The Santa Barbara Web Design and Marketing Blog

In the fast-paced and ever-evolving world of digital marketing and web development, every week brings new challenges, learning opportunities, and unique client experiences. Today, I want to share an insightful story that recently challenged my assumptions, changed my perspective on client readiness, and ultimately reinforced the importance of clarity, communication, and strategy in our profession. This experience led me to rethink both the mechanics of onboarding new clients and the ways in which web professionals—whether freelancers or agencies—can proactively shape stronger, more productive relationships right from the very start.

Let’s dive into what happened, unpack why it matters, and explore the lesson every web consultant, digital marketer, or business owner can take away.

The Referral: An Opportunity With a Twist

A few weeks ago, a friend reached out with a referral—someone looking to monetize her growing Facebook group by launching a standalone website. The promise of a new project from a trusted source is always exciting, especially when it’s a customer with an existing community. The initial exchange went like so many of my consultations do: exploring business goals, understanding her audience, mapping the site essentials—lead magnets, core offerings, contact forms, content strategies—and planning the build-out.

Everything was moving right along. In fact, it felt like a textbook project kickoff. We even scheduled a Zoom training for after the site launch, so I could personally show her how to update content, upload images, manage blog posts, and generally maintain the site as her hub for community engagement and business growth. As a seasoned web consultant, empowering clients to “own” their sites has always been at the heart of my support model.

But then came a revelation that stopped me in my tracks: as we set the Zoom appointment, she said, "Well, I can’t do that. I don’t have a computer."

The Problem: Digital Ownership Without the Digital Tools

At first, I was genuinely surprised—shocked, even. In thirty years of supporting businesses, this was a first. How could someone expect to run and manage a website without a computer? Mobile-only access just doesn’t offer the flexibility or depth needed for the administrative and development backend of nearly any modern platform.

Here lay an issue at the intersection of assumption and actual client circumstance. Many web professionals, myself included, have grown accustomed to certain technological baselines—desktop computers or laptops, a certain baseline of digital literacy, and access to the infrastructure that makes for effective web management (reliable email, file transfer capabilities, integrated business tools, etc.). When these assumptions are not validated during the consultation and onboarding process, they reveal cracks in our processes that can threaten the very success of a project.

Suddenly, the onboarding flow and even my standard client training approach no longer fit. Questions raced through my mind: How will she manage site content? What happens if she wants to update resources? Would she be entirely dependent on me—or someone else—for even the smallest change? Was this even an arrangement that would serve her in the long run?

Why Client Readiness Matters More Than Ever

This experience isn’t just a quirky story—it highlights a deeper truth about client relationships in 2024 and beyond. As web design, branding, and digital marketing become ever more democratized and accessible, the range of client readiness and capability grows wider. You may have highly tech-literate customers one day and "mobile-only" entrepreneurs the next.

Here's what this scenario revealed to me:

1. Baseline Readiness Should Be Non-Negotiable:

For a project to be both scalable and sustainable for the client, there must be a minimum technical baseline. This isn’t about being elitist—it’s about setting everyone up for long-term success. If a client cannot, or will not, operate the tools necessary to maintain their online presence, expectations and deliverables need radical reconfiguration.

2. Not All Referrals Are Ideal Matches:

As much as we love referrals—especially from friends—they aren’t always aligned with our ideal client “avatar.” Referrals can come from wonderful sources but represent edge-cases in terms of technical skill, budget, business model, or even vision. Before jumping in, it's vital to assess if the opportunity is truly a win-win. If your business is tailored to serve small businesses ready to take ownership of their digital infrastructure, you could struggle to serve those without even the most basic tools.

3. Contracts and Clarity: The Foundation of Trust

Not all web professionals are using formal contracts these days. Many rely on reputation, word-of-mouth, and the power of transparent Google reviews to keep relationships honest. Yet, unexpected client unpreparedness can upend assumptions on both sides. Contracts—more than just legal insurance—are a tool for communicating requirements, setting boundaries, and aligning on what each party needs to bring to the table.

Let’s break these concepts down with actionable strategies.

1. Redefining Readiness: Prerequisites for Success

For clients:

- Technical Baseline: Owning a computer (laptop or desktop) and gaining basic familiarity with it is non-negotiable for anyone expected to manage a site. If a client doesn’t have this, the relationship requires one of two pathways: (a) limit the project to "done-for-you" services (higher cost, no site management expected) or (b) refer the client to resources for basic digital literacy before proceeding.

