The Ultimate Guide to Finding Clients

The truths you don't want to hear (but need to)

Hi! I'm Tracy from The Femme Foundry. Your weekly dose of real talk about creative life. Design insights, honest stories, and practical advice that actually helps - in a space where you can drop the act and just be yourself.

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Let me be clear upfront: this is what works for MY business. I'm a brand strategist and designer with my own creative studio. I work mainly with female coaches, authors, and speakers on personal branding. This isn't a one-size-fits-all approach. This is just my journey so far.

That said, this guide can be useful for any business owner. Many of these tips are universal - they're not just for designers.

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A Hard Truth First

There will be things in this guide that many of you don't want to hear. I see people complaining constantly that they can't find clients, but they're also not ready to do the actual work required to get them.

Many of you are watching all the masterclasses, reading all the advice, consuming every piece of content about finding clients. But you're not actually implementing anything. Nothing will change if you don't change.

It's time to really evaluate: Are you ready to put yourself out there? Are you willing to have uncomfortable conversations? Will you invest time in building relationships instead of just posting your work and hoping?

If you're looking for a magic formula that doesn't require effort, this isn't it.

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The Truth About Portfolios (They're Essential, But Not Enough)

Your portfolio won't magically get you clients. I see two problems happening:

Problem 1: Great Work, Zero Visibility: You can have the most stunning portfolio in the world, but if no one sees it, you won't get clients. I know incredibly talented designers who are struggling because they think posting their work and waiting is enough. It's not.

Problem 2: Mediocre Work, Big Expectations: Here's the hardest truth many creatives don't want to hear: your work might not be as good as you think it is.

People overestimate their skills because they can use the tools. They think having a degree automatically makes them hire-ready. When someone gives them feedback, they get defensive. They blame the market, the clients, the economy - anything except their own work.

This mindset kills growth. Everyone thinks they're a designer now because they can use Canva and AI. But that doesn't make you ready for premium clients. Just because you can draw doesn’t mean you can design. These are completely different skills.

Most people skip the fundamentals - typography, colour theory, layout principles. They don't seek feedback or look at their work critically because it might challenge their self-image.

If your work isn't landing clients, start here: research your competitors. See how they present things. Get honest feedback from other creatives and actually listen to it. Even now, I'm constantly working on mine, always looking for ways to improve. I know I still have so much to learn.

A great portfolio gets you in the door. But visibility gets people to that door in the first place. And if your work isn't up to scratch, all the visibility in the world won't help you.

The Ultimate Portfolio Guide

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Strategy First (Or You're Just Throwing Shit at a Wall)

Before you can become visible, you need to know who you're targeting. This isn't just "female entrepreneurs" - get specific. What stage of business are they in? What problems keep them up at night? What's their budget range?

Do the research. Where do they hang out online? LinkedIn? Instagram? Industry forums? Who are your main competitors? Study their portfolios, see where they show up, analyze how they position themselves. What are they doing better than you? Don't copy them, but learn from their approach. Then think about how you can differentiate yourself from them. How are you going to stand out?

If you go in blind, you're hoping something sticks. A targeted approach always wins.

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Nail Your Niche and Message

Don't just say "branding and web design." Say who it's for and what outcome you help them achieve.

Instead of: "I do branding and web design" Try: "I help female coaches build bold personal brands that get them booked out"

I kept my niche fairly open - I still work with small businesses if the project excites me. But I figured out that I love working with women on personal branding. This lights me up. Now I can be strategic about which networking groups I join, how I structure my portfolio, everything.

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Your Website Matters More Than You Think

From a client's perspective: if I want to hire someone, I immediately check if they have a website. If they don't, I question if they're professional. You don't need an expensive site, but you need something that shows you're legit.

Your website is also the perfect place to showcase your portfolio properly. Emailing people PDF copies just isn't going to cut it anymore. Clients want to see your work presented professionally, with context and case studies that show your thinking process.

