5. Attracting New Clients

Too many new designers make the mistake of putting up a Web site, sitting back, and waiting for the phone to ring. If only business was that easy.

There are thousands of designers promoting their services on the Internet. Some of them are very good at getting top Search Engine rankings for their Web site. However, unless your site shows up within the first few pages of the Search Engine listings, most searchers will never even see it.

This isn’t to say that you shouldn’t have a Web site. A good site is an important part of your promotional activities. You just have to realize that although your site is a contact point and a place to show off your skills and abilities, it probably won’t be your primary advertising tool.

So how do you find work?

 

You find clients by advertising.

However, this won’t be “broadcast” advertising where you put your message in front of millions of people in hopes that one of them will call you. Instead, it will be focused directly at your target market -- small business owners who are already looking for your services.

Your clients aren’t going to come to you. You have to go to them.

 

There are several effective strategies for getting new clients. This Course will provide a few pointers to get you started in the right direction. As always, a much more detailed explanation is available in Start Your Own Home-Based Website Design Business.

Do a quick examination of Web site designer ads in the newspaper, in the phone book, and on the Internet. You will notice that most of them are very poorly done.

The colors are bright. The graphics are nice. The layouts are very attractive. But the advertising copy in most of these ads is absolutely terrible. Here’s an advertisement that I found under a “Web Site Development” heading in my local phone book…

Total Web Site Design Services

Database Development Multimedia
Interactive Forms
Custom Designs
HTML, ASP, XML
Web Marketing Solutions

There were dozens of ads under Web Site Development and this was the best of the lot. How pitiful! If you were a business owner, and you weren’t experienced with the Internet, would you know if you needed a database? Would you know the difference between ASP and XML? Would this ad mean anything to you?

Probably not. And it won’t mean anything to the majority of your clients either. You need to speak to your clients in terms that they will understand. You have to focus on their businesses and on their needs. Potential clients want to know what you can do for them. So when you write your advertising copy, remember…

1) Your clients are small businesses that advertise but don’t have Web sites.

 

2) Your clients want their businesses to be more successful.

 

With these two points in mind, we can rewrite the ad to look like this…

 

Total Web Site Design Services

Harness the power of the Internet
Expand your customer base
Increase your sales and profits
Promote your products and services online Complete design, copywriting, and technical support

Isn’t this what your clients are looking for? It says, “I understand what you need and I can help you get it.” Figure out what your clients want and show them that you can provide the appropriate solution. It’s okay to list your credentials and skills, but remember that “all about you” is secondary to your clients’ needs.

Your clients’ needs always come first.

This same approach applies to all of the advertising you do whether it is on the Internet, in print, or face-to-face. Focus on the client. Describe the benefits of having a Web site. Use terms that will appeal to the client (ex., saving time, saving money, increasing profits, etc.)

You don’t need to convince them that you are the greatest designer on the planet. You just have to convince them that you understand their problems and that you can help to solve them. This is why understanding your target market is so very important. The better you know what your clients need, the better equipped you are to meet those needs.

Where you position your promotional material is just as important as the material itself. If you put it in the wrong place, your target market will never see it and you will have wasted your time, effort, and money.

Place your advertising where potential clients will see it. Ask yourself these questions about your target market…

• Where do they go?
• What do they read?
• Who do they talk to?
• What do they like to do?
• What interests do they have?

And most important…

 

• Where are they likely to see or hear your promotions?

Local small business owners often belong to community associations and business associations, and they usually support community activities. So consider joining your local Chamber of Commerce and other local business and community associations. These networking opportunities will give you a chance to meet prospective clients in a relaxed setting.

Organizations/associations also distribute newsletters to their members on a regular basis. Put your ad into one of these newsletters and it will be delivered directly into the hands of your target market.

In addition, every business segment has its own trade journals, meetings, conventions, Web sites, etc. These can all be great places to advertise because they already have the attention of your target market.

The bottom line is… Don’t waste your time and money trying to flood the marketplace with your promotions. Position your advertising where the right people will find it.

Here are three promotional strategies to get the ball rolling…

 

1) Spread the word

 

Your own "word of mouth" is your best marketing tool. Tell everyone. EVERYONE!

Tell all your friends, relatives, and co-workers that you are starting a Web site design business and are openly looking for clients. The more people know about this exciting development, the more likely the news will get passed along to the right ears.

When an opportunity to discuss your business comes up, make sure that you cash in on it. When people around you are discussing the Internet, join the conversation. Casually work in references about your design experience and your new business.

Be careful with this though, because it is easy to overdo this casual type of promotion. If your friends start avoiding you, you may want to ease up a bit.

 

2) Cash in on free publicity

The best publicity you can get is free. Get your name in the newspaper. Contact your local community paper and tell them about your new business. They might send someone out to interview you, and your business could get some free press. It’s an easy way to introduce your services to the community.

If you design a site for a well-known national business, tell your local paper. This is the kind of human interest story that small papers love. Even if you don’t make the front page, the exposure will create a buzz locally.

Newspapers also know that if they give support to local businesses (that’s you), they often get support back in the form of advertising. So don’t be hesitant to contact a reporter.

3) Become a contributing author

Try writing a column, such as “Promoting Your Business on the Internet,” for your local paper, Chamber of Commerce, community association, or business association newsletter -- anywhere to get your name in front of your target audience.

This may seem like a stretch if you are just starting out. You may not have the skills and experience to do this yet. Don’t worry… you will soon.

Once you really start learning the craft, you will be amazed at how much more you know than everyone else does. You will also be surprised at how quickly you become a recognized expert after your name has been in print a few times.

Writing takes a little effort on your part, but it is free advertising and it can pay off handsomely if you choose your forums carefully. However, be sure that you only submit articles to publications geared to your target group. Otherwise, it’s not worth your time and effort.

These are three simple techniques to get your name out to your target audience effectively and inexpensively (an important consideration when you are just starting up a business). They require some effort on your part, but the payoff is worth it.

(If you need additional ideas, Start Your Own Home-Based Website Design Business has more than twenty promotional techniques that will help you find work.)

The thought of “promoting yourself” to others may make you a little uncomfortable, but it’s just part of the job. You had to learn HTML, layout, and design. Self-promotion is just another skill that you have to master to make your business work.

You don’t have to be pushy. You don’t have to be obnoxious. Just be friendly, courteous, and informative. Don’t spend your limited time with potential clients talking about your business and your problems. Talk about theirs. People like people who listen to them. Once you have established a relationship with your client… and understand his or her business needs… you will be in a position to recommend solutions. (Solutions = you!)

Just remember to keep your advertising focused on your clients’ needs. Figure out what they want and need to make their business better…

 

Then tell them how you can help them get it.

 

Join the Site Build It! Certified Webmaster Program and SiteSell will promote your services through its Webmaster Directory. The role of the program is to match motivated, focused clients with SBI!- certified Webmasters. Application criteria information is available at http://webmaster.sitesell.com/certified

Your “people skills” are just as important as your design skills as you will see in the next chapter…