Convert Potential Customer – 5 Steps Guide

Today a web designer needs to be an all-rounder. You are not a marketing professional. You are a web designer trying to market the company. Website designers are brilliant and have in-depth technical knowledge. But they find it difficult to sell their company to a prospective client. Here’s a 5-step guide on how to convert potential customer into a regular, paying client:


Clients need a website for a prominent online presence and to increase profits. They have no idea of what a business website entails. Others may have some idea about the level of aesthetics and functionality they require.

Broadly speaking, clients can be divided into two types:

  • The business honchos in formal suits.
  • The casually-dressed small business owners.

Formal – Client meetings are not easy these days as most of the meetings are done online. So it is important to be 100% transparent with your clients. They trust your words and engaged into business. Often they do not make any legal documents. This is really a negative part of it. You must initiate and recommend the client to do a proper documentation like SLA or NDA and project goals. Thus you can grab their attention and they will also be confident with you.

Communication – Communicate to your client in a regular basis. Whatever the situation is, you must communicate with your clients regularly. Be truthful always, this is the key of any success. Be honest to your clients in all respects.

Goals – Don’t miss a project milestone until it’s really unavoidable. Again, keep your clients updated and discuss always about the hurdles and possible solutions. I recommend to use online project management solution like Atlassian JIRA.


Making the potential clients comfortable is the next step towards convincing them to spend. First, understand your client’s business goals. Then show them your company website and let them get to know you. Remember, your own site is proof of your talent as a designer. Convert their doubts and queries into innovative ideas and suggestions. Once they know you, they are more receptive to suggestions. It will be that much easier to convert potential customer into a regular client.


What is the right sales pitch? Look out for expressions and body language when a particular topic is mentioned. If there are negative indications, change your tack and move on to something else. You can come back to it later. You don’t want to scare them away with too much technical jargon. Just stick to tangible facts like:

  • Show the hand coded website of existing client, emphasizing on the awesome aesthetics and functionality.
  • How you have improved end user experience and visitors’ retention time for these sites.
  • How this has improved their revenue.


Most businessmen are not tech savvy and their knowledge is often limited to the user level. They are definitely going to need assistance in maintaining the site. Offer them guaranteed and regular maintenance of the site as part of the designing contract. Again, tangible proof is more convincing than mere words. To convert the potential customer, show them:

  • Evidence of how tech support has averted major problems for other clients.
  • Examples of the monthly performance tracking reports you provide.
  • Samples of how you can tweak the site for search engine optimization (SEO).
  • Testimonials of existing clients.


After waiting for a week or so, follow up with the potential client via email. The mail should have the key points on offer and must be presented in a strong and convincing manner. The reader should feel that their company cannot manage anymore without your services.

In the mail also add links to some of your previous clients’ sites. Ask them to check the quality and performance of those websites. Remind them that, as part of the maintenance contracts you will be able to track the site’s performance. You will in a position to suggest tricks for search engine optimization. This will in turn increase the number of visitors to the website. Telling them that their profits are directly linked with the performance of the site will clinch the deal.

A web designing company needs some amount of luck and a lot of skillful marketing to write its own success story. A good understanding of every client’s specific requirements, building trust and offering customized web solutions will convert potential customer into a regular client.

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