Starting a web design business and looking to build a client base without overwhelming yourself?
Here’s my approach: a value ladder strategy.
It’s all about beginning with low-cost services, building trust, and then scaling to more valuable offerings.
Why Start Small with a Value Ladder?
Starting small opens doors.
Most clients don’t jump into a high-ticket project right away, so start offering accessible, low-cost services helps establish trust and creates a foundation for a long-term relationship.
Here's what I did:
$5 Conversion Rate Optimization (CRO) Reports:
Begin with affordable CRO reports to showcase expertise and build initial trust. Learn more about CRO
$100 Wireframes:
After proving value, consider offering wireframes to give clients a visual layout without a full commitment to design.
$1,000 Website Design:
Once clients are comfortable, offer complete site designs as the main service.
$500 / $1,000 Monthly Marketing Retainer:
For ongoing support, a monthly retainer provides clients with continued optimization and creates consistent revenue.
I share more info in this video:
This ladder approach keeps things manageable, builds confidence, and leads clients from simple services to more in-depth work.
Build Confidence with Low-Cost Offers
Starting with smaller projects isn’t just about winning clients. These low-cost services let you build skills, gather testimonials, and create a reliable reputation.
By delivering results on these projects, you set the stage for larger, higher-paying opportunities as clients come to trust you.
Tap into the Power of Community
Web design can feel like a solo venture, but having a supportive community of fellow designers is incredibly valuable.
Being part of a network gives you access to advice, new ideas, and a sense of belonging.
Surrounding yourself with designers who are on the same journey helps you grow and stay motivated, and they’ll be there to share knowledge and insights you might not find on your own.
Share Your Expertise to Establish Authority
One of the best ways to attract clients is to share your knowledge openly. When potential clients see that you know your stuff and are willing to share insights, it builds trust.
This could be through blog posts, social media, or contributing to design communities. Every bit of knowledge you put out there reinforces your reputation and draws people to your work.
Experiment with Pricing Models
Finding the right pricing approach is essential. I found that combining one-off projects with a subscription-based service works best for my business.
This hybrid model offers the security of regular income from retainers along with the variety of new, individual projects.
Testing different pricing models can help you find what suits your style and your clients’ needs.
Don’t be afraid to adjust as you go. Learn more about pricing
Set Clear Expectations
Especially with smaller projects, setting expectations upfront is key to keeping things smooth.
Clients often ask for “just one more thing” if there aren’t clear boundaries, so be explicit about the project scope and deliverables.
This prevents misunderstandings and ensures a successful result for both you and the client.
Start as a Generalist, Then Niche Down
When starting out, don’t worry about specializing right away. Offering a range of services exposes you to different projects and industries, which helps you find what you enjoy and where you excel.
Over time, you’ll naturally focus on what interests you most, and that’s when you can niche down.
This approach lets you build authority and a client base before focusing on a specific area.
Stay Flexible and Keep Learning
Web design trends evolve fast, so being adaptable and open to learning is essential.
Consistently testing new strategies and updating your skills helps you stay ahead and keeps your business competitive.
The designers who continuously learn and adjust are the ones who create lasting success.
Wrapping Up
Using a value ladder approach, you build a solid foundation, gain valuable experience, and create lasting relationships with clients.
It’s not about making fast money but about building a sustainable, profitable business through steady growth and meaningful client interactions.
For more tips to get clients, managing client relationships and many more, join the Freelance Fam community.
-Kyle