How to Acquire Clients in 6 Topics: A Detailed Guide — post content
Every freelancer or agency has asked these questions at some point. The truth is, no matter how passionate you are about what you do, financial stability matters. It supports your great work and justifies your decision to be your own boss. However, to achieve financial stability, you need clients. Below, we have outlined six different tactics you can use to find web design clients. Once you've won them over, also learn how to write an effective design brief that ensures your project's success.
1. Find Web Design Clients Through Proposals
People generally don't enjoy writing proposals. However, proposal writing is a critical component for finding new web design clients and can be an effective sales tool. Especially if you've had a good conversation with a potential client and want to seal the deal, proposals carry great importance. Businesses often publish a Request for Proposal (RFP) online, which means your business can bid on big projects and increase its visibility.
RFPDB
The RFP Database (RFPDB) lists RFPs from many industries with no monthly subscription fee. It has a particularly strong web development section. You can use RFPDB more effectively by saving your searches and setting up email alerts.
FindRFP
If you're looking for government and public sector contracts, FindRFP is a platform where U.S. and Canadian agencies post their RFPs online.
BONUS: More Government and Public RFPs
Although it's not a single website, if you're looking for more public service contracts and don't want to pay a subscription fee, you can check out the procurement sections of relevant websites.
2. Find Web Design Clients Through Job Boards
Responding to RFPs can take time, and time is often critical. You can speed up this process by using third-party marketplace sites. These platforms allow freelancers to bid on projects or post their services. You can check out the platforms below:
Upwork
Upwork is a popular marketplace where freelancers bid on client projects. It charges 20% on the first $500, 10% on billings between $500.01 and $10,000, and 5% on amounts over $10,000.
Freelancer
Freelancer is a platform where web designers can bid on projects or enter contests. A 10% or $5.00 commission (whichever is greater) applies to projects.
PeoplePerHour
PeoplePerHour allows freelancers to set hourly rates and post job listings. Commission fees are applied based on the project cost.
Guru
Guru has a large number of job listings for web, software, and IT services. At the free Basic membership level, projects are offered with a 9 percent fee.
3. Find Web Design Clients With Cool Approaches
Beyond proposals and job boards, there are also methods of pitching to potential clients directly. Methods like email and face-to-face sales pitches can be suitable for those who prefer not to be on the phone. When done successfully, these methods are quite effective for finding new web design clients.
Reaching potential clients via email carries both a great opportunity and a risk. Being able to reach your ideal clients directly is an advantage. There are even websites like LimeLeads where you can build targeted prospect lists for a fee.
However, messages sent via email can sometimes be perceived as spam by the carefully selected prospects. This is no one's fault (of course, unless your emails really do look like spam or use clickbait subject lines).
If you've never sent a cold email before or want to improve your existing template, here is an example for you:
Subject: Should we chat about your website? (I'd love to help)
Hi (prospect's name),
I hope you don't mind me reaching out — by way of introduction, my name is (your name) and I do (job function) for (your business name). Last year, we solved web design problems with (your solution) for (number) companies like (company name), (company name), and (company name).
I thought we could do the same thing for (the prospect's business)!
At first glance, there are many strong aspects to your website:
- (compliment 1)
- (compliment 2)
- (compliment 3)
However, there are also some areas that could be better:
- (suggestion 1)
- (suggestion 2)
- (suggestion 3)
That's where (your business name) comes in. If you're interested in restructuring your website, I'd be happy to help you out! To help get you started, I've attached a case study we prepared for (company name) about a similar project, so you can see the benefits such a project can bring.
Thank you for your consideration. Please don't hesitate to reach out if you have any questions.
I look forward to your response.
Best regards,
(Your Name)
In Person
Let's say you've found someone on LinkedIn who could be your perfect client and you have the opportunity to meet face to face. In that case, you'll need a sales pitch that can impress them.
This is where the elevator pitch comes in. An elevator pitch is a 30-second explanation of who you are, what you do, and why you should be heard. The theory goes that if you're in an elevator with someone, you only have 30 seconds to introduce yourself.
According to MindTools, an effective elevator pitch has four components:
- Introduce yourself and your goals.
- Explain what you do.
- State what makes you unique (think your unique selling proposition).
- Engage your audience with a question.
