keyword strategy for web designers seeking clients
author: Penny Hunt, 24 October 2025
A Keyword Strategy for Web Designers
You can design the most beautiful websites, yet still stay invisible online. Clients rarely search for talent randomly — they type specific words, and search engines follow their lead.
A smart keyword strategy for web designers puts your services in front of those exact searches. It connects your skills with people who are ready to hire, not just browse portfolios. Understanding how clients search gives you an edge. Every phrase they use tells a story about their needs, budget, or urgency.
Spotting those patterns lets you focus on the terms that attract real business. That’s where the real power of keywords starts — not in guesswork, but in understanding what clients truly want.
Understanding what clients really search for
When someone needs a web designer, their search rarely begins with your name. Most start with a question or a problem they want solved. They might type “update my business website” or “hire a designer for a small store.” These words reveal intent, and that intent matters far more than broad terms like “web design.” It shows what the person is trying to achieve and how close they are to hiring.
Search data often highlights surprising behavior. Many clients don’t even use the word “designer.” They look for outcomes instead, such as “modern website for café” or “online store setup help.” That tells you they want results, not technical descriptions. Writing in their language helps search engines connect your site to the right people.
Start exploring search engines the same way a client would. Use Google’s autocomplete suggestions or the “People also ask” box to spot questions people actually type.
Free tools like AnswerThePublic or Keyword Planner can expand those ideas further. Each phrase you discover can lead to a better understanding of your target audience and how they think.
Understanding what clients actually search for helps to create an effective strategy.
Pick the right keywords to attract ideal clients
Your keyword choices decide who actually reaches your site. Picking random terms might draw clicks, but not the kind that lead to paid work. Focus on the words that match your services and attract clients ready to hire. That’s the foundation of any strong keyword plan.
Part of choosing the right keywords is learning how branded vs non-branded keywords attract different clients. Branded terms mention specific platforms like “Shopify web designer” or “WordPress developer.” Non-branded terms, such as “freelance web designer near me,” reach clients who haven’t picked a platform yet. Using both types keeps you visible throughout every stage of a client’s search.
To refine your list, study what competitors rank for and note which phrases bring steady traffic. Tools like Google Trends or Keyword Planner show which terms are growing in popularity. Over time, keep testing and replacing weak keywords with those that attract real inquiries, not just clicks.
Balancing broad and specific search terms
Short, broad keywords can bring a lot of traffic, but most of it may not lead to clients. Terms like “web designer” or “website help” get many searches, yet they attract people who are still exploring or just comparing prices. Using only broad terms can waste time and give you visitors who never convert.
Long-tail keywords are more specific phrases, such as “freelance web designer for restaurants in Auckland.” These searches may be smaller in volume, but they target clients who know what they want and are ready to hire.
Including several long-tail options in your content helps you capture these high-intent visitors.
A balanced approach works best. Mix a few broad keywords to stay visible and plenty of long-tail phrases to attract serious inquiries.
Tools like Keyword Planner or Moz can help spot which terms fit each category. Over time, adjust based on which searches bring real leads, not just clicks.
Using local keywords to win clients near you
A strong keyword strategy for web designers includes local terms. Many clients look for someone nearby, so phrases like “web designer in Auckland” or “Auckland freelance web designer” put you in front of relevant searches.
Local keywords also help you appear on Google Maps and local listings, making it easier for clients to find your contact details. Adding suburbs or street names can boost visibility without overcomplicating content. These terms signal relevance and trust to search engines and potential clients.
Even small updates like adding your location to page titles, headings, or image descriptions can make a big difference. Local keywords attract people ready to hire and reduce competition from designers outside your area. Combined with broad and long-tail terms, they help turn your site into a magnet for nearby clients.
Local keywords will help you appear on Google Maps for nearby clients.
Writing content that naturally fits your keywords
Keywords work best when they feel natural. Research shows that strategic keyword optimisation has a strong positive impact on website rankings. Stuffing phrases into every sentence makes your writing awkward and hard to read. Place them in headings, page titles, and image descriptions where they make sense. Using the same words your clients would type connects your content with both people and search engines.
Answer the questions your clients might have and explain what sets your services apart. Short, informative paragraphs help readers find answers quickly and keep your site engaging. Small variations of your main keywords, like “local website designer” or “independent web designer,” maintain flow and capture more search terms without sounding forced.
Tracking what keyword strategy works and adjusting over time
Creating a keyword strategy is only the first step. You need to monitor how your terms perform and see which ones attract clients. Simple metrics like clicks, impressions, and rankings show which keywords are working and which are just drawing empty traffic.
Free tools like Google Search Console or Keyword Planner give clear data on performance. Look for patterns in which searches lead to inquiries or messages. Replace underperforming keywords with new options that better match your ideal clients’ searches.
Testing and adjusting over time helps you stay visible and relevant. Client behavior changes, trends shift, and search volumes fluctuate. Regularly updating your keywords ensures your site continues attracting serious prospects instead of just casual browsers.
Track what works and tweak regularly for best results.
Staying visible to the clients who need you most
A strong keyword strategy for web designers puts your services in front of the right clients at the right moment. Using a mix of local, broad, and long-tail keywords helps the people searching for exactly what you offer to find you quickly. It’s not about attracting everyone, but connecting with those who are ready to hire you.
Staying visible also means updating and refining your content regularly. Thoughtful keyword adjustments and clear, helpful information keep your site relevant. When your pages speak directly to client needs, your website becomes a tool that brings real opportunities to your business.