Beyond the Build: Sell Strategy, Not Just Sites
Designing differently isn’t just about chasing new layouts or creative tools. It means rethinking how you run your web design business to better support clients and meet your bottom line.
At Circle Day 2025, Pixality Design founder Connie Holen explained why leading with strategy is key to earning more and staying relevant, especially in the age of AI. The web designer and digital strategist shared how her own decision to step into a more strategic role has helped her raise prices and find more joy in her work.
She shared the following steps for web designers looking to thoughtfully scale their business:
Start with positioning
Showing up as an expert in a specific niche helps clients recognize your authority and builds trust. The more you establish yourself as a go-to resource, the more they’ll value your work and strategic insights. In addition to learning the ins and outs of your target audience and industry, you can signal trust by securing placements in industry directories, creating partnerships with adjacent brands, earning certifications for relevant skills, and building an industry-specific body of work.
Reshape your process
Even small shifts—like renaming a “kickoff call” to a “strategy call”—reframe the client relationship. Look for every opportunity to highlight your expertise: ask about business goals, package add-on services (like SEO setup, content feedback, or photography direction) into your core offerings, and create standalone services like brand positioning or content strategy.
Build repeatable systems
Smart systems help you deliver strategy without reinventing the wheel. Think photography guides, content workbooks, discovery questionnaires, or project briefs. With these in place, you’ll give every client a consistent, high-quality experience, whether you’re working alone or running a team.
AI can build a website, but AI can’t offer the discernment your clients want or need. Connie said it best: “The website is just the wrapper. The clarity, the expertise, the experience, the leadership—that’s what your clients truly need. And that’s what they’ll pay for.”
Watch Connie at Circle Day 2023:
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