When I returned to Nigeria from the U.S. in 2015, I found myself in a space many young professionals know all too well — full of ambition, passion, and expertise, but uncertain about where or how to start building a client base. I knew that if I wanted to survive and thrive, I needed to find clients quickly, but what no one teaches you is how to attract those first clients when you have little to no local track record.
This personal journey turned into a powerful lesson that I now share: building a clientele base is not magic, luck, or just networking; it is a deliberate process of positioning, providing value, nurturing relationships, and systematically organizing your contacts. Let me take you through the strategies and insights I learned firsthand, and hopefully, by the end, you’ll have practical tools to build or grow your own clientele base.
Start with Who You Know: Friends, Family, and Existing Networks
When I first arrived back in Lagos, I didn’t immediately run after cold clients or strangers. Instead, I turned to friends and family. But here’s the key: I didn’t just socialize or casually mention that I was back; I actively offered free consultations to people I knew. This may sound counterintuitive — why give away your service for free? But here’s the secret: offering value upfront creates goodwill, generates word-of-mouth referrals, and gives you visibility. Friends and family already trust you; when you provide them with a taste of your expertise, they are far more likely to recommend you.
Every free consultation was an opportunity to demonstrate my design thinking, listen to real-world problems, and start compiling a list of people who would eventually become my ambassadors. What many people overlook is that early-stage exposure is not about making money — it’s about making connections and building reputation.
Volunteer in Strategic Industry Events
Shortly after, I volunteered at Design Week Lagos as the exhibitions architect. This was not a paid job, but it turned out to be priceless in terms of exposure and credibility. By volunteering, I positioned myself in the heart of the industry, surrounded by influential stakeholders, designers, potential collaborators, and even prospective clients.
Volunteering is often underestimated. Many people dismiss unpaid roles, but I’ve learned that when you are strategic about where you volunteer, you gain access that money can’t always buy. Being present at key industry events allows you to showcase your talent, build relationships with people who matter, and position yourself as someone who is committed, talented, and generous with their skills.
The Power of Showing Up and Staying Visible
Opportunities don’t always fall into your lap; sometimes, you have to keep showing up until people notice. I attended industry mixers, art shows, architecture talks, networking dinners, and exhibitions. I made sure that people consistently saw me in the design space. And slowly but surely, the more visible I became, the more people thought of me when opportunities arose.
This is something every aspiring professional should understand: visibility creates top-of-mind awareness. Even if people don’t hire you immediately, when the right project comes along, they’re more likely to remember the person they keep seeing engaged in the industry.
Delivering Value with Every Engagement
Once you start working with paying clients, the real work begins. Delivering outstanding service becomes your most powerful marketing tool. Every satisfied client becomes a potential ambassador for your work. But here’s a critical point many designers miss: don’t just focus on completing the job; focus on delighting the client.
How do you do this? Listen deeply to their needs, deliver ahead of deadlines, communicate proactively, and go a little beyond what is expected. This doesn’t mean you should overwork yourself or do unpaid work indefinitely, but even small thoughtful touches can make a difference: a handwritten thank-you note, a beautiful project summary, or a follow-up call to check on satisfaction.
And here’s where resilience plays a crucial role. You will make mistakes. You may default on timelines, face defect costs, or deal with misunderstandings. That’s part of the journey. What sets successful designers apart is not avoiding every mistake but staying grounded in a commitment to high-quality, excellent service delivery — even when things get tough. Resilience means owning your errors, learning from them, making amends when needed, and continuing to show up with professionalism. Clients remember how you handle difficulties just as much as how you handle successes. The long game of building a thriving clientele depends on your ability to stay steady, committed, and always striving to improve, no matter the challenges.
Why You Must Always Collect the Client’s Bio
As soon as a client engages you, make it a priority to gather their bio or profile details. This means you need to record basic information like their full name, company, role, contact details, project scope, and even preferences. But more importantly, start building a profile that tracks your engagements with them over time.
Why is this critical? Because having this database allows you to:
- Personalize your interactions (e.g., remember birthdays, milestones, or preferences)
- Understand your client segments (what industries they belong to, what types of services they request)
- Follow up systematically after projects (e.g., to request testimonials, referrals, or introduce them to new services)
- Build long-term relationships, not just transactional ones
