How to reach more ideal clients as a designer

Let me ask you a question.

How many design projects did you turn down because the clients didn’t seem like the right fit?

And how often did you take on clients even though you sensed some red flags during the consultation call?

Bad-fit clients can be a real headache. These are:

• Clients who don’t want your expertise but want a deliverable
• Clients who do want your expertise but are not willing to pay your prices
• Clients that have unrealistic expectations in terms of timelines
• Clients that don’t have the prep work ready before the starting date

I could list more examples, but you get the picture.

Sure, I could offer tips on spotting these red flags during calls, which might save you a few headaches. But that won’t address the root issue of attracting these “bad fit” clients in the first place.

Something in your messaging, pricing, or process signals them that you’re the right designer for their project.

To me, there are three crucial stages in pinpointing and reaching your ideal clients.

1. First and foremost, you must decide who you want to collaborate with and who doesn’t quite fit this vision. This goes beyond having a clear niche.
2. Side note: As often thought, this does not have to be an industry, but there needs to be a common red thread to connect your ideal clients, such as your design style or a business approach focused on sustainability.
3. But you must dig even deeper. Not everyone who admires your design style is your ideal client. Consider where your ideal customer should be in their business journey to value your services truly and have the means to pay for them. Think about the personality type that aligns best with your working style.

Once this distinction is clear, you must delve into market research to understand this ideal customer more deeply. Next, you must create a strategy to connect with this target audience.

But here’s the real challenge: How can you ensure that the image you’ve formulated in your mind (hopefully, you’ve also documented it) of your ideal client translates into these clients booking your consultation call?

That’s what I want to look at in this blog. Let’s explore how, after identifying your ideal client, you can ensure that the potential clients who book a consultation call truly align with your ideal client profile. In essence, we’ll discuss how to qualify your leads effectively.

When does the process of qualifying a lead start?

Qualifying potential customers often involves advice on the questions to ask during a consultation call or on your contact form. However, the qualification process starts well before the potential client fills out your form or schedules a call.

There are several moments along the customer journey where you can assess and qualify them:

• Attention phase: The customer’s journey begins with a potential client’s first encounter with your business, which we call brand awareness or the attention phase. This happens at all the places where a potential client might first discover you:

  • Social media channels: Facebook, Instagram, Linkedin, YouTube etc

  • Search engines like Google or Pinterest

  • Guest on a podcast

• Interest phase: This potential client found your content appealing and wants to learn more. They might start following you on social media, subscribe to your newsletter, or download a freebie to gain deeper insights into your offerings and see if they align with their needs.

• Desire phase: They’ve familiarised themselves with your business and are genuinely interested in what you have to offer. This is where the transition from marketing to sales occurs.

  • Qualification Step 1: Booking a consultation call

  • Qualification Step 2: During the call

The above approach aligns with the AIDA model or funnel, which maps out your customer journey. This funnel guides your leads through various stages, helping them develop an emotional connection with your business and fostering the “know, like, and trust” factor.

As leads progress through the funnel, the number of potential clients naturally decreases (they might not resonate with the topics you’re talking about, they might not see themselves in the struggles that you’re addressing, or they don’t feel a connection with you through the way that you write), as you weed out those who aren’t the right fit for you or your services.

And that is perfectly fine! If they feel this way from seeing your social media posts, the chance they will interact with you there or contact you to work together is very small.

You may not have encountered this model before, but chances are you’re already implementing it to some extent.

Now, let’s dive into what you can do in the attention and interest phase.

Building brand awareness to reach your ideal clients

As we’ve discussed, it all relates to the three key stages of pinpointing and reaching your ideal clients. Once you’ve completed the initial two steps, you can focus on fine-tuning your brand positioning, messaging, design packages, and pricing strategies to align with your ideal clients.

Imagine, for a moment, the type of clients you might want to avoid—those who either don’t value your expertise and only seek a deliverable or those who desire your skills but hesitate regarding your prices.

Now, let’s look at what might be causing this with a few examples.

