You’ve got the logo, the name, the domain, the mildly chaotic Trello board.
And you’re officially in business.
Now you just need one more thing. A client or three.
No one really talks about this bit. People love to shout about six-figure years and fully booked diaries. They skim over the awkward, exposing moment where you have to look someone in the eye and say, “Yes, you can pay me for this.”
That first client feels huge. Not because of the money (although without getting paid, you won’t be in business long) but because it’s proof. Someone who is not your mum, mate, or ex-colleague has chosen to back you.
Here’s the reality: your first client usually doesn’t come from a fancy funnel or a clever hack. It comes from being visible enough, useful enough and referable enough, long before your website looks how you want it to.
So here, we’ve pulled together stories from founders, CEOs and operators who remember exactly how they landed that first real client. They’ve told us what they did, what worked, and what they’d repeat.
Across their stories, the same themes keep cropping up:
- Your network is more valuable than you think.
- Tiny jobs and small favours often open the door to big accounts.
- People buy from the person they already trust to sort it out.
- Showing your work beats shouting about your brand every single time.
We’ll take those ideas and turn them into something you can use, step by step.
By the end of this post, you’ll have a simple way to think about your first client: who they are, where they’ll come from, and what you need to do this week to meet them.
Start with what you’ve already got
Most people launch a business and assume the first client will appear from some big public moment. A post that lands well or a clever outreach message.
What usually happens is far more normal.
Your first client tends to be someone who already knows how you work.
Lewis Hammond, Marketing Director at Bright Future Home Buyers told us that his first paid piece of work didn’t come from marketing. It came from someone who’d watched him handle pressure years before: “A former colleague who knew my track record called when their aging mother needed to sell her house quickly due to medical expenses.”
That’s not a strategy. That’s someone trusting the person they already know will sort things out.
Then there’s Dimitar Dechev, CEO of Super Brothers Plumbing Heating & Air, who didn’t land a commercial contract by chasing it. It came from a small residential job he treated properly: “Our first major client came from a residential plumbing referral… the key to that success was providing top-notch service on every job, regardless of its size.”
Two very different sectors. Same theme.
The early work comes from the people who’ve already seen how you behave when something needs to get done.
This includes:
- a neighbour
- a previous colleague
- someone you volunteered with
- a tiny job you did before you had a business name
- a person who’s observed you more than you realise
Founders often look outward too fast. Meanwhile, the people who know them well have no idea what they offer, who they work with, or how to introduce them to others who might be interested in working with them.
So the real first step is: tell people what you’re doing. Not a vague “I’ve launched a business.” Be specific about the problem you can take off someone’s plate.
Once people understand that clearly, introductions start happening, because you’ve finally given people something concrete to connect you with.
Get clear on the one problem you solve
Once you tell people you’ve launched a business, the very next question in their head is simple: “Cool, how can you help me then?”
Most founders don’t answer that clearly enough.
They talk about their service list, their background, their big vision. All useful, but none of it helps someone recognise the moment they should introduce you or hire you.
Your first client usually comes from someone spotting a problem and thinking, “This is exactly what they deal with.” For that to happen, you need one clear anchor.
Kristin Marquet, Founder & Creative Director at Marquet Media told us that her first major client didn’t come from a complicated offer. It came from clarity and proximity: “I told my existing network exactly what I was building and who I could help. One person introduced me to a founder who needed visibility fast.”
She didn’t send a brochure.
She didn’t share ten different packages.
She said: here’s the thing I do, and here’s who it’s for.
The same thread shows up in other stories. People landed early clients because the problem was easy to identify:
- a homeowner overwhelmed by a house sale
- a company losing money because of slow suppliers
- a founder who needed a visibility sprint
- a business stuck with a painful operational issue
- someone looking for reliability rather than a pitch
When you make your value simple to understand, people don’t need convincing. They just need a moment of recognition.
So here’s the work for this stage:
Pick the one problem you solve that’s easiest for someone to explain on your behalf.
