. It means you’re taking risks, putting yourself out there, and creating opportunities that wouldn’t exist otherwise.
The truth is, no one builds a thriving business by avoiding rejection. By gamifying the process—challenging yourself to see how many rejections you can collect—you shift the focus from fear of failure to curiosity about what’s possible. And in the meantime, every “no” becomes a step closer to a “yes.” So, track your efforts, embrace the rejections, and celebrate the courage it takes to keep showing up.
Every outreach is a win no matter the outcome. Whether the person responds, says no, or doesn’t reply at all, the fact that you took action is what matters.
Brain science backs this up – when you acknowledge and celebrate your small wins, it triggers a dopamine response in your brain. That dopamine not only makes you feel good in the moment, but it also reinforces the behavior, making you more likely to take action again. So, tracking isn’t just about staying organized – it’s about building momentum and creating more wins by recognizing the ones you’ve already achieved.
Now, let’s talk about passionate detachment, because this mindset shift is everything when it comes to tracking. Passionate detachment means you’re fully committed to taking action – you’re all in on throwing the spaghetti – but you’re not emotionally tied to whether it sticks.
You trust that every email, every follow-up, every conversation is part of the process, whether it leads to an immediate yes or not. When you approach your efforts this way, tracking becomes less about judging your results and more about celebrating your consistency and being open to new opportunities.
Here’s your challenge: create a simple system to track your efforts this week. It doesn’t have to be fancy – just a way to record who you’re reaching out to, when you’re following up, and what you’re learning. And as you track, focus on celebrating the action itself, not just the outcomes. The outcomes are on their way.
If marketing your web design business is as simple as taking 5 minutes a day to send a simple, genuine, authentic outreach email (and it IS that simple)…
Then let’s talk about what’s REALLY in the way of you marketing your web design business.
The sneaky fears, doubts, and mindset blocks that make marketing feel overwhelming, uncomfortable, or even impossible.
If you’ve ever hesitated to quote your rates or felt tempted to lower them before a client even asks, you know how much this can mess with your confidence.
Marketing becomes ten times harder when you don’t feel good about what you’re charging.
Maybe you’re avoiding reaching out to past clients because you’re afraid they can’t afford to work with you at your current rates. You tell yourself, “They were great clients, but they hired me when I was charging way less. They can’t afford my new prices.”
First, let me remind you that it’s not your job to decide what someone can or can’t afford. That’s their decision to make, and they’re fully capable of doing it.
Second, all businesses raise their prices. Your former web design clients will raise their prices. For one business owner to expect that another business owner will never raise prices is silly. Your previous clients likely will not be blindsided that your prices have increased.
So don’t count them out before giving them the opportunity to say yes – or no.
Maybe you’re not marketing because you’re worried potential clients will think you’re too expensive…
As Mel Robbins would say… Let Them.
Some clients will think you’re too expensive, others won’t. You’re not for everyone, and that’s okay.
The real question is… do YOU think you’re not “good enough” to charge what you really want to be making? If so, THAT is where your work is – on your mindset and on the value of what you do – not on finding a new marketing strategy.
Feel stuck on pricing? I've got you covered with our comprehensive pricing guide for web design that will shift the way you approach pricing in your web design business.
Now let’s tackle another obstacle: being too busy with client work to market your business.
Or being so busy working IN the business that you have no time to work ON the business.
If you feel like you’re on call for your clients 24/7, if your plate is overflowing with projects that aren’t moving forward, if you’re hustling to wrap up projects you’re no longer being paid for just to get them done so you can have a “fresh start” – it’s easy to push marketing to the back burner.
And if you’re undercharging and overdelivering, your subconscious might be working overtime to keep you from bringing in more clients because, deep down, you don’t want to create more of what you already can’t handle.
Because when you’re stuck in a cycle of undercharging and overdelivering, marketing feels unsafe to your nervous system. Hear more about my own experience with this in my business.
Why would you want to do any marketing if it just means more stress, longer hours, and less money?
So marketing isn’t really the issue. The real issue is the way your web design business is currently set up – and that’s something you can change.
Sometimes that’s re-setting boundaries with current clients, which is way easier than it sounds and something we work with our Web Designer Academy students on all the time.
Sometimes that’s putting new systems, processes and boundaries in place with future clients so that you can serve them in a sustainable way.
The key is to not wait until you’re “ready” or everything is “perfect” in your business to start marketing. You can start implementing new systems, processes and boundaries with your very next client – and once you’ve started bringing on new, better fit clients through your marketing efforts, it will be even easier to let the not-so-good fit clients go.