By combining these elements, your elevator pitch might look something like this:
"Hi, my name is Tanya Smith. My business does web design and development to build custom e-commerce websites and content management systems. This means business owners spend less time tracking orders and inventory in their online stores, and more time producing great products.
Unlike other companies, we spend time researching our clients' target audience and user-testing our products. That's why our clients see 20% more sales over the previous year compared to their competitors.
So, how do you manage your online store?"
After the First Contact
You've written your email or rehearsed your elevator pitch and reached out to your prospect. Now what?
There are two possibilities:
If you emailed your prospect:
- You may get a response.
- You may not get a response.
Or…
If you met your prospect face to face:
- You may receive a follow-up question about your services.
- You may have a polite conversation but not get genuine interest (the situation where the conversation "fades out").
If you get a response or positive feedback, great! This could be the opportunity you need to land more web design and development work. At this point, you can consider your prospect a qualified lead.
But if you don't get a response or get a cold reception, what should you do? How do you keep the benefits of your services going without bothering your prospect?
This is where timing, personalization, and patience come in.
Timing
You sent your first email or met your prospect in person. In the follow-up process, sending an email is the best option, as it gives you a written communication trail.
So how long should you wait before following up (assuming you haven't received a response)?
The general rule is to give your prospect a week to respond. If you still don't hear back during this period, reach out again every few weeks — if you know your prospect isn't opening your emails.
"How will I know if my emails are being opened?" you may be asking. If you're sending cold emails, consider integrating an email tracking tool like HubSpot Sales, which notifies you when your email is opened.
If your prospect is opening your emails but not responding, you might consider taking a different approach in the follow-up — try being patient.
Personalization
Continue to personalize your content in your follow-up emails: address known pain points, offer customized solutions and resources. Also, invite them to schedule a meeting to discuss how your business can help them. If you know your prospect has a digital presence, do some research. Adding a recommendation related to one of their hobbies or interests, or connecting on a more personal level, can increase your chances of getting a response because it shows you are attentive and value them, not just their money.
Patience
If you still haven't received a response from your prospect or notice they are ignoring your contact efforts, set a reminder to reach out again at six months and one year. The timing may not be right for them, and during that time you can direct your resources to warmer prospects. In the meantime, continue to research your prospect and follow any changes that may occur in their business; that way, you'll be ready when an opportunity arises to offer your web design and development services again.
4. Find Web Design Clients at Events
Do you prefer face-to-face conversations? We have a great suggestion. If you're looking for new clients, attending events can give your business the visibility it needs to keep growing. Conferences can also be fun — who doesn't love traveling, meeting new people, and learning new things?
Whether events are free or paid, nearby or nationwide, they are an investment in yourself and your business. Here are three ways to maximize these experiences:
1. Attend Web Development Conferences
Industry-specific conferences can help you build new business networks and identify potential partnerships and co-marketing opportunities. It's really all about making connections. For example, you've probably gone to a conference or local industry event, met many interesting people, and thought, "I should add them all on LinkedIn!" Follow that instinct — you never know who will lead to a new client. If you freelance, your new connections may pass on smaller projects or call on your expertise for larger client projects.
If you're serious about networking, consider creating a spreadsheet you can update after every event. Write down who you met, their areas of expertise, and why you should stay in touch with them. That way, you can call on your external network for prospects when you're looking for new web design clients.
2. Attend Customer-Focused Conferences
In addition to industry-specific events, you can also invest in customer-focused conferences where you know your ideal clients will be. For example, if you specialize in e-commerce, events like Shop Class, CommerceNext, or IRCE fall into this category. Customer-focused conferences offer a great opportunity to pitch new business directly to potential web design clients. It's face time where you can identify pain points, offer solutions, discuss trends in your client's industry, and gather important information to grow your business.
Similar to industry-specific conferences, consider creating a spreadsheet to update after each event. Write down the person's name, business name, role within the organization, a pain point they're experiencing, their business goals for the year, and an email you can use to contact them. Use this data as a powerful outreach tool when looking for new web design projects for your business.
3. Be a Speaker
The more conferences you speak at, the more influence you'll have in your industry. Public speaking creates brand awareness for your business. So when it's time to hire someone for a web design and development project, you'll be top of mind.
