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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.

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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.

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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.

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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.

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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.