How to Determine a Web Design Client Is the Right Fit
One of the most important things you can do for your web design business is find the right clients. That doesn’t always mean saying “yes” to the highest bidder. While everyone wants clients who pay well, it’s just as important to find clients you enjoy working with. Great client relationships are built on clear communication, shared expectations, and mutually respected boundaries. When those things are missing, it’s hard to enjoy your work—no matter how much you’re getting paid.
The first step in finding the right web design clients is understanding your goals. What do you want to work on, how do you like to collaborate, and what does an ideal client relationship look like? Once you know what you’re looking for, you can ask targeted questions—and say “no” when a client’s expectations don’t align with yours.
This process can help you identify green flags—signs a web design client is right for you. It can also help you spot red flags early on, so you can avoid unproductive client relationships before they really begin.
Analyze the client’s initial inquiry
When a potential client first reaches out, you get an opportunity to assess whether you’ll work well together. Look over their web design inquiry, and do some research on their business. Take note of their background, their goals, and why they picked you for the project.
Then, reach out to schedule a web design consultation. This is the first task you’ll collaborate on as partners, so this process may be more revealing than the inquiry itself.
Communicate thoughtfully, and observe the client’s communication style. When do they respond to emails? How clear is their feedback? Do they respect stated boundaries? Note how clear, engaged, and responsive they are—and consider whether their communication preferences align with yours.
As you get to know the client, ask big-picture questions about their project goals and past collaborative experiences:
What is the primary goal of your website?
What specific features or functionalities do you envision?
Have you worked with a web designer or developer before?
What were the positive and negative aspects of previous collaborators?
Clarify project requirements
During your web design consultation, talk through the project in-depth. Your goal is to assess whether you’re the right fit for the project—and whether it’s the right fit for your web design business.
Clarify the client’s expectations. Define the project’s scope, goals, and requirements. Then, map out potential deliverables, deadlines, and budgets—and be realistic. If you push back against wishful thinking, how does the client respond?
Even if a client is the right fit, the project may not be. If you don’t have the passion or expertise to masterfully execute the work, politely turn down the opportunity. You can even refer a peer (like a fellow Circle member or Marketplace Expert) who is a better fit for the work. Mention that you’d like to be considered for future web design projects, and clarify what work you’re best suited to take on.
To get on the same page about logistics, ask the client about their project timeline, anticipated budget, and any assets they’ll provide:
What is your preferred timeline for project completion?
Are there any crucial milestones or deadlines I should be aware of?
What is your budget range for this project?
Are there any specific budget considerations or constraints?
Do you have content prepared, or will content creation be part of the project?
Can you provide branding guidelines or assets for the website?
Evaluate the client’s vision
It’s not enough to be aligned on the nitty-gritty. During your web design consultation—and your subsequent project proposal—work to develop a shared creative vision with your client. Are you on the same page about what design, collaboration, and partnership should look like?
Share your design philosophy with the client, and highlight the projects you’re most proud of. Then, ask them to share web design examples they like. Define a working visual language for the project: what fonts, colors, layouts, and imagery will you use? While this can evolve, you want a starting point you’re both satisfied with.
If your client asks for something that isn’t user-friendly, accessible, or responsive, push back—and explain why. They’ll likely appreciate your expertise. If after lots of back-and-forth you can’t agree on a vision, you may not be creatively compatible. Consider gracefully turning down the project.
To build a shared creative vision, ask the client about the their desired target audience and design preferences:
Who is your target audience?
What kind of user experience do you want them to have?
Are there specific design styles or websites you admire?
How would you describe the desired look and feel of your site?
Compare communication styles
Good communication is vital in any client relationship. Before saying “yes” to a client, clarify communication preferences, boundaries, and decision-making processes. And walk through what will happen once you turn in the project.
Ask the client how they like to communicate. Do they prefer emails, calls, or in-person meetings? What hours are off-limits for work-related chats? Clearly state your boundaries, and respect theirs. Set a schedule for regular project updates to keep communication consistent but not intrusive.
