How to Win a Client for a Web Design Agency With Just an Email

Email marketing can be a critical tool in driving prospects and ultimately winning clients. I have always been a fan of the art of the email – the personal touch of getting someone to respond to you, the chance to create something meaningful, the opportunity to get the attention of the right person at the right time.

I wanted to keep this simple and focus on the most essential points. I wanted to give you all the tools you need to make the most out of your first few emails.

I’ve learned, over the years, that winning a client through email is an art and it’s always going to follow these basic guidelines:

  • Be honest
  • Stay on top of things
  • Make it easy for them to reach you
  • Be ready for any questions
  • Be open with your potential clients

There are many factors that go into the process of landing a new client for a web design agency. If you want to have a higher chance of getting a sale, here are a few things that can help you.

The Nuts and Bolts of a Good Email

I send the email from my personal email address. When people see that this is coming from me, they are less concerned about sending personal information (as opposed to someone else) because they know that they are dealing with a person who has a high level of integrity.

I include a personalized message. People don’t like to receive generic emails. They want to feel like you’re talking to them, personally. Make them feel special.

I focus on the project, not the company. A lot of times, clients will tell me that they don’t really care who I work for. They just want to get their website built and they’re happy to pay a good price. That’s fine, but you should never take this approach. You’re going to have a much higher chance of winning if you pitch your value proposition and why you’re the right fit.

I focus on a specific goal for the project. This can be anything, from a redesign, to a content-heavy site, to a new landing page, to creating an informational piece of content, etc. This helps to focus the email, and allows me to be more relevant to the project. I don’t try to sell my services on every project. It’s too long and doesn’t have enough of a focus.

I focus on the value you bring to the table. The goal of the email is to sell them on why they should hire you. It’s not to sell them on your company. Let them focus on that when you meet in person.

I include a freebie. If they want more than my initial proposal, let them take a look at something free. It might be something that I built for another project, or a tool that they can use themselves. They’ll feel like they get their money’s worth, and you won’t have wasted your time.

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I let them know when they need to respond with how and by when.

I follow up after the first email. After the initial email, I wait a couple days and then follow up. This is the best time to follow up because they’re still thinking about your initial email.

The Right Subject Line

The subject line is your first opportunity to make a good impression on the reader. If your subject line isn’t compelling enough, it might prevent your reader from opening the email.

A strong subject line helps make your email stand out from the others. It should focus on something the recipient is interested in, and not a general introduction to the agency.

To create a compelling subject line, look at the subject line of your competitors’ emails. There are a lot of emails that send a cold call. An effective cold email needs to stand out from the competition.

Let’s say you were interested in designing a website for a friend. You might send them a pitch with an email like this:

Subject line: “Hey, would you be interested in hiring a freelance graphic designer?”

Message: “Hi, I noticed you’re looking for a freelancer to help design a new website. I’d love to discuss it with you!”

In this case, the subject line is great because it makes it clear that you’re pitching as a freelancer. But that’s not always the case. Your job could be to build a website for a client. In which case, the subject line would read:

Subject line: “Hey, I’d love to discuss your project with you.”

The body content here is better because it’s a little bit more direct. In this case, the subject line is great because it makes it clear that you’re pitching as a freelancer. But that’s not always the case. Your job could be to build a website for a client. In which case, the subject line would read:

Subject line: “I’d love to discuss your project with you.”

The first version of the message is a little bit better because it’s more specific. But it’s not enough to just be specific—you should also make sure that you include the right key points. For example, don’t talk about yourself, and don’t talk about the project. If the client has any questions or concerns about the project, they can ask them in the message. Instead, focus on answering those questions and addressing their concerns.

The Right Message

When you work with clients, your ability to deliver the right message can have a big impact on your relationship. As you get to know them, it’s easy to build rapport, and they’ll feel comfortable opening up to you.

Once you have their trust, it becomes easier to talk about how you can help them, but remember: They’ve probably had bad experiences with other designers in the past. They may be worried that you’re going to leave them high and dry when things go wrong. So they’re going to be on guard.

When you’re trying to pitch your web design services to clients, there are a few things that can derail a strong and compelling email. These are things that will prevent your message from reaching the mark and getting through to the right people. In this guide, we’ll help you craft a great pitch that lands a client for your web design agency.

To do that, you need to keep three things in mind:

Make sure your email isn’t boring

You want your email to grab attention right away. A poorly written email is going to send potential clients running. You need to make sure you’re providing something of interest to your target audience, and that something is relevant.

Write like you would talk

You don’t have to write like you talk to get your point across. Don’t get caught up in trying to be fancy or trying to use big words. Just write how you speak and speak how you write.

Write as if you were your ideal client

Just as you would write to your ideal client, you should also write like the person you want to work with.

Find Website Issues Before Your Customers Do

Peace-of-mind website scanning with results shown in plain English for those who don't speak nerd and have other things to do.

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Author:
I've been making websites since I was a kid and now have over 20 years of experience building them for myself and my agency. I noticed patterns of problems that all business owners experience with their websites. Problems that most business owners don’t even know matter, let alone how to address. I built Pagemend to help people stay on top of their websites.

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