Landing a $25k Web Design Project Through a Facebook Group – Jennifer’s Story
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Would you believe me if I said it’s possible to land a $25k project through a single Facebook post?
Meet my past Square Secrets Business™ student, Jennifer Mager.
Like many, her story didn’t follow a straightforward path. In fact, it wasn’t until a few years after starting her web design side hustle that Jennifer followed an impulse to rethink her strategy.
With a fresh look at the course materials and some key changes to her systems, she transformed her side hustle into a thriving business—working full-time from home, doing what she loves.
One of her smartest moves?
Niching down into the medical field, where high-value clients need quality websites and are ready to pay premium prices.
And by engaging strategically in Facebook groups, she connected with exactly the kind of clients she was hoping to serve—landing a $25k project in the process.
Ready to find out how she did it?
How did you start your web design business?
Answer: I took your course back in 2017! I was actually in the very first group of Square Secrets™ students. Initially, I enrolled because I wanted to design a website for my direct sales business—to have something for my team and to get myself out there. But then I thought,
“Wait a minute, I’m enjoying this so much; I could actually do this as a business!”
I have a background in interior design and ran an interior design practice in Canada for years.
Then I moved to the States, and without the same connections—vendors, contractors, all those relationships—it was challenging to continue in that field.
I moved to Mount Rainier, where it's just me, some elk, and the deer around, so interior design wasn’t a feasible option here. But I loved being creative and running a business, so web design just felt right.
At first, it was more of a side gig because I had a large team in my direct sales business, and it was going really well. I was making great money and enjoyed it, so I focused on that. I did websites here and there, but nothing too serious.
Then, last year, I decided to refocus on web design.
Here’s how:
Retook Square Secrets Business™: I was inspired by seeing other students’ success stories.
Moved away from direct sales: I realized I preferred working from my home office and building a flexible business.
Increased my client load: After refocusing, I started getting more clients, which kept me too busy to even finish the course!
Now, I’m fully booked and loving the design work. It’s been a journey of starting, stopping, and finding the right fit, but I’m thrilled with where I am now.
Transitioning from Direct Sales to Web Design
What led you to choose web design over direct sales?
Answer: There were a few different factors that made me realize web design was the right choice.
Distance and time: I changed direct sales companies about two years ago, and with that came a lot of in-person networking, vendor shows, and travel. Living an hour and a half from the nearest grocery store, I started to question if I really wanted to spend so much time driving and sitting at events when I could be at home with my husband or working on a website project.
Control over my business: In direct sales, companies often change their compensation plans or cut people out—even those who have worked hard to build teams. I saw these changes coming and realized it was time to shift to something where I had full control over my income. I wanted to make sure I had the income I needed without relying on someone else’s decisions.
Flexibility with clients: In direct sales, anyone can join your team by paying a fee, which means you don't really control who you work with. But with web design, I have an intake process. I can meet with potential clients on Zoom, discuss their budgets, and decide if they’re a good fit. It’s like a mutual application process, where I’m choosing clients just as much as they’re choosing me.
So, having my own business in web design allows me to work the way I want, with people I genuinely want to work with, which feels empowering compared to direct sales.
What did you do differently the second time that helped your web design business take off?
Answer: The second time around, I approached my business with a lot more intention.
Refined systems and processes: After working with various clients over the years, I had really nailed down my systems and the way I work with people, which helped streamline everything.
Focused niche: I decided to narrow my focus instead of working with just anyone. I actually had a lightbulb moment during the Square Secrets™ course when you demonstrated the power of niche messaging through a side-by-side about page comparison.
Seeing the difference, I realized that refining my message would help me attract the right clients.
Active in Facebook groups: I started posting in Squarespace-focused Facebook groups, which are often filled with business owners looking for design help rather than designers.
By responding to posts and offering help, I gained several projects and built visibility within the community.
Finding Clients Through Facebook Groups
Which Facebook groups are most helpful for getting clients?
Answer: There are a couple of Facebook groups, mainly ones focused on Squarespace, that have been great for finding clients.
These groups are filled with people needing help, not designers, which is ideal.
how to approach it:
Answering questions: I respond to questions like, “How do I do this on Squarespace?” or “I’m stuck with this feature.” I keep it general to avoid overwhelming them with code, but it shows my expertise.
Responding quickly to project posts: If someone is looking for help with their Squarespace site, I’ll respond right away with my portfolio and a brief intro. I try to be among the first responses so I’m not lost in a flood of messages.
