I’ve worked with more than 100 clients over the past 10 years—I’ve seen it all. But there’s one thing I truly believe is absolutely critical to successful working relationships: managing client expectations. 

It’s so easy to bow down to everything a client asks for, but you end up burning yourself and the client when you do this. For me, great client management is a key marker of success and a prerequisite for a good client relationship. So what can you do?

Here are 10 ways I make sure I manage client expectations from the get-go so we all have a good time. 

Why managing client expectations matters

Look, managing client expectations isn’t just about dodging bullets. It’s actually a game-changer for your client relationships. Think about it—when clients feel like you really get them and value their input, they’re way more likely to come back for more work and even spread the word about you.

And here’s the kicker: when you’ve got that solid rapport going, clients tend to give you more creative freedom. They trust you to run with ideas and take charge of projects. It’s a win-win.

Bottom line? Clear communication and trust-building aren’t just fancy buzzwords. They’re your ticket to nailing projects and building lasting connections with clients. Get it right, and you’ll set yourself up for success every time.

• You get clarity and understanding. When you take the time to discuss a client’s expectations upfront, it helps everyone involved understand client goals, deadlines, and deliverables. Clear expectations get everyone on the same page and prevent misunderstandings later on, which can lead to frustration for both parties.

• You quickly build trust. When you communicate openly and manage client expectations well, you build trust with your clients. They feel confident that you understand their needs and will deliver what they are looking for. Trust is a key part of any successful client relationship, and it can lead to long-term collaborations.
• You avoid awkward conflicts. Misunderstandings about what is expected can lead to conflicts. For example, if a client expects a certain style or tone that you didn’t discuss, it can result in multiple revisions (hello, Groundhog Day). By managing client expectations from the start, you can minimise these conflicts and keep the project on track.
• You have a better chance of success. Clients are more likely to be happy with the final product if they know what to expect throughout the process. This satisfaction can lead to positive reviews, referrals, and repeat business.
• It helps you manage your time. When you know what the client wants and when they want it, you can plan your workload effectively. This helps you meet deadlines and manage expectations without feeling overwhelmed.

How to manage client expectations so everyone’s happy 

1. Understand what clients want (and need)

The first step in any freelance writing project is to have a good chat with your client. This is your chance to really get to know what they’re looking for and to show them that you’re the right person for the job.

Why clear communication matters…

Think of it like this: if you’re cooking a meal for someone, you’d want to know if they have any allergies or if they hate broccoli, right? It’s the same with writing. You need to know what your client likes, dislikes, and expects before you start typing away.

Tips for getting that initial communication right:

1. Set up a video call if possible. Seeing each other’s faces can help build rapport and make communication clearer.
2. If a video call isn’t possible, a phone call is the next best thing. Emails are okay, but they can sometimes lead to misunderstandings.
3. Be friendly and approachable, but also professional. Remember, this is a business relationship.

Questions to ask during the initial consultation to manage client expectations

Here are some key questions to help you understand what your client needs:

1. “What’s the main goal of this project?” This helps you understand the big picture.
2. “Who’s your target audience?” Knowing who you’re writing for is crucial.
3. “Do you have any examples of writing styles you like?” This can give you a good idea of what they’re expecting.
4. “What’s your timeline for this project?” This helps you plan your work and set realistic deadlines.
5. “Are there any specific topics or keywords you want me to focus on?” This is especially important for SEO-focused content.
6. “Do you have a style guide or brand voice guidelines?” This can save you a lot of back-and-forth later.

2. Clearly define the project scope

Once you’ve had a good chat and understand what your client wants, it’s time to nail down the specifics. This is where you define exactly what you’ll be doing, when you’ll be doing it, and how much it’ll cost.

What to include in the project scope:

1. Deliverables: Be specific about what you’re going to produce. For example, “Five 1000-word blog posts on topics related to sustainable living.”
2. Timelines: Set clear deadlines for each stage of the project. For instance, “First draft delivered by September 1, final draft by September 15.”
3. Revisions: Specify how many rounds of revisions are included. For example, “Two rounds of revisions included in the price.”
4. Research: If you need to do extensive research, make sure to include this in your scope and timeline.
5. Format: Clarify how you’ll deliver the work. Will it be in a Google Doc, Word file, or directly uploaded to their website?

3. Document agreements

Here’s the thing: memories can be fuzzy, and what seems clear today might be confusing a month from now. That’s why it’s super important to get everything in writing.