- Clear Communication Channels: Can the client consistently access email, video conferencing, and cloud file storage? If not, collaborative work may be unsustainable.

- Ongoing Commitment: Clients benefit from understanding that websites (and brands) are living entities, requiring periodic updates, content refreshes, and engagement.

For consultants:

- Onboarding Checklists: Go beyond the traditional intake form. Inquire about the client's technical setup, routines, and comfort level. Rather than assuming, confirm.

- Flexible Training Solutions: Consider offering recorded video walkthroughs for clients (at their level), written instructions, or partnering with local digital literacy providers for those who need foundational skills.

- Scope Management: If the client is only able to operate via smartphone, restructure the project scope to reflect that. Focus on platforms (like some no-code site builders) that may be more mobile-friendly, or shift deliverables to things like social media management rather than full-scale website management.

2. Assessing Referral Quality and Client-Fit

Just because a potential customer comes from a trusted friend doesn’t mean they’ll be the right fit.

- Revisit Your Ideal Client Profile: A quick checklist to assess new projects can help identify mismatch before you're deep into the engagement.

- Transparent Discovery Calls: Use initial consultations to surface not only business goals but also hidden logistical or technical barriers (like hardware access!).

- Educate Referrers: Provide referral partners with a “who we serve best” document or general criteria so they know which clients will be most successful working with you.

3. The Contract (or Agreement) as Relationship Blueprint

Contracts are more than enforcers of payment—they are mutual understandings of what is (and isn’t) included, as well as prerequisites for delivery.

- Explicit Prerequisites: List technical requirements in your agreements: computer ownership, ability to use web browsers, access to necessary software.

- Clear Boundaries: Define what the client is expected to provide (content, images, login credentials) and what level of training or ongoing support is included.

- Flexible Add-ons: Sometimes, upselling a done-for-you monthly care plan is the best approach when independent management isn’t feasible.

For those hesitant to “contract” because of a desire to remain flexible or casual with clients, consider at least using a Terms of Service or Project Agreement—a concise, client-friendly set of understandings.

4. Managing Outliers With Grace

No matter how strict your intake or how precise your avatar, outliers will slip through—whether because of referrals, special projects, or simply the organic quirks of business life.

- Pause and Assess: Before diving in on a non-typical project, take a beat to consider whether your business is equipped to meet this client's needs without sacrificing yours (or your team's) time, profitability, or sanity.

- Set Clear Expectations Early: Let the client know, compassionately, where their circumstances present challenges and what the implications are for project delivery or future maintenance.

- Offer Solutions or Refer Out: Sometimes you can help—sometimes it’s kinder to refer them to a better fit. For a client without a computer, a hands-on local marketing agency or even a local digital literacy nonprofit might be a better match.

5. Turning Lessons Into Lasting Policy

After this experience, I’ve made changes to my own onboarding process:

- All new clients now receive a project readiness checklist before we sign any agreement.

- My “who we serve best” guide has a section specifically outlining technology prerequisites.

- I’ve begun assembling a list of local resources for clients who need digital literacy support.

- I’m adding a module to my short courses on the minimum tech every business needs to launch an online presence (and what to do if you want to hire out those needs).

Final Thoughts: Building a Future-Proof Practice

We live in an era where the expectation for digital access is nearly universal—and yet, access and ability vary more widely than many of us ever imagine. By owning our role as educators and advocates for realistic digital ownership, we help not only our clients but our businesses and our wider community.

Referrals are invaluable, but our first responsibility is to ensure preparedness for both parties. When onboarding new clients—or teaching others to do so, as I do in my automation and AI training—it’s vital we cover not only business objectives, but also client capacity, infrastructure, and willingness to learn.

Every “outlier experience” is a chance to revisit and improve our approach, to ensure that we, and our clients, are set up for sustainable success, not digital disappointment.

As you look to grow your own digital marketing, web design, or consulting practice, remember: understanding and communicating about ideal client profiles is not just a marketing exercise—it’s a practical, bottom-line essential.

Here’s to attracting more of your best clients, serving them at the highest level, and building relationships rooted in clarity, respect, and mutual growth.