How to Get Clients in 2025 for Your Small Business

As a small business owner, the journey to success is both thrilling and challenging. You started with your Big Idea, spent time and energy preparing to launch, and painstakingly nurtured those first few clients. 

One of the keys to staying in business is to build a constant pipeline of new business. While every business owner strives to create a loyal and stable clientele, it’s inevitable that customers come and go. Plus, you want to grow your business, make more year over year, and perhaps even hire and expand. You need to get savvy at attracting and retaining clients to do that. How? Let us show you!

First, understand what makes your business special (your USP)

Before you even begin to talk to prospective clients or customers, you need to get clear on your pitch. Simply put, this is the thing (or things) that helps you stand apart, the reason why people should choose you over your competitors. It’s also known as your unique selling proposition (USP).

Businesses can have different kinds of USPs. Let’s look at some examples:

Your USP must be continuously brought to life, so it’s important that it’s authentic to you as much as your target market. An inauthentic USP will often feel like a marketing ploy, and today’s savvy consumers can sense that a mile away! 

Source: Ouiinfrance.com

Here’s an example: “With every pair you purchase, TOMS will give a new pair of shoes to a child in need. One for One.” 

This USP combines product purchase with a social cause, appealing to socially conscious consumers. Once you have your USP, it’s time ot think about how you’ll bring it to life—that starts with your brand.

Next, make sure your brand and logo also represent your USP

Before you jump into any channels or campaigns like social media or blogging, take a beat to make sure your brand and visual identity communicates that USP. 

Your brand elements (your logo, colors, etc.) go everywhere your brand goes (signage, social media, website) and are often the first point of contact for potential customers and can create a strong, immediate impression. 

Source: thegrocer.co.uk

The Innocent Drinks (a smoothie and juice company)  logo features a simple, hand-drawn image of a haloed head. This imagery conveys a sense of purity and simplicity, aligning with their USP of natural and healthy products.

For example, let’s think again about the environmentally friendly house cleaner. Business names that include words like eco, Earth, and Natural will immediately make their USP easier to grasp. Logos in natural colors (green is a no-brainer), or that contain motifs like plants or leaves also convey the USP. 

These seemingly small choices do a lot of heavy lifting and make it easier to show your USP to a potential client rather than constantly telling people what it is.

Now you’re ready to market! 12 ways to attract paying clients

As we’ve discussed, your brand’s visual identity is crucial to attracting more clients and making a lasting impression. But you can have a great-looking brand and still struggle to grow your business.

There are simply too many choices for consumers today to think you can simply “build it, and they will come.” You also need a marketing plan.

So, after you’ve invested in professional branding and marketing materials (including a well-designed logo, eye-catching packaging, and marketing materials), ensure you’re promoting them in the right way.

Good news: There is no “one-size-fits-all” approach here. Pick the channels and tactics that jibe with the spirit of your business. Don’t feel pressure to become a TikTok sensation if that isn’t your jam.

Staying true to who you are will ensure you attract clients and customers who share your values and sensibility. It will also translate to marketing that feels like fun instead of icky!

1. Update and SEO-optimize your website

Once you have stellar branding, you’ll want to make sure it’s reflected on your website. Think of your business’s website as an expanded ad; it includes key information to help customers learn about your business and ultimately choose you, like:

You’ll include your web address/url in most of your marketing materials (ads, flyers, signage), so consider it an essential extension of every campaign. 

But those materials aren’t the only way of driving traffic to your website: A whopping 44% of all buyer journeys start with Google. Search Engine Optimization (SEO) is the process of making your website more attractive to search engines like Google.

When done right, SEO can significantly enhance your visibility online and bring a steady stream of potential customers to your virtual doorstep.

Imagine a small business that specializes in gluten-free baked goods. Without SEO, this bakery might struggle to appear in search results when someone types “gluten-free bakery near me” into Google.

However, with a well-optimized website, your bakery can rank higher in these search results, making it more likely that customers with specific dietary requirements will find and visit your website.

2. Develop irresistible promotions and discounts

Everyone loves a good deal, so why not entice potential clients with irresistible promotions and discounts?

