There are many times when it’s important to focus, and I haven’t yet met a web designer or digital production person who was incapable of Yoda-like concentration and focus, when the situation demands.

But sometimes, it’s a bit easy to be so focused on the minutia that one can miss the bigger picture, and if you’re a boutique digital agency like we are, that can really hurt you. There are times when one needs a larger perspective, and this is particularly important when choosing a new client.

I know, I’m used to some static from web guys everywhere- “what do you mean, choosing a client? That’s a luxury most of us mortals don’t have! We take what we can get!” I hear you, I do. But every time I’ve believed that- that we needed to take what we can get- it’s bitten us in the butt. You’d think I’d have learned by now, but I’ll admit that even I sometimes forget that it’s important to be picky when you decide who to work with. Everyone needs a reminder, once in a while, I guess.

Here’s a few questions I like to ask myself and my team before we take on a new client. I’m not saying we always follow this advice, but I will admit that when we don’t we always regret it:

Does the client have the money to make this project happen?
This is pretty important. If a client has no money, you’re unable to do much at all. Always get the budget range right up front.

Does the client have the vision, experience, and trust to accept your guidance?
The client is hiring you for your expertise. They need to be able to clearly communicate their vision to you, and have the experience and trust necessary to let you do your best work. Otherwise, it turns into a punch-the-clock situation. That’s no good for anyone.

Does this client have growth potential?
To me, I’m not so interested in one-off clients. I want us to find and work with clients who want to keep us around for a decade or more. I want a client who knows their business, and wants to grow. These are satisfying relationships.

Is this client someone you’d be happy to work with even if you had twenty million dollars in the bank today?
This is the big perspective-helper for me. Look, at the end of the day money’s just a number. To me, the most satisfying feeling is working with a client who we actually like. Believe it or not, last week I fired a new client when I found out she wasn’t the kind of person I want us to do business with. Personality counts, because again I want to work with clients for the longterm.

I’m not saying that these questions will guarantee you’ll always make the best decisions. But a little perspective can really help when it comes time to choose the most important members of your team outside your agency. Your clients influence everything about your agency, so it’s vital that you choose them wisely.