Let me tell you a true story.
Back in 2019, there was a guy called Tunde. Young, brilliant, and passionate about web design. He had just finished watching some YouTube tutorials and designed his first website for free. His friends were impressed. They hyped him up and said, “You go blow soon!”
Tunde believed them.
He printed business cards, started posting on WhatsApp, and even ran a small Facebook ad. But months passed… and the only people who asked for his service were those who wanted a 5000 naira website with 10 pages, eCommerce, SEO, and mobile responsiveness — all in one week.
Tunde got frustrated. Clients were ghosting him. He didn’t know how to price, negotiate, or position himself. Eventually, he gave up and became a POS operator.
Sad, right?
But the truth is — Tunde’s story is not unique. Many Nigerian web designers start with fire but burn out within 1–2 years. They fail not because they lack talent — but because they lack understanding of the business side of web design.
So why do web designers fail in Nigeria?
And more importantly, what can you do to succeed?
Let’s break it down.
1. No Business Mindset — Just “Design and Collect Money”
Many web designers in Nigeria think knowing how to use WordPress or code means they’ll succeed. But web design is not just design — it’s business.
You need to understand:
- How to position yourself as a solution-provider
- How to identify your ideal clients
- How to brand your service and build trust
- How to price profitably
What to do instead:
Start treating web design like a proper business. Register your brand. Build a professional portfolio. Don’t just wait for clients — go out and create opportunities.
2. Poor Communication & Customer Handling
Here’s another story.
Ada, a brilliant designer, built a nice website for a client. But the client kept asking for corrections, and Ada got angry and stopped replying. The client posted about it online, and that cost her two big referrals.
In Nigeria, customer service is gold. People don’t just buy websites — they buy experience and peace of mind.
What to do instead:
Learn to communicate like a professional. Keep things clear and simple. Set boundaries politely. Update clients often. Build relationships, not just websites.
3. Undercharging Out of Fear
Some designers charge ₦100,000 for websites that should cost ₦500,000+. They believe if they charge more, clients will run. Ironically, cheap prices attract difficult clients.
The client who pays ₦200k will disturb you more than the one who pays ₦500k.
What to do instead:
Know your worth. Build value into your offer — not just pages, but results. Educate the client on why your service is an investment, not an expense.
4. Zero Niche or Focus
Web designers that say, “I can do everything — school website, church website, eCommerce, real estate…” often end up doing nothing well. A jack of all trades attracts no one.
What to do instead:
Pick a niche or focus area. Do you love working with churches, realtors, or small business owners? Focus. Become known for it. That’s how people start recommending you.
5. No Personal Brand or Online Presence
You say you’re a web designer — but your Instagram is filled with memes. Your WhatsApp status is full of movies. Your own website is “under construction” for 6 months.
Who will trust you?
What to do instead:
Build your personal brand. Show up consistently online. Share tips, testimonials, project before-and-afters. Let people see what you do and what you’ve done.
6. No Learning or Upgrade Plan
Some designers stop learning after Elementor and a few YouTube videos. They don’t keep up with trends, tools, or client needs.
What to do instead:
Keep learning! The tech world changes fast. Improve your skills — design, copywriting, SEO, UI/UX. The more you grow, the more valuable (and expensive) you become.
My Opinion: Be Like Dami
Dami started like Tunde — passionate but broke. But she decided to treat her web design like a business. She created a small brand. She focused on real estate clients. She built her own website. She learned to pitch, price, and present.
Now she has a small team. She trains others. And guess what? She didn’t travel abroad to succeed — she branded up and showed up.
That can be you.
Web design in Nigeria is not saturated — it’s just full of unprepared people.
Prepare yourself. Position yourself. Price yourself right.
And you will succeed.