How to Keep Clients Engaged During a Waitlist

The Waitlist Workflow That Keeps Your Business Running

In early 2021, I was pregnant with my son and knew I needed to start scaling back my workload before maternity leave. Since I was still getting inquiries, I decided to create a waitlist. However, I wanted to be intentional about my waitlist and make sure I was getting the right type of clients. After all, I wasn’t sure how long my maternity leave would be because I’d be adjusting to life with two under two, so I didn’t want to rush back for a project that might not be a good fit.

A Traditional Waitlist Wasn’t Enough

Without clear communication, potential clients who join a waitlist can feel uncertain or disengaged. This can cause trust issues and potentially cost business in the long run. I didn’t want this to happen, especially since most of my inquiries were referrals from happy clients.

I learned some designers would just throw up a basic form, some would charge a deposit to be on their waitlist while others would simply refer them to another provider. None of these solutions felt like the right fit for my business, especially since I heavily vet clients via my initial inquiry form.

During my research, I came across a fantastic post from Lauren of Elle & Co which was the catalyst for my waitlist. She talks about how to keep clients interested until the next booking period, which consists of helpful, need-to-know info about working with her. I really liked this concept, especially since I felt some of my inquiries weren’t fully paying attention to my offerings and were simply heading straight to my contact form.

I wanted potential clients to understand what would be required of them and give them ample time to prepare. This included ensuring they had proper branding in place (many people don’t realize branding ≠ website) or creating content for their website, tasks that typically require much more time than clients anticipate.

And thus my website waitlist workflow was born. 😊

My Website Waitlist Workflow

Built in Flodesk, my email marketing platform of choice, my waitlist workflow is a 7-email series that drips out to potential clients over approximately six weeks.

1. Thank You – A welcome email that lets them know what to expect, directs them to key pages on my website, and even where to go if they decide they can’t wait for me.
2. Your Guide to Working With Me – An email with my intro guide which is what potential clients normally receive after they inquire about working with me.
3. Planning Your Website Project – All about how to prepare for a website project including a link to my blog post that goes into more depth.
4. Choosing the Right Platform For Your Website – An invitation to download my guide where I compare my top preferred website platforms.
5. Your Homework – What will be expected from my clients during their project with me.
6. Creating Your Content – A complete guide on everything my clients need to know about creating their content.
7. Thank you again! – The final email in the series asks them if they still want to remain on my waitlist and then segments them based on their response. This way I know who to follow up with when I’m ready to open my books.

Whenever I want to switch leads to a waitlist, I swap out my Dubsado lead capture form for an inline Flodesk form on my Contact page. Once a user enters their name and email they’re put into the workflow.

Instead of simply waiting, potential clients stay engaged, gain a clear understanding of my process, and get a preview of what it’s like to work with me. This not only builds anticipation but also reinforces my expertise and the value I bring as a designer.

Get My Flodesk Workflow

Wanna start integrating your own waitlist workflow? Sign up below to get my exact 7-email waitlist workflow and start turning inquiries into engaged, ready-to-book clients!

If you’re looking to get started with email marketing, give Flodesk a try. You can use my link and code THELOVELYGEEK to start your free 30-day trial and get 50% off your first year.