Good Traffic but Wrong Clients: The Client Filter Fix
Repositioning messaging to attract ideal clients instead of broadcasting signals that call bad-fit prospects
When ‘Good’ Traffic Keeps Bringing the Wrong Clients
You’re making $60K/year as a freelance brand designer. You’re getting clients. The problem? They’re the wrong clients.
They haggle on price. They expect unlimited revisions. They’re difficult to work with. They don’t value your expertise.
You know there are better clients out there. Clients who pay on time, respect your process, and see you as a partner, not a vendor. But you keep attracting the difficult ones.
This isn’t because you’re on the wrong marketing channels. It’s not that you need a better portfolio. And it’s definitely not that higher prices will magically filter for better clients.
This happens to over 65% of freelancers and consultants who think client quality is random luck, and the ones who fix it don’t do it by changing where they market. They fix what they’re saying in their marketing.
What You Think Is Wrong vs What’s Actually Wrong
What you think: You need different marketing channels. A better portfolio. Higher prices to filter clients.
What’s actually wrong: Your messaging attracts who it attracts. Current positioning is a magnet for the current client type. Bad clients are a SYMPTOM of positioning, not bad luck.
Here’s what’s happening: Look at your website. Look at your LinkedIn profile. What does it say?
Probably something like:
“Affordable brand design for small businesses”
“Fast turnaround, unlimited revisions”
“I’ll help bring your vision to life”
Portfolio showing wide variety of styles
Now think about who that messaging attracts:
Someone searching for “affordable” wants cheap. They’re price-sensitive. They’ll haggle.
Someone seeing “unlimited revisions” thinks they can ask for changes forever. They have no respect for your time.
Someone reading “bring your vision to life” thinks you’re there to execute what they already decided. They don’t want your expertise—they want a pair of hands.
Your messaging is a signal. The clients you’re getting are responding to what you’re broadcasting.
You’re not finding wrong clients—you’re CALLING wrong clients. Your marketing is attracting exactly the type of person your words appeal to.
Meanwhile, your ideal clients—the ones who value expertise, pay premium rates, and respect process—they read your messaging and think “this isn’t for me.” They move on to someone who sounds like they work with serious businesses.
Calculate what’s happening:
Inbound leads per month: 8-10
Leads that haggle on price: 6-7 (70%)
Leads that become difficult clients: 5-6 (60%)
Leads that would be ideal clients: 1-2 (15%)
The 70% bad-fit rate isn’t bad luck. It’s your positioning working exactly as designed—attracting price-sensitive clients who want cheap execution.
The Reframe That Changes Everything
You’re not finding wrong clients—you’re CALLING wrong clients. Your marketing is a signal. The clients you get are responding to what you’re broadcasting.
This means your client quality problem isn’t a marketing problem. It’s a messaging problem.
Every word in your positioning tells prospects what kind of client you serve:
“Affordable” → Attracts price-shoppers
“Premium” → Attracts value-seekers
“Fast turnaround” → Attracts last-minute rushers
“Strategic timeline” → Attracts planners
“I’ll bring your vision to life” → Attracts people who want execution
“I’ll help you build the right brand” → Attracts people who want expertise
Same service. Different clients. Because the words you choose determine who responds.
Think about the 1-2 ideal clients you worked with. Where did they come from? What made them different?
Probably this: They found you through referral, not through your marketing. Someone told them you’re good, so they came in respecting your expertise. They didn’t see your “affordable” positioning—they saw your results.
Once you internalize this, you’ll never blame bad luck again. Because you’ll see that your messaging is working perfectly—it’s just calling the wrong people.
Do This Today (The Immediate Fix)
You need to see the gap between who you’re calling and who you want to attract.
Step 1: Define Your Worst Client Type (15 minutes)
Be specific. Not “difficult clients” but exact characteristics.
Your worst clients:
Industry: [Specific type]
Budget: [Specific range]
Attitude: [Specific behaviors]
What they say: [Specific phrases they use]
How they found you: [Specific source]
Example for brand designer:
Industry: Solo entrepreneurs, side hustlers
Budget: Under $2,000
Attitude: “I just need something quick,” constant revisions
What they say: “Can you make it pop?” “My nephew could do this”
How they found you: Searched “affordable logo design”
Write this down. Be brutally specific.
Step 2: Audit Your Current Messaging (20 minutes)
Read your website homepage. Read your LinkedIn headline and about section. Read your portfolio intro.
For each section, ask: Would my worst client type recognize themselves in this messaging?
Go line by line:
Your headline says: [Your actual headline]
Would worst client recognize themselves? Yes/No
Your about section says: [Key phrases]
Would worst client recognize themselves? Yes/No
Your portfolio intro says: [Key phrases]
Would worst client recognize themselves? Yes/No
If you answered “Yes” to more than 1, you’re attracting who you’re describing.
Step 3: Define Your Ideal Client Specifically (15 minutes)
Now flip it. Who do you want?
