That Million Dollar Question
If there’s one question every virtual assistant asks at some point — whether you’re newly launched or have been around the block — it’s this: How do I get clients?
Where are they? How do you reach them? And once you’ve found them, how do you turn those new clients into long-term partners and, ideally, into steady referrers?
The truth is, getting clients is one of the biggest challenges in the virtual assistant industry. Every survey, every forum, every VA Facebook group — the same theme keeps popping up. You’re not alone, and you’re not doing anything wrong. In fact, this frustration is so common because without clients you don’t have a business. And without the right clients, you don’t have a sustainable one.
So let’s walk through the practical, real-world strategies VAs can use to find clients — especially in an era where AI-generated content and algorithm-heavy search results are making visibility harder than ever.
Why Isn’t the Phone Ringing? (Even When You’ve Done “Everything”)
You’ve read my 5 Essential Tips for New VAs. You’ve ticked all the boxes. Registered the business. Chosen a name. Set up your website. Ordered business cards. Joined a dozen networks. Listed yourself on every online directory you can find. Maybe you’ve even run ads. That should be enough, right?
Here’s the uncomfortable truth: most VAs assume that once they “set everything up,” clients will magically appear.
But clients today are drowning in options. When someone searches for a virtual assistant online, they’re served hundreds of pages of “Pick me, I’m the best”. The overload is real — so real that many clients simply give up or choose the first listing they find.
When I ran the Australian Virtual Business Network, I saw countless requests come through from clients who had spent weeks searching for help. Not because VAs were unavailable — but because they were buried in the noise.
Add today’s modern twist: AI search tools now dominate the term virtual assistant, which means human VAs are slipping further down the results list. SEO matters, but it’s no longer the only strategy — nor the strongest one.
That brings us to the real heart of client attraction.
Online Presence Isn’t Enough — Here’s Why
Your website and profiles matter, but relying on them alone won’t fill your calendar. People still buy from people. They want reassurance. A human voice. They want to know you actually care about their business, not just their invoice.
Clients hire VAs they trust — and trust rarely comes from a directory listing.
So let’s break down the practical steps to build a client pipeline that works with your personality, your strengths, and your market.
1. Know What You Offer (and Who You Offer It To)
Before you start hunting for clients, you need clarity. Not vague clarity. Actual, written-down clarity.
This is where many VAs go wrong. It’s tempting to be “everything to everyone” because it feels safer. But all that does is dilute your message, your expertise, and your energy.
Instead, niche. Yes — that word again.
Define Your Service Speciality
Start with what you do exceptionally well:
- What tasks energise you?
- What industries do you understand?
- What problems do you genuinely enjoy solving?
- What jobs come easily to you that others struggle with?
Write down your strengths without filtering. Then look for patterns.
Define Your Ideal Client
Who benefits most from your strengths?
Are they male or female? Entrepreneurs or managers? Local or interstate? Parents or single professionals? What industry are they in? What do they value; and what frustrates them? Where do they spend time online?
This level of detail isn’t fluff — it guides everything from your marketing to the networks you join to the language on your website.
Your goal is to become one in a million, not one of a million. Specialists get noticed. Specialists attract clients faster. And specialists are far easier to refer.
2. Don’t Be Afraid to Ask for Work
This one often feels uncomfortable, especially for new VAs. But it is hands-down one of the easiest and most effective strategies — and hardly anyone uses it.
Reach out to:
- Former bosses
- Former colleagues
- Clients from past jobs
- Business contacts
- Friends and family
Let them know you’re now operating as a VA and what you specialise in. You’re not begging — you’re offering value.
I’ve done this whenever work quietened down, and without fail, it generated leads and quality referrals. People can’t hire you if they don’t know what you’re doing now. Keep it simple, friendly, and clear.
3. Respond to RFPs — and Follow Up
If you’ve joined a few VA networks, you’ll start seeing Requests for Proposal (RFPs) come through. When one matches your niche, respond — but don’t make the mistake so many VAs make: sitting back and waiting for the client to contact you.
You must follow up.
My follow-up process that secured numerous clients
- If you haven’t heard anything after 3 days, send a polite check-in.
- Follow up again in one week if you’ve still heard nothing.
- If silence continues, follow up once more in two weeks.
Many VAs worry this feels pushy. It doesn’t — when done well. In fact, I’ve secured clients explicitly because I followed through. One said, “You were the only one who kept on me. That’s what I need.”
The “squeaky hinge” approach — done professionally
A gentle line works beautifully:
“I’m just touching base again to see if you have any questions or if I can clarify anything further.”
You’re not nagging. You’re demonstrating reliability, interest, and follow-through.
4. Optimise Your Email Signature (It’s a Marketing Tool!)
Your email signature is one of the most underused tools in your business. Every email you send — whether to a networking group, a supplier, a prospect, or someone you’ve briefly met — is a mini-billboard.
Make sure your signature includes:
- Full name
- Business name
- Phone
- Website URL
- Key services or tagline
- Links to professional profiles (LinkedIn, etc.)
People keep emails for months — sometimes years. I once onboarded a client who reached out 18 months after an RFP response because he kept my email handy and was ready to engage someone.
5. Make It Easy for Potential Clients to Contact You
It sounds obvious, yet many VAs unintentionally make themselves hard to reach.
Your website should clearly display:
- A contact form
- A direct email address
- A phone number (yes, many clients still prefer calling)
Put contact details on your homepage and ideally in your footer on every page. Clients shouldn’t have to go hunting. The easier it is to reach you, the more likely they will.
6. Understand That Finding Clients Is a Long Game (But Worth It)
Visibility takes time. Trust takes time. Relationships take time. But consistency builds momentum — and once it starts rolling, the work becomes far easier.
The goal isn’t just one-off clients; it’s long-term partnerships and ongoing referrals.
When you:
- Know your niche
- Actively tell people what you do
- Follow up strategically
- Make yourself easy to contact
- Show reliability and warmth
… you build a reputation that does the heavy lifting for you.
In Summary: How to Find Clients for Your VA Business
- Know your offering and your niche.
- Don’t hesitate to ask for work from people you already know.
- Respond to RFPs and follow up — politely but consistently.
- Use your email signature as a marketing asset.
- Make contacting you effortless.
This is the foundation of getting clients — and keeping them. In Part 2, we’ll look at how to retain those clients long-term and turn them into advocates for your business.
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