Answering Your Biggest Web Design Business Questions with Expert Paige Brunton
Embarking into a career in website design can be overwhelming! From choosing the right platform to specialize in, to managing client expectations, there’s a lot to tackle.
At Big Cat Creative, we feel these struggles on a personal level, because we’ve actually been there. That’s why we sat down with website design and online business extraordinaire, Paige Brunton, to help answer some of the biggest questions she gets asked (and has wrestled with herself) about the web designer process.
Throughout this interview, we're breaking down some common concerns and providing actionable advice to help you succeed in the crazy yet fulfilling field that is website design ✨
Watch the full interview or keep reading below! Let’s dive in!
Our Background as Web Designers
Like we said, we understand the struggles you’re experiencing because we’ve been there!
Way back in 2017, we were part of the self-taught Squarespace design world, creating custom websites for small businesses. We built our business from the ground up. We learned how to navigate through tricky situations and obstacles as they came, eventually finding our way to Squarespace Templates. This solution solved many problems for both us and our clients.
Paige also started as a Squarespace designer, and now uses all of the extremely valuable information that she has gathered over the years to teach others how they can build their own successful online web design businesses!
Through her super successful online courses and insanely helpful blog and YouTube channel, Paige helps thousands of students all over the world do exactly what she did and create the web design business of their dreams.
In other words, you should feel confident that the following information is nothing less than tried and true, expert advice. So let’s get into it!
Choosing the Right Platform: Focus or Diversify?
Question: I’m just starting out in web design and feel overwhelmed by all the tools and platforms. Should I specialize in one, like WordPress, or get a basic understanding of multiple platforms like Webflow, Squarespace, and Shopify?
Answer: The web design landscape is definitely huge, but focusing on mastering one platform can be more beneficial than spreading yourself too thin.
As Paige says - "You could learn all the platforms, but you'd be making your life a lot harder. There are plenty of web designers who specialize in just one platform and are incredibly successful. Mastering one allows you to focus your energy and become an expert, rather than spreading yourself too thin."
Specializing in a single platform allows:
Efficiency: Primarily focusing on one platform thoroughly speeds up your design process.
Expertise: Becoming an expert in one specific platform can be a significant selling point to potential clients.
Demand: There's no shortage of clients needing skilled designers for specific platforms.
It also simplifies your workflow and allows you to spend more time keeping up to date with platform changes.
You might feel like you need to offer everything because you're worried about finding clients, but that's just not the case! "There are literally hundreds of thousands of businesses that need websites on every platform - WordPress, Shopify, Squarespace, whatever. Pick one platform, master it, and you’ll get to your goals much faster."
And while it can be useful to have a basic understanding of other platforms, your main focus should be on one where you can become highly proficient (and highly confident).
We have a blog post that walks you through how to choose the best website builder for you that you can check out here.
Pricing Your Services: Finding the Right Balance
Question: I’ve been freelancing for a few months and am struggling with pricing. Some clients say my rates are too high, but lowering them feels like I’m undervaluing my work. How can I find a balance?
Answer: Paige's thoughts on this question are simple - "If people are saying you're too expensive, your prices are probably too low. The most price-sensitive clients are at the bottom of the market. If you raise your prices, you’ll attract clients who value your skills and are willing to pay."
Consider evaluating your skills and the quality of your work against industry standards. If you’re delivering exceptional work, equal to or better than what you see out in the world, then your pricing should absolutely reflect that!
Additionally, make sure to continuously expand your business knowledge and skill set to align with expert-level rates. Investing in professional development—like courses or workshops—boosts your confidence and justifies charging higher prices. Pricing isn’t just about what you charge; it’s about the value you deliver.
To help web designers invest in their growth, we’ve created two FREE trainings. The first is Paige’s Profitable + Productive Web Designer Bootcamp happening from October 21st-23rd, a three-day intensive to kickstart your web design journey.
The second is our Big Cat Creative free training on how to sell Squarespace templates, packed with invaluable web design insights we’ve gathered over the years. Both are perfect opportunities to invest in yourself and elevate your business!
Handling Difficult Clients
Question: I’m dealing with a client who keeps changing their mind about the design, asking for numerous revisions, and extending the project timeline. How do I manage this and prevent it from happening again?