1. After your initial chat, send a follow-up email summarising what you discussed. Ask the client to confirm that your understanding is correct.
2. Create a formal proposal or contract that outlines all the details you’ve agreed on. This should include the documented scope, timeline, payment terms, and any other important details.
3. Don’t start work until the client has approved this document in writing (an email confirmation is fine).

Remember, the goal here is to start your project on the right foot. By taking the time to really understand what your client needs and clearly defining the scope of your work, you’re setting yourself up for success. It might seem like a lot of work upfront, but trust me, it’ll save you headaches down the road!

4. Identify timelines and how long the project will take

This is where you need to be honest with yourself and your client about what’s actually doable. It’s tempting to promise the moon to land a gig, but trust me, it’s better to under-promise and over-deliver than the other way around.

First things first: you need to get a handle on how long things actually take you. This isn’t about how long you think they should take, or how long you wish they’d take. It’s about cold, hard reality.

Tips for estimating time for tasks:

1. Research: This can be a real time-suck. For a topic you’re familiar with, you might only need an hour or two. For something completely new? You could be looking at half a day or more.
2. Writing: A good rule of thumb is about 500 words per hour for a first draft. But remember, this can vary wildly depending on the complexity of the topic and how much you’re “in the zone.”
3. Editing: Don’t skimp on this! Plan for at least 25% of your writing time for self-editing.
4. Client revisions: Always, always factor this in. Even if you nail it on the first try (go you!), the client might still want changes.

💡 Keep a time log for a week or two. Track how long each task actually takes you. You might be surprised!

How to communicate timelines effectively

Here’s the deal: clients often have no idea how long good writing takes. It’s your job to educate them (gently).

1. Break down your timeline: Instead of just giving a final deadline, show them the steps. “Research will take 2 days, first draft 3 days, self-editing 1 day, and I’ll allow 2 days for your review and my revisions.”
2. Build in buffer time: If you think you can do it in a week, quote 10 days. Life happens, and you’ll thank yourself later.
3. Be clear about working days: If you don’t work weekends, make sure the client knows that.

5. Balance quality and quantity (the real killer!) 

This is the eternal struggle, isn’t it? Clients often want premium work, delivered yesterday, for peanuts. Here’s how to handle it:

1. Be upfront about the trade-offs: If a client wants 10 articles in a week, be honest that they won’t be as polished as if you had two weeks.
2. Offer options: “I can deliver 5 high-quality articles in a week, or 10 more basic ones. Which would you prefer?”
3. Explain the value of quality: Help them understand that well-researched, carefully crafted content will perform better in the long run.

Top tips for discussing trade-offs and client expectations

Here’s where you need to channel your inner diplomat. You want to be helpful, but also stand your ground.

1. Use analogies: “It’s like building a house. We can do it quickly and cheaply, but it might not be as sturdy. Or we can take more time and resources to build something that lasts.”
2. Provide examples: If you have samples of rush jobs vs. projects you had more time for, show the difference.
3. Be solution-oriented: Instead of just saying “no,” offer alternatives. “I can’t do 10 articles this week, but I could do 3 this week and 3 next week. How does that sound?”

Remember, setting realistic expectations isn’t about disappointing your client. It’s about being honest and professional. In the long run, clients will appreciate your transparency and the quality of your work. And you’ll avoid the stress of impossible deadlines and the disappointment of delivering work you’re not proud of.

It’s all about finding that sweet spot where you can do your best work and your client gets what they need. It might take some practice, but you’ve got this. 

6. Schedule regular updates and keep lines of communication open

Okay, so you’ve got the project, you’ve set expectations, and now you’re knee-deep in work. But here’s the thing: your client isn’t a mind reader. They can’t see how hard you’re working or how the project is shaping up. That’s where regular updates come in–a crucial part of managing expectations. Think of it as sending a postcard from your writing journey—it keeps the client engaged and prevents any nasty surprises.

Why regular updates matter when managing client expectations

Imagine you order something online. If the seller goes radio silent after taking your money, you’d get pretty antsy, right? It’s the same with your writing projects. Regular updates reassure the client that things are moving along and give them a chance to course-correct if needed.

How often should you check in?

This depends on the project length and complexity, but here are some general guidelines:

• For short projects (1-2 weeks): A quick update every 2-3 days is good.
• For medium projects (3-4 weeks): Weekly check-ins work well.
• For long projects (1 month+): Bi-weekly updates are usually sufficient.

Remember, these are just starting points. Some clients might want more frequent updates, others less. The secret to managing client expectations ss to agree on a schedule upfront.

