You could well be a digital guru who has spent years working in the industry and earned the respect of the Web community, but most clients won’t understand what this means. They have never heard of websites such as CSS-Tricks.com and Awwwards.com or magazines such as Net or Wired, and they probably won’t grasp the gravitas that comes with being a speaker at Web conferences such as SXSW.
However, all clients tend to respond when you say you have worked on a high-profile brand website. When clients hear that you’ve been hired by a big name that they’ve heard of and whose products they perhaps use, their eyes double in size and think to themselves that they’ve hit the jackpot.
While some web professionals aren’t always comfortable selling themselves, and while big brand experience is not always proof of ability, it almost always resonates with clients and makes them see you as more credible. This reinforces your position as an expert whose advice should be heeded. After all, if big brand X thought you were good, you must be, right?
Sometimes, of course, no matter how much credibility you demonstrate, a client may choose not to listen to your recommendations. But perhaps they’ll listen to others…