How I Kept Moving Forward in 2024, My Slowest Year Ever

When Business Slows Down, Keep Pushing Forward

I’m just going to say it—2024 has been tough. It’s no secret that this year has been my slowest and least profitable one since my first year in business. Going from a crazy busy 2023 full of large projects to hearing crickets for most of the first half of this year? Yeah, that hit hard.

I’m beyond grateful for the few solid projects and VIP Days that came through to keep things going, but the reality is: I’ve had to scale back my already modest pay, cut more expenses than I’d like, and get creative to keep pushing forward. In fact, by June, I realized I’d made almost half of what I’d made by the same time last year. Talk about a gut punch.

But here's the twist—fast forward to August, and everything shifted. I booked two of my largest projects ever in the span of two weeks. Now, I’m on track to have my most profitable month yet in September. Mind. Blown.

So, how did I keep going during those rough months? Let me share what helped me not only survive but start to thrive again:

Gave Myself Grace

When things started to really slow down earlier in the year, my initial response was to panic. You know that feeling when you’re staring at your inbox waiting for it to light up with new inquiries, and... nothing? It’s gut-wrenching. I found myself wondering what I was doing wrong—was my work not good enough? Was I missing something critical? The doubts crept in fast, and I started to overanalyze every single aspect of my business, trying to find the answer.

But then, something clicked. I started talking to other designers, friends in the industry, and business owners across the board. What I learned was eye-opening: it wasn’t just me. 2024 was hitting everyone hard, and not just in the design world. It was a year where people were hesitant to spend, budgets were tightening across the board, and it wasn’t about me making mistakes or falling short. It was the landscape we were all navigating together—an election year mixed with rising inflation meant clients were holding onto their cash a little tighter.

That realization was a game-changer. It gave me the grace I needed to stop beating myself up over what I couldn’t control. I had to accept that there are years in business that will be harder than others, and this was one of them. The more I leaned into that understanding, the more I found peace in the fact that sometimes, it’s not about hustling harder or trying to find quick fixes. It’s about riding the wave, staying consistent, and giving yourself permission to step back and breathe.

Learning that election years tend to be tougher for small businesses was a huge lightbulb moment, too. I realized that part of running a business isn’t just reacting to the present—it’s about preparing for the future. Moving forward, I’ll be planning for the slowdowns that come with election cycles, knowing they’re just part of the business ebb and flow. That bit of grace I gave myself allowed me to stop obsessing over the why and focus on how I could make the most of what was happening.

Stuck With It

When the crickets were louder than ever and it felt like I was shouting into the void, I had two options: throw in the towel and wait for things to pick up, or keep pushing forward, even when it seemed like no one was listening. Spoiler: I chose the latter.

Here’s the thing about business—there are going to be times when it feels like all the work you’re putting in isn’t paying off right away. That was me for a good chunk of 2024. I was posting on social media, writing blog posts, sending out newsletters, and working on my marketing plan... all while watching the inquiries stay at a trickle. It was tough to stay motivated, especially when every post felt like it was getting lost in the noise.

But what I realized during that slow season is that staying consistent was what kept me visible. Even when it felt like no one was watching, the truth is, they were. People might not have been reaching out in droves, but they were still paying attention. They were scrolling through my Instagram, opening my emails, and checking out my portfolio updates. It’s easy to think that because you’re not getting immediate results, the effort isn’t worth it—but that couldn’t be further from the truth.

By continuing to show up, even when things were slow, I stayed top of mind for my audience. When they were ready to invest or had a project they couldn’t wait any longer to start, I was the one they remembered. That consistency built trust, and trust is one of the most important foundations of any brand. I may not have seen the payoff right away, but when the bookings started to come back in (hello, August!), it was proof that the seeds I’d been planting all year were starting to grow.

And let’s be real—staying consistent wasn’t easy. There were days when I thought, “Why bother?” But I kept pushing because I knew that disappearing wasn’t an option. Business is a long game, and the work you put in today will show up tomorrow, next week, or even next year. I kept my head down, kept creating valuable content, and stayed visible, knowing that slow seasons are just that: seasons.

When the inquiries finally started picking up again, I realized that my consistency had paid off in ways I couldn’t see in the moment. By keeping the momentum going, even when it felt like no one was watching, I kept my business relevant—and that’s why, when people were ready, they reached out.

Worked on Passion Projects

At the start of 2024, I found myself diving into a giveaway project that carried over from the previous year. Now, here’s the kicker: this project wasn’t paid—yep, you read that right. This was a free project that I'd done a giveaway for back in October. While that initially felt like a tough pill to swallow right in the midst of the slowest year ever, it ended up being exactly what I needed to keep my creative fire burning during an otherwise quiet season.

Let’s be honest, taking on unpaid work isn’t something I recommend lightly—there’s a fine line between staying productive and undervaluing yourself. But this project turned out to be one of those rare exceptions. It wasn’t about the money; it was about creating something I loved. With no financial pressure tied to it, I could experiment, push the boundaries, and let my creativity roam free. That freedom turned this project into one of my all-time favorite websites I’ve ever designed. Crazy, right? The project that didn’t bring in a paycheck brought in something else: a renewed sense of purpose and creativity.

The project was a reminder of why I fell in love with design in the first place. It gave me the space to reconnect with my artistic side without the usual client deadlines or deliverable constraints. I could pour my energy into making it something special, which in turn reminded me that not all value is tied to a dollar amount. Sometimes, the work you’re most proud of isn’t the one with the highest invoice—it’s the one that lets you get lost in the creative process.