Consider offering special promotions for first-time customers, limited-time discounts on popular items, or loyalty programs to reward repeat business. These incentives will help attract new clients and keep them coming back for more.

You can also time these promotions and discounts to boost business during slower months or align those events with holiday themes or events.

3. Reengage past clients

You might be surprised to learn that acquiring a new customer can be up to 5 times more expensive than retaining an existing one. Moreover, returning customers spend up to 67% more in their third year with a business compared to the first six months.

Your existing customer list is a goldmine of potential sales and business. Loyalty programs, discount codes, and referral programs are just some ways to reengage existing customers and clients.

But it doesn’t have to be complicated. Depending on your business type, it could be as simple as picking up the phone to see if past customers need your service again. This is particularly effective for seasonal jobs (landscaping, duct cleaning, etc.)—your customers may be grateful for a helpful reminder that it’s that time again!

4. Partner with other local businesses and influencers

Collaborating with other local businesses or influencers in your community can be a win-win strategy for attracting new clients. 

Think about partnering with a complementary business to do some shared promotions. For example, a small dog leash company like Strange Tails might partner with a local veterinary hospital, a dog breeder, or a pet store. They might also ask a local doggie influencer to consider a social media collaboration. 

Depending on your business, you could also host collaborative events, offer exclusive discounts to influencers’ followers, or even partner with another business to develop complementary services.

“Our first clients were referrals from the manufacturers I’ve partnered with. The repeat business is from providing outstanding customer service. My advice to others would be to build a good reputation and great partnerships.”– Larry Bond, Active-Security & Investigations

5. Launch your social media platforms

Building upon the previous point, social media is a powerful tool for connecting with potential clients and showcasing your products or services. For example, numerous landscapers and driveway cleaners are using TikTok and YouTube video shorts to capture attention, even giving away their services for free for social exposure.

Establish a strong presence on platforms like Instagram, Pinterest, TikTok, or YouTube, where you can share inspiring, educational, and joyful posts about your products, services, or customers.

“The most effective strategy has been my social media presence. I’m able to reach people I wouldn’t. I’ve also partnered up with other photography companies to help market my business.”– Joe Pearson, Piehouse Six Photography

6. Blog about your expertise and attract prospective clients

Social media content is a fast-paced world. But if you’ve put a lot of time and effort into producing valuable content, it can also be repurposed into blog posts (and, by extension, newsletter content). So, think about getting a double or triple-whammy out of that social post!

Great examples include a dog trainer who might post blogs with training advice, a home renovation expert who might share information about trends or how to budget and plan for a big project, and home movers who might share information with packing tips. 

7. Always put a cherry on top for customers

Word of mouth can be a powerful driver of business growth, so prioritize delivering exceptional customer service at every touchpoint. From friendly greetings to personalized recommendations, aim to exceed your client’s expectations and leave them with a positive impression. 

Happy clients are more likely to become loyal advocates for your business and refer their friends and family. They’ll also be more than happy to oblige when you ask them for reviews, ratings, and testimonials (which all feed into SEO, too).

8. Collect and showcase client testimonials

It’s one thing to tell your customers how awesome your business is; it’s another thing to demonstrate it by having your happy customers echo that message. 

Indeed, nothing builds credibility and trust quite like glowing testimonials from satisfied clients. Just think about how often you read reviews and ratings before buying a new product or trying a restaurant. You’re not alone: Online reviews influence nearly 67% of customers. 

“I got my first clients from browsing Craigslist ads. People think they need to hire an employee for bookkeeping. But, they can hire a contractor and spend less money with fewer errors in their system. From there, it was word of mouth.” – Sarah Williams, Bookkeeper By Trade (read more about Sarah’s startup journey)

Encourage your happy customers to leave reviews on platforms like Google My Business, Yelp, or your website. You can also showcase these testimonials on your social media channels or website to reassure potential clients of the quality and value of your products and services.

9. Consider email marketing

We’ve talked about the power of social media to reach large audiences. But these platforms also have challenges: You depend on them for visibility, and some struggle with algorithms and follower growth.

