In a crowded market, how can we make sure we stand out as web designers to become the ‘go-to’ in our niche?

I LOVE being a website designer, and I know you’re passionate about your work as well. But if there’s anything 9 years in this industry has taught me, it’s that your actual design skills and experience are only a small part of what makes a successful web design business. It’s only one part of the reason why a client will hire you, not the whole story!

So what actually is that *special sauce* that can help you to stand out in a sea of other website designers? Let’s talk about it…

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Are web designers in demand in 2025?

First off, let’s get this question out of the way - are website designers still in demand in 2025? My take is: absolutely heck yes.

Are people still starting businesses? Yes. Are businesses still running websites that need updating or redesigning? Yes. This will always be true - the only question is whether creating a website will become so easy that nobody needs us to do it for them.

But ‘easy’ is a subjective, relative term. What is easy to some is not easy for others. For example, you could say that when website builders like Squarespace and Wix came along, they made it so easy to create websites that designers were out of a job, but that’s not true.

I’ve written a whole other post about whether we need to be worried that AI will take our jobs as designers, that goes into all this in more depth, but the long-and-short is: you don’t need to worry about this.

…IF you are positioning yourself in a way that stands out, and following the tips in this post!

Is web design oversaturated?

‘…Okay but aren’t there, like, millions of website designers now? Isn’t the market too crowded to get clients?’

Trust me, you can say the same about literally any industry right now! For sure there are lots of people offering web design services and therefore lots of options for potential clients to choose from, but it’s no different to any other business.

I was on the high street the other day and I could see six different coffee shops all within a 50 metre radius from where I was standing. All of them filled with customers. None of them competing on price.

Each coffee shop draws its own customers for its own unique reason. It could be the decor vibe, the fancy raspberry coconut frappe that only they make, the comfy seating, the owner’s dog who says hello to everyone, or the indentity associated with the brand that makes people want to be SEEN holding the branded takeaway cup.

Each one is known for something - a ‘something’ that is important to a specific type of customer - and that’s why they’re still in business, attracting customers in a ‘crowded’ market.

As I said in the point above, people are always starting businesses, and businesses are still running websites that need redesigning and updating.

The demand is there, so we just have to make sure we stand out as the ‘go-to’ for our dream clients!

1. Get obsessed with your why and values

Being passionate about great design is cool. But being obsessed with your mission and purpose, and sharing that with the world is what people really connect with, and this can help you to stand out from other web designers!

Why did you actually start your web design business? What is important to you when it comes to design and WHY? What’s your mission and your unique approach to achieving this?

Anyone can say ‘I want to help small businesses get online and grow their brands’, but WHY?

We get *deep* into this in my programs, because I truly believe this is the starting point for EVERYTHING ELSE in your business and marketing.

2. Specialise in your unique web design niche

Stop freaking out about ‘niching’.

Niching doesn’t mean you have to pick a certain type of client based on industry (eg. restaurants, coaches, artists etc) and only targeting them.

It just means choosing to specialise in some way (whether based on platform, style, client industry, client values, the transformation you’re creating, or really anything!), so that you become the ‘go-to’ or the ‘one of one’ for what you do, so clients aren’t comparing you with all the other generic designers and you have less competition.

Just think about it, if you own a German Shepherd and you’re looking for a dog groomer, you wouldn’t choose a generic dog groomer’s over one that specialises in German Shepherds, would you? You would likely also be happy to pay a bit extra for that specialist too.

People are usually willing to pay more for a specialist, as I explain in my post about how to attract higher-paying design clients. So you have the added benefit of being able to raise your rates too!

3. Why personal branding is essential for web designers

Building your personal brand is essential for standing out, and for longevity in your business.

People are tired of dull AI-generated content and faceless corporations that are devoid of personality. Humans connect with humans, and so showing more of your humanness online is key for growing an in demand design business.

Share more of your personality, your behind-the-scenes day-to-day life, your opinions and viewpoints, and more of YOU!

You can still have boundaries on what you share, of course, and you don’t have to become a bold personality online if that’s not you. Just let us in on your humanness.

We work on this in module 1 of In Demand Designer®; creating brand stories and messaging that works for YOU (even if you consider yourself a more introverted, quiet person!) to share in your content.

4. Create content that attracts your dream clients and positions you as an expert

Too many web designers just share the occasional portfolio post or ‘why you need a website’ carousel on Instagram and call it a day for their content strategy.

This content isn’t enough to grow an audience of DREAM clients and actually have them convert into paying projects. It’s expecting too much from people who might not even be the right fit for you.

