Clients Do Not Magically Appear. Businesses That Are Ready Get Found.

Let’s clear something up… finding clients is not a passive activity. It never has been, and anyone telling you otherwise is either very lucky, very new, or selling you something.

Before you even think about “putting yourself out there”, your virtual ducks must be in a nice neat row. Not Instagram-perfect ducks… real business ducks.

You need to know what you actually offer. Not a vague “I can help with admin”. Be crystal clear. That might be a defined industry niche, a specialist service, or a broad support offering done exceptionally well. Any of those can work.

What doesn’t work is confusion. If you can’t clearly explain your service, your potential client definitely won’t understand it… and will switch off.

You also need a solid grasp on how you charge and why. In Australia, this is not optional knowledge. Hourly rates are not just a pricing decision, they can carry legal implications for your client, particularly around the Superannuation Guarantee and contractor classification. If that sentence made you uncomfortable, that is your sign to stop and educate yourself properly before approaching clients. Confidence comes from competence, not vibes.

A professional online presence matters. No, it does not need to be flashy. But a basic website with clear services, contact details and professionalism is the bare minimum.

Social media should be chosen strategically, not emotionally. Be where your ideal client actually spends time. If your client lives on LinkedIn, being very consistent on Instagram will not save you.

Visibility only matters if the right people can see you.

Then there are the unsexy but critical documents. A service agreement that aligns with Australian business laws. Not something downloaded blindly and hoped for the best. If you buy a template, then make it your business to understand it properly.

A professional profile you can tailor for individual clients. A letterhead you can use for proposals and cover emails. And yes, business cards. Real ones, printed, carried and used by you. They still work because business still happens between humans.

And do not overlook insurance. At a minimum, you need Professional Indemnity insurance to protect you if a mistake or omission causes a client financial loss. Public Liability may not be essential on day one if you work entirely online, but most businesses will need it as soon as they attend events, meet clients, or work onsite. Insurance is not about fear, it is about professionalism. If you want to be treated like a legitimate business, this is non-negotiable.

Once all of that is in place, here comes the part many people try to skip.

Get out there.

Clients do not materialise because you quietly launched a website and waited politely. You need to let people know you exist. Email your existing business contacts. Reach out personally. Tell them you have been working on something. Ask for a short chat – and no, this is not meant to be a pitch, just a conversation.

This is not theory. This is exactly how I built my client base. Seven meetings in one day with business contacts who KNEW others in business. And that led to a full stable of clients within three weeks. Not because I was lucky, but because I was prepared and proactive.

And finally, never forget this: The best clients almost always come from referrals.

…which means you need to meet people who know people. Business meetups. Chamber of Commerce events. Industry events. In person rooms where business owners gather, talk, complain, share and recommend. Yes, you will definitely need to leave the house. Yes, it can feel uncomfortable, but growth often does.

There is plenty of work out there… truly… but opportunity does not chase unprepared businesses.

Get ready. Then get visible… and stop waiting for permission to build the business you say you want.

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If you are don't know where to begin and need some experienced support, get in touch with VA Institute - we're here to help you build a strong and successful business that honours you at the very core.