How & why to turn down ‘bad-fit’ clients or projects
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What do you do if a client isn't sure they want to be on the website platform that you prefer to use?
That's a really good question and again one that tends to come up for newer freelance web designers that are interested in learning how to niche down. If that’s you, you’re trying to get more specific in who you market to and maybe one way you want to do that is by becoming platform specific with the tools you use to design.
For example, I only ever work in Squarespace. I have built websites in other platforms, but I do not prefer to build them in other platforms and because of that Squarespace is the only one that I'm going to offer a service for, which means if I get a potential client or a new lead that needs/wants to be on a different platform, I won’t take the project.
If there are platforms you know you don’t want to work on, you need to know ahead of time what you plan to do about it if a new lead doesn’t have the same platform preference as you.
On that note, let's dive in, and I’ll walk you through the very basic thoughts & tips for what I will do when I get this potential client situation in my inbox or on a discovery call.
Ethical Decision-Making
First and foremost, this needs to be an ethical decision. I know that I shouldn't (and probably don’t for you, my friend) need to say that, but I am going to say it anyway because this is NOT about what YOU need. This is about what they need, right?
This is their business, their problems, their hopeful-solutions, their journey, their needs, etc.
The takeaway:
If you make this decision in your best interest, it will not affect their business positively & that can lead to some serious consequences &/or a hit to your reputation if nothing else. So, it needs to be an ethical decision based on what THEY need, what will work best for THEM, even if it means you don't get the project.
Admitting Knowledge Gaps
The second thing is, you can really only offer advice, opinions, or suggestions based on what you know and have experienced yourself.
If you aren't sure, then tell them you aren't sure. It's okay for you not be the expert in a thousand different platforms. I see a lot of fear around this when I have this discussion with other students, and I completely understand, because you're kind of afraid to say, “actually, I don't know anything about that” because you don't want them to feel like you don't know anything at all.
But let’s use a different industry as an example so you can get a reality-check.
If you ask a plumber how to fix something on your roof, or how to build an addition on your house. They're probably not going to know how to answer, right? Through experience, they may have learned over time some very basic suggestions, like you gotta go ask an architect about that, or you gotta ask a roofer, ––but they're not going to tell you step by step how to do the damn thing because that’s not their particular set of expertise.
It's okay for you to not know the answer. Just be honest about it.
It’s A-Okay to tell them something like, “I don't know which platform you need to be on, but Squarespace might not be the best fit for you in this case” if that’s the truth.
The fact is, they're coming to you, maybe for a few reasons, one of which might be for the platform that you have advertised expertise using. So if you happen to know that they are NOT the right fit for that platform, you will be doing them a huge favor by telling them the truth. Again, even if it means that you will not get that project.
You turning them down may mean you’re out $X,XXX dollars and I don’t think that honesty will be lost on them. That kind of vulnerable honesty helps to build trust and authority, maybe for other things down the road. For example, maybe they follow you and hire you for a different service later, or refer you to someone who DOES want to be on the platform you use, etc. Maybe they'll keep you in mind for other people, just because you were honest with them in a circumstance that not everyone would be.
The takeaway:
It’s come back again to the first tip of making ethical decisions.
Do things that are in their best interest, wherever possible, –as long as it doesn’t negatively impact you or your business (other than obviously losing the client).
Referring Clients to Other Experts
If a project isn't the right fit, don't take it on. If you don't know something, just be honest and say, "I don't know." It's totally okay! Here's what to do if you're unsure:
Admit What You Don't Know: It's fine to tell a client, "I'm not familiar with that platform" or even something like, “There’s definitely lots of great reasons to use that platform, but I don’t love it for smaller service-based business owners like us.” They will appreciate your honesty!
Refer to Other Experts: You can refer potential clients or leads to someone else who knows more or specializes in that particular platform or industry, if it’s outside of your expertise. For example, if someone needs a large e-commerce site, Squarespace isn’t the best fit for that and they really need to be on Shopify or WordPress.
Why I prefer using Squarespace
One of the many reasons I like using Squarespace is that I'm not a big fan of building e-commerce websites. Squarespace can handle basic e-commerce needs for digital shops or even smaller boutique shops, but it doesn't specialize in e-commerce, which means it’s missing a lot of the types of features you might expect an online shop to have. So if a client's business is heavily product-revenue oriented, they need a platform that specializes in e-commerce so they have access to a more robust commerce platform.
But the main reason is because I hate building EVERYthing from scratch; it’s too time-intensive. Builders like ShowIt and Wix become tedious to me, because they offer such granular design control. It’s neat to have that level of control, until you have to build every damn button with the shape + the text box + the animation, text & color settings ––on both mobile & desktop versions of the site, etc. 😳🫣 I’d rather spend all that extra time doing countless other things, like money-generating tasks &/or connecting with my audience instead.
How to handle referrals
Make some design friends/connections that use other platforms: I have a few design friends or access to a few different networks of other designers with varying skillsets, education, and platform choices, and can refer clients to them when needed.
Provide specific recommendations, when possible: Instead of just telling clients to "Google ‘Shopify Web Designers’," send your client a specific list of people to contact and vet themselves. You can say something like, "Here are X people who specialize in __________; I’ve never worked with Y or Z myself, but they’re all reputable options you can try reaching out to next." That way you’re not just saying, “I don’t do that” and sending them on their merry little way; instead you’re giving them a next step and potentially making another designer happy.
