What You'll Learn
How to Attract Clients as a Solo Designer
Working alone means you wear every hat from product strategist to project manager. That makes winning clients both vital and challenging. This guide, based on the video Attract Clients by Karla Fernandes, breaks down practical steps you can take right now to increase leads and close better projects.
Why positioning matters more than ever
People do not hire generalists they find online. They hire someone who clearly solves a specific problem for a specific type of client. Your positioning is the story you tell in your portfolio, pitches, and outreach.
Action steps:
- Pick a niche or outcome you are passionate about and that has paying customers.
- Write one sentence that explains who you help, the outcome you deliver, and how you do it differently.
- Use that sentence across your homepage, LinkedIn, and outreach messages.
Build a portfolio that sells outcomes not just visuals
A portfolio should reduce purchase risk. Clients want to know what you achieved for similar businesses. Replace generic case studies with outcome-focused stories.
Action steps:
- For each case study show the challenge, your approach, and measurable results. If you do not have quantitative metrics, include qualitative outcomes such as faster signups or better clarity in product messaging.
- Lead with one-line value statements and screenshots that highlight the result.
- Use short client testimonials or quotes that speak to business impact.
Create a predictable outreach and inbound pipeline
Relying on luck is not a strategy. Mix inbound content with targeted outreach to create predictable lead flow.
Tactics to try:
- Publish short, useful content targeted to your niche. Case study posts, before and after write ups, and process threads build credibility.
- Identify 20 ideal clients and create a tailored outreach sequence. Personalize one strong value statement for each prospect.
- Partner with adjacent service providers and tools that serve your target client to get introductions.
Pricing and proposals that close faster
Confusing rate cards and long proposals create friction. Make it simple for prospects to say yes.
Practical changes:
- Offer three clear options: a small scoped package, a mid level package that covers typical needs, and a premium option for end to end work.
- Lead with outcomes and timelines rather than hour estimates.
- Use a short, plain language proposal template with a summary of deliverables, timeline, and clear next steps to sign.
Streamline discovery and onboarding to reduce churn
A smooth, fast onboarding process increases conversion and sets expectations.
Checklist:
- Use a standardized discovery questionnaire that captures goals, constraints, and stakeholders in under 10 minutes.
- Send a lightweight onboarding packet that outlines milestones, communication cadence, and approval expectations.
- Automate scheduling and invoicing using a simple toolchain so administrative friction does not cost projects.
Get repeat clients and referrals
Repeat clients and referrals are high ROI. Delivering a predictable experience and asking for referrals will grow your business faster than cold outreach alone.
How to do it:
- Ship on time and document outcomes after launch so the client can share quick wins internally.
- Ask for referrals and testimonials near measurable successes.
- Keep a lightweight CRM or spreadsheet to track follow ups and warm leads.
Measuring what matters
Track simple metrics that correlate with revenue: proposal send rate, conversion rate, average deal size, and referral rate. Review them monthly and adjust outreach and pricing accordingly.
Final thoughts and next steps
If you want to put these ideas into practice start with positioning and one case study rewrite. Share the updated case study in one targeted outreach message per week and track responses. Join the Create With community to share your case study and get feedback from other solo builders.
If you can, get the video transcript or timestamps from the creator. That will let you apply the specific templates and examples Karla shares more precisely.
Good luck. Attracting clients is a repeatable skill you can improve with deliberate practice.
