How to get clients as a creative start-up

Starting a creative business can be exciting, especially if you love your work.

However, it often comes with challenges.

Whether you offer design, photography, video, fashion, or marketing, standing out in a crowded market and finding steady work isn’t easy – especially when you’re new and building your reputation.

Building a strong client base is crucial for long-term success for most creative businesses.

Loyal and satisfied clients can lead to repeat work, referrals, and new opportunities, helping you grow and stand out from competitors.

But how do you find potential new clients, and how could you win them?

Download our essential guide to marketing.

Know your ideal client

Start by deciding exactly who you want to work with.

Without a clear target, marketing your business or choosing the right services to offer can be challenging.

Consider whether you want to attract large companies, small businesses, or individuals.

Each type of client may have different expectations and budgets.

It could be easier to connect with potential clients if you have researched and thoroughly understood their needs.

You may find it valuable to consider what challenges your ideal clients are facing or what kind of creative support they seek.

For instance, larger companies might search for fresh ideas, while smaller businesses might need affordable, practical services.

It may also be worth considering where these clients usually look for creative help.

Clients may use online platforms, industry events, or rely on personal recommendations to find creative services.

Knowing your ideal client helps you attract the right projects and build better relationships.

Discover how to successfully bring on a new client.

Position your brand effectively

How you position your creative business can make a big difference in attracting the right clients.

Think about what makes your brand unique, such as your approach, style, or company values.

Make sure this message comes through in your branding and visuals.

A clear and consistent brand position could help potential clients understand exactly what your business offers and whether it fits their needs well.

Sharing your story and the benefits of working with your start-up could make your brand more memorable.

Learn more with our step-by-step guide to creating a brand.

Update your LinkedIn profile

LinkedIn can be a powerful platform for building business connections.

Some creatives might keep their personal profiles up to date to highlight their skills and experience, but you could also start a LinkedIn page for your business.

Use it to highlight any exciting projects, your areas of expertise, and any awards or testimonials your start-up has received.

Sharing posts or articles on topics relevant to your industry might also help demonstrate your knowledge and enthusiasm.

Connecting with other professionals and engaging with their posts and content could increase your start-up’s visibility on the platform, potentially opening up opportunities for collaboration or new business.

Download our social media toolkit.

Create a professional business website

A business website can serve as a shop window for your creative start-up, allowing potential clients to browse before contacting you.

A clean, easy-to-navigate site builds trust and makes it simple for people to understand what you do.

It could also include information about your services, pricing, background, examples of previous work, and clear contact details to encourage potential clients to contact you.

Consider using high-quality images and detailed descriptions to show your work at its best.

Including pricing information on your website may help pre-qualify potential clients and save time dealing with unsuitable enquiries.

You could also consider showing starting prices or price ranges rather than fixed prices, as creative projects often vary in scope.

However, some creative start-ups may prefer to discuss pricing after learning the client’s needs, as this allows for a more tailored proposal.

Learn more about how to set up a website.

Optimise your website for Google

Help make it easy for clients to find you on Google.

If someone searches “professional graphic designer in Manchester” or “restaurant branding expert,” you want your site to appear high in the results.

Optimising your site for search engines like Google might include using relevant keywords in your page titles and content.

You may also wish to check that your site loads quickly and that your content is well-written and accessible.

Consider common questions from potential clients and think about creating helpful content that answers them.

Adding your location to key pages may also help local businesses find you.

Setting up Google Analytics and Search Console could help you track which keywords bring visitors to your site.

Discover six ways to boost your website’s SEO.

Choose and use case studies

Case studies can show potential clients how you helped existing clients solve problems or reach goals.

You may wish to select a few of your best projects and present them clearly and attractively – this could be a short video, a slide deck, or strong visuals.

Using simple storytelling in your case studies could help to engage potential clients and make your expertise more memorable.

Start with the client and project background, then explain the challenge.

You could describe the creative process used to deliver the project and reveal the successful outcome.

Case studies could help potential clients imagine what it would be like to work with you, and could answer common questions about your skills.

Once you’ve created compelling case studies, you might share them across various platforms to reach a wider audience.

Consider featuring detailed versions on your website or for presentations, as well as shorter summaries on social media platforms such as LinkedIn and Instagram.

Read our Instagram marketing tips.

Encourage referrals

Referrals from satisfied clients can be one of the best ways to win new work.

As part of your marketing efforts, you might ask past or existing clients to recommend you to their friends, family, or business contacts.

Make it easy with a simple referral program.

This could include emails thanking them for their business and offering incentives for successful referrals, or simple cards to share.

You could create a structured system that tracks referrals and rewards both the referrer and the new client.

You can also build relationships with other business owners who could refer clients to you when they are unable to take on work themselves.

Learn how to get customer testimonials for your start-up.

Join communities and organisations

Joining professional groups and industry communities can help you meet new clients and collaborators.

These groups often run networking events, online forums, and workshops, and they can keep you up-to-date with trends and best practices.

Some organisations also provide directories or member listings, which you could potentially join to boost your visibility.

Volunteering, speaking at events, or contributing to group projects are other ways your start-up might build connections and demonstrate your expertise.

Consider offering talks on topics related to your business, such as design trends, creative processes, or industry insights, to position you as a thought leader and attract potential clients who value expertise.

Organisations such as the Federation for Small Businesses (FSB), Creative UK, and Creative United offer business resources and networking opportunities.

Create valuable content

Sharing helpful or inspiring content online could be another way of attracting attention for your start-up.

This could include blog posts, videos, guides, or social media updates that showcase your skills and offer creative insights.

The content could answer common questions, share industry news, highlight recent work or provide inspiration for potential clients.

Creating resources such as webinars or video tutorials could also help keep your website active and demonstrate your expertise to potential clients researching creative services online.

Regularly posting valuable content could help build an audience, establish credibility, and encourage engagement.

Build strategic partnerships

Collaborating with other businesses that offer complementary services could be another way to reach new clients.

For example, a graphic design studio might partner with a web development company, or a video production team might work with a marketing agency. Both offer something the other may need for their clients, which they can provide alongside their core services.

Partnerships allow two or more businesses to refer clients to each other, share resources, or even collaborate on larger projects.

They could also help you offer a broader range of services and attract clients looking for someone who can provide a one-stop solution.

Discover 10 ways collaboration can help grow your business.

Make your pitches compelling

How you present your ideas when pitching for work can determine whether a client chooses you.

Tailoring your approach to each client and showing that you understand their needs and goals could make them more likely to choose your business.

Remember to include examples of previous work to highlight how your creative skills can solve the client’s problems or add value to their projects.

Keeping your pitches clear, concise, and enthusiastic may help you stand out.

Even if not every pitch leads to a job, the process might offer valuable experience.

You could ask for feedback to improve your pitch for future opportunities.

Learn 10 ways to create a winning start-up pitch.

Building a strong client base can take time, but there are many strategies you could explore for your creative start-up.

Consider trying several ideas until you know what works best for your business.

You can also boost your skills with online courses from platforms like Coursera and Skillshare, or our free Learn with Start Up Loans courses, which are offered in partnership with The Open University.

If you’re looking for funding to help with marketing, you might consider a Start Up Loan – the government-backed personal loan for those starting or growing a business in the UK.

Find out more about Start Up Loans.