The takeaway:
Be Honest: Admit when you don't know something, ie: “I’m not sure, but I’m happy to check that out & get back to you in a day or two!”
Refer to Experts: Direct clients to professionals who specialize in what you don’t know, so you have a solid place to send them when you can’t help.
Make Connections: Reach out and make some new design friends who specialize in other platforms, design styles, industries or niches, so you have a variety of help to send potential projects to when you’re not the right fit.
Offer Recommendations: Provide specific referrals to trusted experts for clients you’re turning down; they may remember that kindness later & refer you to someone you can help down the road.
That will help you maintain integrity while building trust with your audience & fans!
Avoiding Unwanted Projects
What I don't want you to do is take on a project in a new platform IF you DON’T genuinely want to learn it for your own purposes. Here's the thing: if a new lead wants to use Wix, and you already want to learn Wix, that's totally fine. Or if they're interested in ShowIt and you’ve been itching to give it a try, go for it! Just be aware that learning as you go will:
increase your stress level a bit
slow down your production time
cut into your profit because it will take longer to complete the project
You shouldn’t charge more just to cover that profit loss, especially if you're not as familiar with the platform, because ‘best practices’ in using that platform won’t be as do-able (you don’t know what you don’t know). So, if you’re not interested in learning the platform or don’t see it aligning with your future goals, don’t take the project.
For example:
I know how to use Shopify, but I don't enjoy using it because I prefer working with service-based businesses over product-based businesses. If a client asks me to build an online shop, yes, I can technically do it, ––but do I want to? No, I do not. And that’s a personal decision!
I’ve taken on Shopify projects in the past. The projects I worked on were great, the clients were awesome, and I had fun, but ultimately, I prefer working on websites for coaches and other service-based businesses.
By turning down a project and referring the client to someone who truly loves that kind of work, I’m doing everyone a favor. The client will be happier with a specialist, and I won't be stressed or resentful about taking on work I don’t love.
You can't master multiple tools at the same time. Mastery takes time and experience. Since I don’t take many projects in Shopify or ShowIt, every time I log back in the UI has changed or new features were added, and it takes a while to get back into the groove. I just don’t love them enough to go through that every time.
Here’s what can happen if you take on a project using a platform you don't want to learn:
It will affect your confidence level, because of ongoing frustrations and technical troubleshooting.
It will increase your stress and resentment of the work itself, removing the joy from the work you usually love to do.
The project will be less cost-effective because you can't justifiably charge more to work on a project in a platform you don’t want to use, if you’ll also be slower to get the work done & have less expertise in it. (Well, you could, but that’s a dick move.)
Sure, you could say, “I don’t like using Shopify, but if you specifically want me to do this for you, I’ll do it for double the rate.” If you want to be that person, go ahead, but that feels a bit shitty to me, so I'd simply turn down the project and refer the client to someone else instead.
The takeaway:
Only take on a new platform if you genuinely want to learn it anyway.
Be mindful of the potential impacts on your stress, production time, and profit. If you don’t take care of you, you could “burn out” at exactly the wrong moment!
Don’t charge more just to cover your unfamiliarity with the platform (and the slower work time, as a result).
Refer clients to someone who specializes in the platform the client needs; everyone will be happier!
How it turn it down, gracefully
Step 1: Rejecting the project
When I say that I don't take on ‘projects like this,’ typically I say, "I specialize in [Squarespace], and I no longer work in other platforms." It’s not about defending myself or apologizing—it's just stating a fact that I don't actively work in other platforms anymore, which simultaneously tells them (or implies) that you did/could/have, but now you don’t. Full stop. No negotiation.
Here's how I handle those types of conversations:
On the Call: If you're talking with a potential client and it becomes clear they're not a fit, stop the conversation & be honest. Say something like, "I don't think I'm the right fit for this project, because I don't/no longer work in that platform but I do have a couple of recommendations for you to reach out to. I'll send you an email after we hop off so you have somewhere to start your next steps."
After the Call: Send an email with your list of recommendations and a reminder for them to do their own due diligence (ie: vet these options for themselves before picking someone).
Step 2: Send a (short) list of referrals
When you turn down a project, you can always choose to add a list of vetted experts who do work on that platform or with that niche/industry. You can say something like, "Here's a list of people you can contact to see if they are a better fit; X specializes in exactly what you seem to need, so I’d reach out to her/him first."
It's always a good idea to have a list in your back pocket of people you can refer potential leads to when you're not the right fit for whatever they need. This tells the client you've done some research and it gives them a starting point to find the right service provider for their project, if it’s not you.
For example:
Copywriting, branding, SEO, or marketing service-providers
Developers for custom code on Squarespace
E-Commerce designers
Template shops for Squarespace
Pro tip:
Make sure to remind clients to do their own due diligence, especially if you haven't worked with these referrals/people yourself. You don't want your lead to assume you have personal experience with the experts you’re referring –if you don't.
If that’s the case, add something like, "These are reputable people that seem like a good fit, but make sure to ask them questions to see if they meet your needs. I haven't worked with them personally, but they come highly recommended."
Remember, it's your business. You can do what you want, but being upfront about your limitations &/or preferences not only saves everyone time but also builds trust and respect.
That's the gist of how I handle turning down projects that aren't a good fit!