Collecting email addresses from your customers ensures you can land important information directly in their inboxes. For example, if you’re a craftsperson, you can collect email addresses at craft fairs and through online sign-ups and then send newsletters when you launch new products or have exclusive offers. Email also offers a fantastic way to re-engage previous clients already familiar with your brand and offering.

Offering a one-time discount for newsletter sign-up will further incentivize prospective customers to give them your email address.

10. Try your hand at paid advertising

Approaching paid advertising as a small business owner requires strategic planning, careful budgeting, and continuous monitoring to maximize the return on investment (ROI). Different platforms cater to different audiences and types of businesses. Some popular options include:

“My first client was a close friend of mine. I’ve found other clients from marketing through Facebook groups and local paint stores.”– Maria Bowers, BDesign’D

11. Kick it old school with flyers and print ads

We’ve focused a lot on digital channels, but that doesn’t mean old-fashioned neighborhood flyers or print ads in local newspapers are no longer effective. 

Think beyond the utility pole: Coffee shops, community centers, and other stores often have notice boards where small businesses can post flyers and business cards. If you’re a massage therapist, you can post a flyer at a local gym, wellness center, pool, or YMCA.

And don’t forget those free local newspapers, which often have affordable ad space. You can be confident that the readership is local, and they’re likely to care about supporting small local businesses, too, which makes this a great way to attract quality clients.

“I got my first clients the old school way: a business card! Now, repeat business is number one and referrals a close second. If you work hard and help your clients, they’ll get you the best referrals”– Deborah Beck, Haight Fitness

12. Get creative with guerilla marketing to wow potential clients

Our last idea takes more effort and creativity but will help you stand out from the crowd. Guerilla marketing involves unconventional, imaginative, and often low-cost tactics to capture attention and generate buzz.

Source: Commercials Day on Twitter

Examples include creating eye-catching sidewalk chalk advertisements in busy parks or shopping districts (you could even collaborate with local artists to make it extra special). Or, if you’re a photographer, you could stage a public photo shoot in a popular location to attract attention and hand out business cards.

Here’s one execution we couldn’t resist sharing (via AdAge), even though it’s a more prominent company and bigger spend. But you may be able to come up with equally creative but less expensive ideas for your business!

Conclusion: Steady dedication wins the race

Attracting more high-paying clients is a journey that requires dedication, creativity, and a deep understanding of your target audience. 

By defining your unique selling proposition, leveraging social media, offering promotions, partnering with local businesses, re-engaging previous clients, prioritizing customer service, and showcasing client testimonials, you’ll set your small business on a path to sustainable success. 

While we hope we’ve inspired you, please don’t just dive in and start doing everything simultaneously. Test channels carefully, gauge what works and what doesn’t, and double down on your successes. Remember that some of these approaches take time and consistency to pay off, so don’t give up too soon.

As a freelancer or somebody with their own business, you can find new, loyal clients in many ways. The key to growing your marketing skills is to be resourceful, creative, and authentic to yourself and your brand. Trust yourself and what you have to offer and your freelance business will be booming in no time!

More FAQs

How to get more clients quickly?

To quickly attract more clients, leverage your existing network by asking for referrals and networking at industry events. Enhance your online presence by optimizing your website for SEO, engaging on social media, and investing in online ads.

Additionally, create valuable content such as blog posts and webinars, and offer special promotions or free trials to entice new clients. Finally, ensure your brand is professional and consistent across all platforms.

How do I get my first client?

To secure your first client, start by reaching out to friends, family, and former colleagues to spread the word about your new business. Offering free trials or significant discounts can also attract initial clients by reducing their risk. Establish a professional online presence with a website and active social media profiles to build credibility and showcase your work.

Engage in online communities and attend industry events to network and build relationships, which can lead to potential clients. 

Why am I struggling to get clients?

Struggling to get clients can happen for several reasons: Your marketing efforts might not be reaching the right audience, or your online presence may need improvement. Additionally, your services or offerings might not be clearly communicated or differentiated from competitors.

Lack of networking, inadequate follow-up with leads, or not utilizing client referrals can also be contributing factors. Assessing and addressing these areas can help attract more clients.