Client relationships should be effortless, but they usually aren’t. That’s why the real challenge many organizations are facing isn’t the work itself — it’s how to stay in sync with clients.
However, it’s important to realize that most communication issues don’t come from bad intentions but from mismatched expectations and unclear instructions. With only a few small tweaks, you can improve client comms to keep projects on track without losing your sanity (or any clients).
This guide cuts through the fluff and gives you seven easy-to-implement fixes that will make your client interactions a lot better.
Let’s take a closer look!
1. Prevent the expectation-execution gap at the start
The expectation-execution gap is that frustrating space between what the client thought they asked for and what you thought they meant. This happens because people interpret things differently.
For example, if clients say they want a simple and modern website, you probably have clean typography and white space in your mind. In theirs? It may as well be a neon-colored homepage with dozens of animations and a parallax effect that makes users seasick.
So, how can you fix this expectation-execution gap?
For one, never assume the client’s words mean what you think they do. Instead of just nodding along, ask for reference materials. If they mention a website, have them pick a few they like. If it’s a marketing campaign, ask them to show you an ad they admire — giving examples forces clarity.
Secondly, you should document (almost) everything. A simple project summary email with bullet points after your kickoff call can prevent 90% of future misalignment.
| Fun fact: When miscommunication costs millionsMisalignment happens even on a massive scale. A classic example is the NASA vs. Lockheed Martin metric mishap. In 1999, NASA’s $125 million Mars Climate Orbiter was lost because one team used metric units while the other used imperial. While your projects may not involve multi-million dollar probes, the takeaway is clear: assumptions are expensive. |
2. Clients won’t read novels — cut a long story short
If your emails look more like essays, don’t be surprised when clients don’t read them. They’re scanning for keywords at best and skipping straight to the bottom at worst.
For example, let’s say you send a detailed email outlining three project options with pros, cons, and strategic reasoning. The client replies with something like: “Sounds good! What are the next steps?”, completely ignoring half of what you wrote.
This is frustrating, but it’s also preventable.
| Note: Reports show that nearly 25% of all emails get skimmed—with an engagement of 2 to 8 seconds—while 15% get less than 2 seconds of the recipients’ attention. |
How do you keep your messages short without losing important details?
Firstly, start with a TL;DR (Too Long; Didn’t Read) summary. Put 2 to 3 key bullet points at the top of emails so clients see the most important info first. If they want details, they’ll scroll down. Secondly, always format for readability. That means bolding key points, using bullet lists, and avoiding long paragraphs since no one wants to dig through a wall of text.
3. Put client comms on autopilot without losing the personal touch
Sometimes, it’s not you actively following up that keeps projects on track — it’s your systems running in the background that improve client comms. If your clients are too busy or forgetful to respond, let automation do the heavy lifting, instead of manually chasing them down.
Content Snare is a game-changer in this area because it successfully collects client information and documents without constant email ping-pong. Our platform automates the data-gathering process, making sure that your clients provide what you need on time.
Here’s how:
- Structured requests: It lets you create a custom form with clear instructions about what you need, leaving no room for misunderstandings.
- Automated but personal reminders: Content Snare gently nudges clients based on your predefined schedule, while you also get to personalize each email reminder to keep the human touch.
- No more “lost in inbox” excuses: Everything is centralized in one place, so clients don’t have to dig through emails to find what they need to submit.
Simply put, Content Snare helps you become more efficient while reducing your workload. It allows you to complete project fasters and keep clients satisfied, which in turn leads to better relationships and communication.
Sounds good?
Sign up for a 14-day Content Snare trial to show clients they can count on you!
4. Guide clients to get specific feedback
If you’ve ever sent a deliverable expecting actionable feedback, but got back something like: “It’s not quite what I imagined,” you know the pain of vague client responses.
What do such answers even mean? You could end up playing guessing games for days instead of making real progress. This kind of ambiguity slows down projects and creates tension in communication.
What’s the easiest and quickest way out of this mess? For one, it’s best to ask direct and structured questions. Here’s a nice example of what to do (and what to avoid):
- Don’t: What do you think about this listing?
- Do: Does this listing highlight the key selling points you want, or should we emphasize specific features like the kitchen or outdoor space?
Another option is to offer choices instead of open-ended requests. That’s because clients often struggle to articulate what they want, so make it easier by providing options like this:
- Do you prefer Option A or Option B?
In a nutshell, the purpose of this method is not to ask for feedback, but rather to guide it. This makes it possible to save time, reduce revisions, and get responses that actually help move projects forward.
5. Prevent client ghosting and delays in communication
Clients who disappear mid-project can throw everything off track by causing delays and a lot of unnecessary frustration down the road. However, there are ways to prevent this from happening before it even starts.
The first tip is to define clear expectations from the start. Let clients know when you need responses and what happens if they delay. For example, you could say something like this:
- To keep things moving, we’ll need feedback within three business days — otherwise, the timeline may shift.
This puts gentle pressure on them to stay engaged.
Another tip is to use “closing the loop” messages. If a client isn’t responding, instead of endlessly following up, send them something like:
- Option 1: Just checking in — if I don’t hear back by [date], I’ll assume we’re good to proceed as planned.
- Option 2: Let me know by [deadline] if you need any changes, otherwise we’ll move forward with the current version.
These messages create a sense of urgency and shift responsibility to them. Even if they again fail to reply, you’ll know what to do next.
6. Meet clients in person (at least occasionally)
We know that Zoom calls and Slack messages run the world, but face-to-face meetings are still necessary if you want to improve client comms. After all, no amount of digital communication can fully replace the trust and connection built in person.
Meeting in person allows for better relationship-building and faster decision-making. You don’t have to do it too often, but you should consider the following:
- Schedule face-to-face check-ins at key project stages to resolve possible issues
- Use in-person time for strategic discussions and leave routine updates to email
- Make it convenient for clients — if they’re busy, offer to meet at their office, a coffee shop near them, or even at an industry event they’re already attending
Studies show that face-to-face interactions create deeper trust, leading to more long-term client relationships compared to digital communication alone. In fact, 4 out of 5 people say they build stronger connections in person than via email.
Even if most of your communication is online, don’t underestimate the power of a handshake (or at least a real conversation).
7. Saying “No” the right way to avoid client pushback
Every client-facing business has seen one too many clients asking for "just one more small change" or demanding something outside the agreed scope. Saying "yes" to everything isn’t good communication — it’s how you end up overworked and underpaid.
On the other hand, saying "no" outright can feel like you're being difficult.
So, how do you push back without damaging the client relationship?
Our main advice is to use the “Yes, but…” approach. Instead of a hard no, redirect the conversation with certain conditions. For instance, it can be something like this: “I’d love to help, but that falls outside our current agreement. We can discuss an add-on option if you’d like?”
Another solution is to offer alternatives instead of shutting them down. Clients are more receptive when you give them options: “This isn’t included in the scope, but I can recommend someone who specializes in that.”
Finally, you can blame the process, not yourself. Position it as a workflow or policy issue instead of a personal decision: “To keep everything on schedule, we need to stick to the agreed scope. If we adjust, it may affect other deadlines.”
Client comms is a process, so keep refining it
Improving client communication isn’t a one-and-done fix. On the contrary, it’s an ongoing process of tweaking and adapting because clients have different working styles and sometimes you even evolve how you like to communicate. That’s why you should use our suggestions as the basis for small but valuable long-term improvements. So, what’s one thing you can tweak today?
