Starting a service-based business can feel overwhelming — so many tools, platforms, and strategies to choose from. After 20+ years working as a web designer, storyteller, and brand consultant (or as I like to call myself, a digital midwife) here’s what I wish I’d known when I began.
Practical steps that can save you time, frustration, and energy as you build something meaningful. While I can’t turn back time for myself, I hope these lessons will guide and inspire someone just starting out on their journey.
Step 1: Start With What You Own
When you’re first starting out, the most valuable asset you can build is something you own: a website.
It doesn’t need to be elaborate — a simple one-page site that introduces you, explains your services, and makes it easy for people to contact you goes a long way.
I know starting with a website might feel dated, especially when businesses seem to thrive on social media, but relying solely on those platforms is like setting up shop on rented land.
And the platforms you rely on most today could be gone tomorrow. Because:
- Platforms die.
- Algorithms change.
- Accounts get banned.
By creating a website on your own domain, you’re building on a foundation that you control, no matter how trends or algorithms shift.
Takeaway: Start with something you own. Your website is your digital home base. Build there and expand outward.
Step 2: Feed Your Website With Tools That Drive Traffic
Once your website is live, your next step is to “feed it.” If you serve local clients, setting up a Google Business Profile (GBP) is essential for driving traffic to your site.
A well-maintained GBP helps:
- Boost local search visibility (literally putting you on the map).
- Drive traffic directly to your website.
- Improve your search engine optimization (SEO) for free.
When you provide clear, accurate, and up-to-date business information on your Google Business Profile and your website, you make Google’s job easier: connecting users with what they’re searching for. In return, Google rewards you with better visibility in local search results.
Takeaway: After your website and Google Business Profile are set up, focus on expanding thoughtfully with social media.
Step 3: Expand Your Reach Intentionally With Social Media
Once you’ve built a strong foundation with your website and Google Business Profile (if relevant for your business), social media is the next step to amplify your reach. But not every platform is the right fit, so choose intentionally. Focus on platforms that align with your strengths, your preferences, and where your clients naturally spend their time.
Key Questions to Ask Before Diving In:
- What do I enjoy most — writing, short videos, or visuals?
- Where does my ideal client spend their time online?
- What’s my goal for social media (lead generation, engagement, or brand awareness)?
- Do I actually enjoy using this platform?
Platform Breakdown: Choose What Works for You
For Writers:
Substack
If you love writing, Substack is ideal for long-form content and newsletters.
- Provides space for thoughtful, distraction-free writing.
- Monetization options through subscriptions.
- Builds deep audience connections.
- You can write for the love of writing, and not for an algorithm.
For Professionals:
LinkedIn can be a powerful platform for professionals looking to grow their businesses, establish thought leadership, or build relationships within their field of expertise. While its structured environment can sometimes feel transactional — where posts often follow rigid formulas — it’s possible to approach LinkedIn differently.
Rather than treating it solely as a tool for lead generation, focus on thoughtful engagement. Leave meaningful comments, share authentic stories or lessons, and prioritize building relationships with others as people — not just potential clients.
For Visual Creatives:
Instagram
Perfect for showcasing your creative process, client transformations, and testimonials. Use it to craft a curated presence that visually reflects your brand.
TikTok
Focused on authenticity and quick engagement, TikTok is ideal for sharing unfiltered, relatable videos—especially if your audience is younger or enjoys humor, behind-the-scenes moments, or quick tips.
YouTube
If you love creating in-depth “how-to” tutorials or thought leadership videos, YouTube is the ideal platform.
- Offers the opportunity to showcase your expertise visually and narratively.
- Content can stay evergreen, remaining relevant and discoverable for years, making it perfect for building authority over time.
For Creative Planners:
Pinterest
Often called a “search engine disguised as a visual platform,” Pinterest is invaluable for visually-oriented creatives in niches like DIY, design, and coaching.
- Share ideas through inspiration boards while driving traffic directly to your website.
- Perfect for evergreen content that keeps working for you long after it’s posted.
Takeaway: Think strategically. Choose platforms you enjoy, that align with your strengths, and where your audience already spends time.
Bringing It All Together
After 20+ years as a web designer, I can say with certainty: a strong business starts with building on a foundation you truly own.
Start with a website that’s entirely yours — a digital space you control. From there, lean into tools like Google Business Profile and social media platforms that align with your strengths and values.
Approach each step thoughtfully and with intention, and you’ll set yourself up for long-term success.
This is exactly where I’d begin if I were starting fresh today. I hope these reflections guide and inspire your own path.
