If You Build it They Will Come….NOT!
If you’re a website designer (like me), or in any type of product or service business, who has ever spent hours crafting the perfect Instagram post or fussing over hashtags, only to hear… crickets, you’re not alone. We’ve been sold the idea that social media is the golden ticket to new clients, fame, and a six-figure business. But let’s face it, unless you’re selling leggings, lip gloss, or life coaching, or willing to do and say some very controversial things, the odds are stacked against you.
Don’t get me wrong, social media has its place. It’s great for visibility, credibility, announcements, and community. But finding clients there? That’s like fishing in a swimming pool, lots of splashing, not much catching.
Let’s take a look at why social media isn’t the dream client magnet we were promised and then I’ll share five real-world places where your ideal clients are waiting for you, ready to hire you and pay your worth.
Why Social Media Isn’t Your Goldmine
Everyone’s shouting, and no one’s listening.
Social media is like a cocktail party where everyone’s yelling about their own amazing achievements. “Look at this brand design!” “New site launch!” “Book me before my rates go up!” It’s exhausting.
Your potential clients (the small business owner, the nonprofit director, or the local shop owner who desperately needs a better website or a knowledgeable consultant) aren’t spending their days scrolling for someone to help them. They’re buried in their business. They might be on social media to unwind, not to make hiring decisions.
Algorithms aren’t your friend.
You pour your soul into a post, hit “publish,” and then realize only six people saw it and two of whom are your mom and your cat’s fan page! The truth is, platforms want engagement, not transactions. They reward viral dances, not portfolio links.
People don’t hire from vibes alone.
Even if someone loves your Instagram feed, hiring a designer is a trust-based decision. It’s about money, process, and results, not just aesthetics. A slick post might get attention, but it rarely seals the deal.
So if social media isn’t your client pipeline, what is? Glad you asked.
This is the place to find practical solutions!
5 Places Your Ideal Clients Are Hanging Out
These are the spots where real business happens, where people already have a problem and are looking for you to solve it.
Networking Groups (Yes, Even the Awkward Ones)
Hear me out. Local business networking groups, chambers of commerce, or even virtual industry meetups can be goldmines.
Why? Because people come to connect. The small business owner who runs a catering company doesn’t need another Instagram tip, she needs a website that books more events, or a consultant that can deliver. And if she’s just met a friendly, relatable designer (that’s me!), she’s far more likely to hire you than someone she stumbled across in her feed.
Pro tip:
Go in to the group curious, not salesy. Ask about their business, listen for their frustrations (“My website’s so slow!” “I can’t update anything myself!”), and offer simple advice or a free audit later. Build trust and credibility first, sales follow naturally.
Client Referrals and Word of Mouth
The oldest marketing strategy in the world still works. And for good reason, people trust people they already know.
Your past clients are your best cheerleaders. They’ve seen your process, love your work, and know the transformation you deliver. All you have to do is remind them that referrals mean the world to you.
Try this:
Send a warm, casual email like:
“Hey Client, I loved working with you and am so proud of how everything turned out. If you ever hear of someone struggling with something I can help with like I did for you, I’d be so grateful if you passed my name along. I promise to take great care of them!”
Boom. Simple, human, and effective.
Partner with Other Professionals
Who else serves your ideal clients (using a website designer as an example) before they need a website? Branding experts, photographers, marketing consultants, even copywriters. They often get asked, “Do you know anyone who can build my website?”
That’s your cue.
How to start:
Offer to collaborate on a small project or trade referrals.
Create a joint service package (e.g., “Brand + Website Starter Kit”).
Build genuine relationships, not just transactional ones.
It’s a win-win: you both grow your business and give your clients a seamless, high-quality experience.
Join Online Groups
Every platform has groups related to your skills. Seek them out and join in!
Online Communities
Social media might not be it, but online communities are another story.
Think about Facebook groups for small business owners, Slack channels for nonprofits, or even subreddits for creative entrepreneurs.
The key is to be helpful, not spammy. Answer questions, share insights, and let your expertise shine naturally. When people see your helpfulness in action, they’ll remember you when they need a website (and often tag you in posts like “Does anyone know a good web designer?”).
Example:
Join a “Women Entrepreneurs” Facebook group and comment on posts asking about website issues:
“Hey, I totally get that! Sometimes it’s not the platform, it’s the setup. I’m a web designer and see that all the time. If you ever want a quick audit or tips to make it load faster, I’m happy to help!”
Friendly. No pressure. And it works.
Email Marketing and Personal Outreach
If social media is like shouting into a crowd, email is like tapping someone on the shoulder and saying, “Hey, I think I can help you.”
A good email list, even a small one, can outperform thousands of social followers because it’s made of people who actually want to hear from you.
Send monthly updates, client success stories, or mini case studies. Keep your tone conversational and personal (you’re not a robot, after all).
Bonus move:
Do a little research and send personal outreach emails to local businesses with outdated or nonfunctional websites. Be polite, brief, and helpful:
“Hi, I came across your site while looking up local businesses. Your work looks great! I noticed your site might not be mobile-friendly, which can affect how clients find you. If you’d ever like to chat about a refresh, I’d love to share some ideas. No pressure, I just wanted to reach out!”
You’d be surprised how many people respond with “Actually, yes, I’ve been meaning to fix that…”
Try something new
Social media isn’t the villain, it’s just not the whole story. Think of it like a billboard: nice to have, but not where the sale happens.
Your real clients are out there, they’re just busy running their own businesses, not scrolling through reels about business or life hacks. When you show up where they’re actually looking for help (in person, through referrals, or via direct communication), you shift from “just another entrepreneur online” to “the trusted expert they can’t wait to hire.”
So take a deep breath, close Instagram for a bit, and spend that time where it counts, building genuine relationships, connecting with partners, and sending thoughtful emails.
Your next dream client probably isn’t double-tapping your post right now.
But they might be checking their inbox.
Ready for a Smarter Way to Grow?
If you’re done shouting into the social media void and ready for a smarter, saner way to grow your business, I can help.
We’ll make your website your best salesperson—no hashtags required.
Here are a few more items that may interest you while you’re here:
Why Senior Entrepreneurs Need a Website
Why Working with a Small Business Might Be the Best Move for Your Website and Social Media Needs