What to include in your updates

Keep it simple and to the point. No need for a novel. Include:

1. What you’ve accomplished since the last update
2. What you’re working on now
3. Any challenges or questions you’ve encountered
4. What’s coming up next

💡Tip: a project management tool like Trello or Asana can be great for keeping clients in the loop. You can invite them to the board and they can see progress in real-time. Just make sure they know how to use it!

7. Be open to feedback 

Alright, now let’s talk about the F-word: Feedback. It’s not always easy to hear, but it’s crucial for delivering what the client wants.

How to ask for feedback

1. Be specific: Instead of “What do you think?”, try “Does the tone match what you were looking for?” or “Is the structure working for you?”
2. Make it easy: Provide a simple feedback form or template. This helps guide the client and makes it easier for you to act on their input.
3. Set a deadline: “Could you please provide feedback by Friday? This will help me stay on schedule for the final draft.”

How to handle feedback like a pro

1. Don’t take it personally: Remember, they’re critiquing the work, not you.
2. Ask for clarification: If something’s unclear, don’t be afraid to ask. “When you say it needs more punch, could you give me an example of what you mean?”
3. Summarise and confirm: After receiving feedback, recap the main points and your planned actions. “So, I’ll focus on making the intro more engaging and add more data to support the main arguments. Does that sound right?”

Tips for being receptive to criticism

Look, nobody likes hearing their baby’s ugly. But here’s the truth: constructive criticism can make your work better. Try to see it as a learning opportunity rather than an attack.

1. Take a breath: If feedback stings, step away for a bit before responding.
2. Look for patterns: If multiple clients give similar feedback, it might be pointing to an area you can improve.
3. Say thank you: Even if you don’t agree with all the feedback, thank the client for their input. It shows professionalism and helps maintain a good relationship.

Remember, the goal here is to keep the lines of communication open and flowing both ways. Regular updates keep the client informed and engaged, while effective feedback mechanisms ensure you’re on the right track. It might feel like extra work sometimes, but trust me, it’s way better than radio silence followed by a “this isn’t what I wanted at all” bomb at the end of the project.

Keep those communication channels open, be proactive, and you’ll find your projects running smoother than a freshly oiled typewriter. (Do people still use those? Anyway, you get the idea!).

8. Address scope creep before it creeps too far 

You know how it goes. You’re cruising along on a project, feeling good about your progress, when suddenly the client throws you a curveball. “Oh, by the way, can we add a section on underwater basket weaving? And make it twice as long?” Welcome to the world of scope creep and revisions. 

First off, what the heck is scope creep? It’s when a project starts growing arms and legs beyond what you initially agreed on. It’s sneaky, it’s common, and if you’re not careful, it can eat up your time and profits faster than a kid in a candy store.

Here are some red flags to watch out for:

• “While you’re at it, could you just…”
• “I had a new idea. Can we add…”
• “This looks great, but I was thinking…”

If these requests go beyond your original agreement, you’re likely dealing with scope creep.

4 strategies for addressing additional requests

1. Be polite but firm: “I’d be happy to add that section on underwater basket weaving. Since it wasn’t part of our original agreement, I’ll need to adjust the timeline and cost. Shall I put together a proposal for this additional work?”
2. Use a change order system: Have a formal process for requesting changes. This can be as simple as an email template where the client outlines the requested changes and acknowledges that it may impact the timeline and cost.
3. Prioritise: If the client wants to add something, ask what they’d like to remove to make room for it. “We can certainly add that new section, but to keep within our agreed word count and timeline, which existing section should we remove?”
4. Be solution-oriented: Instead of just saying no, offer alternatives. “Adding that section would push us over our agreed word count. Would you like to make this a two-part series instead?”

Remember, it’s okay to say no to scope creep. You’re running a business, not a charity.

9. Have clear revision policies in your contract

Revisions are a normal part of the writing process, but without clear boundaries, they can turn into a never-ending nightmare. Here’s how to keep things under control:

1. Specify the number of revisions: In your initial agreement, clearly state how many rounds of revisions are included. Two or three rounds are pretty standard.
2. Define what counts as a revision: Is it any change at all? Or only substantial rewrites? Be clear about this upfront.
3. Set time limits: “Revision requests must be submitted within 7 days of receiving the draft.”
4. Be clear about additional costs: “Additional revisions beyond the agreed number will be billed at £X per hour.”

