But in today's challenging climate for agencies, how do you make that transition while staying true to your craft in a way that’s sustainable long-term?

"Most of the time, you're probably not working with the CEO or the executive director," explains Ritesh Gupta, founder and CEO of Useful School, during his Webflow Conf workshop. "You're working with somebody else who reports to them and wants to make them look good." This insight cuts to the heart of what makes creative business growth so challenging—it's about doing great work and understanding the human dynamics that drive client relationships.

Drawing from his experience at agencies like Wieden+Kennedy and his work with the Ford Foundation, Gupta breaks down a framework for sustainable growth that goes beyond the typical "get more clients" advice. His approach focuses on three critical areas: 

1. Attracting high-value clients
2. Streamlining services
3. Building a scalable growth model

In a time and place where creative professionals often feel pressured to take any work that comes their way, building a strategic approach to growth isn't just about making more money—it's about creating the freedom to do your best work with clients who actually value it.

1. Attracting high-value clients

The journey to attracting better clients starts with a seemingly simple task that many agencies skip: defining exactly who you want to work with. "For me, my ideal client has their shit figured out," Gupta says. "They know the budget before the conversation even happens." This clarity goes beyond avoiding frustration—it builds a foundation for sustainable growth.

Rather than casting a wide net, Gupta advocates for a more targeted approach. High-value clients typically share several characteristics:

• They have clear, well-defined challenges.
• They operate with realistic timelines.
• They've established their budget upfront.
• They're genuinely interested in pushing creative boundaries.
• Most importantly, they're pleasant to work with.

Still, identifying these traits is just the first step. The real work begins with understanding where these clients spend their time and how to reach them.

"A lot of my clients spend their time on email, LinkedIn, and reading Harvard Business Review," Gupta shares. "How do I know that? Because I asked them." This direct approach to research has led to some unexpected opportunities. For instance, one workshop participant revealed that in the Bay Area, chief marketing officers all belong to a single WhatsApp group.

Think beyond the inbox to attract clients

While many creatives view LinkedIn as just another social platform, Gupta sees it differently. "What's the other half doing?" he challenges, noting that many designers aren't taking advantage of this platform. You should be viewing your LinkedIn presence through your client's eyes. Something as simple as updating your headline or About section could open doors to new opportunities.

Sometimes, the best opportunities come from unexpected places. "I got two full-time gigs from Shark Tank companies," Gupta reveals. "I literally watched the episode, emailed them, and said, 'Hey, your website sucks. Can you hire me to do a rebrand and redesign?'" While bold, this approach worked because it combined three essential elements:

• Identifying a clear need
• Reaching decision-makers directly
• Offering specific solutions rather than generic services

And when the world "zigs," you should "zag," as Gupta learned at Wieden+Kennedy. At design conferences where everyone presents case studies, consider sharing insights from the client's perspective instead. This unique angle can help you stand out and position you as a thought leader in your field.

However, don’t try to do everything. "Just changing the copy on one button was a difference in 317 percent conversion rate for a previous client," Gupta notes. Sometimes, the smallest changes can lead to the biggest impacts.

2. Streamlining services for maximum impact

The path to scaling isn't always about adding more—sometimes it's about doing less, better. "Collins started with branding," Gupta notes, referencing the renowned design agency. "Now, they're doing financial planning and a whole mess of other stuff. Why? Because their clients needed them."

But before expanding, Gupta recommends taking a hard look at your current offerings. "Write down all your services, and put a big X through the ones that you can remove," he advises. These might be services that:

• Aren't profitable
• Cause constant headaches
• Don't showcase your best work
• Could be done better by specialists

The key is to focus on services that align with your strengths and client needs. For example, Gupta suggests implementing office hours as a paid service—a simple way to provide value while discovering new client challenges and opportunities. "Because I love you so much," he tells clients, "I will have Friday from lunchtime for you to come with any other requests you might have."

This approach creates space for growth while maintaining quality. The goal is to build a service model that scales without sacrificing the essence of what makes your work valuable.

3. Building a scalable growth model

The secret to scaling involves leveraging your natural strengths. "I have ADHD," Gupta shares candidly. "I can brainstorm like a MF. I'm so good at brainstorming." Rather than viewing potential challenges as limitations, he encourages turning them into competitive advantages.

This perspective shift extends to how you structure your business. Some agencies build their entire identity around having no meetings and working asynchronously from anywhere. Others, like Gupta, thrive on one-on-one interactions and real-time collaboration. Neither approach is inherently better—the important thing is aligning your model with your natural working style.

Consider vertical expansion as a scaling strategy. If you're working with Client A, think about complementary businesses in their network. But don't feel pressured to scale traditionally. "It isn't as simple as switching to bigger clients," Gupta says. Instead, he recommends starting with small pieces of business for larger clients and growing those relationships organically.

The most sustainable growth comes from building systems that work with your strengths rather than against them. As Gupta puts it, "Don't try to change yourself. Whatever your personality is, I love that for you."

How to get started (today)

Ready to take Gupta’s advice and take action for your design business? Here are 3 immediate steps you can take:

1. Define your foundation: Start by mapping out your ideal client profile in Webflow's website experience platform. Create a simple landing page that speaks directly to these clients' needs. Remember Gupta's advice: "Make sure your messaging is about their exact needs."
2. Streamline your portfolio: Use Webflow's CMS to showcase only the work you want to be doing. As Gupta emphasizes, "If clients see that you can do that specific thing, they're going to ask you to do that thing." Build a portfolio that attracts the right kind of projects.
3. Build your growth system: Leverage Webflow's ecosystem to create a scalable infrastructure for your business. Whether it's setting up client portals, implementing feedback systems, or creating educational resources, Webflow's tools can help automate and streamline your growth.

See for yourself. Try Webflow for as long as you like with our free Starter plan. Then, purchase a paid Site plan to publish, host, and unlock additional features that will help you scale your design business.