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4 Best Practices for Building and Managing Better Relationships With Multiple Clients

There is a strong correlation between long-term business success and long-term client relationships.

Maintaining a growing number of relationships as your business scales can become quite challenging over time. While your current strategies and systems may be working flawlessly right now, will they be sufficient for when you double (or even triple) your client base?

Building and managing strong relationships with your existing clients will not only help you deliver good customer experience but it also improves the chances of getting repeat business and positive recommendations.

With this in mind, in this article, we’ll share some tips on how to manage better relationships with multiple clients for web designers and web design agencies. These simple pointers will help you keep the whole project running smoothly.

#1: Create Transparency

Clients aren’t design experts but that doesn’t mean they aren’t interested in what’s going on behind the scenes. Creating transparency in your workflow allows clients to feel more involved and informed throughout the project.

That said, you don’t want to involve them in your design process so much that they stall the project or worse, break something on the back-end. One way to develop a strategy that aims to give clients some insight into the workflow is by incorporating collaboration tools (like Basecamp) with client management functionality into your design process.

For instance, if you’re using a website builder, you could give your clients limited access to their website with a platform like UXPin. Doing so allows them to:

-Offer feedback early on in the design process.

-See what stage the project is at.

-Edit content (such as widget content) and/or manage their store’s catalog.

One of the key advantages of this approach is that you’re able to give your clients a window into your project workflow without worrying about them accidentally breaking the site or messing around with design elements.

#2: Exceed Expectations

When you first land a client, you’re keen to impress. After a while, this initial enthusiasm fades away as your team focuses on completing deliverables on time and to requirement. This is where the relationship hits a bump.


Here’s how you can spin things around:

After working with your client for some time, you start to get to know them and their requirements a little better. This puts you in an ideal position to discover other, closely-related areas that you can help out with. Instead of simply offering them your services, you’re able to offer your clients solutions.

One of the best things you can do to build lasting relationships with all of your clients is to go the extra mile. Keep in mind that the goal isn’t to oversell your services but to set reasonable expectations. This gives you an opportunity to exceed their expectations by delivering a little extra.

Here are some ideas:

-Implement personalization triggers.

-Deliver an aesthetically pleasing and customized back-end.

-Offer in-depth walkthroughs and video tutorials.

Duda, for example, is a website builder that enables you to configure personalization rules by combining any mix of triggers and actions or use any of the pre-made personalization rules.

You could set up a trigger based on (1) the time of day, (2) where the user is located, (3) what device they’re using, (4) how many times they’ve visited your website, or (5) if they landed on your website following a marketing campaign. If any of the conditions you configure are met, your personalization rule might invoke an action to:

-Display new content (section, coupons, special messages, etc…) on your website.

-Add custom JavaScript code.

-Run a special message in a notification bar across the top of your website.

-Swap out the background image.

-Implement custom CSS and HTML code.

-Hide specified sections on your website.

#3: Highlight Successes

Don’t be hesitant to let your clients know when you’ve achieved something great for them. In fact, communicate it in a way that’s relevant to their business. For instance, if the new call to action button you designed was clicked XX% times more than the old button they had, tell them: “We got an XX% increase in conversion rates from your target audience by increasing the call to action button’s size and making it orange.


For this reason, you might consider setting up a system that gives them all the information they’d like to know on a daily, weekly, or monthly basis at a glance. This may include:

-Site stats. This lets them know how many visitors landed on their website, where they came from, and which pages they visited.

-Visitor insight. Provides information about how visitors engaged with their website, which browser and OS they used, and their geo-location.

-Event tracking. Includes information about how visitors interact with the website e.g. number of coupon clicks, mobile map accesses, click-to-email, etc….

If you’re able to give your clients an easy way to track their site’s analytics, for example, through an information-at-a-glance dashboard system like Cyfe, you’re essentially setting up a system that helps them see value in what you’ve achieved for them. For instance, you could configure widgets that provide insight into traffic flow, performance, user behavior, and much more by pulling data from:

-Google Analytics





#4: Treat Every Client as Your Most Important One

Happy clients are more likely to recommend your services to other businesses. Regardless of whether you’re working with an established business or a startup, provide all of your clients with the best possible service. Remember: today’s small businesses could be the big businesses of tomorrow.


There are a number of simple things you can do to make your clients feel more special:


-Improve communication channels. Always be on top of emails. Even if you don’t have an answer, acknowledge that you’ve received their email and that you’re on it. Additionally, consider getting on a video chat or setting up an in-person meeting to put a face to the name.

-Let them know what’s next. After client meetings, be sure to recap the conversation you just had and let them know what’s next. This way, you and your client will be on the same page and can avoid misunderstandings.

-Ask for feedback. Ask clients for feedback at various stages of the design process. This allows you to determine what they like, what they didn’t like, and what you can do better in the future. In addition, it goes a long way in making them feel truly valued.

Most importantly, always remember that the web design services you offer are what will ultimately help you stand out and build strong, lasting relationships. Services like Pensaki, for example, let you send handwritten notes and letters to clients which add a friendly, personalized touch to an otherwise simple email.


Building and managing relationships with multiple clients can get pretty stressful. With a solid plan and the right tools, you’ll be able to better cater to your clients’ needs, improve their experience of working with you, and increase your chances of getting repeat business (or recommendations) from them.


Let’s quickly recap the main points we covered:


-Give clients a window into your design process to create transparency.

-Proactively exceed expectationsby treating them as if they were a brand new client.

-When you achieve something great for a client, let them know by highlighting successes in a way that appeals to them.

-Whether they’re established businesses or startups, treat every client as your most important one.


What are some of the ways you manage strong relationships with your clients? Let us know by commenting below!



Bogdan is the founder of Top Design Magazine. You can find him in Bucharest-Romania so next time you want to drink a beer there and talk about web and stuff, give him a message.