How to Set Expectations with Your Squarespace Clients
Starting a new client project is exciting, but success depends on setting clear expectations from the outset. This benefits both you and your client, minimizing surprises and ensuring a smooth experience. Here's how to get it right:
Free download: Simple scope template for Squarespace designers
Define and Communicate Your Services
Be crystal clear about what you do and who you do it for. This means:
Niches are your friends: Specializing attracts better-aligned clients, making expectations easier to manage.
Publish your process: Give clients a step-by-step walkthrough on your website, including what they need to provide.
Set expectations from the beginning
When you define expectations at the beginning of a project, it’s helpful on two levels:
The client knows exactly what is involved with and covered in the project
You can always point back to the initial agreement if the client requests things outside of scope.
There are a few ways to set the scene. To begin, be absolutely clear with the client as to what your service is about. So you create Squarespace websites - what does that mean and who do you make them for?
If you haven’t seen our article, Not “Just Another” Squarespace Agency, we talk about defining your services in the eyes of your customers and standing out from other agencies. Part of that is clearly identifying your services.
Some of the agencies we looked at do this from very early on by publishing their process. Any potential client who arrives at their website can see a step-by-step process laid out. It’s a good idea to specify any involvement from the client too (for example, what they need to provide).
What happens when you don’t set expectations well? “Scope creep” is probably one of the biggest issues for you as a business. This is when you find yourself doing all sorts of “extras” that you hadn’t expected. Suddenly you’re locating graphics when that wasn’t part of what you wanted to offer, for example.
Scope creep can also lead to those projects that drag on with no end in sight. One thing that impacts most website designers is revisions. You might get a client that constantly wants to go back and forth with “can you move this to here” or “could you make this just a bit smaller?” It’s important to put a cap on revisions among your scope because there are people who will do this continuously.
The consequences of scope creep for you as a web designer usually involve reduced profitability on the project. In some cases, you can end up barely making ends meet if the project uses up much more time than the fee justifies.
Of course, we can’t forget what the impact might be on clients! Lack of defined expectations can leave clients deeply unsatisfied. They might feel like their experience was unprofessional or that they didn’t get what they paid for. Too much ambiguity can mean they fill in the gaps in their own minds for what they think should have been included.
Get signed agreements
There are two key documents that every agency or freelancer should use: a contract and a project scope. The contract lays out the bones of the agreement, including things like deadlines, fees, cancellation policy, when payments are due, and an overview of what services include. The project scope adds detail to what is included. You should get both of these signed before starting any work.
A basic format for a web design scope of work includes:
Website project overview: This includes the goals of the website - who is it intended for and what does it need to do?
Outline of the required functionality and workflow. Include the technical requirements, for example “must have a Mindbody integration.”
The targeted schedule of key milestones.
Any provisions or contingencies. For example, list anything that is required from the client in order to proceed and remain on-schedule.
Any exclusions. For example, maybe you don’t source the graphics or the written content.
If you’re worried about the client wanting “extras” later on, it’s a good idea to have a process documented in your scope or contract for “change requests.” This helps to make it clear that extra tasks aren’t included with the agreement and that they will incur an additional fee.
Set up clear communication
Some web designers like to include communication in their agreements. A team-working agreement can set expectations such as when and how you’ll meet together, and how often.
You might include things like preferred communication methods and where any shared documents will be stored. You should also let clients know when they should expect updates from you.
We know a lot of “legal stuff” comes into agreements with clients, but one thing to remember is to try and talk with them on a more “human” level. For example, standard project documents can be loaded with jargon - include a glossary for their understanding. You should also explain any necessary technology that they might not have good knowledge of. People like to feel that they’re in the loop.
Include warm, welcoming messages when they come onboard and remember, they’re human just like you! It can help to realize that we’re often dealing with similar life issues. It’s also reassuring to clients if they hear a voice that says “I get it.”
Seeking to build a great working relationship with your client helps in all areas. It makes conversations about money easier as well as understanding of scope.
4 Client Challenges (and How to Overcome Them)
When you’re thinking about setting expectations, it’s a good idea to anticipate any of the more common issues that web designers come across. This way you can make a plan to include them in your expectations.
You may have experienced some of these already, but just in case you haven’t, here’s our list:
The Indecisive Client
The client who doesn’t know what they want, “but it’s not that.” One thing we would suggest is that you ALWAYS get clients to commit at the beginning of a project to what they want from it. Things like the overall look, layout, and functionality should be communicated before you start any work. To avoid this situation, many successful Squarespace designers use a questionnaire to onboard the client. This way they’re getting them to commit to paper what it is that they want and can make it clear that this forms the basis of what they will work from. It can be helpful to get them to share any websites that they already like.
The "We Just Need A Refresh" Project
The redesign project that doesn’t have clear goals. Sometimes you’ll get clients who want a website refresh because “it’s about time,” but there is no clear direction for doing so. It’s important to establish what it is that they don’t like currently and what their goals are moving forward, first.
The Unrealistic Deadline
The short deadline. This one is totally within your control from the start. It’s important to go into any project knowing what your capabilities are in terms of timeframes. Sometimes you’ll find clients who want a new website by next week. You can often change their minds by explaining what is involved, especially if it’s a situation of “you can either have everything you want on the site, OR you can have it quickly.” Clear communication is usually the remedy!
The "I Want This Awful Thing" Client
The client wants something that you know isn’t the best design choice. Fortunately on Squarespace, the templates are set up to a highly professional standard and may not allow too much room for changes. However, sometimes a color, font, or layout call might leave you cringing. What can you do? Sometimes all you can really do is show them proof. They’re hiring you as a professional, so it’s important to state your professional opinion. You’re covering yourself if you take the time to explain. If you can’t convince them? Well, what else can you do…
Download our simple scope template for Squarespace freelancers here
Final thoughts
If you’re a relatively new Squarespace agency or freelancer, it’s easy to get so excited to get your first clients that things like setting expectations are overlooked. You’ll save yourself and your client a lot of potential angst if you sort it out from the beginning.
Make the clear setting of expectations a key part of your professional process. This benefits you in that you won’t have disagreements over doing “extras” and it benefits the clients by removing any ambiguity.
Sometimes people worry that setting expectations might turn the client off - don’t! Clients expect that of a professional service and most appreciate the transparency. It sets you up for a good relationship and potential referrals later on.
