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Business Metrics for Your Graphic Design Business

As a professional graphic designer, you know that great designs involve multiple sketches; plenty of practice and learning through trial and error.

The same can be said about measuring your business efforts; you can’t build a successful graphic design business without measuring the effectiveness of your business activities. This too, involves practice, trial and error.

We’ve already discussed lead generation (see Lead Generation Tips for Graphic Designers) and customer service (see Customer Service Principles for Your Graphic Design Business), but your marketing duties don’t end there. They just begin.

But providing great customer service, cold calling and promoting yourself as a graphic designer  through advertising will not be enough. Because in order to truly succeed you’re going to have to be proactive and become well informed about your business and the effectiveness of your efforts.

You’re going to have to measure

Leonardo da Vinci famously said, “simplicity is the ultimate sophistication.” And it holds true not only for your graphic designs but also for determining your metrics.


Your business metrics should measure Specific, Measurable, Achievable, Relevant and Time-based targets. And you can measure any activity you like.

At the beginning of developing your business, you may find it difficult to set metrics. But if you persevere you’ll find that it’s simply a matter of practice, setting benchmarks and learning from trial and error.

Right now, you may not have any idea about how many social media followers or shares you can expect; no benchmark for the number of leads your calls will produce; neither do you know how many leads a single advertisement will create. But by the end of your first year in business (if not before), you’ll be able to look back on each of your activities and be able to measure your impact on social media as well as your conversion rates - that is how many and which activities have turned into paying graphic design jobs. These numbers, the ones that your activities generate, will give you an indication of how you’re doing and what changes need to be made in your plan.

They will also provide you with a benchmark by which to measure your future efforts and goals. And they are crucial for your success as a freelance graphic artist. Because not measuring your efforts will cost you. Time and money. And without figuring out what doesn’t work, you’ll continue to waste time and money and risk finding yourself in a perpetual cycle of loss.

What this means is that everything must be recorded. For example, your social media interaction (Facebook, Twitter, LinkedIn), can be measured by the amount of followers or additional followers you amassed in a certain month, or the conversion rates of the those followers to clients. It’s really up to you. But the point is to measure activities that have an impact on sales.

You also may want to measure how much traffic was driven to your site, what specific activity drove the traffic to your site, the outcome of your direct mail campaign, customer referrals et al. You can never measure too much. Be diligent in recording the different aspects of your business. It will pay off.

Your next steps:

  1. Measure the effectiveness of your business.
  2. Make sure your metrics follow SMART criteria.
  3. Record all actions related to your goals. After your first year in business go back and measure. How did you fare? What worked? What didn’t? Where should you invest more time and money? Where should you invest less?
  4. Make an action plan for your next year based on the metrics of the previous year. This time don’t wait an entire year to measure. Measure at every quarter or six months. How did you fare? Repeat as above.


Try these:

  1. Buffer will help you schedule content and automatically post it to the channels you select. Its helpful dashboard will enable you to view what posts are getting the most attention.
  2. Google Analytics is a powerful service that can generate detailed statistics about your site’s traffic and its conversion rate to sales.


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Written by Liat Behr
Liat is a content wordsmith at WiseStamp and copywriter at Ink of Imagination. She delights in creating and sharing valuable tips and helping businesses craft effective content. When she’s not writing content, she can be found in the world of fiction, embarking on adventures with her characters.
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