Whether it’s sending an outreach email, following up on a lead, or pitching a proposal, the possibility of rejection can feel paralyzing.
It’s not the no or lack of response that’s the problem, it’s what we make the no or the silence mean… which actually reveals our worst thoughts and fears about ourselves.
Those thoughts aren’t true, and they aren’t you.
They’re your inner critic, according to author Tara Mohr.
Self-rejection will stop all of your marketing efforts in their tracks.
It will keep you stuck spinning your wheels in passive marketing activities that bring you no closer to getting clients, like perfecting your website, working for free to build a portfolio, branding and re-branding, changing niches, things like that.
So, how do you move through these obstacles?
It starts with recognizing them for what they are: thoughts, not facts.
Our thoughts create our feelings, which drive our actions, and our actions ultimately create our results – whether those results are wanted or unwanted.
I call thoughts that create unwanted results “mindtrash”.
Becoming aware of your thoughts – and learning to question them – is one of the most powerful skills you can develop as a business owner.
Let’s take a closer look at some mindset shifts you can make to create the results you really want.
This is one of the most freeing shifts you can make. So many web designers struggle with marketing because they feel like it’s about putting themselves out there – promoting themselves, selling themselves, convincing people to hire them. And that sounds exhausting, doesn’t it? And it's really vulnerable when you approach it this way.
But here’s the truth: marketing isn’t about you. It’s about your clients. It’s about helping them get what they really want.
When you stop thinking of marketing as “selling yourself” and start thinking of it as helping someone solve a problem or reach a goal, everything changes.
It’s no longer about whether you’re good enough or whether they’ll like you. It’s about showing up with the solutions, ideas, and expertise that can make their lives or businesses better. You’re not saying, “Look at me!” You’re saying, “Here’s how I can help you.”
The next time you’re hesitating to market your services, ask yourself: What does my client really want? Maybe it’s more time, less stress, or a way to connect with their audience. When you focus on that, you’ll realize that marketing isn’t self-serving – it’s an act of service.
Hear from Chaitra Radhakrishna on this episode of the Profitable Web Designer Podcast where we discuss mindset, communication, and managing expectations to build a successful web design business.
One of the most powerful phrases you can use to shift your mindset is, “I’m willing to…” It’s a gentle way to open up your brain to new possibilities without triggering resistance.
For example, if you’re struggling with the idea of sending outreach emails because you’re worried about people thinking you’re spamming them, you don’t have to go straight to, “I love sending emails!” (because let’s be honest, that might not feel true yet). Instead, you can try, “I’m willing to send one email and see what happens.”
This simple phrase helps you step out of rigid belief systems and into curiosity. It lets you question your current thoughts and gently nudge yourself toward action.
Notice how much softer and safer that feels than trying to force yourself into a mindset that doesn’t fit yet.
One of the biggest mindset traps out there is worrying about what other people think. If you’ve ever caught yourself hesitating to market because “I don’t want them to think I’m pushy,” or “I don’t want them to think I’m desperate,” or “I don’t want them to think I’m charging too much,” this one’s for you.
Here’s what’s really going on when you think, “I don’t want them to think…”: you’re trying to control other people’s thoughts. And spoiler alert – that’s not your job. In fact, it’s not even possible. People are going to think whatever they’re going to think, and it has way more to do with them than it does with you. Trying to manage their thoughts is like trying to catch water with your hands – it’s exhausting, impossible, and a waste of your precious energy.
The only person whose thoughts about you matter is you. So instead of asking, “What will they think of me?” ask, “What do I think of me?” When you focus on showing up in a way that feels aligned with your values and integrity, you can let go of the need to control how others perceive you. And the funny thing is, when you stop worrying about what they think, you come across as more confident, more authentic, and more magnetic. It’s a win-win.
This is my favorite mindset shift because it reframes marketing as a collaborative, creative act instead of a one-sided transaction. Think about it: when you market your services to a potential client, you’re not just offering them something – you’re creating the possibility of something amazing that neither of you could create on your own.
For them, it might be a website that attracts their dream clients, helps them scale their business, or frees up their time to focus on what they love. For you, it’s the opportunity to work on a fulfilling project, earn what you deserve, and grow your business. Together, you’re creating value that didn’t exist before. It’s not about you taking something from them or them taking something from you – it’s about both of you walking away with more.
When you approach marketing from this perspective, it stops feeling like a chore and starts feeling like an invitation. You’re not asking for a favor – you’re opening a door. And the clients who step through that door are the ones who are ready to co-create something incredible with you.
