Building a Successful Web Design Business: Insights and Q&A from the Squarely Speaking Podcast
What does it take to build and grow a thriving web design business? That's exactly what we discussed in the first-ever episode of the Squarely Speaking Podcast. Hosted by Diane Whiddon of Sway Rise Creative and Katelyn Dekle of Launch the Damn Thing®, this lively session dives into personal journeys, pivotal lessons, and your top questions about web design, getting clients, and thriving as a creative entrepreneur.
Want the full experience? Catch the video below:
In This Episode:
Transitioning from print to web design and overcoming early challenges
Importance of creativity, functionality, and problem-solving in web design
Tips for finding first clients through personal networks
Pricing strategies, including starting small and scaling to higher rates
Importance of focusing on services you enjoy and cutting ones you don’t
Using “Designed By” links in the footer as a marketing tool
Strategies for keeping projects on schedule with clients
Transitioning to $10,000+ projects by focusing on results-driven design
Leveraging free resources for learning before investing in paid courses
Encouragement to experiment, adjust, and grow at your own pace
Ever wondered what it takes to build a thriving web design business? How do you land those first few clients? What's the best way to price your services? And is sticking with one platform like Squarespace enough? In the first episode of the Squarely Speaking Podcast, web design experts Diane Whiddon and Katelyn Dekle dive into these questions and more, sharing their personal stories, practical tips, and a whole lot of laughs. Let's explore some of the highlights from their conversation!
Meet the Hosts: Diane Whiddon & Katelyn Dekle
Diane Whiddon and Katelyn Dekle are two passionate web designers who are dedicated to helping others succeed. They have years of experience under their belts and a wealth of knowledge to share. Through the Squarely Speaking Podcast, they offer honest, no-BS advice for web designers at all stages of their careers.
Diane, founder of Swayrise Creative, brings a unique perspective to the world of web design. With a background in sociology and religion philosophy, she combines her love for storytelling with her technical skills to create websites that sell. You can find more helpful information on Diane's website. And check out her freebie on faceless marketing if you're looking for ways to build your brand without showing your face.
Katelyn, the creative mind behind Launch the Damn Thing, has a background in graphic design and a passion for helping small businesses launch their online presence. She helps her clients turn their dreams into reality. Head over to Katelyn's website to learn more about her services. Katelyn's experience with print media helps her bring a unique approach to her client's web designs.
Why We Love Our Businesses
What drives Diane and Katelyn's passion for web design? What do they love most about their work?
For Diane, it's the perfect blend of art, tech, and storytelling. Web design allows her to use her aesthetic sense, technical skills, and marketing knowledge to create websites that not only look great but also achieve real results for her clients. There's nothing more satisfying than helping someone succeed with their online presence.
Katelyn loves feeling like she's getting paid to do what she enjoys doing. She loves helping people get started in web design and achieve their goals.
One thing that Diane and Katelyn agree on is their love for Squarespace. While some designers turn their noses up at the platform, Diane and Katelyn appreciate its ease of use for both designers and clients. Squarespace empowers their clients to maintain their own websites without getting bogged down in complex coding. Plus, features like the Fluid Engine, launched in 2022, have made it easier than ever for clients to update their sites.
The Genesis of the Squarely Speaking Podcast
How did the Squarely Speaking Podcast come to be? It started as a content creation project. Diane and Katelyn quickly realized how much fun they had working together and sharing their knowledge. They wanted to create a space where they could have honest conversations about the ups and downs of running a web design business.
In each episode, you can expect to hear real-world advice, practical strategies, and a healthy dose of humor. Diane and Katelyn aren't afraid to get real about the challenges they've faced, and they're always willing to share what they've learned along the way. They aim to provide value for designers of all levels, whether you're just starting out or you're a seasoned pro.
How to get clients.
How to grow your business.
Web Designer's Q&A: Tackling Your Burning Questions
What questions do web designers have? In this episode, Diane and Katelyn answer questions submitted by web designers. They cover everything from landing your first clients to pricing your services to dealing with creative blocks.