Establish a system for getting feedback and approval, and clarify who gets the final say on project-based decisions. Detail your offboarding process in writing, so the client knows what to expect. Reiterate your project guidelines early and often—and consider walking away from clients who continually overstep them.
Set yourself up for success by asking questions about communication, feedback and approval, and decision-making:
How do you prefer to communicate during the project?
What is your availability for meetings and updates?
How do you prefer to provide feedback?
Are you open to iterative design changes during the project?
Who will be the primary point of contact for decision-making?
How are decisions typically made within your business?
Listen carefully
At every stage of the process, listen to the client carefully. You want to feel confident the client is right for you, but you also want to ensure you’re a good fit for them.
During client conversations, be fully present—and ask follow-up questions as needed. Verify the client’s project goals make sense, based on their timeline, budget, and resources. Additionally, anticipate their long-term needs by asking questions about website maintenance, updates, and scalability.
Clarify what kind of attention and expertise the client needs, and be honest about whether you’re the right person to offer it. If you’re not, recommend someone who is, and reiterate where you can most effectively add value.
As you learn more, ask the client about their long-term project goals to confirm you can build what they need:
How do you envision handling ongoing maintenance and updates?
Will you or your team be responsible for content updates?
Do you foresee any future expansion or scalability requirements for the website?
How adaptable should the website be to accommodate future changes?
Watch for potential red flags
As you get to know new clients, keep an eye out for red flags—and don’t ignore them when you see them. If a client is prone to unrealistic expectations, last-minute requests, overstepped boundaries, or poor communication, they may not be worth the time and effort. In fact, 57% of Circle members have fired a client or refused to work with a client, according to Squarespace Circle: State of the Web Design Industry.
Saying “no” can be hard—especially when you’re starting a web design business. You need clients to build your portfolio and scale your enterprise. Instead of tolerating bad client behavior, get creative when finding new clients. Pitch Etsy sellers, host networking events, offer Acuity Scheduling to small businesses, or help content creators launch online courses.
With a clear web design niche, cleverly packaged services, and competitive prices, you can land web design clients without lowering your standards.
Ask clear, targeted questions
To recap, ask web design clients the following questions to determine whether they’re a good fit for you and your business.
Clarify their project goals:
What is the primary goal of your website?
What specific features or functionalities do you envision?
Learn about their past collaborative experiences:
Have you worked with a web designer or developer before?
What were the positive and negative aspects of previous collaborators?
Establish a project timeline:
What is your preferred timeline for project completion?
Are there any crucial milestones or deadlines I should be aware of?
Set a realistic budget:
What is your budget range for this project?
Are there any specific budget considerations or constraints?
Understand what assets and resources they’ll provide:
Do you have content prepared, or will content creation be part of the project?
Can you provide branding guidelines or assets for the website?
Define their target audience:
Who is your target audience?
What kind of user experience do you want them to have?
Evaluate their creative vision and design preferences:
Are there specific design styles or websites you admire?
How would you describe the desired look and feel of your site?
Spell out boundaries and communication preferences:
How do you prefer to communicate during the project?
What is your availability for meetings and updates?
Create clear feedback and approval processes:
How do you prefer to provide feedback?
Are you open to iterative design changes during the project?
Designate decision-makers:
Who will be the primary point of contact for decision-making?
How are decisions typically made within your business?
Determine how to handle project maintenance and updates:
How do you envision handling ongoing maintenance and updates?
Will you or your team be responsible for content updates?
Anticipate the project’s scalability needs:
Do you foresee any future expansion or scalability requirements for the website?
How adaptable should the website be to accommodate future changes?
Being selective about the clients and projects you say “yes” to can help you build your web design business more sustainably. You can spend less time agonizing over conflicting feedback and confusing requests—and more time collaborating with great partners, building engaging projects, and focusing on the parts of your job where you truly add value.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.