When you shift your marketing mindset, your feelings change. Instead of feeling stuck, overwhelmed, or discouraged, you feel curious, confident, and motivated. Those feelings drive new actions – writing the email, making the call, showing up consistently. And those actions create new results – more connections, more opportunities, and yes, more clients.
It’s a ripple effect. And it all starts with the thoughts you choose to think about marketing.
So, here’s your challenge: the next time you catch yourself spiraling into mindtrash, pause. Write down the thought, challenge it, and choose something better. Because marketing doesn’t have to feel like a struggle.
When you shift your mindset, it can become one of the most empowering, rewarding parts of your business.
So how do these mindset shifts show up in real life? Imagine you’re about to send an outreach email. Instead of thinking, “I hope they say yes,” you remind yourself, “This isn’t about me – it’s about them.” Instead of thinking, “What if they think I’m being pushy?” you shift to, “What do I think about the value I’m offering?” Instead of feeling like you’re imposing, remember that they are an adult with free will, and that it’s creating more for both of you than either of you could create on your own.
And if any of this still feels uncomfortable, try starting with, “I’m willing to…” Maybe you’re willing to try one new marketing strategy this week. Maybe you’re willing to let yourself be imperfect while you learn. Maybe you’re willing to believe that marketing doesn’t have to feel hard forever. Whatever it is, let that willingness guide you toward the next step.
Because at the end of the day, marketing isn’t about being perfect or having it all figured out. It’s about showing up, sharing what you have to offer, and trusting that the right clients are on the way. And when you approach it with the right mindset, marketing doesn’t just grow your business – it grows your confidence, your resilience, and your ability to create something extraordinary for yourself and your clients.
Marketing your web design business evolves over time, and the strategies you rely on as you grow will look completely different as your goals shift. That’s why it’s so important to understand the stage you’re in and what kind of marketing makes sense for where you are right now.
It’s not about doing everything at once or finding the “perfect” tactic; it’s about understanding what your business needs in this moment and focusing your energy there.
Let’s dive into the three most common stages of a web design business – Startup, Sustainable, and Simplify and break down the most effective marketing strategies for each stage, the common mistakes to avoid, and the mindset shifts that will help you stay on track.
If you’re in the Startup Stage, everything probably feels new. You’re figuring out how to get clients, deliver your services, and make this whole business thing work. It’s exciting, but let’s be honest – it’s also a little overwhelming. The key in this stage isn’t to have all the answers. It’s to get out there, try things, and start building momentum.
One of the most common mistakes at this stage is focusing too much on appearances and not enough on connections. It’s tempting to spend hours perfecting your logo, tweaking your website, or curating the perfect social media feed, thinking that’s what will attract clients. But the truth is, in the beginning, clients don’t care about how polished your branding looks – they care about whether you can solve their problems. I discuss how you ‘don't have to prove yourself' in this episode of the Profitable Web Designer Podcast.
Another mistake is waiting for clients to come to you. You might think, “If I just build it, they’ll come.” But the reality is, building a beautiful website or posting on Instagram isn’t enough. Marketing at this stage is about being proactive, not passive. Clients need to know you exist before they can hire you, which means you have to take the first step.
Here’s another trap that trips up a lot of new web designers: focusing on traffic marketing instead of relationship marketing. Traffic marketing – things like posting on social media, running ads, or blogging – can be valuable, but it’s a long game. These strategies are about building an audience over time, and they don’t typically result in quick wins. Relationship marketing, on the other hand, is about connecting with people directly – reaching out, starting conversations, and following up. In the Startup Stage, relationships are what lead to clients, not just posting and hoping someone notices you.
“Marketing is about connection, not perfection.” This stage isn’t about perfection – it’s about showing up, starting conversations, and letting people know how you can help. Every email you send, every networking event you attend, and every follow-up you do is a step toward building those connections. Even if it feels awkward or uncomfortable at first, remember that your goal is to serve, not to sell.
Here’s another mindset shift that can make a huge difference: “Marketing is not about me.” It’s easy to get caught up in worrying about how you’ll come across or whether people will like you. But marketing isn’t about you – it’s about your clients. It’s about helping them solve their problems and get what they need. When you focus on them instead of yourself, marketing becomes a lot less intimidating and a lot more effective.
Personal Outreach: Start by reaching out to friends, family, and past colleagues. Let them know you’re offering web design services and ask if they know anyone who might need help. These conversations might feel small, but they can lead to big opportunities.
Networking: Attend local events or join online groups where your ideal clients hang out. The focus here isn’t on pitching your services – it’s on building genuine relationships and learning about the people you want to serve.
Experimentation: Try different approaches. This is your time to throw spaghetti at the wall and see what sticks.