This is not your grand vision. It’s the easiest, most obvious starting point.
Your first client isn’t choosing you because you fit the exact problem they need off their plate right now.
Make yourself easy to buy from
Once someone understands the problem you solve, the next hurdle is simple: can they actually work out how to hire you without needing a map, three calls, and a drink?
Most founders make this part far harder than it needs to be.
Too much choice.
Too many steps.
Too much “let me explain my process” before anyone has even asked.
Your first client doesn’t need a full suite of offers. They need clarity.
Aleina Almeida, CEO of Meridian International Sourcing Group, landed her first big account by being clear and direct about what she could help with in the moment:
“I reached out with personalised messages that addressed their specific needs… consistently nurturing relationships through meaningful conversations opened doors.”
She was making it easy for people to understand the fit.
You see the same pattern everywhere across these stories from founders who’ve been where you are right now.
People convert when the path is simple:
- one clear starting offer
- a straightforward way to talk to you
- a price that isn’t buried under layers of extras
- an easy next step that doesn’t feel like a trap
- a short explanation of what someone gets when they say yes
Most founders overcomplicate this stage because they think they need to look established. You really don’t. You just need to be easy to hire.
Here’s what that looks like:
Tell people the exact starting point.
Not the whole journey.
Just the first step.
A single offer works well at this stage. Something people can understand in one breath. Something that answers the problem you already defined.
Then make the next action obvious. A simple message. A short call. Whatever fits how you work.
When the buying process is clear, people relax. They’re not trying to decode your website or guess your price or figure out whether you’re available. They can just get on with it.
Your job here is to remove the friction.
Talk about your work before you try to sell it
Most founders launch, wait, and hope someone magically knows who they are and what they do.
Silence feels safer than showing up. But silence also means no one has a clue how to introduce you, hire you, or even describe you.
Your first client doesn’t usually buy because you’ve mastered sales. They buy because they’ve seen enough of your thinking to feel like you know what you’re doing.
This part is all about trust.
Sell competence, not product. Your first big client won't buy your vision; they will buy the guarantee that you can eliminate a costly problem they already have.
Charlie Camisasca, Founder of Boardroom told us that his early customers didn’t appear out of thin air. The door opened because he was already visible to the right people through a trusted partner, and he showed his value long before he asked for anything. A simple referral agreement send their first dozen customers.
And Gene Martin, Founder of Martin Legacy Holdings, landed his first major client through something as simple as this: “I shared photos of a challenging flip project… nothing fancy, just before-and-afters with details about lessons learned.”
That small post was enough to bring in a serious investor.
Even in completely different industries, the pattern repeats.
People respond to real work they can see.
Visibility is about being present enough that people understand how you think and what you’re capable of.
Here are the easiest ways to do that without feeling like you’re performing a TED talk:
- Share a quick update on what you’re working on.
- Talk about something you solved this week.
- Post a tiny behind-the-scenes moment.
- Comment on the topics your clients care about.
- Say something human instead of something “professional.”
Chongwei Chen, President & CEO of DataNumen, built his early traction purely by showing up where his customers already were and sharing the information that answered their panic moments: “Our first major clients found us, we didn't find them. In the data recovery business, customers don't shop for software until disaster strikes, and their files are corrupted. In general, they immediately turn to search engines in crisis mode. We focused on being exactly where they were looking… the lesson: don’t chase clients. Position yourself where they’ll search when they need you most.”
Founders often feel like they need to look bigger, slicker, more ready before they talk about their work, but the opposite is true.
Talk early. Talk simply. Let people see your brain at work.
Claim your free personal branding playbook
Give people a reason to trust you quickly
When you’re new, trust is the real currency.
People aren’t sitting there thinking, “I need a founder with a perfect logo.” They’re thinking, “Can this person sort my problem without creating a bigger one?”
Your early clients make decisions fast, and they make them based on one thing: whether they believe you can deliver.
A lot of the founders we’ve heard from won their first client because they showed that proof early, in simple ways.
