The Two Easiest Steps to Growing a Successful Graphic Design Business

• I promise this isn’t another blog about how to make six figures in six months.

1. It’s not a scammy plot to get you to invest in my course or sign up for my email list. Nor am I about to dish some super bizarre proprietary method with steps that seem unattainable for the average small-town solo designer.

It’s simpler than that.

• These two steps are actually incredibly within reach for every graphic designer, no matter who you are, where you are, or what level you’re at. These two steps are at the core of running a thriving freelance business with happy clients and work that makes you feel fulfilled.

And they are:

1. Do quality work.
2. Be kind to people.

• Seriously, that’s it! Nothing fancy, nothing fluffy, nothing that you have to spend countless hours trying to figure out. By doing these two simple things, you’ll start to pave the way for a self-employed design career that pays off.

1. Yes, there are other steps along the way; yes, there are loads of practices and processes to figure out; but these are the foundational building blocks. These two things must be present alongside everything else that you do.

1. On doing quality work:

• Hopefully this doesn’t come as a surprise, but to build and grow a successful business in any industry, you have to be good at what you do. Graphic design takes skill, experience, education, passion, creativity, and attention to detail. Despite the plethora of DIY design options out there, “anyone” cannot be a graphic designer.

1. Quality is one aspect that separates an expert from a novice. Yes, there will always be clients that opt for the cheaper, easier solution, but there will also always be clients that value quality and expertise, and that is what allows good designers to price their work based on their value and thus sustain their businesses.

• Sometimes in the wild world of self-employment things like this happen:
• We take on pro bono work for the purpose of building up our portfolio
• We take on work for a much lower rate than we’re worth because we really need the money or experience
• We become frustrated with a client or project halfway through

1. Note that none of these things are an excuse to lower the quality of your work.

• It’s not okay to reason with yourself, “this client isn’t paying me my worth, so they don’t deserve my best effort,” “this client isn’t respecting my expertise, so I’m not going to give this my all,” or other similar thought patterns. It can be tempting, especially if you’re feeling at the end of your rope with a project.

1. But remember, you never know what consequences will result from what you deliver to clients. You never know who knows who or where your name will be shared. And when your name is shared, you want it to be because you did a great job and made the client happy, even in less-than-ideal circumstances, not because you slacked off and didn’t give the client what they expected.

On being kind to people:

• There is a bizarre and unfortunate mindset among some designers in our industry that clients are “stupid” and designers are always right. Okay, yes, frankly some clients are a pain, and oftentimes us designers are right. But most of the time, clients simply don’t know the norm because they’re not designers.

1. For many clients, especially those that are small businesses, design is a new frontier. They may have never gone through the process before, and they’re not familiar with the industry standards. They don’t have a design background, so how would they know what the norms are? If my doctor made me feel stupid every time I asked a question or presented an unrealistic expectation, I’d find a new doctor, and I’d steer everyone I knew away from them, too. It’s on us as experts in our industry to educate clients and help them understand our practices through a place of kindness.

Often we feel peeved when:

• Clients balk at our prices and want cheap work
• Clients nitpick designs and ask for revisions we don’t feel are practical
• Clients reach out about last-minute projects or want work done on impossible timelines
• Clients favor gig sites like Fiverr, Upwork, or 99designs, or opt to work with “creative friends and family members” instead of professional designers

1. First, I want to validate the feelings of frustration that come up around situations like these. The fact is that design services are often not viewed the same way as other professional services. You wouldn’t expect cheap work or DIY solutions from your lawyer or doctor. You wouldn’t go to a restaurant, order ten dishes, then choose to pay for only the one you like best. It’s disheartening when our hard work and expertise are not respected.

• Next, instead of getting angry or responding bitterly in situations like these, consider the fact that the clients simply don’t know what’s right. When difficult situations arise, take the angle of education; take a moment to empathize with the client, then explain why your policies are the way they are.

1. For example, several months ago a potential client was referred to me who was looking for a logo design. Like probably most of you, I don’t offer just “logo design;” I offer comprehensive branding. To most small businesses, though, “branding” isn’t a familiar term, so I often spend time explaining what it is and why it’s important. So, in this situation, I shared some information and my packages (which include my pricing) with the potential client, with an invitation to set up a consultation call if they were interested in talking more about it.

• The client responded that they wanted to focus on only the logo and no additional branding assets because they were just starting out. We all know that even with just starting out, thinking big picture is important for brand longevity, so I replied with a bit of information about why I structure my services the way I do, referred them to a good designer that charges a lower rate, and wished them luck with their business.

1. In this situation, I could have easily not responded, or responded in a short and bitter manner. But like I said above, you never know who knows who. This client didn’t end up working with me, but who knows if they have colleagues who are a better fit that they may send my way. Who knows if, when their business grows, they may decide they’re ready for a more involved investment and reach out again. And maybe not, but the possibility of a positive project and relationship later is greater than the certain nothingness that comes from not responding with kindness.

Thanks for reading!

• This blog shares my completely transparent thoughts and experiences, what has and hasn’t worked for me to grow my business and feel fulfilled as a self-employed graphic designer.

1. But not everything works for everyone! There are a lot of opinions out there on how to grow a design business, and mine is just another one. I encourage you to find what works for you, to explore other opinions and viewpoints, to ask questions and try different things out for yourself.

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