Staying respectful and low-pressure: I make sure my responses are helpful but not pushy. It’s about building trust rather than hard selling.
Embracing a Service-Based Niche (With a Twist!)
You mentioned finding a niche—who do you primarily work with now?
Answer: My niche is primarily service-based providers.
Here’s a snapshot:
Current clients: I work with people like event planners, nutrition coaches, and doctors.
Focus on quality: Although my niche is service providers, I’m open to interesting projects outside this focus. For instance, if a project seems compelling, I’ll still consider it.
Doctor websites: I’ve noticed that many doctor websites are outdated, so I’m diving deeper into this area. These projects are rewarding because I can help elevate their online presence, which is often much needed.
Landing High-Paying Projects through Facebook
This was such an exciting, unexpected opportunity! It all started with a post in a Facebook group for a project related to women’s health and medicine.
I saw it and thought, “This is perfect!”—so I applied right away.
The project was with a company that helps doctors build out concierge practices, and it really piqued my interest.
I went through the application process, had a Zoom call, and submitted my proposal. Everything felt like it went well, but I didn’t end up getting it.
Honestly, I was disappointed and kept wondering why it didn’t work out. I even reached out to the contact, and she reassured me that everything went well, but I never heard back. So, I figured it just wasn’t meant to be and moved on to other projects.
Then, out of nowhere, one Sunday afternoon, I got an inquiry through my website.
It was from a doctor who said she’d been referred by the very person I’d interviewed with. I checked, and it turns out this doctor was actually the CEO of the company.
She needed a website for her own practice, so I set up a call with her.
Working with her was amazing—she even mentioned that I asked questions no one else had ever asked her before, and she appreciated the big-picture approach I brought to the project. By the end, she was thrilled with the results and said,
“I think I’d like you to handle our main company website, too.”
This is the site that brings all the concierge doctors together, so it was a big deal.
But it didn’t stop there.
She went on to hire me to design all of the practice websites for their providers on an ongoing basis. So now, I’m essentially their “Director of Websites and Creative,” a role we came up with together.
I’m also working on their nonprofit focused on women’s health, which feels incredibly rewarding.
This whole partnership has been a dream come true.
It’s steady, high-paying work, and I get to lead creatively on multiple projects. And while it’s practically full-time, the best part is that I’m still technically a contractor, so I can work on other projects as well. It’s the perfect balance of stability and flexibility.
What was the price point on the big project they hired you for?
Answer: They went with a price of $25,000 for the big project.
I was initially thinking maybe $8,000 or $10,000, so this was huge for me! I actually discussed the proposal with their Director of Marketing (the person I originally interviewed with), and even my husband joked that she might be setting me up with a number they’d think was insane. But no—they went for it!
One of the best tips I learned for proposals was from a course on Upwork that emphasized the power of video walkthroughs.
Now, whenever I submit a proposal, I include a video walkthrough. It’s a game-changer because clients can see and hear me explaining each part of the proposal, which adds a personal touch.
Plus, with Loom, I can track when they view it, which helps me follow up strategically.
This one project has evolved into an ongoing partnership with multiple projects, including:
The main company website, which connects all the concierge doctors.
Individual websites for their providers on an ongoing basis.
Involvement in launching a nonprofit for women’s health.
Because of the knowledge I’ve gained about medical practices and their website needs, I’m also planning to build out a line of website templates specifically for doctors. Not every doctor will invest in custom design, so this will offer them a more affordable option while creating a steady income stream for me.
Leveraging an Overlooked Niche: Medical and Healthcare Websites
What made you niche in this direction?
Answer: It’s funny because a lot of designers target therapists, but doctor websites are actually a huge, untapped market.
When I started researching doctor websites, I realized how outdated most of them are, which means there’s a lot of opportunity. They need help creating a professional, modern online presence.
I even had a friend who’s a dentist show me his site. He was so proud of it and mentioned paying around $8,000 or $10,000, but honestly, it still looked rough to me.
There’s definitely room for improvement in this field, so I’m excited to dive in and offer both custom services and pre-designed templates specifically for healthcare providers.
What does your marketing strategy look like?
Answer: Facebook groups are a significant part of my strategy, but there are a few other key ways I find clients:
Word of mouth and referrals: Staying in touch with past clients is huge. After completing a project, I send a feedback form to collect testimonials and gently ask if they know anyone who might benefit from my services.