Flavia Estrada, Business Owner at Co-Wear LLC, didn’t land her first major account by talking about features or fabric or brand story. She cut straight to the pain point: “My first major client was a corporate outfitting company that bought a bulk order of a specific durable good. I used publicly available data to estimate the specific dollar amount they were losing… and showed them a clear, two-step plan that solved that cost leak.” Flavia advises new entrepreneurs to, “Sell competence, not product. Your first big client won't buy your vision; they will buy the guarantee that you can eliminate a costly problem they already have.”
Nita Laad, Founder & CEO of Nexia AI, built trust by leading the early sales meetings herself and listening properly: “The key was focusing on joint value creation by listening more than talking… proving ROI before asking for broader adoption. For new entrepreneurs, I'd recommend leading those first critical conversations yourself and prioritizing genuine listening over pitching.”
Founders often feel like they need to look bigger, slicker, more ready before they talk about their work, but the opposite is true.
And then there’s Matt Goodwin, President of Viper Security Inc, who turned a tiny, almost throwaway project into a long-term client because he handled it cleanly and didn’t cut corners: “We got our first big client by word of mouth. We did a very small security camera installation job for a local homeowner who provided his own cameras. Normally we don't install customer provided cameras, but in this case, it was a person in-town who worked for a major camera manufacturer. Knowing he wouldn't want to buy the same exact cameras through us at a higher price, we made an exception. We thought it was the neighborly thing to do. We made sure the install was very neat and clean and exactly what he asked for.
A few months later he calls back and asks us if we would be interested in working with a Mobile Surveillance Unit manufacturer. He had a friend that worked there who mentioned they were looking for someone in our area and if he knew anyone. Within a week we were on a plane to meet them and tour their facility. Since then, they have been our biggest customer for service, and we became their customer as a distributor.”
Different industries. Same theme:
People trust what they can see.
They trust action.
They trust the small things handled well.
So if you’re trying to land your first real client, think about what would help someone relax around you:
- a small example of something you’ve delivered
- a story that shows how you think under pressure
- a simple breakdown of how you’ll solve their problem
- a tiny proof point that shows you’re reliable
- a moment where you made someone’s life easier without shouting about it
You don’t need a portfolio full of unicorn-case-studies. You need one or two real things other humans can recognise as solid.
Build one simple visibility habit
When you’re trying to land your first client, the internet will tell you to do everything.
Post on LinkedIn daily. Start a podcast. Build a funnel. Storytell. Start a blog. Cold DM. Warm DM. Go live.
It’s far too much, and it kills people’s confidence before they’ve even started.
You don’t need a full content strategy at this stage.
You need one small habit that keeps you visible and makes it easier for people to remember you when they hit a problem you can solve.
Jose Garcia, Economist and Consultant, built his early client base without any complex plan: “I started by sharing useful insights and answering people’s questions… over time, some of those people came back asking for paid consulting. Providing value consistently built both trust and visibility. My advice to new entrepreneurs is simple: leverage your network. Your personal connections, and even your family's connections, are often the fastest path to landing your first major client.”
Kseniia Andriienko, Digital Marketer at JPGtoPNGHero, opened the door to her first serious client by sending one focused note: “We created a short ‘here’s what we can fix for you this week’ message… that small insight got their attention.” For new entrepreneurs, I'd suggest starting the same way: pick one company you respect, study their work for an hour, and highlight a tiny gap they haven't solved yet. Then offer a simple next step.”
None of this is glamorous.
None of it requires a ring light or a perfectly curated online persona.
It’s consistency in tiny moments.
Pick one of these and do it steadily:
- Leave three thoughtful comments a day on posts your ideal clients might read
- Share a short weekly update on something you solved or observed
- Send one useful message to someone who might need your help
- Show your work in progress once a week
- Pay attention to where your clients hang out and show up there regularly
This habit isn’t about reach. It’s about staying present enough that when someone hits a pain point, your name crosses their mind.
