How to Stand Out as a Web Designer in a Crowded Market
After years in the web design industry, we totally get it—it can sometimes feel like you’re lost in a sea of designers. The market has exploded, and it’s easy to wonder how you can make your designs stand out in such a crowded space. If you’re asking yourself, "How do I stand out and make my work pop?", you’re definitely not alone!
But here’s the silver lining: a crowded market means there’s a lot of opportunity and demand waiting for you. The key is to find your unique edge and connect with your ideal clients.
Being not only a skilled designer with a unique flair but also someone who delivers an exceptional client experience can make all the difference. By zeroing in on your niche, honing your skills, and understanding your audience, you can transform from just another designer to the one everyone wants to work with.
In this post, we’ll arm you with practical strategies to set yourself apart, elevate your designs, and create an exceptional client experience. Get ready to boost your confidence and take your design career to new heights!
By the way, before we get deep into this post, if you’ve ever been interested in launching your Template Shop, then check out our FREE training module on the four key elements of running a successful Template Shop. It’ll get you started with some really strong foundations (so you don’t have to make all the mistakes we made when starting out!). Our students have told us it’s been super helpful in taking their web design career to the next level, so make sure you check it out 👉 Join our free training on opening your own Template Shop!
Finding Your Niche and Standing Out in That Industry
We know, we know—you’ve heard us talk about finding your niche a million times. But trust us, it’s for good reason! While it might seem limiting at first, narrowing down your audience will save you a ton of headaches in the future. Plus, it’s one of the most effective ways to set yourself apart as a web designer.
Trying to appeal to everyone is tempting, but by niching down, you become the go-to expert in a specific field. And when you’re the expert, you can charge those expert-level rates.
For example, if you specialize in creating websites for wellness brands or portfolios for artists, you’ll attract clients who need your unique expertise—no more competing with every designer out there. Sounds good, right? So, how do you actually find your niche and stand out among other designers in that industry? Let’s talk about it!
Identify Your Passions and Skills
What really lights you up? Are there certain types of projects or industries that get you excited? Maybe you love playing with colors and crafting luxurious layouts, making you the perfect fit for interior design websites.
Or perhaps you thrive on clean, minimalist designs, which could land you in the tech startup space. You could even love working with high-energy, bold personalities, making coaches or speakers your ideal clients. Take a minute to jot down your interests and skills, and see where they intersect with potential industries. Start there and explore!
👉 3 tips to landing the design projects you actually want to work on
Dive Into Market Research
Finding your niche isn’t just about following your passions—it’s about seeing where the opportunities lie. Are there certain industries where web designers are few and far between? That’s your golden opportunity.
Say you notice a shortage of designers working with eco-conscious brands or local artisans. Boom, you’ve got a niche with less competition and a chance to really establish yourself as the designer for that market.
Do a little research, check industry websites, and figure out what’s missing or where you could bring a fresh perspective.
Create Targeted Case Studies
Once you’ve honed in on your niche, it’s time to show off your skills. Build a portfolio that speaks directly to your target industry.
Let’s say you’re focusing on designing for interior designers. Create case studies that showcase beautiful, functional websites you’ve built for interior design firms. Highlight how your designs elevate their brand, help them attract dream clients, and ultimately make their businesses shine.
Not only will you draw in more clients from that field, but you’ll also position yourself as the expert they’ve been looking for.
Network Like a Pro
To really establish yourself in your niche, you must get involved in the community. Going with our interior design example again—join interior design forums, attend trade shows or industry conferences, and engage with interior designers on social media.
The key here is to be present where your ideal clients are. And here’s the kicker: most web designers don’t even think to attend these niche-specific events. If you show up and offer value, you’ll stand out and build relationships with potential clients who need your specialized expertise.
Offer Niche-Specific Solutions
One way to win clients over? Tailor your services to their exact needs. For interior designers, you could create design packages that include gallery-style portfolios, project showcases, or even interactive mood boards where clients can visualize their projects in real time.