However, public speaking is one of the most common fears in America. According to Statistic Brain, 73% of Americans report experiencing speaking anxiety. If you're one of them, getting started with conference talks may seem daunting. But remember: your work is valuable and deserves visibility. Conference talks are a great way to promote your business, meet new people, and take advantage of promotional opportunities before and during the event.
Don't know where to start? Cat Hunter offers helpful tips to start your public speaking career. If you're looking for more resources, web designer and developer Catt Small wrote a blog series outlining how you can become a speaker within a year. It has great introductory tips and outlines steps you can follow to become an experienced speaker on the conference circuit.
5. Find Web Design Clients Through Referrals
Moving away from external networks, let's dive into internal networks by leveraging your existing client base to find new web design clients.
Have you established a referral process for your web design and development business? If you haven't yet, it's time to think about it. Word of mouth is one of the most powerful marketing tools available to your business, and you should leverage every opportunity you have to get people talking about your work.
Because the work is good and the world should know about it.
After all, people tend to surround themselves with like-minded individuals. So who better to help you find new business than someone you've established as a desirable (and compatible) client?
That's why, when it comes to finding web design clients, it's important to have an effective referral strategy to leverage your existing connections to grow your business. Here are the key elements of that strategy:
Timing
When will you ask your client for a referral? Is there such a thing as the "perfect time"? Everything depends on the timing that makes the most sense for your business. There are three main approaches to determining a good time to ask for referrals:
-
Mid-Project: Let's say you've completed a prototype of your client's new e-commerce website and shared it with them. If you've built a good working relationship throughout the process and your client is excited, you can use that excitement to get them to recommend you for business.
-
End of the Project: You may have faced some challenges during the project, but you've ultimately succeeded. If your client is happy with your work and has praised you on something, you might consider asking them to refer your business to their professional network.
-
When You Start a New Project: If you've successfully completed a project with your existing client and cross-sold them on another project, this is a perfect time to ask them for new business referrals.
By identifying the time when your client is most likely to be satisfied, you can choose the right time to ask for a referral.
Current Workload
How many new clients can your business take on? To estimate how many referrals you'll need to maintain or grow your current monthly revenue, track your current work and upcoming projects. This information will ensure you can meet the demand generated by your referral program.
Incentives
Will you offer some sort of reward to a client who refers new business? This is an important question, because if you want to receive more referrals, it's important to maintain the quality of those referrals. For example, a client might recommend just anyone simply to get the reward.
Referral Rock, a referral marketing software provider, reviews the pros and cons of an incentivized referral program. Examine and decide what type of program is best for your web design and development business.
Referral Template
To make it easy for your clients to provide high-quality referrals, you can give them a basic email template to use in their outreach. That way, you can be sure they share the right information that you think will best position your services (and the quality of your service).
Here's a template you can work from:
Subject: Referral Recommendation
Hi [Client Name],
Recently I worked as [Your Name], in the position of [Your Title], for [Summary of Project Goal]. They made recommendations about [Project Summary] and I was very pleased with the solution and quality of the work they delivered — especially [Area Where You Received Positive Feedback].
When [Your Name] asked if I knew anyone looking for web design and development services, I thought of you as [Description of Ideal Client].
If you're interested in an estimate or learning more, you can contact [Your Name]. I would definitely recommend working with them!
Note: In the example above, "your" references refer to you and your business, not to your client.
Testimonials
Remember, if you don't ask, you'll never know if your client is willing to give you a referral — so don't be afraid to reach out to your best clients. At worst, you might get a response like, "Sorry, I don't know anyone in the market for web design services right now."
In that case, you can ask your client for a testimonial — it will be a piece of social proof that you can use across all your sales collateral and properties you own (like your website or portfolio). Kai Davis from Kaidavis.com offers some actionable advice for getting strong client testimonials with six simple questions.
Stay in Touch
Whether you ask for a referral or testimonial, maintaining good business relationships is incredibly important. This includes responding to your clients in a timely manner, considering their needs, and providing top-tier service to ensure they're happy.
At the end of the day, you never know where new web design clients can come from. Put it into perspective and see the low-hanging fruit at work to fill your sales funnel: stay in touch with your clients all the time. Who knows? Your contact at one organization may move on to greener pastures — and if you've given them an easy and pleasant work experience, they will likely refer your firm to their new workplace.
6. Finding Web Design Clients Through Inbound Marketing
You've tried all the outbound efforts above: proposals, job boards, cold pitches, events, and asking your existing clients to refer new web design clients.
