How I Got My First 100 Leads as a Web Designer Without Paying for Ads

I thought that learning how to use design tools and code would be the hardest part of my choice to become a web designer. I learned about typography, worked on layouts for months, copied websites I liked from companies like Apple, and looked through Dribbble for ideas.

I was wrong.

Design wasn’t the hardest part.

Leads were coming in.

No one tells you this when you first start. It won’t matter how beautiful your website is if no one can find it. As a web designer, this is how I went from having no clients or audience to getting my first 100 leads without running ads, having a lot of followers on social media, or begging friends for business.

The Reality Check

At first, I did what most beginners do. I made a website for my portfolio and then waited.

Nothing happened.

Someone posted my work on Instagram. A few likes. No questions.

I put my work on Behance. A few points of view. No messages. I told myself, “Maybe I’m not good enough yet.”

But the truth was clear: I didn’t have either visibility or positioning.

Instead of asking myself, “How do I get clients?” I started to ask, “Why would anyone hire me?”

That question changed everything.

Step 1: I Picked a Niche Even Though I Was Scared

Rather than claiming to “design websites for everyone,” I focused on a single demographic: small clinics, gyms, and real estate brokers.

Why?

Because they:

It’s clear that websites are needed.

Often have old-fashioned designs.

Usually rely on suggestions.

Don’t often understand digital marketing.

When I searched for businesses in my city, I was shocked to find that most of their websites looked like they were made in 2013.

That was my chance.

Instead of trying to compete with thousands of designers around the world, I focused on helping local businesses get more conversions.

It became clear what I was trying to say:

I help service businesses in the area turn their websites into tools for getting new clients.

General is better than specific. Every single time.

Step 2: I Started Selling Results Instead of Designs

When I first got in touch with potential customers, I would say:

I make websites. I make websites that are cutting-edge and work on all devices.

No one cared.

I changed my pitch after that:

I noticed that your website doesn’t have a clear call to action, which could be making you lose reservations. I’d love to show you how a small change to the design could get more people to ask questions.

I wasn’t selling designs anymore.

What I was offering was growth.

That small change made my response rate three times higher.

Business owners don’t wake up wanting a “beautiful website.” They want to get more customers.

Step 3: I Used Cold Outreach (But the Right Way)

I made a list of twenty companies every day. I checked out their websites. I made Loom films that were three to five minutes long and explained:

What worked.

What wasn’t.

One quick fix they could use.

I then sent a short message:

Hi [Name], I made a short video to review your website. There is no sales pitch here, just some ideas that might help you get more leads.

There was no proposal with it.
I didn’t say anything about the price.
I didn’t push a button.

Only value.

For every 20 messages:

Five people answered.
Two people set up a call.
1 became a lead.

It took time to be successful. But it was expected.

Also, it is very likely that it will happen.

Step 4: I Used Content to Show That I Was in Charge

I started posting on LinkedIn about mistakes that local businesses made on their websites while I was doing outreach.

I didn’t mean for it to go viral.

I was talking directly to my niche.

For example:

3 Reasons Why People Aren’t Joining Your Gym Online
Why Most Real Estate Websites Don’t Work
The Most Common Mistake Local Clinics Make Online

I looked into the content strategies that marketers used to build strong personal brands on social media sites like Twitter and LinkedIn.

The key was not fancy visuals.
The key was clarity.

After posting every day for 30 days, something happened.

Instead of me following up on leads…

People who were interested in my work started to get in touch with me.

Hello, I’ve been reading your blogs. Can we talk?

At that point, I understood something very important:

Things that make things visible.

Step 5: I Made My Portfolio Easy to Read

My first portfolio said:

This is my site. “Welcome.”

In the new version I made, it said:

I help businesses in the area get more online enquiries.

Not ambiguous.
Simple.
Driven by benefits.

I put in:

Case studies with screenshots showing what happened before and after.
Real numbers: a 32% rise in bookings.
Testimonies.
A simple form to get in touch.

No long paragraphs.
No fancy animations.

Just proof.

It added to the message that people had already seen when they came to my website after seeing my outreach or LinkedIn posts.

Consistency builds trust.

Step 6: I Used Referrals in a Smart Way

After finishing my first three projects, I asked each client the following question:

Do you know two other business owners who could benefit from more website conversions?

Not “Please send me.”
But “Who do you know?”

After changing the wording a little, it was easier for them to come up with names.

In just two months, referrals made up 40% of my incoming leads.

Also, referrals close deals faster.

The Information That Helped Me Get My First 100 Leads

It wasn’t magic.
It wasn’t very lucky.

This is what it looked like after four months:

Three hundred messages sent to people you don’t know.
120 trades.
Forty-five calls about strategy.
18 clients that were lost.
More than 100 leads that could be used were made.

Not all leads closed right away.
Some came back later.
Some people were referred by others.

When you stay consistent, you build momentum.

What I’ve Learned That Matters Most

1. Clarity is better than talent.
   You don’t have to be the best designer. You have to be the clearest communicator.
2. Niching down speeds up growth.
   When you talk to everyone, you don’t connect with anyone.
3. Outreach based on values works.
   Most designers send out generic messages. Personalised feedback stands out.
4. Content brings in leads.
   You can either keep going after clients forever or build your authority so they come to you.
5. Systems are better than motivation.
   There were some days when I didn’t want to send twenty emails. I still did it.

What I Would Do If I Had to Start Over

If I lost everything and had to start over today, I would:

Choose a niche right away.
Make two or three interesting prototypes for case studies.
Send 20 personalised outreach messages every day.
Three times a week, post content that is related to your field.
Like a business owner, not an artist, keep track of your numbers.

Web design isn’t just art.

It’s a business that provides services.

Final Thoughts

If you are a web designer looking for leads, you can’t just sit back and wait to be found.

It has to do with:

Taking a clear position.
Solving real business problems.
Being more reliable than other people.

It wasn’t by chance that I got my first 100 leads.
They came about through consistent action, small changes, and the realisation that customers don’t buy design.

They buy results.

If you’re just getting started, remember this:

You don’t need thousands of followers.
There is no need for expensive ads.
You don’t have to be famous.

You need to be consistent, brave, and clear.

This is how I got my first 100 leads.

And you can get yours the same way.