Your brand positioning & messaging

Chances are, potential clients will first encounter your business on social media. So when:

• You’re not active on the social media channels where your ideal clients hang out
• Your presence is inconsistent
• You focus on sharing very basic design tips or DIY solutions like “easy design fixes.”
• You frequently post about discounts, price reductions, or promotions
• Your content lacks a clear niche focus

There is a large chance you will attract bad-fit clients who don’t want to pay your prices or who only want a deliverable.

To change this, consider these steps instead:

• Niche-Specific content: Don’t try to speak to everyone, as you’re more likely to connect with no one. Instead, tailor your content to address your niche’s specific needs and challenges. Show that you truly understand your audience and are the right person to solve their issues.
• Design process insights: Share insights into your design process, highlighting the value of each step. This educates potential clients about your expertise and what to expect when working with you. This leads back to step 1 of the three key stages of pinpointing and reaching your ideal clients: consider the personality type that best aligns with your working style.
• Client success stories: Highlight client testimonials and success stories that emphasise the unique value you brought to their projects. This draws in clients who want to experience similar results.
• Case studies: By presenting real-life examples of how you identified challenges, crafted creative strategies, and achieved remarkable outcomes, you offer tangible proof of your expertise. This is where case studies come in, as they provide an in-depth glimpse into your problem-solving process, building trust and credibility with potential clients seeking transformative design solutions. While portfolio items make a quick visual impression, showcasing your design skills and aesthetics, case studies take it further, showing clients the true power of your problem-solving abilities!

Remember, your messaging should always be tailored to your audience and reflect your brand’s unique voice. But with these changes, you’ll inspire potential clients to see you as the problem-solving expert you truly are!

Your design packages

Typically, design packages are presented as lists of deliverables. This looks something like:

• Brand Strategy & Research
• Primary Logo Design
• Secondary Logo Designs
• 5 Logo Variations Total
• Brand Fonts
• Colour Palette
• Illustrations & Pattern
• 25+ Brand Style Guide

But it’s not enough to list the names of your packages on your website and use bullet points to mention the deliverables you’ll provide. You need to show that you understand their challenges and position your packages as the solution they’ve been seeking.

Instead of just listing the deliverables, let’s focus on how each element benefits your clients:

Brand Strategy & Research to gain in-depth market insights: We will conduct extensive research to understand your industry, target audience, and competitors. This strategic foundation ensures your brand stands out and deeply resonates with your audience.

Distinctive Logo Design to create a lasting impression: We will craft a unique and impactful primary logo that embodies your brand’s personality and values. We’ll also provide multiple logo variations, ensuring consistent and adaptable brand representation across various platforms.

Visual Style Guide for a consistent brand presentation: We will provide a style guide to maintain brand consistency, ensuring that your visuals speak the same language.

Always be careful with listing the number of logo variations or revisions, as it may lead clients to focus on price comparison rather than the strategic value of the services provided.

It can inadvertently encourage clients to opt for the lowest-priced option of your services or the services of another designer without them fully considering your overall expertise, strategic thinking, and problem-solving capabilities.

The pricing of your design packages

Most designers underprice themselves, partly because of the struggle to convert clients but this in turn will attract a certain type of client.

Yep—those who either don’t value your expertise and only seek a deliverable or those who desire your skills but hesitate regarding your prices.

By shifting the focus to the benefits and collaborative nature of your design process, clients view your packages as an exciting opportunity to elevate their brand and achieve their business goals. It’s not about a simple cost comparison based on the quantity of deliverables; it’s about the long-term impact your services can have on their brand’s growth and market positioning.

The better you can get potential clients to understand the strategic value of your work and its potential impact on their bottom line, they become more willing to invest in their brand’s future success.

Which in turn, will allow you to increase the price of your packages and make sure they are making a profit. To learn more about how to price your packages for profit, continue reading here

Now let’s dive into what you can do in the desire phase.

How to qualify a lead when they book a consultation call

You’ve already aligned your brand positioning, messaging, design packages, and pricing strategies with your ideal clients. They’ve progressed through the attention and interest phases, showing genuine interest in what you offer.

Now, it’s about gathering crucial information before your consultation call to assess if they truly align with your ideal client profile.

