Are your clients confident in what you’re doing for them and why it matters?
If they aren’t, even your best work can feel disconnected.
When expectations aren’t aligned and clients don’t have visibility into the work you’re doing or the results you’re driving, it plants seeds of doubt.
That doubt can quietly erode trust and ultimately shorten the length of your engagement, reduce referrals, and cost you testimonials.
In episode 220 of the Lean Out Your Business Podcast, I share some real-world experiences of how businesses missed the mark and lost lucrative client contracts as a result.
These are some of the key things you need to learn in order to create lasting client partnerships:
- How to communicate your value effectively
- Keeping clients aligned with project/contract goals
- Recognizing and avoiding silent trust-eroders
- Making client interactions more impactful
- How context contributes to getting more referrals
Tune into Episode 220 of the Lean Out Your Business Podcast or keep reading below.
Even the Best Work Can Fall Flat Without the Right Framing
One of my clients recently hired an agency to fill a very specific gap in their marketing team.
The agency brought a great blend of strategic thinking and hands-on execution.
On paper, it looked like a perfect match. However, just a few months in, the engagement ended.
Not because the work wasn’t good. In fact, many of the strategies they were implementing were solid.
The breakdown came from one core issue: they didn’t communicate what they were doing, why they were doing it, or how it tied back to the client’s goals.
There was no roadmap. No walkthrough of the process. No alignment on expectations.
At one point, they shared a list of keywords during a meeting with no explanation of why those keywords were chosen or how they fit into the broader strategy.
Some of the terms didn’t seem relevant to the business, which caused the client to second-guess everything.
It wasn’t the keywords that were the problem. It was the lack of context.
The Impact of Skipping Context
When clients don’t understand the strategy, they start paying closer attention to the details.
They wonder if your work is custom or if it’s just repurposed from another client.
They may begin to question whether you really understand them and their business.
In this particular case, the agency also presented its recommendations in an unbranded Google Sheet with no formatting or personalization.
It lacked any indication that it had been tailored to the client’s business.
This left the founder wondering whether the work was even created for her.
That small misstep reinforced the idea that the agency didn’t fully “get” her.
And once that question surfaced, it became harder for the client to see the good in anything the agency was doing.
Your Clients Shouldn't Need a Translator
I’ve seen this happen with another client as well. She had been working with an agency for two months and couldn’t tell me what they had done for her.
There were no reports. No check-ins. No clear deliverables.
The work being done was great, however, none of it had been shared in a way that showed the progress or results.
She said something that stuck with me: “It makes me feel better that you can tell me what they’re doing is right. But I shouldn’t need you to tell me. They should have told me.”
She’s right. Your clients should never need someone else to explain what you’re doing or why it matters. That’s your job.
How to Set Context That Builds Trust
Setting context isn't just about project kickoffs or onboarding. It’s an ongoing process that should happen throughout the life of your client engagement.
Here are a few ways to do that effectively:
- Explain the why behind your work: Don’t just present deliverables. Share why you chose a particular strategy, how it connects to their goals, and what outcomes to expect.
- Use a clear and branded format: The way you present your work matters. Even a simple spreadsheet can build trust when it includes thoughtful formatting, clear labelling, and branding.
- Create a visual roadmap: Whether you’re running a six-month program or a short-term project, show your clients where they are in the journey and what’s coming next.
- Send regular updates: A 30-day update is often enough to keep clients informed and engaged. Let them know what’s been completed, what’s in progress, and what results they’re seeing.
- Highlight progress in a way that makes sense to them: Speak their language. If your client isn’t an SEO expert, they don’t need technical jargon. They need to understand how what you’re doing is moving them closer to their goals.
The Role of Context in Client Retention and Referrals
Setting context helps your clients feel seen, heard, and supported.
It increases their confidence in your work and strengthens your relationship.
Plus, it also does something else that’s just as important: it makes it easier for them to talk about you.
When clients receive updates that show tangible progress, they’re more likely to share that with others. T
hey might forward your report to a colleague or mention your name in a peer conversation. That’s the kind of referral you can’t script.
Clear context also increases the likelihood of long-term engagement.
When clients see what you’re doing and why it matters, they stay invested in the process.
They’re more likely to renew, expand their contract, or bring you into additional areas of the business.
Make Context Part of Your Client Experience
If you’re looking to improve retention, increase referrals, or simply make it easier for your clients to appreciate the value of your work, setting and reinforcing context should be a key part of your client experience.
Here’s how you can start:
- Review your current offers through the lens of your client: Ask yourself if it’s clear what they should expect and when.
- Look at your client communications: Are you regularly updating clients on progress? Are those updates easy to understand and connected to their goals?
- Add in simple touch points that reinforce context over time: This could be a quick email, a monthly report, or a mid-project check-in.
- Ask for feedback: Your clients can tell you what’s working and where they’d like more clarity.
Small shifts can make a big difference. Don’t let a lack of context be the reason a client decides not to renew, refer, or rave about you.
The Role of Context in Client Retention and Referrals
Setting context helps your clients feel seen, heard, and supported.
It increases their confidence in your work and strengthens your relationship.
Plus, it also does something else that’s just as important: it makes it easier for them to talk about you.
When clients receive updates that show tangible progress, they’re more likely to share that with others. T
hey might forward your report to a colleague or mention your name in a peer conversation. That’s the kind of referral you can’t script.
Clear context also increases the likelihood of long-term engagement.
When clients see what you’re doing and why it matters, they stay invested in the process.
They’re more likely to renew, expand their contract, or bring you into additional areas of the business.
If you would like support in improving your client experience and scaling in a sustainable way, you can start by taking our free scalability assessment at leanoutmethod.com/assessment.
You’ll receive personalized recommendations on where to focus next to get your time back, increase your impact, and grow your business in a way that works for you.
by Crista Grasso
Crista Grasso is the go-to strategic planning expert for leading global businesses and online entrepreneurs when they want to scale. Known as the "Business Optimizer", Crista has the ability to quickly cut through noise and focus on optimizing the core things that will make the biggest impact to scale a business simply and sustainably. She specializes in helping businesses gain clarity on the most important things that will drive maximum value for their clients and maximum profits for their business. She is the creator of the Lean Out Method, 90 Day Lean Out Planner, and host of the Lean Out Your Business Podcast.
