Client Portals for Web Design Agencies: What They Solve—and What They Don’t

Let’s imagine I’m a lead, wrapping up an inquiry call with you. I’m excited, nervous, anxious, and hopeful. A mixed bag of feelings. 

You ask if I’m ready to move forward, I say yes. I don’t even need to see a proposal. Just get me started.

You email me the contract. I sign it. Then an invoice. I make my initial payment. Then I get an onboarding email with a link to a Google Drive folder, a link to schedule the kick-off call, a link to a questionnaire. 

So many links. Oh, and then an invite to a project management tool I’ve never even heard of.

What am I feeling now? Probably overwhelmed. 

Then a week later, I can’t find the email with all the links, so the questionnaire is only half done. I don’t know where to add my website copy, and wait, how do I use this project management tool again?

Confused, uncertain, frustrated isn’t how any service provider wants their clients to feel. One way to remove the uncertainty and frustration is to create a well designed client portal.

What is a client portal

Let’s start with this, a client portal is not a substitute for clear milestones, proactive communication, reasonable requests, or thoughtful project management. 

So what is it then? It’s a private, client-facing space where a client can easily find relevant information on the project and see what’s needed from them next, and by when. It might also include the project milestones and statuses, shared files, communications, invoices, and forms.

Client portals come in all shapes and sizes, depending on your business needs and what your clients need. But there are some standard foundations to build from.

Four Client Portal Models

Before you begin building a client portal, you’ll want to understand its primary purpose. This will determine which of the models you should use.

Client Relationship Hub

The primary purpose of this model is to… manage the client relationship. 

Clients can access proposals, contracts, invoices, payments, forms, shared messages, and some limited documents. 

CRMs and client flow software like Honeybook* often have client portal options available natively.

Project Collaboration Hub

The main purpose of this style of client portal is to coordinate active project work. 

Inside this portal, a client will have access to project milestones and timelines, tasks assigned to them, approvals, and possibly project requests.

A project collaboration hub is often built inside a project management tool like ClickUp* or software like Notion.

I know of one design agency that has built this style of client portal using Slack exclusively. Consolidating communications was their biggest friction point and their typical clients are all familiar with Slack. It was a win/win situation. 

For one of my clients, we built a client portal in Clickup using a client-facing list and a client dashboard. The dashboard allowed us to create a friendly location where the client could find all the important links, documentation, etc. As well as see what’s needed from them next. The client-facing list limits the tasks to only those needing the client's action. This way, the client isn’t overwhelmed with all the internal steps required in the project.

The Project Resource Hub

If your main purpose for using a client portal is to share information and resources in one place, this is the model you’ll work with. 

These portals typically include client access to welcome guides, process guides, meeting links, FAQs, and documentation. 

This style of client portal can be as simple as a Google Doc or a more complex Notion dashboard.

The Hybrid

If you need your client portal to accomplish all three of the above, you’ll need to build a hybrid model. 

This style of portal may include links to the contract and invoice, assigned tasks and approvals, a welcome guide and links to needed resources.

For a hybrid portal, you can connect your CRM and project management tool, create a member area on your website, or use tools like Notion or Miro.

Why a portal can improve the client experience

While most designers create a client portal to create a smoother process for themselves, a well designed one can also improve a client’s experience.

1. It can reduce the burden of asking “Where do I find that?”

If everything is in one place, it’s much easier for your client to find what they need when they need it… without having to email you. 

2. Your client’s next step is more obvious

Want fewer “hey where are we on this?” questions? Then be sure your client portal can help the client see where you are in the process, what’s going to happen next, what you need from them next, and by when. 

3. It can make async work easier

It’s highly unlikely that your clients are always going to be available during your office hours. Most of the time, they’ll be reviewing designs, sending feedback, and asking questions asynchronously. A client portal helps them to all this at 1:00pm or 1:00am.

4. It can create continuity from “yes” to handoff

Using a well designed portal can make each phase of the project feel like one cohesive experience rather than a collection of separate processes. 

When a portal becomes another problem

While client portals can solve many common problems in a design project, they can just as easily become another problem if not designed with intention and care.

For clients, portals can quickly become one more password to remember, one more source of email notifications, or yet another browser tab they have to keep open.

Just because the portal exists, doesn’t mean your clients will be onboard with it.

To avoid turning the portal into a problem, avoid these common pitfalls.

1. Turning the portal into a file dump

A portal should be more than a collection of files and folders. Keep the portal organized by the project phases so it’s clear where the client needs to look next.

2. Using too many channels

Choose one channel for communication and approvals. Otherwise your clients may wonder if they respond via Figma, email, or Slack.

3. Showing clients all the internal tasks

Your client portal should only show information that is relevant to the client, not all the little internal tasks that happen behind the scenes. If you choose to use a project management tool, be sure to create a client-facing list that includes only tasks relevant to the client.

4. Login friction

If your client doesn’t understand the value of the portal, it’s going to be just one more thing they have to remember the password for. Only use a login when privacy needs justify it.

5. Accessibility as an afterthought (if considered at all)

A beautiful client portal isn’t the same as an accessible portal. Be sure your portal adheres to required web accessibility standards.

6. Replacing human communication

A client portal should never completely replace you and the client’s ability to interact with you directly. 

What clients actually need in a portal

But before you head to Reddit and ask, “What should I use for a client portal?” pause to ask, “What does my client struggle to find, understand, or do during a project?” 

This will be different for each agency, but a quick six question test can help you determine what your clients need in a portal.

When a client opens up their portal, can they quickly answer the following questions:

• Where is the project right now?

• What is happening next?

• What is needed from me right now?

• When is it due?

• Where are the relevant links or files?

• What do I do if I have a question?

Your portal can look great from your perspective, but if it can’t answer these questions, it’s not useful to the client.

Does your agency need a client portal?

Not all agencies will need client portals. Here’s some ways to determine if you should adopt one.

Adopt a portal when…

• Clients regularly ask where to find things like documents, links, or invoices.

• When too many things are scattered across too many channels and things are getting missed

• Your projects run weeks to months in length.

• You have a standardized process you use with a majority of your projects

A portal might not be the first solution when…

• The real problem is unclear scope or poor communication of expectations

• You don’t have a repeatable process

• The team doesn’t have the capacity to maintain it

• Your clients aren’t comfortable with learning new tech

• A new login would be more burdensome that the problems the portal would solve

Not all client portals are helpful portals and not all agencies need a client portal. If you decide your agency should adopt the use of one, be sure you’re solving for what your client needs and not creating another source of overwhelm or confusion.

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** * This blog post was made with the assistance of AI. Perplexity acted as my resource gatherer and editor. However all thoughts, ideas, and words are mine unless otherwise cited.