Custom Reports: How to Present Data Clients Actually Understand

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Creating Custom Reports Your Clients Actually Understand

Creating reports is a big part of running a business, but let’s be honest—most clients don’t want a 30-page report full of charts and numbers they have to figure out on their own. They just want to know how things are going in a way that makes sense to them.

Whether you're a freelancer, a small business owner, or part of a big agency, clear and simple reports matter. If you’re looking to streamline how you manage your tasks and reports, check out https://proworkflow4.net/—but let’s get back to how to make those reports truly useful for your clients.

First, think about what your clients really care about. Do they want to see how a marketing campaign is doing? Are they more focused on costs and timing for a project? Once you know their priorities, keep your report focused on those things. Don’t overload it with extra details—they can always ask for more if they’re curious.

Next, avoid using jargon. Your client may not know what “CTR” or “conversion rate” means without looking it up. Use clear language and explain anything that might be confusing. Instead of just saying, “We increased site traffic by 15%,” you could say, “This means more people are visiting your website, which could lead to more sales.”

Visuals help, too. A simple graph or chart can often show progress better than a big block of text. Just don’t go overboard. One or two visuals per section are usually enough to get the message across.

Keep the layout clean and easy to follow. Use bullet points, short paragraphs, clear headings, and lots of white space. It makes reading easier and quicker, especially for clients who may be skimming for key points.

Lastly, always end with a quick summary. A few sentences that explain what went well, what could be better, and what comes next. It helps your client feel confident that you’re on top of things.

At the end of the day, reports are there to tell a story your client can connect with. Keep it simple, keep it clear, and you’ll both be a lot happier.