How to Convince Clients that a Website is an Investment

Wireframing Your Website

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Picture this- you’re talking to a potential client who is interested in investing in your Google Pay-per-Click service, you smile, thinking this will be an easy one. You asked them the link to their website and the moment you hit Enter on your keyboard, you see what could only be described as a “blast from the past.” Unfortunately, even in this very digital-savvy era, there is still a significant number of brands stuck with a website that could fit in on a Netflix period drama.

As an agency, that’s bears both good and bad news for you. The good? You have a pool of potential clients just waiting for you to clear the cobwebs. The bad? Majority of them aren’t even aware of the cobwebs. So the real question here is how will you convince them that it’s time to give their website a complete makeover? Here are a few tips that might get them to consider:

  1. Leverage Their Competitiveness.
    We’re putting this on number one because it’s probably one of the most effective ways to convince a lead to convert. Besides meeting the needs of their market, the one thing you can be sure of is that your clients want to get ahead of their competition. It’s simple: use the power of the internet to get to know your client more- who do you think are their top three main competitors? Chances are two out of those three will have websites that are up-to-date with the trends of the online world. Showing your client what’s keeping them behind will definitely fuel their desire to fast track the revamp of their website.
  2. Show Them The Numbers.
    As a digital marketer, I’ve experienced working directly with a lot of business owners and CEOs, and one of the many things I’ve learned from them is this: DATA IS EVERYTHING. If you can’t convince them with looks, you can do so with numbers. Back your pitch up with statistics that will entice them to make a move. Make sure to focus on ROI (return-on-investment)- explain that while they may have to spend money, time, and resources to have a great website, they will be able to reap its benefits in terms of lead generation and sales. If you have case studies from previous and existing clients, even better!
  3. Make It Personal
    If you have time, why not present a quick mock-up of what their home page could possibly look like with a new design? Us humans are very visual creatures, so giving your potential client a clear and literal picture of what a positive change would be. If you’re strapped for time, you could always look for award-winning websites and use those as pegs (just make sure the pegs you’re showing are those that you could recreate in some way, shape, or form). Choose designs that are not just aesthetically pleasing, but have an actual purpose that will meet your client’s specific needs.
  4. Address Their Qualms
    Look, we’re quite sure it’s not the first time your client has received a sales pitch for a new website. And if you’re still in that room trying to close that sale and convince them to revamp the site, then chances are they already have existing hesitations about the decision going in. To separate you from every other agency that was unsuccessful in converting that client, analyze what their qualms are and ready your arguments. Remember, a client wants to be understood, so whether they’re having second thoughts on a website revamp due to budget constraints or timeline, then do manage their expectations and lay down the pros and cons.
  5. Explain the digital ecosystem.
    Another great way to convince your client that a website is a good investment is to show them how it connects with all their other digital efforts. The website is the first domino piece that will start the chain reaction designed to strengthen your client’s online presence. Without an updated website, their paid ad efforts, social media strategy, and search engine optimization tactics will not yield significant positive results. Remind them that a website is the first thing that will cement their credibility online, so it’s important to put that on the high priority list.

Let us know if you have any other winning tactics below to help customers understand the importance of a website in this day and age!

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