Marketing in the Startup Stage is messy and imperfect. And that’s exactly how it should be. The goal isn’t to get everything right – it’s to show up, connect, and start learning what works for you. Every conversation, every outreach, and every follow-up is a step forward.
So take the pressure off and let yourself lean into the process. You’ve got this!
So, you’ve landed a few clients – amazing! Welcome to the Sustainable Stage. At this point, you’re not just trying to get any project; you’re starting to refine what you’re offering, juggling multiple clients, and figuring out what actually works for your business. It’s exciting, but it’s also a bit of a balancing act. This stage is all about building consistency – not just in your income, but in your marketing and the way you run your business overall.
The best part? You’re not starting from scratch anymore. You’ve got some momentum, and now it’s about keeping that momentum going without burning yourself out.
Let’s talk about some of the traps that are easy to fall into at this stage. A common mistake in the Sustainable Stage is not marketing at all because you’re too busy with client work.
It’s easy to fall into the trap of thinking, “I’ve got enough on my plate right now; I’ll focus on marketing later.” But here’s the problem with that: if you stop marketing when you’re busy, you’ll eventually hit a dry spell when those projects wrap up, and suddenly you’re scrambling to find your next client. It creates this feast-or-famine cycle that makes it hard to feel stable or confident in your business.
Marketing doesn’t have to be a massive, time-consuming effort – it just needs to be consistent. Even a little effort, like sending one follow-up email a week, can keep the momentum going and help you avoid those stressful gaps in your schedule.
And remember that your current and your past clients are gold mines of potential opportunities. They’re part of industries, communities, and networks that you probably don’t even know about yet.
Don’t wait for referrals, ask for them.
And if you’re not following up, staying in touch, or showing curiosity about their world, you’ll never uncover those opportunities.
Remind yourself: “Consistent marketing = consistent revenue.” This isn’t about always getting new clients – it’s about creating new relationships and nurturing current ones so that your marketing keeps working for you, even when you’re booked out.
The beauty of this stage is that the same relationship-based strategies you used in the beginning still apply. It just feels easier because you’ve overcome the initial inertia of the mindtrash that was keeping you from getting started.
But here’s the other mindset that will save you a ton of time and stress: Get curious about your clients. When you work with someone, don’t just think about the project in front of you. Think about their bigger world, and their future goals. Who are they connected to? What industry groups or trade associations are they part of? What podcasts do they listen to? Who influences their decisions? What does their business look like one year, three years, five years from now and how do you fit into that future?
Marketing isn’t just about finding the next client – it’s about discovering how the clients you already have can turn into even more opportunities.
Let’s break this down into some actionable steps, because I know this is the part where it can feel overwhelming.
Follow-Ups: Make it a habit to check in with past clients and people who have referred clients to you in the past. Don’t overthink it – just send a quick email or message like, “Hey [Name], I came across this podcast episode and thought of you. How’s everything going?” It’s simple, friendly, and keeps you top of mind… and most people won’t do it. You’ll be surprised at how often these little touchpoints lead to repeat work or more referrals.
Prioritize It: Look, I get it – marketing can feel like another thing on your to-do list. That’s why you need systems. We recommend time-blocking, and then guarding those blocks as if your business depends on it – because it does! Treat your marketing timeblock like paid-for client work.
Client Insights: This one’s a game-changer. Start having deeper conversations with your clients. Ask them things like, “What communities or groups are you part of?” “Who do you look to for advice?” “Are there any podcasts or events you follow?” You’re not being nosy – you’re gathering intel that can help you connect with more people like them. Your clients are connected to entire ecosystems of potential opportunities, but you’ll never know about them if you’re just always asking directly for referrals.
In the Sustainable Stage, the goal isn’t to reinvent the wheel – it’s to refine and build on what’s already working. Marketing doesn’t have to be overwhelming or complicated at this point. It’s about staying consistent, deepening your relationships, and leveraging what you’ve already built. When you commit to these small, intentional steps, you create a foundation for consistent revenue and a business that feels steady and sustainable – exactly what you need to keep moving forward.
By the time you reach the Simplify Stage, you’ve built something incredible. You’ve worked with lots of clients, solved real problems, and gained so much knowledge and experience along the way.
But here’s the thing: all of that knowledge, all those ideas, and the way you solve problems? They’re valuable – more valuable than you probably give yourself credit for. And now it’s time to start sharing them in a way that feels good to you.
This stage is about marketing through contributing. It’s not about shouting from the rooftops or trying to “prove” yourself. It’s about creating a space – your own table, if you will – where you can share your thoughts, ideas, and problem-solving skills in a way that helps others. The more you give, the more you’ll naturally attract the right people to your business.
