Why You’re Losing Clients (and How to Keep Them)
by Shannon Kate Murray, founder & editor of High Flying DesignShe came to me in a panic.
She had already paid for her web design project; the invoice was settled, and the timeline agreed upon. But suddenly, the replies stopped. There were no updates, no delivery, and no refund.
The person she hired had vanished right when she needed them most.
This wasn’t just a vanity project; the income from it was meant to support her during maternity leave. She had done everything right: booked early, paid promptly, and communicated clearly. Yet, the person on the other end didn’t treat it as a priority. Sadly, this wasn’t the first time I had heard a story like this, nor will it be the last.
We often talk about marketing, visibility, and getting fully booked, but not enough about how to retain good clients once they’ve agreed to work with you.
Often, it comes down to something simple: the basics.
It’s Not Your Talent That Builds Loyalty; It’s Trust.
One of the biggest myths in business is that being good at what you do is enough. It’s not. No matter how brilliant your skills are, if a client feels ignored, ghosted, or unsure about what’s happening, that brilliance gets buried beneath a layer of doubt. Once trust is broken, it’s hard to rebuild.
Most clients don’t walk away because of your brand design or your pricing; they leave because they feel unseen, uncertain about their investment, or because you promised to deliver and then vanished.
What Clients Want (But Might Not Say)
Behind the scenes, here’s what clients are craving:
A sense of momentum, even if the project is running a little behind.
A message that indicates they are still on your radar, without them having to chase you.
Clear expectations, realistic timelines, and honest updates.
The feeling that they’re a partner, not just a task in your inbox.
They’re not expecting miracles; they’re expecting care. In a world of flaky service and silent inboxes, being present is a real differentiator.
Loyalty is built not by dazzling clients, but by reducing friction. When working with you feels simple and low-stress, they are more likely to stay.
The Basics Still Matter - Retail Taught Me That
Early in my career, I worked in retail while studying, gaining experience at footwear stores like Pavers and Hotter Shoes, on the fragrance counter at House of Fraser, and managing the Christmas department at Boots.
It taught me something no £2,000 mastermind ever could: people remember how you made them feel. It wasn’t just about the product; it was about the experience, such as a fresh bouquet of flowers at the door, a warm greeting, eye contact, and sincere, passionate conversation. These small moments created the sale.
In online business, those same "moments of truth" still influence client perceptions. Every message, update, or delay is an opportunity to build or break trust.
You don’t need perfection; you just need to show up.
Where Good Service Providers Go Wrong
Most people don’t ghost intentionally. They’re overwhelmed, overbooked, and burnt out. They fear admitting, "I’m behind," so they say nothing at all. But silence doesn’t protect your reputation; it chips away at it.
When communication breaks down, even a great offer can start to feel like the wrong choice. The cost isn’t just one unhappy client; it’s lost referrals, unwritten testimonials, and repeat business that quietly drifts elsewhere.
According to David Maister’s Trust Equation, trust is built from:
Credibility (your skills)
Reliability (doing what you say)
Intimacy (emotional presence)
Self-Orientation (how much the client feels like your priority)
When that last one falters, everything else starts to fall apart.
Dropped the Ball? Here’s How to Repair It
No one’s perfect. If you've ghosted a client, missed a deadline, or handled something less than gracefully, it’s not too late to rebuild trust.
Acknowledge what happened without excuses
Apologise clearly and calmly - you don’t need to overexplain
Offer a gesture of goodwill (like a free revision, a priority slot, or simply extra care during wrap-up)
You’re not expected to get it right every time. But you are responsible for how you respond when something goes wrong.
A Quick Gut Check
Take a breath, and ask yourself:
When was the last time you checked in before a client had to follow up?
Do your clients know what’s happening - or are they guessing?
If you were your own client, would you feel safe and supported?
If the answer makes you squirm, that’s okay. Awareness is where trust-building starts.
Small Shifts That Make a Big Difference
Want to be a service provider that people trust and recommend? Try the following:
Set clear, realistic timelines and update them as soon as they shift.
Use simple tools (like Trello, Notion, or ClickUp) so clients know what’s happening.
Automate helpful check-ins or reminders to stay engaged.
Offboard with care by sending a wrap-up message, next steps, or a heartfelt thank-you.
Keep the door open by following up down the line, even with a friendly check-in a few months later.
You don’t need a high-touch client experience funnel; you just need clarity, consistency, and a bit of kindness. A great service provider doesn’t just deliver; they de-risk the experience. When your process removes stress, uncertainty, or confusion, your client can relax into the experience.
The Takeaway: Be Reliable, Not Just Brilliant
If you're losing clients, it may have nothing to do with your skills; it might simply be that your process leaves them feeling forgotten. In a sea of "booked-out" business owners, those who quietly retain clients, earn referrals, and build trust are not always the flashiest. They are the ones who do what they say, show up when it matters, and make their clients feel safe, respected, and supported.
They’re not perfect, but they’re present. And that’s why people come back.
This article contains affiliate links, which means we may earn a small commission if you choose to make a purchase — at no extra cost to you. We only recommend products we genuinely love and think you'll find useful on your founder journey.
Thank you for supporting High Flying Design. 🌿