Answer: Managing client expectations and revisions requires clear communication from start to finish, and Paige has some great advice for handling clients who change their minds constantly.
"Two things: What you do now and what you do in the future. Right now, ask them for specific visual examples. Get them on a live revision call if possible - sometimes, that can speed things up." But to prevent something like this from happening again, "you need a process with very specific timelines. Tell your client exactly what will happen and when it will happen, and stick to it. Don’t be afraid to give deadlines - they help keep projects on track."
Here are some actionable steps to consider implementing before you sign on your next client or the next time a difficult client slips through the cracks:
Implement a Contract: A well-drafted contract outlining scope, timelines, and revision policies can protect you from scope creep and ensure both parties are aligned right from the jump.
Establish Clear Guidelines: At the start of the project (and maybe even during a consultation call), define the number of revisions included and the process for handling additional requests. Ensure your client understands and agrees to these terms before moving forward.
Set Deadlines: Communicate clear deadlines for feedback and deliverables and let your client know that they won't have unlimited time to think things over! This keeps the project on track and minimizes delays caused by indecisiveness.
Use Specific Examples: Ask clients from the very beginning to provide specific examples of what they like or want to see. This helps in avoiding vague feedback and frequent changes and provides you something to refer back to if they try to change their mind mid-project.
Consider Live Editing Rounds: If necessary, you can always offer a live editing session to finalize details quickly for someone who’s dragging their feet. This can speed up the revision process but shouldn't be the norm and should always be positioned as an additional service.
To Niche or Not to Niche
Question: I’ve heard about the benefits of niching down, but I’m concerned it might limit my potential client base. Should I specialize in a specific area or keep my services broad?
Answer: The truth is, you can be successful either way, BUT having a niche does make things easier.
"If you niche down, it’s easier to market yourself and your services. You can be more targeted in your messaging, and clients will be able to find you more easily."
During our chat, Paige shared an interesting story about one of her students who specialized in building websites for the health and wellness industry. This student briefly tried to "un-niche" her business with the hope of attracting more clients but found that straying from her specialty actually made it much harder to write blog copy, market herself, and land clients. She quickly went back to her niche and saw better results.
On the other hand, there might be a fear that niching feels like you’re shutting the door on potential clients. It can feel risky to focus on a specific market when you’re starting and want to appeal to as many clients as possible, but "it’s not about limiting your potential clients, it’s about making your marketing clearer. When you serve a specific audience, you become the go-to expert for that group."
You can also get creative with niching! Rather than instantly putting yourself into a box, because you think it’s the right thing to do, consider exploring some of these suggestions:
Niche by Industry: This is the most common route. You can serve specific industries like restaurants, yoga studios, or dental clinics.
Niche by Location: You can focus on being a web designer for clients in a particular city or region.
Niche by Design Style: Some designers focus on a particular aesthetic, like minimalist or bold, colorful designs. This approach works well if you’re marketing on visual platforms like Instagram or Pinterest.
Niche by Business Model: Paige has another student who started a business creating location-specific websites for cities, offering not just design but a full business model that included local sponsorships and content strategies. This innovative niche opened up unique opportunities beyond traditional web design.
And if you’re not sure what niche you want to pursue, it’s okay to experiment. Start by taking on various projects across different industries and see what resonates with you. Niching doesn’t have to be a decision you make from day one. You can find your focus over time based on your interests and the types of clients you enjoy working with.
We go even deeper on how to choose your niche in our free training, so if you’re curious or just want more guidance, that’s a great place to start!
Client Consultations and Proposals
Question: I've had a few inquiries from potential clients, but I keep losing out on the projects after the initial meeting. I'm not sure if I'm pitching my services wrong or if it's something else, what's the best way to pitch a web design project to a client?
Answer: The answer to this could be anything from how you're presenting your services to how you're conducting consultations. Let’s break down the best approach to pitching web design projects and how you can make your consultation calls and onboarding processes stand out.
1. The Importance of Consultation Calls
Paige says, "If you’re not doing consultation calls, start. It’s a great way to build trust and find out exactly what the client needs."
Why Consultation Calls Work:
They build trust: Talking directly with a potential client builds a relationship and allows you to show your personality beyond what's written on an "about" page. This makes it much easier for a potential client to trust what you have to say and what you’re offering them!
