Have you ever felt trapped by how clients see you?
You’ve earned a sterling reputation as a [enter your first freelance gig name here], and you have a steady stream of referrals coming in on the back of said reputation. On one hand, it’s great! You’re well known and your business is healthy. One the other hand, you’re frustrated and discontent as all get out because you aren’t doing what you actually want to do.
For years, I positioned myself as a freelance web designer. But over time my skills, expertise, and more importantly, my calling grew far beyond just making pretty websites. I wanted to help people develop better marketing strategies and grow stronger businesses. Working on websites—where so much information about the company comes together—gave me a unique vantage point to spot valuable opportunities for my clients.
I thought I had an easy on ramp to sell strategy and coaching services: “Now that we’ve tackled your website, let’s discuss how we can transform it from a standalone asset into the centerpiece of a profitable, full-scale marketing system.”
But there was a problem. My clients didn’t see me as a strategist.
To them, I was just “the website guy.”
My Profitable Pivot Strategy
So how do you overcome established perceptions without having to completely rebuild your reputation or abandon an established revenue stream? I didn’t want to give up web design entirely—it was and still is an important part of my business. But I needed to reposition myself so clients understood I had a lot more value to offer.
I made one crucial change:
I stopped offering web design as a standalone service.
Instead, I created a Design + Strategy bundle where I help clients workshop their messaging AND build a website AND integrate that website into a comprehensive marketing strategy. From the outset, clients understand we’re going to have more strategic conversations. The website is still at the core of the offer, but it positions me as a coach first and opens the door for more of the work I desire to build a new reputation around.
The Transformation
This small but significant shift changed everything:
- More of the work I love.
- Better clients.
- Increased trust levels.
- Better conversations.
Customers qualify themselves. I don’t have to convince them much later on in the relationship that I’m more than just a pixel pusher. If they hire me, it’s because they want to work with me in the way I want to work with them. And this leads to more meaningful results. Clients are spending much less time nit-picking the size of the logo; and focusing more on how to attract more visitors and convert them into paying customers.
The Takeaway: Lead With How You Want to Be Known
If you keep introducing yourself the way you always have, people will keep seeing you the way they always have.
If you’re trying to reposition yourself in business, ask yourself:
- How do I want to be perceived?
- What services or skills am I leading with?
- Am I reinforcing an outdated perception of myself?
A small shift—like changing how you package and present your work—can transform how people see you. Once you control that narrative, you can grow your business in the direction you actually want.
What’s your experience with repositioning yourself or your business? Have you struggled with breaking free from how clients initially saw you?
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