Getting Your First Few Shopify Clients
Let's face it. Everyone starts somewhere. One of the most common questions in web design is, "How do I get my first clients?" Here is some advice if you are a Shopify developer struggling to find those first clients:
Diane suggests:
Build a Website: Create a one-page website showcasing your skills and services.
Define Your USP and Niche: Identify what sets you apart from the competition and target your ideal clients.
Portfolio: Develop a portfolio of Shopify sites, even if it's just a small section on your website.
Network: Tell everyone you know about your services.
I have a lot of advice on building a good website, but you have to know who you are, what sets you apart, and who your target client is.
Katelyn added to this:
Overcome imposter syndrome and start talking to people about your work.
Tell EVERYONE, in every way.
Don't just tell people once. Repeat yourself a lot.
How can you sweeten the deal to get those first clients? Diane suggests:
Offer a reasonable price on your website, but provide a discount to build your portfolio.
Anchor your pricing by showing the full value first.
Referrals are vital, so:
Ask your contacts if they know anyone who needs a website, rather than directly asking if they need one.
The hosts also touched on some myths:
Address the misconception that Shopify developers earn less than Squarespace developers.
Scaling Your Business to $5k/Month
Once you get those first clients, you're going to want to scale up. What strategies will help you consistently earn $5,000 per month?
The key is to gradually increase your prices every few clients, rather than making drastic jumps. Incremental increases allow you to grow without overwhelming yourself or your clients.
Overcoming Creative Struggles in Web Design
Even the most talented designers face creative challenges from time to time. How do you deal with creative blocks and develop a unique design style?
Katelyn shared her experience:
The challenge of designing for herself after years of designing for clients.
The struggle to represent her own creativity and style in her designs.
Diane recommends:
Mimic successful designs and learn from others.
Create a swipe file of inspiring websites.
Katelyn and Diane also stress the importance of writing skills in web design. You need to craft compelling website copy, develop a brand story, and guide users through the site with a clear narrative. Writing is at the heart of web design.
What Would You Do With No Clients & No Money?
Okay, so let's say you have to start all over again. What steps would you take to rebuild your business?
Katelyn says she would:
Create a compelling product or service.
Leverage her existing audience to make sales.
Diane says she would:
Offer a special or sale to attract clients.
Contact past clients and professional contacts.
Emphasize her strengths and unique selling points.
It's also key to remember that you don't have to take too much responsibility for your client's success. Your job is to provide them with a website that meets their needs, but their success ultimately depends on their own efforts.
How to "Convince" People to Pay $3k-$5k for a Website
One of the biggest hurdles for web designers is convincing clients that their services are worth the investment. How do you overcome the perception that web design is too expensive?
Here's some advice from Diane and Katelyn:
Don't assume what's in your client's wallet.
List your prices upfront to filter out those who aren't willing to pay.
Position yourself as an expert and authority through your content.
Highlight the value of your services and the results you can deliver.
Consider it a red flag if they don't see your value right from the beginning.
Sales and cash flow are the first steps. So don't underprice yourself!
Is Only Using Squarespace Too Limiting?
Is it possible to build a successful web design business solely on Squarespace? The answer is absolutely! Squarespace offers plenty of features and flexibility to create amazing websites.
The value of simplicity is making updates easy for clients.
Should I Code From Scratch?
Do clients expect or prefer websites coded from scratch? Not at all. Most clients value ease of use, maintainability, and a modern design. Custom-coded websites can be difficult to update.
Single-person entrepreneurs and small entrepreneur teams do not want custom-coded sites.
How Much Can Self-Taught Designers Charge?
So, you taught yourself web design. What should you charge?
Let the market guide you. Experiment with different prices and see what clients are willing to pay. Also, establish perceived value by putting a higher price on your site somewhere public.
The lesson to take away is learning how to price anchor.
How Are Designers Finding Clients?
Where can you find clients in this industry? What are the strategies to build a client base?
