For creative business owners and independent professionals, brochures help potential clients get their bearings fast. They show who you work with, what you offer, and how it feels to work with you—whether the brochure is shared as a PDF, linked on your website, or handed over after an in-person conversation.
When all the information they need is clear and thoughtfully presented, potential clients are more likely to follow up and start a conversation. In this post, you’ll get step-by-step instructions on how to create a brochure and what elements to include.
What should a brochure include?
The best brochures address three key pieces of information: who you are, what you do, and why your services matter to the prospective client.
Instead of saying everything at once, a good brochure walks the reader through the essentials in a way that feels easy to follow. Each section earns its place by moving the story forward.
Brochures are especially useful for lead generation because they answer questions your prospects are already asking themselves. When the answers you offer leave no room for doubt, people have a much easier time saying “yes.”
Here are 6 questions your brochure should answer:
- Who are you as a brand?
- What does your business do, and how long have you been doing it?
- Why do people need to use this product?
- What kind of problems does this service solve?
- Why is what you offer better than your competitors?
- Who already uses this product, and what results and benefits can customers expect?
Once you answer these questions, it’s time to focus on the key elements your brochure needs:
- Cover page: The cover should quickly communicate what you offer with no fluff and invite someone to keep reading. Use a strong headline, eye-catching visuals, and your logo, so people immediately recognize your brand. This page sets the tone for everything that follows.
- Inside pages: Inside the brochure, combine visuals with short, informative text that gets to the point: an About overview, a breakdown of your services and products, and a short, clear explanation of how those services help your clients. Client testimonials also fit here—if possible, include a real quote from someone who’s worked with you to help prospects feel more confident about reaching out.
- Back page: The back of your brochure should make it easy to take action. Include contact details like your email, website, phone number, or social links. Add a simple call to action like inviting readers to book a consultation so they know exactly what to do next.
Step-by-step guide to create a brochure
Creating a brochure doesn’t have to mean spending hours learning new software or stuffing the page with elaborate designs.
When you break it down into clear steps, from deciding what you want the brochure to do to preparing for print, it becomes much easier to create something that actually brings in the right clients to your business.
Step 1. Define your objective and audience
Before you think about design or layout for brochures, get clear on why (and for whom) you’re creating it.
A photographer might need a brochure that introduces their wedding packages at a venue open house, while a business consultant may want one that explains their process to share in discovery calls.
When you have a good handle on your purpose and audience, your messaging becomes more relevant. You also avoid trying to appeal to everyone at once.
Step 2. Choose your brochure type
The format you choose to create your own brochure affects how people experience your information. Different brochure types guide readers in different ways, so it’s important to match the format to your goals.
A florist showcasing arrangements for events may need a different layout than an interior designer. Choosing the right format helps your content feel more intentional and easy to follow.
Here are some of the most common types to choose from:
Bi-fold
A bi-fold brochure works well when you have limited content or want to focus on one clear message. For example, a venue might use it to highlight their space, capacity, and booking details without overwhelming potential customers.
Tri-fold
Tri-fold brochures are versatile and widely used because they balance visuals with more detailed information. Event planners often use this format to explain services, showcase past events, and include testimonials in an organized way.
Z-fold
Z-fold brochures guide readers through content step by step, so they’re great for storytelling. You can walk clients through your work philosophy, process, and final results.
Double parallel fold
This compact format is useful when you want to present multiple services or offerings side by side. A good example would be a photographer offering different packages and add-ons to compare options.
Roll fold
Roll folds are ideal for instructional content. A business consultant could use this format to outline their onboarding process or consulting framework from start to finish.
Accordion fold
For chronological information and maps, accordion folds are a great option. A large event venue might use this format to show a property layout or different spaces guests can use.
Step 3. Plan your content and layout
Once you’ve chosen a format, start with an outline. Planning your content ahead of time helps you stay focused and keeps the brochure from becoming cluttered. Think about what information belongs on each panel and how someone will read it once it’s folded.
After outlining, move on to your layout. Know where each panel starts and ends, and place your most important messages where they won’t get hidden in folds or overlooked.
Keep these tips in mind:
- Lead with strong, concise copy that quickly explains what you do
- Break up text with headings, bullet points, and short lists
- Use high-quality visuals that support your story and reflect your work
Step 4. Select your visual direction
With your layout planned, it’s time to bring the brochure to life. Use consistent branding—your color palette, logo, and fonts—so the brochure design feels like a natural extension of your website and other materials.
This is especially important for visual businesses like photographers, florists, graphic designers, and fashion, where style plays a big role in trust.
To keep your brochure engaging:
- Divide text into short paragraphs
- Write in a way that speaks directly to your reader
- Use active voice to keep the tone clear, confident, and compelling
- Keep it brief and focused on what matters most
Step 5. Review and revise your design
Before printing, always review a PDF proof of your brochure. This lets you catch small issues like typos, alignment problems, or awkward page breaks.
It’s also a good moment to check that your contact information is correct and your call to action actually encourages people to engage with your business. If possible, get a second set of eyes. Someone who’s familiar with the industry but not your business will have an easier time spotting confusing sections.
Step 6. Print your brochure
Once everything is approved, you’re ready to print. Choose paper quality and finishes that match your brand and how the brochure will be used.
A high-end venue or interior designer may opt for thicker paper with a matte finish to signal quality and attention to detail, while a consultant handing out sales brochures at networking events might prioritize durability and cost for easy, high-volume distribution.
Pick a brochure template from the HoneyBook gallery
If the idea of designing brochures feels overwhelming, starting with a template can take a lot of pressure off. HoneyBook makes the process easier with ready-to-use brochure templates designed for client-based businesses, so you’re never starting with a blank page.
Each template gives you a clear structure for sharing your services, style, and contact details in a polished way. Explore HoneyBook’s most popular templates to see what’s possible.
Stop managing projects, start streamlining revenue
When brochures are part of a larger system, they stop being static assets and start supporting real growth. HoneyBook helps with exactly that: connecting inquiries, communication, and next steps in one place, so you can turn proposals into paid projects faster.
Build a friction-free clientflow—start your free trial today.
FAQs
Where in the customer journey does a brochure belong?
A brochure is most useful during the consideration and decision stages, when potential clients are comparing options and deciding who to hire.
What’s a brochure, and what purposes does it serve?
A brochure is a printed or digital document that combines text and visuals to explain a business, service, or offering, helping with marketing, education, and sales support.
How many pages should a brochure have?
Printed brochures are typically produced in multiples of four pages, with eight pages as the standard minimum. If you only need four or six panels, a folded leaflet or flyer is usually the better option.
