How to Book Design Clients
There’s a lot that can be said about how to generate leads for your design business, but I believe that you can make the biggest impact during your interaction with potential clients once they’re already interested in your services.
It’s something that can easily get overlooked, especially when we’re so focused on marketing our business and trying to get new leads in the door!
But what if we focused on the inquiries that are already landing in your inbox? What if we took a close look at how you’re responding and the process you bring your leads through to book with you? This is an opportunity to make an impression, position yourself as an expert and start building trust right out of the gate with someone who has already taken the step of reaching out to you. Being thoughtful and intentional can go a long way.
In this post, I’m giving you a behind-the-scenes look at my client inquiry process that has helped me remain booked out with my branding services year after year.
This 3-step process instills confidence, helps me vet clients in the process and turns leads into booked clients and I’m so excited to share it with you and help you elevate this process within your own design business!
Step 1: Project Inquiry
The most important question I always consider is whether or not the potential client is going to be a good fit.
The last thing we want is to commit to a lengthy project with someone whose vision, design needs or personality doesn't align with what we bring to the table.
This question gets answered in the inquiry phase. Before I even get on a call with a potential client, the goal is for them to already have browsed my portfolio and reviewed my Work Together page, which outlines my process and the starting investment. Then they’ll complete my inquiry form (you can check it out on my Contact Page) to learn more.
I strategically place these pages on my site and make them easily accessible to help ensure their vision aligns with my design style, they understand my offers and the investment, and that I understand where they are with their brand foundation and what their needs may be.
Love sales calls? That can absolutely be the first step in your process! Personally, I have limited availability for calls (#mamapreneur life!), so I like to make sure I'm only getting on calls with people who are serious about working together.
If it seems like it could be a good fit after reading through their inquiry form, I follow up with a personal and friendly reply that gives them some basic additional info about what I do and my process, sets the tone for what it’s like working with me, confirms they have reviewed my Services Guide and know the investment, and lets them know about the timing of my next available branding slots. If they're feeling ready to take next steps, I invite them to book a call!
Step 2: Discovery Call
My discovery calls are pretty free-flowing conversations where the client and I can get to know each other, and we can determine if we're a good fit to work together.
To help with this, I like to cover a few talking points, such as:
Client’s background, big picture business goals, and vision for their new brand
Any other needs besides branding (marketing collateral, website, photography, etc.), so I can let them know what I can help them with and send them referrals for other needs
Project timeline and launch date
An overview of my process and what to expect working with me
Next steps if they want to move forward
As the first “live” interaction I’m having with a potential client, the discovery call provides a great opportunity to really build trust and make your lead feel like they are going to be taken care of throughout their time working with you.
It can also be a safeguard for circumstances where the potential client isn’t actually ready to brand their business quite yet, and may need to be directed to a brand strategist or copywriter to get more clarity before jumping into a branding project.
At the end of the call, I ask how the potential client is feeling — if we’d both like to move on to next steps (the proposal!) or need some more time to think on it. Because they’ve already reviewed my pricing, I try to avoid putting together a proposal unless they really seem ready to move forward!
Step 3: Project Proposal
If we’re both feeling like it’s a good fit and we decide to take next steps, I follow up with a proposal that outlines everything the potential client needs to know to make a confident and informed decision about their branding investment. This is a great place to put everything you discussed during the discovery call in writing, as well as set additional specific expectations (and boundaries) for your time together!
Psst: having one packaged offering helps me template this process, to save time on putting together proposals! Learn more ways I simplify my business.
First, I provide an overview of my Signature Branding Experience, my process from booking through delivery of final files.
I also outline in detail exactly what the package includes (logo, logo variation, patterns, marketing pieces, etc.) so there are no surprises or misunderstandings down the road.
Following the package details is the project timeline. This gives clients an idea of when deliverables will be completed, as well as content or information needed from them at various stages of the project.
The final sections of the proposal include some important remaining details to outline:
Revisions policy - really important for us designers, so we don't end up in a cycle of endless revisions
Communication methods - so you can set expectations for when and how you'll be available and how you'll communicate during the project
Payment schedule - make it crystal clear to the client when project payments are due, so there aren't surprises
If the client agrees to the proposal, they then proceed to immediately sign their contract and pay their deposit within the same web page. This helps avoid the client jumping around and having to keep track of different PDFs and links - it’s all delivered via one URL and makes it super easy to sign off and pay right away! I currently use Willowspace* for this process.
Taking the time to create a thorough, intentional and smooth process for your leads will go a long way in turning them into booked clients.
By crafting an experience that makes your potential clients feel heard and taken care of, you’ll build their trust in your ability to understand and meet their design needs.
This will result in good-fit clients that can’t sign their proposal fast enough and are truly excited to work with you!
* NOTE: I am an affiliate for Willowspace. Thank you for your support of my design studio!
Hey designers!
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