And here’s the thing: while I didn’t get paid for that particular project, the visibility and buzz it created for me was invaluable. It gave me fresh material for my portfolio, provided great content for social media, and—most importantly—helped me stay mentally sharp during a time when client work was slower than usual. I wasn’t just sitting around waiting for the next project to come in; I was actively creating, staying in my flow, and maintaining my design skills.

It was also a reminder that sometimes, the best projects are the ones that reignite your passion and keep you sane when business feels like it’s at a standstill. While this project didn’t add to my bank account directly, it added immeasurable value to my business in ways I didn’t initially expect.

Worked On My Business

When the client work slowed down, I was hit with something I’m not super used to—time. At first, it was a little unnerving. I’m used to juggling multiple projects at once, so having this open space felt like a what now moment. But instead of panicking (okay, maybe a little panic), I realized this was the perfect opportunity to dive into something I’ve been avoiding: working on my business.

First up? Organization mode, activated. I’m talking full-on, Marie Kondo, let’s get this business life together. I cleaned up my processes, overhauled my project management system, and reworked how I handle onboarding clients. You know all those things that get buried when you’re knee-deep in projects? Yep, I tackled those. It was like hitting refresh on my business from the inside out, and let me tell you, it felt so good to streamline everything.

But it didn’t stop there. I turned my attention to my website— because, let’s be real, the cobbler’s kids really do have no shoes. My portfolio needed some love, and I’d been putting off a website update for way too long. I used this time to add all the projects I’ve been so proud of, updated my services to reflect where I want Thrive Design Co. to go, and gave my messaging a little glow-up. Finally, I had a site that represented who I am as a designer right now, not who I was two years ago.

And then came the processes. I looked at everything—from how I was running discovery calls to how I was wrapping up projects—and thought, how can I make this smoother, more efficient, and less of a headache? I fine-tuned everything, simplified workflows, and even researched some new tools to help me automate the repetitive stuff. I wanted to make sure that when things picked up again, I’d be ready—like, hit-the-ground-running, bring-it-on kind of ready.

Here’s the thing: all this behind-the-scenes work didn’t bring in any immediate cash. But what it did do was set me up for long-term success. By the time the client work started rolling back in (hello, August and September!), I was organized, polished, and more prepared than ever. And honestly, knowing that I used the downtime to strengthen my business from the inside out? That’s priceless. Now, when things are busy again, I’m not scrambling— I’m thriving.

VIP Days = MVPs

If there’s one thing that literally saved my business this year, it’s VIP Days. While larger projects were harder to come by (thanks to inflation and people tightening their wallets), my VIP Days swooped in like the hero I didn’t know I needed. These one-day, high-impact projects became the secret weapon that kept my business afloat during those slower months.

Here’s why they worked: VIP Days offer clients a lot of bang for their buck. They’re fast, focused, and deliver tangible results in a short period of time. Instead of clients committing to a long, drawn-out project with multiple phases (and a higher price tag), they could invest in a single day and still walk away with something impactful—whether it was a refreshed website, an updated brand, or even some SEO magic.

For me? It was the perfect solution to stay busy, profitable, and creative when things weren’t exactly booming with bigger projects. These VIP Days gave me the chance to work on something meaningful, help clients who needed a quick turnaround, and still bring in steady income when the pipeline was looking a little light. They’ve become the real MVP of my business strategy, especially when those larger projects weren’t rolling in like clockwork.

But it’s not just about keeping the lights on (although let’s be honest, that’s pretty important too). What I love most about VIP Days is that they’re flexible, and clients love that too. Some just need a bit of help without the commitment of a full project, and VIP Days give them exactly that. For me, it’s a way to stay sharp— every VIP Day is different, and it lets me switch up what I’m working on. One day I’m optimizing someone’s SEO, the next, I’m reimagining and designing a brand. It’s fast-paced, and that keeps things fresh.

And let’s not forget: VIP Days are the gateway to bigger things. I’ve had clients who, after seeing what we could knock out in a single day, wanted more. They come back for full-service web design or branding, and those smaller VIP Day projects often turn into something bigger down the line. It’s like giving them a taste of what I can do, and it almost always leaves them wanting more.

So, while 2024 has been a challenge, my VIP Days have been my steady lifeline. They allowed me to keep momentum, bring in new clients, and stay afloat while bigger projects were few and far between. Now, as things start picking up again, I’m not scrambling to rebuild— I’m walking into busy season ready to go. And honestly? I’m beyond grateful that VIP Days became such a key part of my business, because they were the lifesaver that got me through. So if you're a service provider who hasn't implemented VIP Days yet, let this be your sign to gooo for it.

Keep Pushing, My Friend

If you’re feeling like 2024 has been one giant uphill battle, trust me— you’re far alone. But sometimes, it’s in these tough years that we find our strength, creativity, and drive. So, if you’re in a slow season, keep moving forward, stay visible, and focus on what you can control. Whether it’s fine-tuning your processes, working on passion projects, or giving yourself the grace to step back and reassess, just know that the tide can turn when you least expect it.

I’ve gone from my slowest year ever to booking two of my biggest projects back-to-back in just two weeks, and I’m heading into September with the possibility of it being my best month yet. Keep pushing, keep showing up, and trust that brighter days are ahead.