Managing clients is a rewarding yet challenging aspect of running a digital agency. From onboarding to project delivery, the way you approach new projects can make all the difference to your business.
According to a study by McKinsey, companies that prioritize effective client communication see up to a 25% boost in retention. But how do you actually do that? We hosted Laura Elizabeth, founder of Design Academy, to learn how she manages client relationships.
Let’s take a look at some of her most important conclusions.
| Listen to the full podcast episode: Creating an amazing client experience with Laura Elizabeth |
Client management in an agency setting
Most agency owners think that client management is all about meeting deadlines, but the process involves many other elements. The goal is to create a well-planned experience that improves client relationships.
Planning is particularly important for freelancers and bigger agencies working on multiple projects at once. That way, you can do a lot of work and still end up treating each client like a VIP.
| The importance of agency client managementWithout effective client management, agencies risk stumbling over miscommunication or missed deadlines. In contrast, a well-prepared approach to client management leads to aligned expectations and frictionless project delivery. |
Core steps to effective client management
We all know that client management sometimes feels like playing a never-ending game of “Did you get my email?” or “Where’s that file I asked for two weeks ago?”
But we have good news for you: The right strategy can help you start running a client process that’s smooth, predictable, and dare we say, enjoyable. For most agencies, this means following a five-step process.
1. Nail the onboarding process
The foundation of good client management starts with a rock-solid onboarding process. From the very first interaction, you should make your clients feel welcome and perfectly aware of what comes next.
As Laura Elizabeth puts it:
“I mapped out my entire process down to the smallest detail and thought about how to make it amazing.”
Your upfront effort will lead to a better first impression while reducing headaches that might come later in the process.
2. Set expectations early and clearly
You shouldn’t assume that clients know what’s expected of them. Spell it out.
Whether it’s providing content by a certain date or giving feedback in a specific format, clarity is key. That’s why we encourage you to create a roadmap for the project that clients can reference at any time, so they’re never left wondering what’s about to come.
3. Prioritize regular communication and reporting
Another tip is to proactively update clients so they don’t have to chase you for updates. For instance, a simple weekly email works wonders for most clients. The message should cover the following details:
- What was completed last week
- What’s being worked on this week
- What you need from the client
Without regular communication, you risk misunderstandings all the way through the project completion. Laura Elizabeth’s philosophy sums it up nicely:
“My theory is this: If a client asks me for an update, I have failed.”
4. Templates are your friends
Reinventing the wheel for every client isn’t necessary — it’s counterproductive. Our suggestion is to create reusable email templates that still feel personal while using a client portal to centralize files and feedback.
That way, you’ll save yourself a lot of time and make sure that nothing slips through the cracks.
5. Remember to keep things human
While automation and templates are lifesavers, don’t forget the personal touch. Whether it’s a quick thank-you email or a handwritten note at the end of a project, small gestures go a long way in building trust and rapport.
According to Laura, this isn’t as difficult as it sounds:
“You can pretty much set up the perfect email and it gives you the inputs to put something super personal in there. So they have no idea that this is a templated email, which is really cool.”
Best tools to optimize your client management
If you want to organize all those random files named something like “final-final-v3”, you’ll probably have to use a few client management tools. Of course, no tool will do everything on your behalf, but the right ones will make your life significantly easier.
Here’s a roundup of the best platforms to help you manage clients like a pro.
1. Content Snare for streamlining content collection
If you’ve ever spent weeks chasing a client for content, only to receive 10GB of outdated PDFs, you’re going to love Content Snare. This tool makes content collection straightforward and (miraculously) on time thanks to guided forms and built-in reminders.
The best part is that clients don’t just send you content — they send it in the format you need:
Content Snare makes endless email threads a thing of the past by collecting content from your clients in the right format the first time and does all the chasing for you.
This is how Laura Elizabeth describes it:
“You say to a client: Hey, I need content for the website. Most of the time, you’re not going to get anything back. That’s why Content Snare works so well — it guides clients through the process step by step.”
If you want to drastically improve your content collection process, sign up for a free 14-day Content Snare trial.
2. Client Portal for centralizing project Information
Developed by Laura Elizabeth herself, Client Portal is a lightweight tool that gives your clients a branded dashboard to track deliverables and progress. It’s perfect for agencies who want a polished, professional way to manage client-facing materials.
Here’s what Laura has to say about it:
“I created Client Portal because I wanted my clients to have the experience of working with an agency but with the personal touch of a freelancer. It’s simple, effective, and clients love it.”
3. TextExpander for writing automation
TextExpander is a time-saving tool that allows you to create reusable snippets for emails, proposals, or any other repetitive writing task. It’s a good solution for agencies and freelancers looking to maintain a polished and consistent communication style while cutting down on the time spent typing the same things over and over again.
Here’s what Laura Elizabeth has to say about using this platform:
“You just sort of write email templates in there. But you can put little kind of input boxes where you want to insert something that's unique to the person.”
Agencies that end up combining these tools can quickly create a streamlined system to minimize manual tasks and keep clients in the loop.
Bringing it all together: Smarter client management starts here
At the end of the day, client management isn’t just about getting the work done — it’s about creating a positive experience that clients rave about. And when your clients are happy, they’re more likely to stick around and refer you to others.
Laura Elizabeth explains what makes this so important for an agency:
“Referrals are a really big part of my business. I found that giving my clients a really good experience made me more referable, so I wanted them to be super happy with the project.”