These little touches help the potential clients visualize themselves using your services, instead of forcing them to spend time guessing how your design style would transfer over to their industry-specific needs. These niche-specific solutions show them how working with you will help them stand out in their industry. It proves to them that you’re not just any designer, you’re a designer who understands their specific business needs—you’re a partner in their success.
Finding your niche isn’t just about choosing a market—it’s about making yourself irresistible to a specific group of clients. By focusing on a target market and positioning yourself as the expert, you’ll be on your way to standing out among the crowd.
In our FREE training, we walk you through how to select and apply your niche to your web design business. It’s completely free and full of nuggets of wisdom we’ve learned over the years. ✨ Sign up now to check it out!
Developing and Showcasing Your Unique Design Style
Your design style is more than just personal preference—it’s your signature in the world of web design. By honing in on a specific aesthetic, you can set yourself apart from other designers and attract clients who vibe with your unique flair.
Think of your design style as part of your brand’s visual identity; it's what makes your work instantly recognizable and memorable.
Here’s how Different Design Styles can Make an Impact:
Minimalist Design: Clean lines, simple shapes, and plenty of white space. Perfect for clients who value elegance and simplicity. (Think Apple’s product pages or Airbnb’s intuitive interface.)
Bold and Vibrant: Bright colors, dynamic typography, and playful elements make for an energetic, engaging design. Ideal for brands in the creative or entertainment industries.
Retro and Vintage: Nostalgic typography and vintage color palettes work wonders for brands that want to channel a classic or old-school vibe. Check out the retro flair of Coca-Cola’s branding or Old Spice’s vintage design.
Modern and Trendy: Asymmetric layouts, gradient backgrounds, and interactive elements create a cutting-edge look. Perfect for clients who want to be seen as forward-thinking and trendy.
But here's the fun part: Your design style doesn’t just apply to websites—it can (and should!) bleed into your deliverables too. Let’s say you're creating a brand guide for a client. The layout, the fonts you choose, and the overall format can be uniquely you.
Your distinct touch will show up in everything you hand off to your clients, from mockups to mood boards. This not only reinforces your brand but also creates a consistent experience for your clients that’s unmistakably yours.
How to Develop and Showcase Your Design Style:
Create a Style Guide: Document your design preferences, color schemes, typography, and any recurring elements that define your look. Not only does this help you maintain consistency, but it also makes it easier to communicate your style to clients.
Build a Cohesive Portfolio: Curate your best work to reflect your chosen style. Highlight projects where your aesthetic made a real impact—whether that’s helping a client attract their dream customers or completely transforming their brand.
Promote Your Style: Use your website and social media to showcase your signature style. Share case studies, behind-the-scenes looks at your process, and client testimonials that emphasize how your unique approach sets you apart.
By embracing and showcasing a specific design style, you’ll not only differentiate yourself from other designers but also attract clients who are drawn to that aesthetic. Your style becomes a powerful tool for standing out, making a lasting impression, and ultimately building a brand that clients can’t wait to work with.
👉 How to design kick-ass Pinterest graphics that are optimized to get clicks
The Power of Adding Custom Touches to Your Designs
Want to know a secret for setting your designs apart? Aim to include 1-2 custom elements in each project that clients (and their audiences) haven’t seen before.
Whether it’s a dynamic animation or an unexpected interactive feature, these small touches can elevate your designs from standard to stand out. This isn't just about CSS—though that’s certainly a powerful tool. You can also use custom graphics and other design elements to give your work a distinctive edge.
Here are Some Innovative Ways to add Your Personal Flair:
Dynamic Animations: Include subtle but unique animations—like a logo that gently bounces in, or buttons that shift in a cool way when hovered over. For instance, adding a scroll-triggered animation for certain elements could guide the user's focus or add a sense of flow to the page.
Interactive Elements: Think about interactive features that go beyond simple hover effects. Try including elements like custom sliding navigation panels, interactive galleries, or engaging quizzes that bring users deeper into the brand experience. Imagine designing a portfolio page where users can “flip” through different projects like a book or change color themes with one click!
