Lead generation can be difficult, especially at first. For me, getting started was a matter of going pro-bono. I’d look for businesses in my local area that had outdated websites then offer free re-designs.
I’d also recommend getting plugged into a local business/entrepreneur network in your area. The key is to build lasting relationships with business owners.
Both can lead to referrals and additional service requests.
One final piece of advice, instead off selling your design skills (which isn’t a bad thing), focus on the potential pain points they may have. In other words, offer yourself as a problem solver who uses digital solutions to deliver value.