How to communicate the impact of changes on deadlines

This is crucial. Clients often don’t realise that changes take time. Here’s how to handle it:

1. Be specific: “Adding that new section will require about 3 hours of additional research and writing. This will push our final deadline back by two days.”
2. Offer options: “We can either extend the deadline to accommodate these changes, or keep the original deadline but reduce the scope elsewhere. Which would you prefer?”
3. Use visual aids: A simple timeline or Gantt chart can help clients see how changes impact the overall project schedule.
4. Remind them of the agreement: “As per our original agreement, substantial changes at this stage may impact our timeline and cost. Would you like me to prepare a change order for this new request?”

The key here is to be proactive, not reactive. Don’t wait until you’re drowning in extra work to speak up. Address changes and revision requests as soon as they come up.

Remember, your time and expertise are valuable. It’s okay to accommodate reasonable changes and revisions, but it’s also okay (and necessary!) to set boundaries. You’re a professional, not a mind reader or a miracle worker.

10. Build trust and rapport 

Building trust and rapport with your clients is like laying a strong foundation for a house. If the foundation is solid, everything else will stand strong, too. Here’s how to create that trust to better manage clients expectations:

Be transparent, always

One of the best ways to build trust is to be upfront about what you can and cannot do. If a client asks for something that’s outside your skill set or that you don’t have time for, it’s better to say so than to risk disappointing them later.

1. Know your limits: If you’re not comfortable with a certain topic or type of writing, let the client know. For example, “I specialize in blog writing but don’t have much experience with technical manuals. If you need that, I can recommend someone who does.”
2. Set realistic expectations: If you’re working on multiple projects, be honest about your availability. “I can start your project next week, but it will take me about two weeks to complete it.”
3. Communicate challenges early: If you encounter a problem during the project, like a delay in research or a personal issue, let your client know as soon as possible. “I’m running into some delays with the research, and I want to keep you updated. I’ll need an extra day to complete the draft.”

Share successes and challenges throughout the project

Don’t just communicate when there’s a problem. Share your successes, too. This keeps the client engaged and shows them you’re invested in their project.

1. Celebrate milestones: If you finish a draft or receive positive feedback, share that with your client. “I just wrapped up the first draft, and I’m really excited about how it’s turning out!”
2. Be open to learning: If you learn something new while working on their project, share that insight. “While researching, I found some interesting statistics that could enhance the article. Would you like me to include them?”
3. Ask for input: Involve your client in the process. “I’m considering two different approaches for the article. Which one do you think aligns better with your vision?”

Keep it professional

Being professional is key to building trust. It shows your clients that you take your work seriously and respect their time and needs.

1. Communicate clearly: Use clear and polite language in all your communications. Avoid slang or overly casual language in emails, especially if you’re just starting to work with a client.
2. Be respectful: Treat your clients with respect, even if you disagree with their feedback or requests. “I appreciate your input, and I’ll make sure to incorporate your suggestions into the next draft.”
3. Stay positive: A positive attitude goes a long way. Even if things get tough, try to maintain a can-do spirit. “I see the challenges we’re facing, but I’m confident we can find a solution together.”

Stick to deadlines and commitments

Meeting deadlines is one of the most important aspects of professionalism. When you deliver on time, you build trust and show that you’re reliable.

1. Set clear deadlines: When you agree on a timeline, make sure it’s realistic for both you and the client. “I can have the first draft ready by next Friday. Does that work for you?”
2. Stick to your commitments: If you promise to deliver something, do your best to follow through. If you can’t meet a deadline, let the client know as soon as possible and propose a new timeline.
3. Follow-up: If you haven’t heard from a client after sending your work, it’s okay to follow up. “I sent over the draft last week and wanted to check if you had any feedback or questions.”

Managing client relationships is a marker of success

As a freelance writer, remember that managing expectations is a skill you can develop over time. It may feel challenging at first, but with practice, it will become second nature. Here are a few final thoughts to keep in mind:

1. Be proactive: Don’t wait for issues to arise. Take the initiative by communicating and setting client expectations clearly from the beginning. This will save you time and stress later on.
2. Learn from experience: Every project is a learning opportunity. Pay attention to what works and what doesn’t, and adjust your approach accordingly. Over time, you’ll refine your process and improve your client relationships. 
3. Stay positive: Building strong client relationships takes time, so be patient with yourself and your clients. A positive attitude can go a long way in creating a collaborative and enjoyable working environment.
4. Celebrate successes: Don’t forget to acknowledge your achievements, both big and small. Whether it’s completing a challenging project or receiving positive feedback, take a moment to celebrate your hard work.