How to Get More Website Design Clients (Part 2)
All successful website designers and developers start out local, then branch out nationally. So, how do you start local?
Website design remains a local service because the vast majority of business owners who hire you will come from within your local community.
It may be that your ultimate goal is to sit at home and have new clients call you on their own, but it’s just not going to happen until you’ve established your name, and reputation locally.
Where to Find Website Clients Locally?
The truth is that you could open up Google Maps and look at every business to find those that don’t have a website mentioned in their profile. But it’s highly unlikely they’ll hire you right away. Yet, this remains a great way to start out.
Each business owner you meet is like making a new friend. It takes time for them to gain your trust. It’s when they trust you and respect you as an expert that they’ll part with their money, provided they can afford it.
Attend every event scheduled in your local area. Branch out across the entire county you work from. Go at least a 50 mile radius from your home or office. Look for business mixers, ribbon cutting ceremonies, political speeches, business networking groups, any kind of demonstration or presentation. You can find these events online through Facebook Events, EventBrite, and Meetup.
Contact your local Chamber of Commerce. In fact, become a member. These groups all know about local events, and will host events for the purpose of letting you meet other business owners.
Each time you eat out at a restaurant, notice if they allow other business owners to leave a stack of business cards at their cash register. Always keep a stack of business cards with you.
I wrote an earlier article about the importance of keeping business cards with you at all times… “Why a Business Card is Still Critical to Your Success”.
Every business you shop at, take a moment to introduce yourself at the cash register. There’s nothing wrong with just saying, “Hi, my name is Steve. I run a website design business here in town. Here’s my card, if you know anyone that needs help with their website, please let them know about me.” You don’t have to make a sales pitch at this point, you’re just letting people know about you.
It’s a good idea to visit bars where you can sit at the bar and chat to with the people next to you, or with the bartender. These are opportunities to introduce yourself and hand out business cards.
When you call a business to visit your home to fix something, like a plumber, HVAC, or tree trimmer, always hand them your business card. Again, you’re not trying to sell to them right now, just reminding them about your business.
Everyone you interact with in town… your barber, your waitress, your liquor store owner, your kid working the cash register at a grocery store, introduce yourself and hand them a business card. Each of these people will know someone who might need your services.
Visiting Potential Clients in Person
Like I said above, you could just open up Google Maps and find every business that does not have a website identified in their profile.
My wife, who handles all of my sales and marketing, will visit businesses in town and talk to them in person. She’ll pick out four or five businesses at a time, and hit up each one. She’ll dress in modest, business-like attire, and bring with her business cards and brochures.
She starts by simply talking to a store clerk, or someone who appears to be in charge, and just introduces herself. She’ll say something similar to the following…
“Hi, my name is Sash, I’m with Choctaw Websites. We do website design and social media marketing for businesses. I just wanted to introduce myself and leave you with a brochure. I’m here to help you or anyone else you know to bring more customers into your business.”
At that point, the store clerk or manager will usually say something, and starts a conversation.
It’s important to never hard sell someone when you’re in their store, on their time. Otherwise they’ll push back on you. Instead, leave them with the power to call you when they’re ready. Once they call you, then you can feel free to give them your hard sell.
The goal is to get business owners to see you and your brand, along with leaving them with your business card or brochure. This is a critical first step in creating trust with the community.
Understanding the 30-Day Rule
In my previous article, “How to Get More Website Clients, Part 1” I mentioned the 30-Day Rule. This is a concept that goes back to the 1950s. It basically means that a client has to see you and your brand for at least 30 days before they feel comfortable to buy.
The 30-day “clock” starts the moment a business person hears about you and your brand for the very first time. After that, additional points of contact will follow over the course of 30 days…
They could get a follow up e-mail from you
They could see your stack of business cards sitting at another restaurant
They could take the time to visit your website and learn more about you
They might see your postings or comments on Facebook
They might ask another business owner if they know about anything about you
They might see you in town somewhere
They might see the word “website” and immediately think of you
On average, a client will spend 30 days being exposed to one or more of these contacts before they call you on the phone to talk about business. It could take less than 30 days, or take more. However, none of these contacts will be made unless you get out and meet people and spread your message.
Building Your Reputation is “Word of Mouth Advertising”
They say that “word of mouth advertising” is the best form of marketing. People talk about how good you are because they either know you, hired you, or have heard about you.
This is how local marketing works.
Business people hire each other because they trust each other. If you want to get in on that local referral action, you have to go outside, meet people, and tell them all about yourself.
Should I Go Into Parking Lots and Stick My Business Card Under Windshield Wipers?
No. The reason why this doesn’t work is because the people who own those cars never got a chance to meet you in person.
The power of the business card lies in the first impression. That is, the very first meeting a person has with you is the one they remember the most. And if that meeting went really well, there is a very good chance they will either hire you or refer you.
Otherwise, if they never met you, forcing a business card under their windshield wiper is an intrusion that leaves a bad impression. It’s better to just leave a stack of business cards at a cash register where people have the choice to pick up your card.
There’s More Advice in the Coming Months
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