You’re not just pitching, you’re diagnosing: Instead of just selling your services, you're figuring out what each unique client needs. Ask about their current website (if they have one). What business challenges do they face and what are their goals? Is there something their website could do to improve their business operations? Consultation calls allow you to ask much deeper questions and get to the root of a potential client’s problem.
It positions you as an expert: By asking insightful questions and proposing solutions that align with their goals, you're showing that you know what you're doing and that you actually understand their business and are ready to help.
Consultation calls also provide a great opportunity to share your exact design process and let people know, upfront, what will be expected as far as homework, deadlines, timeline, etc. This demonstrates that you have a clear, organized plan and are confident about what you’re offering. It also helps to filter out the people who are actually taking things seriously on their end!
👉 How to ace your consultations and land clients
2. Proposals
Paige also has a surprising take on proposals: don’t waste too much time on them. She prefers to have packages clearly listed on her website, so clients know what to expect before the consultation even happens. This helps speed up the process and lets you book projects more efficiently.
Some designers argue that every project is unique, and custom proposals are necessary. However, if you specialize and define your services properly, most projects should fit into your established packages. Customizing each proposal for every inquiry isn’t just time-consuming, it’s unnecessary when you’ve built a solid, repeatable process.
3. Onboarding
Once you’ve nailed the consultation call and they seem interested in moving forward, the goal is to book them immediately. This is where efficient onboarding comes into play.
Offer design dates on the call: Present specific project start dates to create a sense of urgency. For example, if they have two upcoming available slots to choose from, they’re more likely to book on the spot rather than delay their decision.
Send the contract and invoice right after the call: Once they’ve confirmed interest, offer to send the contract and invoice within minutes. Let them know the project is only secured once the deposit is paid.
If they aren’t quite ready, be prepared to follow up: If they don’t immediately commit, follow up within a few days. Reference something personal from your conversation or send them some recent work of yours that might be relevant to their business. This reminds them you’re paying attention to their needs beyond just the business side.
👉 How to onboard a new client (my complete automated process)
Handling Clients Who Don’t Know What They Want
Question: I'm currently designing a website for a client who can't articulate what they want. They give vague feedback like, “I want it to pop” or “Make it modern” and don’t provide concrete examples or details. It's hard to nail down their vision. How can I help this client who doesn’t really know what they want?
Answer: Again, the solution to this question can most likely be found in your processes and beginning steps! Paige reiterates that "processes are key to running a successful business, especially if you want to avoid burnout. Get your systems in place early, and you’ll thank yourself later."
Here are some helpful suggestions to avoid situations like this in the future:
Ask for and/or provide visual examples up front: It can be hard for people to describe something visual in words (especially someone without a design background). The best way to overcome this is by getting them to show you what they mean. Ask them to show you websites that they love, and if they don’t know where to start, direct them to a platform like Pinterest where they can explore different styles.
Establish a clear direction early: Start the project off by creating a mood board or design concept for the client to approve. If they want to change directions mid-project, you can then remind them what was agreed upon and refer back to your processes.
Eliminate multiple feedback sources: Sometimes, there are too many people involved in the decision-making process. You might start to receive conflicting feedback from different team members or people involved in the project. Whether you discuss this in the consultation call or address it when the issue arises, make sure it’s clear that feedback should flow through a single point of contact.
All in all, starting a new career can be stressful and every designer faces challenges at the beginning. We hope this interview helps guide you through some of the struggles you might face and makes you feel more positive and hopeful about the industry and the opportunities available to you!
Whether you want to dip your toes into web design or dive right in, we have two great options for you:
If you have questions about web design and running a web design business, join Paige’s FREE Profitable + Productive Bootcamp starting October 21st. Paige will dive even deeper into these topics over three days, offering live sessions, expert Q&As, and actionable strategies to elevate your web design career.
Paige will also be giving away the Ultimate Web Designer Starter Kit to one lucky attendee, including 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!
Want more web design biz tips? Check out the posts below
The Reality of Starting a Template Shop
How to Make More Money as a Web Designer (Passive Income Ideas!)
How to Start Making Money Online as a Web Designer: A Beginner's Guide
How to get your very first clients in your online design biz
How to create an organic Pinterest marketing strategy for your biz
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