However, there is a fine balance between wanting to qualify potential clients and asking so many questions that it feels too much effort to contact you. So, before changing your contact or consultation form, think about what is essential to know about this potential client.

What is essential will depend on your business, but in general, you can think about the following:

1. Which specific service are they interested in? This helps you determine if you have availability to take on their project and cater to their needs effectively.
2. What type of business do they have? Understanding their niche or industry is crucial, especially if you specialise in certain areas. It helps ensure a strong alignment between your expertise and their business.
3. What is their budget range? Knowing their budget upfront is important, especially if you display as-of pricing on your website. It allows you to assess if their budget aligns with the scope and scale of the work involved.
4. How long have they been in business? This question helps you gauge their experience level and whether you prefer to work with established business owners or those just starting.

It’s important to note that these questions are aimed at pre-qualifying leads before the call, not necessarily determining whether you want to work with them. You must ask other questions during your call to qualify them fully. You can refer to this article for guidance on the questions to ask during a consultation call.

Do you see how this again leads back to three stages in pinpointing and reaching your ideal clients?

When decisions are made in business, they are made in a vacuum, but everything is connected!

But how can you determine if a client fits your ideal client vision when you have not decided on a niche and determined where your ideal customer should be in their business journey to have the means to pay for them?

Make sure your processes fit with your positioning and messaging

As a designer, you understand the importance of a clear website headline that leaves no room for confusion about your services and target audience. After all, clarity is crucial; a visitor’s decision can be made before they even scroll down.

The same principle applies to ensuring your positioning and messaging align seamlessly with your client processes.

Imagine telling your clients you’re committed to walking alongside them throughout the website-building journey, offering guidance and support at every step. It builds trust and sets expectations.

However, if your calls last only 15 minutes, focusing solely on a quick fit assessment, this misalignment impacts trust.

Actions, as they say, speak louder than words. Potential clients may hesitate to reach out when your actions don’t align with your words. Consistency between your messaging and processes is the foundation of a strong reputation.

When you say you’ll guide your clients, make sure your processes are designed to do just that. Instead of brief consultations, opt for 45- or 60-minute calls that genuinely understand the client’s vision and preferences, reinforcing your commitment to their success.

Make sure your processes fit with your need for clients

Many designers often wonder about the best approach when it comes to qualifying clients. They might have seen industry figures using various methods, such as application forms, not displaying pricing, or utilising service guide sign-up forms.

There isn’t a one-size-fits-all solution for client qualification. Different strategies can be effective, but what matters most is aligning your approach with your current business stage:

• Needing every piece of business: If you need every opportunity that comes your way, make it super easy for potential clients to contact you. Display as of pricing and keep the contact process straightforward and accessible, ensuring they can reach out without any barriers.
• Inquiries on the rise: If inquiries start pouring in, you can add more qualifying questions to your contact form or consultation call scheduler. This additional screening layer helps you identify the most promising prospects and saves you time in the long run.
• Booking up fast: When your schedule is often fully booked, it’s time to level up your game. Consider replacing your generic contact form with an application form. This form allows potential clients to provide more detailed information about their project, giving you a clearer picture of their needs and allowing you to assess compatibility before even engaging in a consultation call.

Your client qualification approach should evolve alongside your business. As you get to know your client better, you can fine-tune your brand positioning, messaging, design packages, pricing strategies, and processes to align with your ideal clients.

It’s essential to recognise that when the flow of clients doesn’t match your expectations, your immediate response shouldn’t always be to pour more time into marketing efforts.

Instead, dedicating time to strengthen your business foundation and refine your brand strategy can be more effective and sustainable. Your business and brand strategy informs your marketing, and by nurturing this solid base, you set the stage for attracting the right clients and building a business that stands the test of time.

Take the time to assess and align your positioning, messaging, and processes, ensuring they resonate with your ideal clients. This strategic approach can lead to a business that brings financial stability and feels sustainable.

With a well-structured business at its core, your marketing efforts will find a more receptive audience, ultimately helping you confidently achieve your business goals.

So, even though you help your clients with their brand strategy, don’t forget to be critical of your brand and make sure it resonates with your target market.