Your ideal clients:
Industry: [Specific type]
Budget: [Specific range]
Attitude: [Specific behaviors]
What they value: [Specific priorities]
How they make decisions: [Specific process]
Example:
Industry: Established tech companies, funded startups
Budget: $8,000-$15,000
Attitude: “We need strategic thinking,” respects expertise
What they value: Brand consistency, professional process, strategic insight
How they decide: Multiple stakeholders, want case studies, ask smart questions
Now ask: Does your current messaging speak to THESE people?
Probably not.
Quality Check:
Before changing anything, verify:
☐ Worst client type defined with specific characteristics
☐ Current messaging audited line by line
☐ Worst client recognition confirmed in your messaging
☐ Ideal client type defined with specific characteristics
☐ Gap between messaging and the ideal client identified
If you can’t see the gap clearly, get a second opinion from someone who works with ideal clients.
The 7-Day Protocol (Complete Solution)
The immediate fix shows you the problem. This protocol fixes your positioning.
Day 1: Complete Messaging Audit
Review all your marketing materials:
Website (every page)
LinkedIn profile
Portfolio site
Email signature
Pitch deck
Social media bios
Create a spreadsheet:
Column A: Where the messaging appears
Column B: What it says
Column C: Who it attracts (worst client or ideal client)
Count how many messages attract the worst clients vs. the ideal clients.
Day 2: List What Ideal Clients Value
Interview 2-3 clients who were ideal to work with. Ask:
“What made you choose to work with me over other designers?”
“What was most valuable about working together?”
“What would you tell someone asking if they should hire me?”
Write down their exact words. These reveal what matters to ideal clients that you’re not mentioning in your messaging.
Common themes for ideal clients:
Strategic thinking (not just execution)
Professional process (not chaos)
Clear communication (not guessing games)
Business results (not just pretty designs)
If your messaging doesn’t mention these values, ideal clients don’t know you offer them.
Day 3: Rewrite Your Headline/Bio
Your headline is the first filter. Make it speak directly to ideal clients.
OLD headline: “Affordable brand design for small businesses”
Attracts: Price-shoppers, tiny budgets
NEW headline: “Brand strategy for tech companies ready to scale—from funded startup to Series B”
Attracts: Growth-stage companies, real budgets
OLD bio: “I help entrepreneurs bring their vision to life with beautiful branding”
Attracts: First-time founders who want cheap execution
NEW bio: “I work with tech founders who need brand systems that scale—not just logos. My clients raise Series A+ and need brand strategy that matches their growth.”
Attracts: Serious founders with money and need
Write 3 options. Test with someone who knows ideal clients. Pick the best.
Day 4: Add “This Is NOT For You If...” Qualifier
The fastest way to filter is to explicitly disqualify bad fits.
On your website or LinkedIn, add a section:
“This is NOT for you if:
You need something done by next week
Your budget is under $5,000
You already know exactly what you want and just need execution
You’re comparing quotes from 10+ designers”
This does two things:
Tells bad fits to go away (saves you time)
Tells ideal clients you’re selective (increases perceived value)
Day 5: Audit Your Portfolio for Messaging
Your portfolio tells a story. What story is it telling?
If you show 20 different styles, you’re saying “I’ll do whatever you want” → Attracts people who want cheap execution
If you show 5 strategic brand systems with case studies, you’re saying “I solve business problems” → Attracts people who want expertise
Remove portfolio pieces that attracted bad clients. Add case studies that show strategic thinking and business results.
Day 6: Create Content Only Ideal Clients Appreciate
Stop creating content for everyone. Create for ideal clients only.
Bad content: “5 tips for a great logo”
Attracts: People who think branding = logo
Good content: “Why funded startups rebrand after Series A—and how to avoid needing to”
Attracts: Growth-stage founders with real problems
Write one piece of content that only your ideal client would care about. Share it where they spend time.
Day 7: Change Where You Market
Your messaging is fixed. Now go where ideal clients are, not where you’ve been.
Bad channels for ideal clients:
Facebook groups for “entrepreneurs”
Fiverr/Upwork listings
“Affordable logo design” SEO keywords
Good channels for ideal clients:
LinkedIn targeting specific industries
Partnerships with VCs or accelerators
Content in places funded startups hang out
Referrals from startup lawyers/accountants
Go where ideal clients already are. Use your new messaging.
Expected result: Within 7 days, your inbound leads will shift from 70% bad-fit to 70% good-fit, not because you got lucky, but because you stopped broadcasting signals that attract the wrong people.
Go Deeper: The Complete Framework
This solves the immediate problem—attracting wrong clients because your messaging calls them instead of filtering for the right ones.
But if you want the complete system for filtering signal from noise and focusing only on what actually matters:
The Signal Grid shows you how to cut 80% of busywork and uncap $30K months by building filters that keep you focused on high-value activities and clients.
Want the full Clear Edge OS? 26 frameworks for $5K-$150K operators who want precision, not guesswork. Start here
⚑ Found a mistake or broken flow?
Use this form to flag issues in articles (math, logic, clarity) or problems with the site (broken links, downloads, access). This helps me keep everything accurate and usable. Report a problem →
➜ Help Another Founder, Earn a Free Month
If this issue helped you, please take 10 seconds to share it with another founder or operator.
When you refer 2 people using your personal link, you’ll automatically get 1 free month of premium as a thank‑you.
Get your personal referral link and see your progress here: Referrals