But wouldn't it be much easier for these prospects to come to you directly (and passively)?
That's why inbound marketing is important to your business. You're probably already using inbound marketing tactics and have a solid foundation to build on (like a blog) — so let's maximize your efforts to reach those desirable web design clients!
Start (or Continue) Blogging
Before we put ourselves in the spotlight, if you haven't started a blog for your business, consider taking some time to identify your niche and write about it. It helps strengthen your position as a thought leader in your industry, and also provides a platform from which you can begin to develop your inbound marketing efforts.
Still not convinced it's worth the time, effort, and resources? Here are a few reasons to keep a blog on your business website:
Increase Your Website's Visibility With Search Engine Optimization (SEO)
You've heard the term SEO; you may have already optimized the rest of your website for it. However, if you want Google to identify your business as the best option for potential web design clients, you'll need to focus on certain strategies. Your goal should be to be number 1 in the search results, or at least to be among the first few organic results.
A blog can help you build that influence and offers your business opportunities to rank for more diverse, related keywords without resorting to "black hat" SEO techniques like keyword stuffing. By doing keyword research, you can broaden your target audience and attract new web design clients to your website.
Keyword Research
To see how you can broaden your target audience, you should conduct regular keyword research. Popular tools include Moz and SEMRush. These tools come with a subscription fee, but they can help simplify the research process. As a free alternative, you can use Google Keyword Planner.
Defining Your Niche
Having a blog on your business website also allows you to define an area of expertise that sets you apart from your competitors. For example, you can specialize in web design and development for the fashion industry. This helps you position your services to address the needs of a specific industry and target audience.
Picking a niche can make your SEO efforts more successful and helps you determine the content you choose to publish on your blog. This makes it easier to find topics relevant to your audience and helps you pre-qualify your potential web design clients.
Audience Building
Once you've identified a niche, you can start building an audience around that niche. For example, if you produce content on web design for the fashion industry, you're more likely to build an audience of fashion clients. This audience can follow your blog and provide referrals.
Downloadable Content
To convert your newfound audience, you can identify common pain points that recur from client to client, project to project. This information can help your business create valuable content. You can extend your content with guides, templates, and other resources that your existing and prospective clients can download in exchange for some basic information (and an email address).
Email Newsletter
If you're producing content, it can be helpful to build an email newsletter. This is a tool that passively educates your existing and prospective clients about your area of expertise. Using your RSS feed and an email automation client, you can turn blog articles into regular email newsletters. This method saves both time and resources while delivering valuable content to clients.
Grow Your Web Design Business With Social Media and Content Marketing
Creating great content is a great start, but you need to develop strategies to get that content in front of your target audience. Social media is at the forefront of these strategies and is a perfect tool for expanding the reach of your blog.
Using Social Media
Social media doesn't just expand your target audience — it's also a channel you can use to nurture your community, participate in industry discussions, and grow your brand. Social automation tools like HootSuite, Buffer, and Tweetdeck let you schedule a few social media posts a day. With these tools, you can keep your followers continuously exposed to your new content, ensuring you stay top of mind.
Portfolio and Case Studies
Just as important as content marketing is your portfolio. Your portfolio showcases the web design and development you've done, demonstrating to your prospective clients the quality of your work. It helps potential clients understand whether they want to choose your business. You should keep your portfolio constantly updated and impressive.
Simon Heaton's article "How to Build a Compelling Web Design Portfolio" is a great resource for creating an effective portfolio. Also, taking a look at Admir Hadzic's portfolio piece called Kamui can be an inspiring example.
In addition to your portfolio, showcasing actionable, data-driven case studies on your website can tangibly demonstrate your business's success to prospective clients. Well-written case studies optimized for SEO can play a major role in winning new clients.
Content Marketing
Content marketing includes resources like blog posts, guides, and templates. This content allows you to gather basic information from existing and prospective clients and can help you collect that information through tools like an email newsletter.
Partnership programs like the Shopify Partner Program offer excellent opportunities to grow your business. By participating in such programs, you can connect with revenue-sharing opportunities, tools that will help your business grow, and a passionate community.
Conclusion
Your strategy for finding new web design clients will vary depending on time and resources. We hope this guide helps you discover new ideas and options to grow your web design and development business.
