How to get more clients: 7 proven strategies for small businesses

Published Wednesday 20 May 2026

Table of contents

• Why getting more clients matters for small businesses
• How to get more clients
• Spend more time winning clients with Xero
• FAQs on how to get more clients

Key takeaways

• Know your ideal client first. A clear ideal client profile helps you focus your time and budget on the people most likely to buy from you.
• Mix online and offline strategies. Combine a strong website and social media presence with networking and referrals to reach clients through multiple channels.
• Let happy clients sell for you. Testimonials and referral partnerships turn your existing clients into your most credible marketing tool.
• Keep the clients you win. Excellent customer service costs less than finding new clients, and a small increase in retention can significantly boost profits.

Why getting more clients matters for small businesses

A steady flow of new clients keeps your revenue growing and your business resilient. Without it, you rely too heavily on a small group of existing customers.

Finding new clients has also become more expensive. Customer acquisition costs have risen significantly over the last decade. That means every dollar you spend on attracting clients needs to work harder. A clear, repeatable strategy helps you grow without overspending.

You do not need a massive marketing budget to attract new clients. The seven strategies below give you practical, affordable ways to bring in more clients and build a business that grows on its own momentum.

How to get more clients

Growing your client base takes targeted outreach and strong branding built on genuine relationships. Here are seven proven strategies you can start using today.

1. Define your ideal client

Your ideal client profile describes the person or business most likely to buy from you and stay loyal. When you know exactly who you serve best, you stop wasting time on leads that go nowhere.

Start by looking at your best current clients. Ask yourself what they have in common. Consider these factors:

• Demographics: age, location, industry, company size, or income level.
• Pain points: the specific problems they need solved.
• Buying behaviour: how they find you, what convinces them to buy, and how long the decision takes.
• Budget: what they can realistically spend on your product or service.

Write this profile down and share it with anyone who handles sales or marketing. Use it to guide every decision, from where you advertise to how you write your website copy. A marketing plan template can help you organize these details in one place.

2. Build a strong online presence

Your website is often the first impression a potential client has of your business. A clean, mobile-friendly site signals that you are professional and trustworthy.

Make sure your site clearly explains what you offer and how to contact you. Include a strong call to action on every page. Search engine optimization (SEO) helps people find you when they search for services like yours. Focus on writing helpful content that answers their questions.

Claim your Google Business Profile as well. It helps you appear in local search results and Google Maps. Keep your hours, address, and phone number accurate across every online listing. For a deeper look at building your online visibility, see Xero's digital marketing guide for small businesses.

3. Use social media and content marketing

Social media and content marketing work together to attract clients who are already searching for solutions you provide. Posting consistently on the right platforms builds trust before a prospect ever contacts you.

Choose platforms where your ideal clients spend their time. Facebook, Instagram, LinkedIn, and TikTok remain among the most widely used platforms in 2026. You do not need to be on all of them. Pick two or three and post regularly.

Content marketing extends your reach beyond social feeds. A blog on your website lets you share expertise and rank in search results. You can also repurpose blog posts into social media updates or email newsletters.

Email outreach still works when done well. Keep your emails short and personal, and focus on how you can help. For more ideas on reaching clients online, explore Xero's small business marketing guide.

4. Network and build referral partnerships

Referrals can be a highly cost-effective way to win new clients. People trust recommendations from someone they already know, which makes referred leads faster to close and more likely to stay.

Start by asking your happiest clients for introductions. The best time to ask is right after you have delivered a great result. Be specific: "Do you know anyone else who could use this kind of help?" works better than a vague request.

Build formal referral partnerships with businesses that serve the same audience but do not compete with you. For example, a web designer might partner with a copywriter, or an accountant might partner with a business coach. Offer a referral incentive, such as a discount or a small commission, to keep the relationship active.

Attend local business events and join industry associations. The Government of Canada's small business resources can help you find networking opportunities in your area. Online communities can also open doors to new referrals. Networking is a long game. Even one strong connection can lead to a steady stream of referrals over time.

5. Collect and share client testimonials

Testimonials and reviews are social proof that shows potential clients your business delivers results. Most people read reviews before choosing a service provider, so visible, genuine feedback can tip the decision in your favour.

Ask for testimonials at the right moment. Reach out shortly after completing a project or hitting a milestone for your client. Make it easy by offering a few guiding questions:

• What problem did you need solved?
• How did working with your business help?
• Would you recommend the business to others, and why?

Display testimonials prominently on your website and in your proposals. Share them on your social media profiles too. Encourage clients to leave reviews on your Google Business Profile as well. Even a handful of strong reviews can set you apart from competitors who have none.

6. Run promotions and offer incentives

A well-timed promotion gives potential clients a reason to act now instead of later. Introductory offers lower the risk for first-time buyers and let them experience your work before committing to full pricing.

Consider these promotional approaches:

• Introductory discounts: offer a percentage off the first project or month of service.
• Bundle deals: package related services together at a reduced price.
• Seasonal campaigns: tie promotions to busy periods or industry events.
• Free consultations: give prospects a no-obligation session to see how you can help.

Set clear start and end dates for every promotion. Urgency motivates action. Track which offers bring in the most clients so you can repeat what works and drop what does not. Keeping a close eye on your numbers helps you run promotions that boost your bottom line. Xero's guide on how to increase sales covers more tactics.

7. Provide excellent customer service

Great customer service turns one-time buyers into repeat clients and vocal advocates. Retaining existing clients is far cheaper than acquiring new ones, and it compounds over time.

SCORE cites Bain & Company research on this point. A five percent rise in customer retention can boost profits by 25 to 95%. That makes every positive interaction a direct investment in your growth.

Respond to enquiries promptly and deliver on your promises. If something goes wrong, address it quickly. Clients who see you handle problems well often become more loyal than those who never had an issue.

Spend more time winning clients with Xero

Growing your client base takes time, and that time has to come from somewhere. If you are buried in invoicing and chasing payments, you have less energy for growth. Those tasks eat into the time you need to bring in new business.

Xero automates the financial tasks that eat into your day. Send professional invoices in minutes and set up automatic payment reminders. You can also see your cash flow in real time. With your finances running smoothly, you can focus on marketing. That frees up energy for the relationships that drive growth.

Try Xero for your business and get one month free.

FAQs on how to get more clients

These questions address common challenges small business owners face when trying to grow their client base.

How do you attract clients quickly?

Referrals and direct outreach tend to produce the fastest results, especially when paired with a time-limited promotion. Ask your existing network for introductions and run a short-term offer on your core service. Personalized emails to prospects who match your ideal client profile can also deliver quick wins. These methods tend to produce results within days or weeks rather than months.

What is the best way to find new clients online?

Start with a professional website optimized for search engines. Then build a consistent presence on two or three social media platforms your ideal clients use. Publish helpful content that answers their questions, and use email outreach to connect with prospects directly. Paid advertising on Google or social media can accelerate results if you have the budget.

How do I get my first client as a new business?

Reach out to your personal and professional network first. Let friends, former colleagues, and community contacts know what you offer. Attend local events and join online groups in your industry. Consider offering a discounted or free introductory project to build your portfolio and earn your first testimonial.

How can I get clients without advertising?

Referrals and strong SEO can both bring in clients without paid ads. Focus on building relationships and creating useful online content. These organic strategies take longer to gain momentum, but they often produce higher-quality leads at a lower cost over time.