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2024 Year in Review: The Highs, The Lows, and Everything In Between
2024 was one heck of a rollercoaster ride for Thrive Design Co. If you’d told me at the start of the year that this would be my slowest year since starting the biz (other than that awkward "just getting started" phase), I probably would have nervously laughed while gripping my iced coffee a little too tight. But here we are, and honestly? There’s a lot to unpack– the good, the not-so-great, and the stuff that makes me excited for 2025.
Let’s Talk Numbers (And Why August Was My BFF)
I won’t sugarcoat it– this year was a bit financially lean. Thrive Design Co brought in less revenue than the past two years, and there were definitely a few quiet months that left me sweating. I brought it $11K less than I did in 2022, and around $5K less than I did last year. Some months were absolute crickets, while others (like August) surprised me in the best way with a revenue boost that kept things afloat with a solid $13K month (my highest income month ever, since starting my business in 2020).
Profit margin? Decent but definitely room for improvement. Expenses added up– software, marketing, and all the essentials. It was profitable, just not the glamorous "off the charts" growth I was hoping for.
Let's talk more about WHY this year was financially leaner than the last two years which were really incredible income years... Usually Q1 is a slower time of year anyway, not the slowest, but things slow down a little as people and businesses are a little more tight with their spending after blowing their budgets during the holiday season. So naturally, people are trying to recover from all of that!
But this year? Leads were practically dried up the first 2/3 of the year, which was a little alarming, especially at first. I thought "oh my gosh, it's ME, what am I doing wrong?!" I spent hours analyzing my marketing, and how I was doing things, which wasn't any different or less than any other year, but the more time went on with some months with* no leads at all,* I was a little worried.
Until one day, I was scrolling through Instagram, and I came across a video from a well-known brand and web designer in the industry who was talking about how this has been her slowest year ever in business. She couldn't believe how much her leads had dried up, and she wasn't booked and busy like she was ever other year.
That stopped me in my tracks, and immediately I felt less alone. I started reading the comments, and low and behold, there were SOO many other designers that also resonated with this being* their* slowest year ever, too. Man, the sigh of freakin' RELIEF that I sighed... It wasn't a "me" issue after all, designers all across the board felt a dip in inquiries and projects this year. I'm very analytical, so naturally I wanted to know why. So of all the countless hours I spent researching the slow down, I've come to a few conclusions...
Things are finally starting to level out from the boom in 2020 that happened as a result of COVID. There was an influx of new businesses started during that time, that created a higher demand for designers and the services that we provide. 4 years later? Things are finally starting to level out a bit, and this could be the new normal flow of things for designers (this isn't a fact, but we'll find out more in 2025 I guess!)
It was an election year... Yep, one thing I didn't consider at first was the fact that it was an election year. People and businesses were a little more hesitant this year with their spending because no one really knew what to expect when it came to the election in November. So people were a little more cautious with their money, spent less, and focused more on DIY solutions or waiting it out until after the election.
Hello, inflation. Inflation was incredibly high this year, and you pair that along with it being an election year? Of course on one is going to put 'forking out thousands of dollars for a website' at the top of their business to-do list. With the cost of literally everything going up this year, a lot of businesses were mostly focused on staying afloat all year, rather than on their branding or website.
Needless to say, I was a little more relieved when I found all of this out, and realized that I wasn't the only branding and web designer out their struggling this year! But once August hit? Psssh, leads have been steadily coming in since! August was my best month ever, ironically!
Leads: Where They Came From (And Where I Want More)
This year, Thrive pulled in 26 leads, and while that’s solid, the real kicker is the conversion rate– 42%. Down from 70% in 2023 and 54% in 2022. But hey, silver linings! Here’s where those leads came from:
Google: 7 (SEO is starting to pull its weight!)
Instagram: 5
Wix Marketplace: 4 (Spoiler: none of these converted)
Repeat Clients: 3
Referrals/Word of Mouth: 4
Giveaways and GoLocal: 2
Hive Ambition: 1
What Worked (And What’s Getting Extra Love in 2025)
1. VIP Days Are Where It’s At: I had 9 VIP Day leads this year, and 6 booked– that’s a 66% conversion rate! Clearly, clients love the quick turnaround and focused results. VIP Days will absolutely stay a core offer in 2025, and I’ll be promoting the heck out of them (especially during slower months).
2. SEO is Starting to Show Off: For the first time, Google outperformed Instagram as my top lead source. This tells me all those hours spent blogging and optimizing my site are paying off. In 2025, I’m doubling down– blogging weekly for the whole year, not just the last quarter like this year, refining keywords, and making sure I show up when dream clients are searching.
3. High-Dollar Inquiries Are Coming In: Even though not everyone booked, I had several leads inquire about $5K-$9K projects (and one $21K proposal!). This shows that Thrive Design Co is attracting higher-level clients ready to invest. The goal for 2025? Close more of these big-ticket projects by refining my follow-up process and showcasing the value even clearer.
Where I Struggled (And How I’m Pivoting)
1. Ghosting Hurts (Literally): Out of the 15 leads that didn’t convert, 5 ghosted after the discovery call or proposal stage (the others couldn't convert for financial reasons, needed to come back and revisit things at a later time, or a few of them ended up going with someone else, which never happens). I get it– budgets shift, life happens. But in 2025, I’m implementing a follow-up sequence to re-engage these leads. Sometimes, a gentle nudge is all it takes!
2. Wix Marketplace? Meh: I had 4 inquiries from Wix Marketplace, and not one of them booked. Most were either unresponsive or price-shopped hard. While I won’t ditch that marketing platform entirely, I’ll be focusing more energy on SEO, Instagram, and networking– because that’s where the magic’s happening.
3. Website Maintenance Plans = Crickets: No one booked maintenance plans this year and that's okay, but that also means I’m leaving recurring revenue on the table. In 2025, I’ll focus on educating clients about the importance of ongoing site maintenance and why it saves them headaches (and thousands of dollars) long-term.
The Client Highlights Reel
This year brought some amazing new clients into the Thrive Design Co family:
Barry Farms (Branding + Custom Website)
Platinum Collective Salon (Custom Website)
3 B’s Inn (VIP Day Website)
A.R.T. LLC (VIP Day Website)
Skintegrity Aesthetics (VIP Day Website coming in 2025)
Annie Dawn Doula (VIP Day Website)
Bailey Law Firm (VIP Day Website)
I LOVED working with wellness and holistic businesses this year and want to continue tapping into that industry in 2025.
2025: Goals, Hopes, and Big Dreams
Next year, my focus is on balance, money, and alignment. I want to hit my income goals (aiming for $60K - $65K), grow my lead pipeline, and refine my processes to work smarter, not harder.
In 2025, I’m doubling down on client retention– nurturing repeat clients and turning one-off projects into long-term partnerships. VIP Days will continue to be a big focus, and I’m also planning to push for more website maintenance plans to create some recurring revenue streams.
I’m also feeling pulled to work with more construction, hospitality, and wellness industries, along with other service providers– the clients that light me up and align most with the Thrive brand.
On a personal note, with fertility treatments in the mix, 2025 might be the year Thrive Design Co grows in more ways than one. I’m hoping to start planning for a maternity leave toward the end of the year in 2025 if God blesses us with a baby soon, which means lining up projects early and being strategic about income goals. It’s exciting and a little nerve-wracking, but I’m ready for it.
Here’s to a year of growth, opportunity, and showing up as our best selves– let’s make 2025 unforgettable!
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