Custom Graphics: Add a personalized touch with bespoke illustrations or icons tailored specifically to the client’s brand. This could include anything from hand-drawn icons to stylized logos that no one else is using. Consider creating branded elements like custom social media icons or infographics to further personalize the site.
Unexpected User Experiences: Surprise visitors with something fun and unique, such as a creative preloader animation (a quick image or icon that shows while the page loads), or playful scroll animations that reveal content in unexpected ways. For example, an interior design site might have furniture pieces that subtly shift or “assemble” as the user scrolls down the page.
Unique Navigation: Incorporate navigation that stands out—like a floating menu that moves with the user as they scroll, or buttons with custom animations. A well-executed navigation experience is often one of the most memorable aspects of a website.
Creative Use of Typography: Use bold, custom typography that fits the brand's personality—think of big, playful headlines that morph slightly when hovered over or responsive text that adapts creatively based on the user’s interaction with the site. For example, a creative portfolio could use oversized typography that fades in as the user scrolls.
By incorporating 1-2 custom elements into each project, though subtle, these touches signal to both your clients and their audiences that they’re experiencing something unique and custom.
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Build a Portfolio That Tells Your Story
Think of your portfolio as one of your greatest assets when it comes to marketing your web design skills. It’s where you get to shine and share your journey as a web designer.
It’s not just about flaunting pretty designs; it’s about telling the world what you can do and the real impact you’ve made. Your portfolio should reflect not just your skills, but the results you’ve achieved and the joy you bring to your clients.
Here’s How to Make Your Portfolio Stand out:
Create Case Studies: Dive into the nitty-gritty of your projects. Explain the challenges your clients faced, how you crafted a design solution, and the amazing results that followed. This isn’t just about showing off; it’s about showing how you turn problems into opportunities. Highlight real-world results, client satisfaction, and the value you bring.
Fake it 'Till You Make It: We’ve all been there where you’re just starting out and don’t have a ton of client work yet. The good news is this doesn’t have to affect your portfolio, as you can start by filling it with mock projects.
Design brand guides, build websites, or imagine a dream client project (if you have a creative or funny idea, such as designing a website for a well-known TV character this can also be a great way to get engagement). These pieces can still showcase your skills and style, and they’re a great way to practice.
And hey, if anyone asks, just share that these are examples of your creative vision and talent!
Create Templates: Why let those mock designs go to waste? Turn them into social media or website templates for sale. Not only does this display your design skills, but it also generates passive income. Plus, it’s a win-win—selling templates can attract clients who want something custom. They’ll see your style and might come to you for a full-custom project!
Check out our FREE Elevate With Templates Training where we talk all about designing templates, starting a template shop + more. 👇
Add Client Testimonials: Nothing beats the power of a happy client singing your praises. Include testimonials to show future clients that you’re not just a great designer but someone who delivers results and makes working with you a breeze.
Regularly Update Your Portfolio: Keep your portfolio fresh and updated. Swap in new projects to show off your latest work and highlight your growth. A dynamic portfolio tells clients that you’re always evolving and staying ahead of the curve.
Pro Tip: Once you’ve got a few clients under your belt, tailor your portfolio to your niche. For example, if you’re meeting with a chef who wants to see your work, feature industry-related projects you've completed. If you’ve got a cool project for a pet store, you might choose to show that to a different prospective client who’s interested in that niche. This way, your portfolio resonates with the clients you’re aiming to attract!
By infusing your personality and unique flair into your portfolio, you’ll not only showcase your skills but also connect with potential clients on a deeper level. So, get creative and make your portfolio a true reflection of your design journey and your passion!
👉 Check out our guide on How to Create a Scrolling Computer Mockup in Photoshop so you can share your next client showcase
Provide an Exceptional Client Experience: Go Beyond Design
When it comes to offering creative services, remember that delivering an exceptional client experience is just as crucial as having fantastic design skills. Sure, clients want stunning designs and the latest trends, but they also crave a smooth, enjoyable experience from start to finish.
