The Client & Business Playbook
Welcome to The Client & Business Playbook
After 25+ years in the trenches of digital marketing, SEO, and running an agency, I’ve seen (and learned) a lot—sometimes the hard way. This space is where I share real-world insights, lessons from working with clients, and the strategies that actually work.
Whether you’re a freelancer, agency owner, or marketer looking to grow, you’ll find practical advice, hard-earned wisdom, and a few industry myths worth busting.
No fluff, no recycled “guru” advice—just real talk about what it takes to succeed.
Let’s get to work.
1. The Business of Running an Agency
Freelancer to Agency Owner – What Actually Works
A lot of freelancers dream of turning their solo gig into a full-blown agency. I made that transition, and let me tell you—it’s a completely different game. What actually worked?
Thomas Wright
The Hardest Lessons I’ve Learned in 25+ Years of Running a Digital Agency
Running an agency isn’t just about building websites, running ads, or optimizing SEO—it’s about managing expectations, avoiding bad clients, and keeping the business profitable while delivering results.
Thomas Wright
2. SEO & Marketing Insights for Agencies
How I Show Clients the Value of SEO Without Overwhelming Them
SEO is one of the hardest things to sell. Why? Because it takes time. Unlike ads, where clients see results quickly, SEO requires months of work before they see real traction. And if you can’t explain that clearly, you’ll struggle to keep clients long-term.
Thomas Wright
What Most Agencies Get Wrong About SEO for Their Clients
A lot of agencies sell SEO, but many of them get it completely wrong—and their clients pay the price. Here are three of the biggest SEO mistakes I see agencies making:
Thomas Wright
3. Getting and Retaining Clients
Why Referrals Are the Best Clients and How to Get More of Them
After 25+ years in business, I can tell you this: The best clients don’t come from cold outreach or ads—they come from referrals. Referred clients already trust you. They’ve heard about your results from someone they trust, and they’re far less likely to haggle on price or micromanage your work.
Thomas Wright
How to Price Your Services Without Undervaluing Yourself
One of the biggest mistakes I see freelancers and agencies make? Underpricing.
I get it—when you’re trying to land clients, it’s tempting to lower your rates to be more “competitive.” But here’s the reality
Thomas Wright
4. Productivity, Tools, and Mindset
The Productivity Systems That Keep My Business Running Smoothly
Over the years, I’ve learned that staying organized doesn’t require fancy software—it requires a solid system. I’ve tried project management tools, scheduling apps, and automation tools, but in the end, I’ve found that keeping things simple and structured works best.
Thomas Wright
How I Keep Clients Happy Without Letting Them Take Over My Schedule
One of the biggest challenges in running a business? Managing client expectations without letting them eat up all your time. Early on, I made the mistake of being too available. Clients would call and email at all hours, expecting instant responses.
Thomas Wright