This is also where you build trust and credibility. Include testimonials from happy clients, and add any media mentions like podcasts, articles, or features. People need to trust you before they'll hire you.

Be clear about your offer. You want logo clients but don't have a logo yourself? You say you do brand identities but showcase greeting cards and stickers everywhere? This confuses your audience. Make sure all your content and social media aligns with the type of work you want to attract.

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Personal Branding (Stop Trying to Be Someone Else)

Personal branding isn't just your colour palette and font choices. It's who you are at your core and how that translates everywhere. What are your values? What does showing up authentically mean to you?

When I started out, I had this idea of what a perfect designer should be. I watched all the Instagram influencers - the Abi's and MBJ's - and tried to be like them. But I'm not them. When you're being fake, people notice.

The moment I decided "fuckit“, this is who I am," that's when aligned clients showed up. That's when I started charging premium rates. Now clients don't just want my portfolio - they want to work with me because of who I am as a person, because something I said or did resonated with them.

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Optimize Your Socials (First Impressions Matter)

We shouldn't judge a book by its cover, but we do. First impressions are everything in this business.

Your LinkedIn banner won't magically attract clients. But when you lead people there, your profiles need to look professional and speak directly to your audience. You have 1.8 seconds to make a good impression. We're so busy scrolling and overwhelmed with content that if something doesn't immediately grab our attention, we just move on.

This goes for all your platforms - Instagram, your website, everywhere. If your socials look chaotic, clients will think that's the type of work you do. If your profile is boring or doesn't speak directly to your audience, they'll leave. Make sure your presence looks professional, is clear about who you are and how you can help them.

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My Social Media Journey (The Real Story)

Instagram was where I started because that's where the influencers said clients were. But I didn't get any. I wasn't consistent, I hate making reels, and I refused to sing and dance for views. The algorithm became all-consuming - shadowbanned this, boost that, get verified. I was posting my work expecting people to find it, but I wasn't connecting with my target audience. The main issue? I didn't want to be there.

Facebook felt like a waste of time. I joined some groups that were mostly spammy, except for Women in Graphic Design where I found a few clients and mentoring students. But it wasn't enough to sustain my business.

Threads saved my business. It was a free-for-all where I could be my unhinged self. People resonated with that crazy side of me. I made friends with awesome designers and found great clients. This is where I learned the importance of being authentic - you don't have to be perfect or polished, just yourself.

It's also where I built real connections with other creatives. We support each other and refer clients when we can't take them on. Community over competition is real.

LinkedIn is where I hang out most now, even though I don't love it. This is where my target audience lives, so this is where I focus my attention. It's not about posting - it's about the connections you make. I joined some awesome online networking groups that transformed my business.

Substack positions me as an expert and helps with visibility. This is where I built The Femme Foundry community.

All these platforms are great, but here's what I learned: the magic isn't in the posting. It's in the connecting.

Tip: You don’t need to be everywhere. Pick one or two platforms and go all in. Focus beats burnout.

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My Number One Tip: Connect

Start conversations. Give value in comments. Join networking groups and actually participate.

I'm always networking in some way. Here are my top two paid groups:

1. Posse of Badass Bitches: About 50 women who are exactly my target audience. I'm consistently present - giving free advice, attending events, being genuinely helpful. They do the same for me. We've become real friends, which means when anyone needs a designer, I'm top of mind.

2. The HoLT: 500+ members. Same approach - be present, connect, provide value.

I also participate in free groups and am constantly building connections elsewhere. All of this happens online, which works perfectly since I don't have to leave my house (Finding clients in pajamas) and my target audience is international.

Remember: it's a lot of work. You have to give more than you hope to receive.

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Reach Out to Past Clients

I do check-ins at 3 months, 6 months, and 12 months. I keep relationships active and rely on referrals. Most happy clients won't think to refer you unless you remind them:

"Hey, I loved working with you. If you know anyone else who could use branding support, feel free to pass on my details. I've got a spot opening next month."

Simple. No drama.