Your goal is to make every step of the journey memorable, so your clients not only love their final product but also rave about working with you.
Think of it this way: an expert event planner isn’t just known for their organizational prowess and design flair; they’re remembered for making clients’ big days stress-free and extraordinary. The same holds true for web design. Your clients will remember how you made the process enjoyable and seamless, and that’s what they’ll highlight in their testimonials.
Streamline Your Onboarding Process
A smooth onboarding process can set the stage for a great working relationship. By making it easy for clients to get started, you show them that you value their time and are eager to dive into their projects.
Here’s how you can make onboarding a breeze:
Create an onboarding checklist: Develop a simple guide that walks new clients through what to expect, how to prepare, and what you need from them. Include tasks like filling out questionnaires, providing brand assets, and scheduling initial meetings.
Use onboarding tools: Platforms like Dubsado or HoneyBook can help automate parts of the process, like sending contracts, collecting payments, and setting up project timelines. This way, you can focus on the creative side.
Set up a welcome packet: Send a personalized welcome packet that introduces your process, timelines, and how to get in touch with you. Add a fun, branded PDF or even a video message to make it memorable.
👉 How to onboard a new client (my complete automated process)
Set Clear Expectations From the Start
Clear expectations are key to a smooth workflow and happy clients. It helps both you and your clients understand the project’s scope, deadlines, and what’s included.
Here’s how to keep things on track:
Define project scope: Be crystal clear about what’s included in your services and what’s not. Create a detailed proposal or project brief outlining deliverables, timelines, and any extra costs.
Draft a comprehensive contract: Use a professional contract to outline all the terms and conditions. We love to get our contracts from The Contract Shop and YourLegalBFF. They’re super easy to use and have lots of contract templates to choose from.
Once you have your contract, include details about payment schedules, revision limits, and project milestones. A well-drafted contract protects everyone and avoids misunderstandings.
Schedule regular check-ins: Set up periodic meetings or updates to review progress and address any concerns. This keeps the project moving smoothly and ensures you and the client are always on the same page.
Enhance Communication and Responsiveness
Great communication is essential for a positive client experience. Being responsive and proactive will help you so much in the long run.
How we handle client communication:
Use a communication platform: Choose a tool that works for you and your clients, whether it’s email, Slack, or another platform. Keep all project-related conversations organized and easily accessible.
Set response time expectations: Let clients know how quickly they can expect replies to emails or messages. This helps manage their expectations and keeps anxiety at bay.
Be transparent and honest: If issues come up, address them openly and promptly. Clients appreciate honesty and will value your commitment to resolving any challenges.
Offer a Memorable Client Experience
Going the extra mile can honestly leave a big impact on a client. What seems like a small touch to you, can leave clients with a lasting, positive impression.
Here’s how to create those “wow” moments for your clients:
Personalize your interactions: Use clients’ names, remember details about their business, and tailor your communications to show that you truly care (Client A, how was your camping trip last week…?).
Send thank-you notes or gifts: After completing a project, send a thank-you note or a small gift to show your appreciation. It could be something related to their industry or a fun branded item.
Request feedback and reviews: After the project wraps up, ask for feedback and testimonials. Positive reviews can help attract new clients, and constructive feedback helps you improve your services.
If you want to go even further with learning how to create exceptional client experiences, then you’ll want to join Paige’s FREE Profitable + Productive Web Designer Bootcamp! Day 2 of the 3-day bootcamp will focus on getting clients, and how to streamline your processes, set clear expectations, and provide outstanding service that will set you apart in the crowded web design market.
PLUS, Paige is doing a giveaway, which includes two of the programs we mentioned above… a 1-year subscription to the Contract Builder, the Foundry™ from Creative Law Shop (worth $997), which includes 1-year access to the Foundry™ Contract Builder, AskLex (an AI-powered legal assistant), and one attorney-drafted contract of your choice, such as the web designer agreement. You’ll also get a 1-year subscription to Honeybook or Dubsado (worth $400) and 1 year of Canva Pro (worth $120). Total value: $1,517!👇
Don’t miss out—Join the bootcamp while it’s still going on now!