Katelyn's approach is:
Blogging and content marketing.
Focus on answering questions and providing helpful information.
Diane's approach is:
Referrals and repeat business.
Exceptional customer service and client satisfaction.
Social media engagement, particularly in Facebook groups.
A good SEO strategy involves consistency, offering value, and building authority.
Ask if anyone needs a website.
Ask if anyone needs a website for someone else.
Discover more client solutions and scope management tips in our guide for designers.
SEO: Do I Need to Know All the Secrets?
You might be overwhelmed by SEO. You may be asking yourself, "Do I need to know every trick to get good results?"
Diane says to focus on creating consistent content and earning inbound links. Don't get bogged down in complex SEO tactics. Key SEO factors include:
Consistent content.
Inbound links.
Site value.
Katelyn, on the other hand, did not know Squarespace had a checklist for SEO when she started.
You also need to focus on technical SEO, including:
Meta information.
Title
Description
Key words
Portfolios: Live Links vs. Screenshots
What's the best way to showcase your work in a portfolio? There are many ways to do it, and it's up to you!
Katelyn prefers screenshots to prevent clients from altering the original design of a website.
Diane balances both. She says live links can show sites that are currently live and successful.
It's always smart to note on the link that the client maintains the site.
"Designed By"
Link in the Footer: Required or Tacky?
Is it appropriate to include a "designed by" link in the footer of a website? This is a long-standing debate in the web design community!
Diane and Katelyn say absolutely! It's a valuable source of inbound links and potential clients. Clients are often proud to showcase the work of their designer.
Here are some points to make:
Most clients look at each other's sites and share.
It brings in more clients for similar sites.
Clients look at the website builder and want the same look.
It's not tacky to put a name on your site that they paid for.
However, you might want to amend the name when it doesn't align with the business. For example, some names might not mesh well with a church or a serious business.
How Did You Pick Your Business Names?
The story behind each host's business name is quite interesting. It all started with Katelyn.
From "Caitlyn de Designs" to "Studio 1862" to "Launch the Damn Thing."
The evolution of her brand and the search for a name that resonated with her values and style.
The business has a different story for the name than what a brand strategy person would say to do.
Diane went through an evolution as well!
From "Novel Website Design" to "Clarity Website Design" to "Swayrise Creative."
The inspiration behind "Swayrise Creative" and its connection to persuasion and growth.
There was a Space Cat website in there somewhere. I'm sure it was creative, but it wasn't the best for the business.
Think about the client.
Give people what they want.
Make sure the site is easy to use.
There are a lot of lessons to learn and share with web design clients. What works for one client might not work for everyone.
Conclusion & Future Plans for the Podcast
Diane and Katelyn thank the audience for tuning in. They encourage viewers to leave comments and questions.
The hosts plan to do this once a month for a while. If there's enough interest, they may increase the frequency.
If you're looking for more insights and advice, be sure to subscribe to the Squarely Speaking Podcast for more episodes. You can also check out Diane's website, Swayrise Creative, and Katelyn's website, Launch the Damn Thing, for additional resources and information.
Wrapping It Up
Web design is about more than just pretty images and sleek UIs—it's about connection, storytelling, and delivering solutions that transform businesses. Whether you’re just starting out or scaling up, the key is to stay curious, keep learning, and build meaningful relationships with your clients.
So, ready to take the next step in your web design journey? Subscribe to the Squarely Speaking Podcast and join us as we share what works, what doesn’t, and how to make your business thrive.
Meet Your Hosts:
Diane Whiddon is the founder of Sway Rise Creative. She's a seasoned pro in designing for service-based businesses and entrepreneurs, with a knack for Squarespace design and site functionality that converts visitors into clients.
Katelyn Dekle runs Launch the Damn Thing®. She's all about fast, fabulous web design. Her journey from corporate burnout to successful web designer is inspiring, and her bold, authentic approach has clearly struck a chord with clients.
This episode marks the second of an ongoing series. Next month's topic will focus on who we are and what we’re planning for our new podcast!
