Get More Web Design Clients Masterclass Series – Part 2
This is part 2 of a free 3-part Facebook Live Masterclass series we recently created to help talented, hard-working designers like you get new web design clients.
Tune in to Foxley Founder, Bianca Board, in this eye-opening 45-minute masterclass, or read below for the scoop to learn how to close more web design clients whilst building a business and life you love.
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Most designers struggle to get web design clients. I know I did in the early years of building my $9 million web design firm, Web123.
But when you get a system in place that works, everything (and I mean EVERYTHING) changes. It was THE no. 1 thing I did that propelled our business from being a six-figure web design firm to a multi-seven-figure firm.
So without further ado…
The 5 Secrets are to getting more ready-to-buy web design clients…
Secret #1: Clarity – NO, Laser-Focused Clarity
Clarity around EVERYTHING is essential.
If you don’t know where you’re going, any road will take you there. With clarity, everything is easier. Because it’s easier to market yourself.
Get Clear on the Big Five:
- Target market
- Products and services
- Be, Do, Have
- Goals, turnover, weekly, monthly, quarterly, annually
- Clarity, focus, intent every single day
Have you ever sat down with yourself and truly defined it?
- What does your ideal day look like?
- How many web design clients do you want?
- How much do you want to turn over in your web design business?
Most designers I talk to have no idea where they want to be in 12 months.
Pick a goal then work backwards mapping out the steps to take you there.
Understand your target market.
Ask yourself these three questions:
- What type of web design clients do you want to work with?
- What client do you have that you enjoy working with?
- Which clients are your biggest supporters?
If you’re not sure, list your top 5 web design clients and what they have in common.
If you’re still not sure, make up a dream client.
List out every quality you want. Imagine you were putting them all in a blender and whizzing it about.
Who would you absolutely love?
Once you’re clear on that, next …
Get clear on what you sell.
What type of web design work do you love doing? Don’t make the mistake of comparing this to what your clients want. Ask what you want to do?
If building membership sites floats your boat, awesome. If it’s like ‘pulling teeth’ for you, don’t do it.
Whatever you do, don’t make the mistake of trying to be everything to everyone.
It saps your energy.
It pigeon holes you as a generalist. Generalists don’t command big dollars. Specialists do.
I know it’s frightening to pick a niche and to narrow down your web design service offering.
It’s like that for most people.
They think that by limiting what they do and who they do it for, they’re going to cut out a big portion of the market.
The opposite is true.
You actually become WAY more attractive to your target audience and get seen as an expert WAY faster. And the more of an expert you’re seen as, the higher the fees you can command for your web design.
The other benefit of niching is the focus you gain.Without focus, you can’t perform at 100%.
Without focus, you can’t perform at 100%.
And when you can’t perform, you get stuck and everything else around you falls apart.
Clarity is vital.
Secret #2: Make Trust & Credibility Part of your DNA
One of the best ways is to start being of service to others.
Truly CARE deeply about your clients and getting them results.
We have people that send us business even when they’re not one of our web design clients because they love what we do.
If you don’t have any results, get amazing results for yourself first, then tell the world what you did…
“I did this and got a 1600% increase in my newsletter subscribers… basically overnight!”
Going the extra mile and treating them like you would your Aunty, goes a long way to building up amazing results.
And when you deliver amazing results you also have content for case studies and testimonials which are worth a pot of gold.
It also brings a ton of web design client referrals. You’ll have raving fans and clients.
People will appreciate you.
People will trust you, rave about you and want to buy from you.
Today, I regularly have people come to me and say “Bianca, I’ve been getting your newsletters for years, I’m finally ready to get a website from you, and I’m not even getting any other quotes.”
That feels amazing.
Or they have a Wix site and are not ready to upgrade yet, but they recommend us to all of their friends, write amazing reviews, and send me emails all the time keeping me updated on how their business is going… ALL just from an email with some free advice on how they can improve their site.
I know that if I needed to get sales in, I could send out an email today, and probably sell 5 websites by this time next week.
When prospects talk to our sales guys, they always say, “I feel like I know Bianca, she’s been part of my inbox for so long. I love how honest she is.”
Create your little army of fans who know, like and trust you.
Fans who tell you when you’re doing it right. And also, when you’re doing it wrong.
Fans who are like friends you just haven’t met yet.
Position yourself as an expert — even if that means starting small.
I used to write for Australian Businesswomen’s Network, (now HerBusiness) … just 1-2 blogs a month and it did wonders.
It costs me $60 a month to be a member. I got instant access to her community of 40k subscribers.
And I’m competitive so I think I’ve won most popular blog on numerous occasions which I’m pretty happy about.
And because of that, I started to stand out to the other influencers and bloggers that were also writing.
(Birds of a feather flock together, right)
Then Suzi asked me to do a webinar for her community.
I did the webinar, it was a huge hit, and I was inundated with business.
It STILL brings me business to this day, and that was about 4-5 years ago.
I sent everyone that attended posters in the mail and I STILL get comments about it.
Someone took a photo of my poster on their kitchen wall the other day and emailed it to me — from 5 years ago! It’s been on their wall for 5 years!
Then I won ‘Member of the Year’.
And got a whole lot of PR around that too.
It’s a snowball effect. But it starts with one small step.
One thing leads to another, which leads to another. And before you know it, you’re a trusted authority in your niche.
- Contribute to communities. Eg. Facebook groups, forums, blogs.
- Offer your expertise through website audits.
- Start guest blogging etc. Just one epic blog post on an authority site can bring you traffic for years to come, give you instant ability to include their logo on your site, instant credibility.