Keep Growing and Learning: Stay Ahead of the Curve
The web design world never sleeps, and neither should your learning! To stand out and stay relevant, you need to keep honing your skills and embracing new trends. Here’s how you can keep your design game fresh and exciting:
Practical Ways to Keep Your Skills Sharp:
Take Online Courses: Whether you’re looking to master a new tool or refine your existing skills, these courses can provide valuable insights and up-to-date knowledge. LinkedIn actually has a ton of different courses from web design skills, to web design platforms, client experiences, and more. Plus when you complete a course you’ll earn a certification to add to your resume.
Attend Industry Conferences and Webinars: Virtual or in-person events are a goldmine for networking and learning from top industry leaders. Conferences and webinars often feature the latest trends and best practices, giving you fresh ideas to apply to your projects.
Follow Design Blogs and Podcasts: Keep up with the latest trends and design discussions by following reputable sources. Design podcasts and blogs are great for learning about new techniques and industry news on the go. Not to mention YouTube is FULL of videos on different topics…set a goal to watch 1 a week.
Join Design Communities: Engage with fellow designers in Facebook groups, Slack channels, or forums like Designer Hangout. Sharing knowledge and discussing challenges can spark new ideas and keep you connected with the design community. There are even in-person workshops or informal groups to meet other local designers.
Experiment with New Tools: Dive into new design software or explore features in platforms like Figma, Webflow, or Adobe XD. Experimenting with new tools will grow your skill set but also help keep you at the forefront of design innovation.
Participate in Design Challenges: Join design challenges or contests to push your creative boundaries. These events often have specific themes or constraints that encourage out-of-the-box thinking and help you develop a unique style.
Read Design Books and Publications: Often these resources will offer deep dives into design principles and usability, giving you a greater foundation for your design choices.
Offer More Than Just Design: Be a One-Stop Shop
Clients love convenience, and offering additional services beyond design can set you apart from competitors. Whether you partner with other experts or offer these services yourself, providing a full package makes you a more attractive hire.
Services to consider offering:
Copywriting: Many clients struggle with content creation. Offer to write or refine the copy for their website. Check out our blog post on 5 easy writing tricks for better DIY Copy
SEO optimization: Help clients improve their site's search engine ranking with basic SEO services like keyword research and meta descriptions. Read our blog on Squarespace SEO: Boosting Your Site's Visibility with our go-to SEO Checklist
Email marketing setup: Offer to set up their email marketing platform, whether it’s Mailchimp, ConvertKit, or another tool.
Ongoing website maintenance: Provide clients with options for ongoing maintenance, updates, or even redesigns down the line.
Social media graphics: Offer to create matching social media banners, post templates, or even full brand kits.
The web design market has definitely evolved and grown a lot in recent years, and we get how overwhelming it can feel. We’ve been there, wondering if the market is oversaturated, if there’s still a future in web design, and how to stand out among the crowd. But here's the truth: there's always demand, and while trends may ebb and flow, clients always need websites. What's crucial is to keep developing your skills, refining your client process, and staying adaptable. By focusing on continuous learning and consistently honing your craft, you'll not only stay relevant but also build a reputation that sets you apart.
Your first step to applying this advice is to join our FREE training on starting your own Template Shop where we talk about the 4 key elements to not only start, but launch a successful template shop. Seriously, it could be the very thing you need to progress your web design business, so that you can have clients and passive income…so might as well start learning about it (we’re dishing out our past misktakes + lessons learned).👇
Want more web design biz tips? Check out these posts: 👇
How to Make More Money as a Web Designer (Passive Income Ideas!)
Why you should sell website templates, even if you're booked with clients!
How to get more website design clients - with industry expert Paige Brunton
How to price custom website design and website templates
Best Chrome extensions for Squarespace website designers
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