Blake has been running his web design and development agency for almost 20 years — holding a single federal client for 16 years straight and building one of the most certified Drupal shops in Washington, DC. That kind of track record doesn't happen by accident. It comes from a deep understanding of what makes agencies actually thrive, and what quietly kills them. This article is a quick overview of his approach. For the full breakdown, including stories, examples, and the nuances behind each step, watch the video.
Start With a Clear Vision
First things first: get crystal clear on your vision — and not in a vague, feel-good way. Having a specific vision is what prevents agencies from saying yes to whatever comes through the door. Because if you do that, you'll end up three years in with no specialty, no referrals, and no real reputation.
If Blake were starting over today, his goal would be to become the most trusted digital partner for small and mid-sized organizations that are serious about growth, but tired of being misled by agencies that overpromise and underdeliver. That frustration is one he's seen firsthand for years. The web design industry is full of shops that sell a beautiful homepage in the pitch meeting, then hand over a site that loads slowly, ranks nowhere on Google, and needs a developer every time you want to change a phone number.
Once that vision is locked in, the mission becomes clear: build websites that actually work, not just websites that look good. That distinction also changes how you measure success — not by design awards or pretty homepages, but by whether the site brings in traffic, generates leads, and can be managed by the client's own team without a weekly support call.
Pick a Niche and Own It
With a vision established, the next step is figuring out exactly who you're building for — and going narrow. When you specialize, every conversation with a potential client gets easier because you already understand their world, their problems, and their language before you even get on a call.
If Blake were starting over, he'd target professional service firms: law firms, accounting firms, financial advisors, consultancies, and medical practices with 10 to 200 employees generating $2M–$20M in revenue. These are companies that are embarrassed by their current website and know they're losing business because of it.
The reason to go after this niche? Three things: budget, urgency, and underservice. They're too small for big full-service agencies chasing Fortune 500 logos, but too serious to settle for a Wix or Squarespace template. That's the sweet spot. What do these clients actually care about? Not CSS debates or CMS platforms. They want a site that looks credible, loads fast, shows up on Google, and doesn't require a developer for basic updates. Beyond the site itself, they want a partner who speaks plain language, doesn't disappear after launch, and actually picks up the phone. In an industry notorious for ghosting clients the moment the final invoice is paid, simply being responsive puts you ahead of most agencies out there.
Know Your Competition
None of this matters if you don't understand what you're actually up against. The competition comes from three directions at once.
First, AI-powered DIY tools that let businesses spin up a decent-looking site in an afternoon. They've come a long way, but they're nowhere near ready to replace skilled professionals. Second, low-cost offshore shops undercutting on price — in Blake's experience, communication gaps frequently led to wasted effort and deliverables that had to be rebuilt from scratch. Third, large full-service agencies that are too expensive and too slow for a 50-person law firm. Blake's agency once lost a bid to one of these firms. Nine months later, the client called back frustrated by management overhead, surprise charges, and endless meetings where nothing got done.
None of these competitors are delivering what professional service firms need most: a trusted, responsive, specialized partner who sticks around after launch. That's the gap worth filling.
Getting Your First Clients
When Blake was getting started, he was doing sales for another web design company in Santa Monica. The owner had a rule: no clients under $5,000. But roughly 80% of incoming leads fell below that threshold. Blake worked out a deal — he'd take those smaller projects for his own startup, and split profits on anything larger he helped close. Those projects became his training ground and first real revenue.
From there, he went all-in on SEO, obsessing over local search until he was showing up at the top for searches like "web design in Los Angeles." That consistent lead flow became the foundation of his growth. Eventually he started pursuing associations, nonprofits, and small government agencies — bidding on real contracts through RFP portals, and using the RFPs he wasn't ready to bid on yet to sharpen his positioning and understand market demand.
The Playbook in Short
- Get crystal clear on a specific vision
- Pick a narrow niche and own it completely
- Understand your competition and the gap they're leaving open
- Differentiate on specialization, transparency, and outcomes
- Start with small projects, build through SEO, and grow into RFPs
For the full breakdown of everything covered here — including the stories, the nuances, and the hard-won lessons behind each step — watch the full video.