Here’s something else that I’ve found that pays off big time:
Be of Service
Ask yourself, “How can you be of service for the first 10 minutes of every day?”
Before you start work, ask yourself, “How can you make someone’s day brighter?”
This next point expands on this …
Secret #3: Communicate Regularly – Without Fail
My sneaky little secret number 3 is regular communication.
You have GOT to stay in regular contact with people so you are top of mind.
And no, before you say it — you will NOT be a pest in their inbox. That’s BS.
Email marketing is the single BEST, EASIEST and CHEAPEST way to do this.
This is actually my stealth weapon!
I started emailing 7 years ago and have never looked back.
I had no idea what I was doing – what to write, how often, or what design, or frequency or anything
But I wanted to jump on this content marketing bandwagon.
So I wrote my first email and hit ‘send’. I don’t even remember what it was but it was exhilarating and terrifying at the same time.
I decided to commit to it weekly, every Tuesday and I stuck to it
I got better and better at it as each week went by.
I went from short emails to long emails, to short emails.
I was sometimes writing blogs as well, sometimes not.
I tried doing monthly topics with series of emails.
And I started to build up a loyal following that really started to make waves after about 12 months.
In the first 12 months, I didn’t even really know if people were reading
I had the odd reply, and sales were up, the list was growing and not many were unsubscribing…
But I just kept plugging away.
I learnt how to batch my emails so I could sit down and write a whole month’s worth of emails in a few hours, then I’d just give them to my VA to set up and send.
In the second year of email marketing people really started to comment, nearly every week
I went to a conference and people who were on my list came up to me like I was some sort of celebrity saying, “I love your emails, I never delete yours, you’re just so real.”
So if you’re not front of mind, you’ll get forgotten.
Nurturing, client campaigns, content, social, gifts, calls, love calendar – that’s what it’s about.
Being authentic, genuine, real, helpful, educational, entertaining or engaging – that’s also what it’s about.
100-word email is all it takes. “Hey Sally, I found this cool app and I thought you’d like it”
One of my web design partners sent an email we wrote together to his list of 50 and he got 5 responses!
This totally works.
Secret #4: Bulletproof Confidence
If you don’t believe in yourself, no one will. EVER.
You absolutely have to have confidence.
How you answer the phone.
How you sit in meetings.
How you walk in the room.
It’s the tone of your voice.
It’s how you speak.
It’s even about being a good listener.
And how you sit when nobody’s watching. Are you hunched over or are you upright and strong?
People judge you no matter what. You have to be aware what you’re putting out in the world. When you’re weak, people think you don’t have it together.
People want a leader. Someone to follow. If you’re not 100% confident in what you do, you might need a mentor or additional training.
I used to have sheets with questions printed out next to my phone so I never got tripped up, it had a script and everything. It was nerve-racking talking with some new clients, especially the big ones that phoned in, but I would always put on the Emperor’s clothes.
How can you wear the emperor’s clothes?
Maybe you need to study more.
Maybe you need to get uncomfortable more often and get outside your comfort zone.
Maybe you need to listen to meditation audios. I bought CDs back when they were a thing and used to listen to them as I went to sleep to be more confident.
But becoming knowledgeable and knowing your stuff, also brings confidence.
Developing confidence is essential.
Fake it ‘til you make it.
It’s attractive and magnetic.
When you’re confident you will naturally attract great clients. When you have fear and doubt, you have the opposite effect.
What you put out there, you get back.
Law of the Universe.
Secret #5: Take MASSIVE Action
I’m so big on this – taking inspired action.
You can’t keep learning and not doing.
Learning won’t pay the bills.
The best way to learn is to do.
Learn something, implement it, test it. Even if it looks unfinished. Or sloppy. Or not perfect.
For all you perfectionists out there … progress is better than perfection.
I have imposter syndrome still to this day. But I put stuff out there anyway.
I still feel like a fraud. But I put stuff out there anyway.
I am a recovering perfectionist. But I put stuff out there anyway.
I still compare myself to others and feel insecure. I have comparisonitis.
But I put stuff out there anyway.
Get off the courses treadmill and into taking bold, inspired ACTION — every single day. Morning ritual.
Do your best work first.
The first hour of every day, you should do your high-value work.
The work that will make the most impact – your best work.
Even when you don’t feel like it.
Even when it feels forced.
You’ve just got to give yourself deadlines… and…
DO. THE. WORK.
BONUS Secret #6: Automation
A little bonus secret for you….
Now, just in case you were thinking I was some kind of Wonder Woman, I’m not.
I use batching, automation and systems to make huge progress in what I do.
I batch my emails. I’ll sit down and set up an entire system in a day or a weekend then just move on. Whatever I do more than twice, I create a system around it
So I can delegate!!!
Delegation is part of automation.
Systems are part of automation.
Automation is my secret weapon.
I use automated emails and nurturing programs. When a client comes on board, a week after they start, I automate whatever I can so I can scale it all.
Applying these 5 secrets produced massive results in my web design business. It helped attract get ready-to-buy clients.They will for you too.
But here’s the thing …
Before I started to get a lot of traction using these secrets I needed to recognise what I was doing wrong and fix the mistakes I was making first.
Stay tuned for the last part of the Masterclass Series.
Get More Web Design Clients Masterclass Series: A 3-part series which looks at why clients are trying to beat you down on price, my 5 secrets to building a ready-to-buy pool of A-class clients who love what you do, and the 6-step attraction formula I’ve used to attract over 3000 web projects in my own 7-figure web business.
Sound off in the comments, what’s your #1 challenge when it comes to finding new web design clients?