Last week, I was working from the golf course. This week, I’m (very belatedly) planning Q3. And let’s be real—some of my clients’ businesses are hitting a bit of a lull. Some industries are humming along, while others are either feeling the effects of a typical summer slowdown… or maybe we’re starting to see signs of something bigger.

I’m not worried-worried. But I am paying attention. And I don’t want to be caught by surprise. You shouldn’t be either.

So, I did what any girl would do: I Googled my hopes and fears (with maybe a dash of “uh-oh”) to see how I could make my business a little more—how do I say this?—recession-proof. Not to jinx anything, of course.

Thankfully, this isn’t uncharted territory. And the internet is full of solid, research-backed advice. Let’s break down what the experts say—and more importantly, what we can actually do about it.

1. Current Clients Are Gold

Your best source of new work might be the people already paying you.

Check in: How are they doing? And how are you doing… in their eyes? Ask what’s working, what’s not, and what they want more of.
Listen well: You might uncover new opportunities just by starting a real conversation.
Improve the experience: Even small tweaks can increase loyalty and long-term retention.

2. Reconnect With Past Clients

Clients you haven’t heard from in a while? It’s time to check in.

Ask how they’re doing—and how the market is affecting their business.
Reassess their needs: Maybe they’ve downsized—or maybe they need more support in new areas.
Be helpful, not salesy: Sometimes a kind word or thoughtful resource is all it takes to reestablish trust.

3. Don’t Forget Referrals

Yes, asking can be awkward. But it’s almost always worth it.

Ask after a big win or when a client gives you glowing feedback.
Consider a referral reward—gift cards, discounts, etc.—but keep it on-brand. You’re thanking, not bribing.
Bonus: Use testimonials as social proof and a conversation starter for introductions.

4. Know Where Your Time (and Dollars) Go

Start with your Ideal Client Avatar (ICA).

If you don’t have one, create one. If you do, update it. During a downturn, knowing exactly who you’re talking to—and what matters to them—is essential.

Segment your clients by behavior (per HBR’s classic recession research):

Slam-on-the-brakes
Pained-but-patient
Comfortably well-off
Live-for-today

These categories help you tailor your messaging and offerings with more empathy and relevance.

Research + surveys = clarity.
You don’t need to guess what your clients want. Just ask.

5. Create Strategies That Make Sense Right Now

Start local: Focusing on local strategies can deliver big returns with less friction. Why? Because your local audience—neighbors, peers, community members—are easier to access, more likely to know you (or someone who does), and often quicker to trust a business they can actually see. Whether it’s partnering with a fellow local business, showing up at community events, or optimizing your site for local SEO (think: “Web Designer Marin County”), these efforts put you in front of people who are literally closer to saying “yes.” Bonus: local clients are more likely to refer other locals, creating a ripple effect you can actually feel. Low-cost, high-impact strategies go a long way. Think: free resources, downloadables, or interactive tools or local events.
Revisit your SEO: Are new keywords or long-tail searches trending? Adjust your content accordingly.
Be useful, not pushy: Right now, value-packed content builds trust faster than a hard sell.

6. Adapt for Market Pressures

Now that you understand how your clients are being affected—what are you actually offering them?

Triage your portfolio: What’s essential? What can wait? What could be reimagined?
Repackage your services: Can you break things into smaller, more accessible pieces?
Try micro-offers: For example, a one-day website audit or mini brand consult instead of a full-blown project.

7. Strengthen Your Brand Presence

Be your own brand ambassador: People want to do business with people. Founder-led posts tend to perform 10x better than posts from brand pages.
Bonus stat: 71% of consumers are more likely to buy from a company if its CEO is active on social media(Edelman, 2024).
The key? Show your POV and your journey—professional and personal. Avoid sounding like a sales pitch machine.
Show up with value:
- Quick video tips
- Joint panels with clients or collaborators
- Partnered or co-branded content
Thought leadership matters: Teach, share, and lead. Let people see the brain behind the brand.

8. Focus on Your Most Valuable Clients

High-LTV (Long Term Value) clients deserve some extra attention.
Consistency > perfection: You don’t need to be flashy—just show up regularly with something useful.