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The Mindset Piece

Running a business is tough. Really tough. There are dry spells when clients disappear. There are moments when you question the entire thing.

I read The Alchemist recently and this quote shifted my perspective:

"When you want something, all the universe conspires to help you achieve it."

Now I look for opportunities anywhere. I connect. I say yes.

But here's what's really holding most people back: fear. It's easy to say "be visible," but I know fear is stopping you from putting yourself out there.

What you need to know:

• Everyone feels scared when they start - it's completely normal

• The fear of being judged is worse than actually being judged

• Most people are too busy worrying about themselves to judge you

• You're already invisible if you're hiding - the worst that can happen is you stay invisible

Every successful designer you admire was once terrified too. But they pushed through it. You can't get clients if you never start conversations. You can't get a yes if you never ask the question.

Start small:

• Comment on one post

• Send one connection request

• Join one conversation

• Focus on helping others rather than pitching your services

• Share your struggles and lessons - people connect with honesty more than perfection

Reality check: hiding guarantees you won't get clients. Your business needs you to be brave more than it needs you to be perfect.

Tip: Do check out Liz Mosley’s 100 Rejection Challenge. It gave me an extra confidence boost. When you put yourself out there, you’ll be surprised at the amount of yeses you receive.

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The Messy Middle Is Real

Don't be deceived. There's no magic pill. The gurus selling 10k weeks are lying to you. You can't copy influencers and expect success. We're all on different journeys, and what you see online isn't the full picture. You don't see the seven years of slogging before the success, the late nights, the crying, the rejection.

Running a business isn't for the weak.

Tip: You can outlast them. A lot of creatives give up too soon. If you keep learning, evolving, and showing up, you win by default.

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Work ON Your Business, Not Just IN It

If you're a freelancer or business owner, you're unfortunately not just going to spend your days creating cool things for people. There are so many other elements to consider - sales, marketing, client management, finances. Running a business means constant learning.

When I don't have clients, I use that time strategically. I learn business skills, work on passion projects, improve my portfolio. Those dry spells aren't just waiting periods - they're growth periods.

The more skills you build, the more you stand out and the higher rates you can charge.

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A Few More Things

• Volunteer work: While you’re waiting for paid clients, volunteer for nonprofits. I did it, and it helped me build my portfolio and meet some amazing people.

• Local networking: If your clients are local, get your face out in the community.

• Google ads: Expensive but can work for a constant stream.

• Raise your rates vs. find more clients: It's easier to raise your rates than to find many new clients. If you're constantly busy but struggling financially, the problem isn't finding more clients - it's your pricing. Check out my Pricing Your Worth guide for more on this.

• Stop competing on price: Competing with other designers on price is a race to the bottom. You'll never win by being the cheapest - someone will always undercut you.

• Don't stop when you have clients: Never stop networking and building relationships just because you're busy. Clients can disappear at any moment. This business is a rollercoaster - prepare for it.

• Clients can sense desperation: If you're coming from a place of need instead of value, it shows. Work on your confidence and mindset

• Focus on relationships, not reach. Your audience doesn't need to be big. It just needs to be full of the right people.

• You’re not behind. Some people peak in year 2, others in year 10. Stay focused on your path.

• You’re allowed to pivot. If something feels off (your niche, your offers, your audience) it’s okay to shift. You’re not locked in.

Don't quit. Do the work. And remember - if you don't sell, no one will buy.

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Your Next Steps

Here's your action plan: Fix your portfolio if it needs work. Get clear on your niche and message. Build a professional website. Start connecting - one comment, one conversation, one networking event at a time. The visibility comes from consistency, not perfection.

Remember: your business grows when you do. Stop waiting for the perfect moment and start building relationships.

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What's been holding you back from putting yourself out there? Which step feels scariest but most necessary?

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Find us on Instagram to see the incredible work from creatives in our community. Want to be featured? Just slide into our DMs. Whether you're sharing your story or want to work together, we love making new connections.

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