You need content that shows your expertise and personality, and that is specifically designed to attract, nurture and convert the right people (in an easy way that doesn’t have you feeling overwhelmed each week!).

I share more about my strategy and what you need in your content in this free masterclass 👇🏼

5. Build a network of experts and stand-out leaders

Listen, I’m an introverted, ‘chronically online’ girlie who can think of few things I’d rather do LESS than drag myself to awkward AF networking events.

It’s never been my jam and if it ain’t yours either, guess what - you don’t have to do it!

That being said, building a network is still important. If in-person events and meet-ups send shivers down your spine, thankfully we can still do this from the comfort of our desks.

It just means connecting with people who are leaders, experts, and PROS in industries that are related or adjacent to yours, and who have an overlap in target audience / ideal clients.

Making friends with folks like this not only makes your solopreneur life less lonely, but also opens up a tonne of amazing collaboration opportunities. From client referral programs, to audience ‘swapping’ and collaborating on content etc.

When you start collaborating with other experts, this helps with positioning yourself as the expert too, and nothing says ‘pro’ like having a rolodex of trusted people you can easily refer your clients to when they need anything.

6. Curate a cohesive web design portfolio that converts

Your website design portfolio looks pretty, but is it actually helping you to convert more clients?

Make sure you’re carefully curating the portfolio pieces you’re displaying on your website, rather than dumping every project you’ve ever done up there. Think about your DREAM clients that you want to attract more of, and what they would want to see on there. Make it relevant.

If you don’t have many projects to show (so you can’t be choosey), think about how you can make the ones you do have more relevant to your ideal client.

Your portfolio is like a CV; the person hiring you for an operations role doesn’t necessarily care that you waited tables 10 years ago, unless you clearly explain how your waiting role taught you skills you can apply to operations. If you don’t have anything else to pad out your CV, you try your best to make what is there as relevant as possible!

7. Deliver a stand-out client experience

There are tonnes of skilled website designers out there. But the ones who not only design beautiful websites, but also create supportive, streamlined processes for their clients are the ones that truly stand out.

Answer their questions before they have to ask
Anticipate what questions your clients will have throughout the whole process and provide them with guidance and support before they have to ask you, to help them feel prepared and supported. I love using guides and info packs for this, plus video tutorials.
Reduce friction with automations
There’s nothing more annoying that having 6 email back & forths just to find a suitable date and time to chat, which is why I use TidyCal. Anywhere you can add tools or automations to make things easy is a must!
Have a ‘standard practice’ so everyone receives the same quality of service
Create set workflows or ‘standard operating procedures / SOPs’ so that you know each step of the client onboarding and offboarding processes.
Set clear expectations
A stand out designer is one that clearly sets expectations for the project, communication, revisions and timelines and upholds those expectations. Your clients just want clarity, rather than confusion, so don’t be afraid of this.
Be responsive & don’t ‘ghost’ them!
I’m not saying you have to be on-call 24/7 but set clear expectations for response times and stick to these, and don’t forget to follow up with clients AFTER you’ve worked with them! We talk about being ‘ghosted’ by clients all the time, but what about when we ghost them?

A smooth AF client process makes you memorable, and means your clients come back again & again, and refer more dreamy projects your way.

8. Elevate your own website to demonstrate your skills & style

If you’re doing all of the above points, then make damn sure your website is communicating this too.

As a website designer, your potential clients are going to be looking at your website with a discerning eye. It needs to flex your skills, communicate your expertise and personality (as mentioned above), and match the vibe of your ideal client so they feel like ‘yes, this is the designer that gets ME’!

^ Example of my own web design service page, speaking specifically to my ideal client

9. Stay relevant in the ever-changing design industry

The web design industry evolves fast, and even more so with the development of AI, so we need to stay in the know in order to stay relevant.

Embrace new tech, rather than shying away
It’s no secret I love incorporating AI into my web design business, and I’d urge you to do the same (because it’s here to stay!). Consider carving out 30 minutes each week to catching up on industry news and playing with new tools and tech.
Invest in your skills to stand out
Every expert needs to invest in their craft, and web design is no different. Whether that’s developing skills in new design areas, or learning how to market your design business effectively.
Dedicate time to creativity & experimentation
I get that you’re a creative at heart, and all the business and marketing admin of being self employed carries the risk of sucking the creativity out of what you do. Avoid burnout and keep your creative flame alight by dedicating time each week to being curious with new ideas, experimenting, and creating without pressure. Being able to explore this is why we started our businesses in the first place, we just have to carve out the time to do it!