One of the biggest mistakes in this stage is underestimating the value of your own ideas. Maybe you think, “Everyone already knows this,” or, “Who am I to share my thoughts?” But the reality is, your perspective is uniquely yours, and it’s exactly what your clients and potential clients need. When you keep your ideas to yourself, you’re missing the chance to help others and show them how you think.
“Marketing is about contributing.” You’re not marketing to prove yourself or get validation. You’re marketing by giving – by sharing your knowledge, insights, and solutions in ways that genuinely help others. Whether it’s hosting a networking event, speaking on a podcast, or educating potential clients on how what you do can help them get what they want – every time you share your thoughts, you’re creating value for someone else.
Here’s another shift to embrace: “Referrals don’t just happen – they’re nurtured.” Yes, you’ll get referrals naturally at this stage, but that doesn’t mean you should stop actively asking for them. People are busy, and even your happiest clients might need a gentle reminder that you’re open to working with new people. Actively nurturing your network, inviting them to share what you’re up to and asking them if they know anyone who should be invited to sit at the table you built isn’t pushy – it’s a way to keep the connections you’ve built alive and thriving.
Building Your Table: Create a space where you can share your ideas and problem-solving skills with others. This could be a blog, a podcast, a resource hub, or even a simple email series. The goal is to give people a glimpse into how you think and how you approach solving problems. It’s not about selling – it’s about sharing.
Speaking and Sharing: Look for opportunities to contribute your knowledge in spaces where your ideal clients are already hanging out. This might mean guesting on a podcast, writing a guest article, or even speaking at an industry event. It’s not about being flashy – it’s about showing up and sharing something useful.
Traffic Marketing: At this point, it’s worth exploring strategies like social media, email marketing, and SEO because you have a unique perspective to share that’s way beyond just selling websites – and that’s what will help you stand out online in a “saturated” marketing.
Nurturing Your Network: Make it a habit to check in with past clients, collaborators, and connections. Send them a quick message to see how they’re doing and let them know what you’re working on. And don’t be afraid to say, “Do you know anyone who might need help with [specific thing]?” Sometimes all it takes is that little nudge to spark a referral.
Getting Curious: When you’re working with clients or chatting with your network, ask questions about their world. What communities are they part of? What podcasts do they listen to? What events do they attend? These insights can open up opportunities to connect with more people who would love to sit at your table.
The Simplify Stage isn’t about doing more – it’s about focusing on what feels meaningful and fun. When you approach marketing as a way to contribute and help others, it stops feeling like a chore and starts feeling like a natural extension of the work you already love doing.
And when you combine that with actively nurturing your network, you create a steady flow of opportunities that feel aligned and exciting.
Here’s what I want you to take away from everything we’ve covered: marketing your web design business doesn’t have to be complicated, overwhelming, or soul-sucking. You don’t need to master traffic marketing strategies, obsess over your social media calendar, or try to be everywhere all at once.
The key is focusing on what truly works—building genuine connections, creating trust, and showing up as the expert you already are. Relationship marketing isn’t just about landing your next client; it’s about creating a ripple effect of opportunities that can transform your business. It’s about putting yourself out there in ways most web designers aren’t willing to, and in doing so, standing out in a crowded market.
Here’s a quick recap of the key steps to keep in mind as you move forward:
Just ask: Be willing to reach out, follow up, and invite people to work with you.
Be direct: Don’t leave room for ambiguity—ask clear, yes-or-no questions.
Marketing is not about you: Shift your focus to how you can serve, support, and connect with others.
Follow up consistently: The fortune is in the follow-up—don’t be afraid to check back in.
Embrace rejection: Every “no” gets you closer to a “yes.”
Build your own table: Don’t wait for an invitation—create opportunities for clients to find you.
Focus on relationships: Connection beats perfection every time.
You’ve got everything you need to succeed already inside you. Now it’s about taking the steps to show up, start those conversations, and create your own momentum.
Remember, you don’t have to do it all, and you don’t have to do it perfectly. Just take action, one connection at a time, and trust that those small, meaningful efforts will lead to incredible results.
You’ve got this—now go build those relationships, create your own table, and watch your business grow in ways you never thought possible. The clients you’re dreaming of? They’re closer than you thinO
The Web Designer Academy provides step-by-step processes and fill-in-the-blank templates for your messaging, marketing, packages, consultations, sales and project management combined with next-level support so that you have everything you need to create a consistently profitable web design business doing work you love for clients you love.