Social media (when I have time): I’m a bit behind on social media right now because I’ve been so busy, but I plan to get back to it soon. It’s great for visibility and staying in front of potential clients.
Keeping my ear to the ground: I’m always on the lookout for interesting projects. If I notice someone mentioning a need on social media or in a group, I reach out directly. Sometimes, it’s just about being proactive and listening.
Building a Referral Network
How do you encourage client referrals?
Answer: Not everyone has a referral to give, but it’s important to keep the lines open, especially in a service-based business like web design.
Here’s how I approach it:
Follow up with genuine care: I’ll reach out and ask, “Is there anything you need from me right now?” This keeps the conversation open and shows I’m here to support them, not just sell to them.
Mention availability: I might casually mention, “I have an opening in my calendar,” and let them know I’d love any referrals if they know someone in need of a website. It’s a light, non-pushy way to put the idea out there.
Send a small gift for referrals: I don’t do a formal referral program, but when a client sends someone my way, I send a small gift to say thank you. It’s a nice way to show appreciation and encourage them to refer me again.
Ultimately, I believe that if you provide a great service, clients will naturally want to refer you. A good experience makes all the difference.
For instance, I also try to build in flexibility in the process. People often struggle to provide content on time, so I add a week in the middle of the project timeline to give them space to gather their materials.
This keeps the project flowing without anyone feeling rushed or pressured.
Meeting Clients Where They Are
What are your offerings and typical price points?
Answer: I recently raised my prices, but here’s a breakdown of what I offer, including some popular add-ons.
I like to give clients options because everyone’s needs and budgets are different.
Custom Website Package: Previously, my average price for a full custom website, including add-ons like SEO and copywriting, was around $6,500.
Those two add-ons are the most common because they make a huge difference in the end result.
Two-Week Website Refresh: This option is for clients who already have a website and content but want to refresh the look and functionality.
It’s perfect for someone on an older platform or a version of Squarespace that’s no longer supported.
For example, I had a client on a super old version of Squarespace, and we revamped it in just two weeks.
Design Day: For smaller updates—like adding a page, updating branding, or making minor tweaks—I offer a design day. It’s a cost-effective solution for clients who need changes without a full redesign.
I always try to meet clients at a price point that fits their budget, while keeping in mind the time investment required.
Larger, more time-consuming projects naturally cost more, and I also adjust the price if someone wants a project done on a faster timeline. (If I’m up at 5 a.m. working, that’s definitely factored into the rate!)
On enrolling in Square Secrets Business™
How was your experience going through the courses?
Answer: Both courses were incredibly valuable for me, and I still refer back to my notes from them.
Here are some highlights:
Square Secrets™: This was my first real introduction to website design.
I hadn’t done much beyond a trial on Squarespace before, so following along step-by-step was exactly what I needed.
I have an entire notebook filled with notes, all highlighted and organized, that I still look at from time to time.
Square Secrets Business™: I loved how the course laid out every step of starting and running a web design business.
It was practical and easy to follow, covering everything from niching down (that was a big “a-ha!” moment for me) to handling contracts and protecting yourself legally.
The additional content with experts like Ashlyn on copywriting and The Legal Paige on contracts was especially helpful.
For someone on the fence about taking these courses, what would you say?
Answer: I’d say both courses are absolutely worth it. Learning how to design a website properly is crucial if you want to build them for others, and the business course provides a solid foundation for actually running a design business.
Without a structured approach, many people have a rough idea of what they want but no real plan.
This course takes you from “I think I want to do this” to actually doing it.
Plus, the skills you learn can be applied beyond web design, so it’s a versatile investment. If you’re even slightly interested, I’d recommend jumping in.
Jennifer's story about landing that $25K website project through a Facebook group might have you sending out those join requests as we speak.
But don't forget all the key steps that made finding this dream client possible for her:
Getting intentional with her business strategy
Narrowing down her niche
Establishing systems as polished as her portfolio.
These shifts are what truly took her business to the next level and led to her securing this rather wonderful project.
Now, Jennifer chose to niche in the medical field, which instantly gives her an edge in landing clients with substantial budgets and an understanding of premium pricing.
If building sites for dentists doesn't quite sound like your cup of tea, fear not—
I've got you covered.
In this video, I'll reveal a carefully curated list of other high-value niches for you to choose from, along with the essential strategies that will allow you to package your expertise at a premium price point.
So make sure to watch this video next to find your high-value niche and start securing those $25K projects in no time!
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