This is the kind of content you should be creating to get more web design clients

Here’s exactly what to create

I constantly tell freelancers that creating content is the key to winning in the web design business.

Content is how you get attention, it’s how you build trust, it’s how you get clients without spending years “networking” or “building your reputation”.

You can start building your reputation today by creating content.

But, you should have a strategy to how you go about creating that content and you should build certain content first, second, third, etc. In fact, I have a very specific pattern I follow for any product/service I sell.

So, here’s the pattern you should follow when creating your content:

Sales Content

Despite all the feel-good stuff I advise about creating content and building trust, etc (which is all 100% legit)… at the end of the day you’re still selling shit. So, you need to sell it! And, you need to create this content first because you need to have the ability to earn from everything else you’re doing.

For web designers, this would be your services pages, your portfolio, your testimonials, etc. Build ALL of this stuff first before you do anything else. The last thing you want is a ton of traffic flooding to a store with the front doors locked.

Branding Content

Next, you need to build the content that tells your story. This is the content that takes people beyond a simple transactional relationship with you and generates loyalty to you and your brand.

There’s a lot to say about branding, but start with who you are, what you stand for, and how you can help. Make sure that the answers to those questions are unique and better in some way. The last thing you want is to blend in with everybody else.

Topical Content

This is the bulk of the content you’ll create and your clients will interact with. It’s your “how to” video on YouTube that introduces potential clients to you and begins generating trust. It’s what I’m doing with this post.

Doing this is really simple. Figure out what topics your market is interested in and create content around those topics. This is why I have 100+ YouTube videos… the majority of which are about technical topics like HTML, CSS, PHP, etc. Because my potential clients are often searching for those answers.

Interest Content

Here’s where you begin to attack your market’s broader interests. As Gary Vaynerchuck says, everybody is a media company. So, if you’re a consultant to lawyers and you know the majority of lawyers like to golf… you’d create a golf blog. Then, stick an ad for your consulting services on your pages.

You’re attracting the same prospects but from a different angle.

High Concept Content

High concept means something that can be communicated simply and appeals to base emotions. Your high concept content is about mass appeal. Think Super Bowl ad.

The key here is to communicate your core value proposition in as simple terms as you can.

For a lot of web designers, you’ll never get to steps 4 and 5… and that’s frankly just fine. But, the first three are mandatory. Fortunately for you and me so few web designers ever really nail all three so if you do, you’ll be miles ahead.

Thanks for reading! If you know someone who need some clarity on what kind of content they should be creating, be sure to send them here.


John Morris is a freelance web design strategist who helps web designers and developers with BOTH: 1) how to code and 2) how to market yourself so you can learn the technical skills you need and turn those skills into a full-time coding career.

Download my 7 Strategies to Turn Your Code Into Cash cheat sheet to learn how to start monetizing your coding skills.