The common mistakes founders make in the early days
Everyone makes these. Every single founder. There’s nothing to be embarrassed about here, but seeing them early saves months of frustration.
Trying to look “established” instead of being clear
New founders often build a long list of services, a complicated website, and a whole brand story before they’ve even spoken to the first client. None of that helps someone work out what you actually do.
Hiding until everything feels perfect
This is the big one.
People wait until the offer is polished, the messaging is tight, the brand is right. Meanwhile, the people who already trust them have no idea they’re even available.
Selling too many things at once
If you tell someone you do six different things, they’ll remember none of them.
Your first client needs the simplest version of what you offer.
Talking about “services” instead of outcomes
A service list makes someone work too hard. A clear outcome makes life easy.
This is why Kristin Marquet’s early win landed, she met someone who needed visibility fast, and she went straight for the result.
Avoiding real conversations
Founders often lean on online content as a shield, hoping they won’t have to speak to anyone. The first few clients come from conversations. Real ones. Not scripts.
Ignoring the tiny jobs that could turn into something bigger
Dimitar Dechev’s early residential plumbing job turning into a multi-unit commercial client says it all. Treat the small things properly. People notice.
Overthinking the “right” approach
Some people landed clients through handwritten notes.
Some through an industry event.
Some through a school fundraiser.
Some through sharing a simple story online.
There is no perfect route, just a route that fits who you are.
Waiting for confidence
Confidence isn’t the starter. The starter is clarity plus action.
Confidence shows up afterwards.
What worked for us
Whenever founders ask us how we got our first clients, we always tell the truth: nothing about it was shiny. In fact, it was super messy and built on people who already knew how we worked long before The Leadership Visibility Co existed.
When I left corporate and stepped out on my own again, I didn’t have a beautiful system or a clever launch plan in place. I had years of experience behind me and a handful of people who’d seen it up close. The first clients came through conversations, people who’d worked with me before, people who already knew I could write, think, and lead the work and get the results they wanted.
The first thing I did was send a message to anyone I’d worked with before my last corporate role and asked for a virtual coffee. Almost all of them came back to me, and if they couldn’t throw me work right then, they offered to refer me to people who needed my services.
Suzie’s early clients came the same way. Before LVCo, she’d been promoted into every leadership role she touched, launched magazines, steered tricky pivots, and built commercial revenue because people trusted how she handled pressure. When she jumped on board with me, it wasn’t a cold audience that hired us. It was people who’d seen her operate and wanted to work with her again.
Nothing about these early days look the way they’re supposed to. We didn’t wait for a perfect brand. We didn’t hide behind our website. We simply told people what we were doing, who we wanted to help, and the sort of problems we could take off their plate.
The work grew from there:
- one person introduced another
- a tiny project turned into something bigger
- someone read a piece of content and reached out
- a founder asked for help on LinkedIn and we answered
- a past colleague referred a client because they’d already seen our standards
There was no big moment.
It was and very much still is steady, human progress that is building into something real.
If you’re at the start, the thing that matters most is how clear and findable you are. Once people understand what you do and can picture you solving a specific problem, the first client appears faster than you think.
Final thoughts
Getting your first client isn’t a grand moment. It’s a series of small, ordinary steps that finally come together.
You get clear on the problem you solve.
You tell people in your world what you’re doing.
You make it easy for them to understand how to hire you.
You talk about your work in simple, human ways.
You build trust through the small things, but they’re the things people actually notice.
You stay visible enough that someone recognises the moment you’re the right person for the job.
Every founder whose story you read in this piece did some version of those steps. They showed up, listened properly, handled the work well, and stayed consistent.
Your first client will almost certainly come from clarity, presence, and the way you carry yourself when no one’s watching.
If you want support while you’re figuring this out — a place to ask questions, get feedback, and build your confidence without feeling like you’re doing it alone, that’s exactly why we created Brand Builders. A steady community for founders and small business owners who want that sort of momentum.
Whenever you’re ready to take the next step, we’ll be there to walk it with you.
