How To Sell Websites To Small Businesses In 10 Steps

Most small businesses use company websites to reach their customers, with plenty of opportunities for web design services to sell websites.

With hundreds of web development companies to compete with, generating new leads requires a strong sales pitch and an overall strategy.

In this article, we've broken down everything you need to know to sell websites to local businesses, from researching to screening your leads.

How To Sell Websites To Small Businesses In 10 Steps

Learning how to sell websites to local business owners requires a grasp of marketing and sales, along with a robust suite of services.

We've covered all the basics in detail to help you launch your web designer company on the right foot and generate leads that convert to sales.

So, now you're aware of our criteria, here are the essential ten steps you need to take to sell websites to small businesses in 2024:

Step 1: Conduct Relevant Research

Selling websites is a rapidly growing economy with a series of challenges faced by those who want to stay ahead of the competition.

As such, conducting in-depth and relevant research into the industry is crucial for offering web design services to various small business owners.

Whether you're keeping on top of the latest trends for AI-powered websites or checking listings for local businesses, research should be thorough.

Understand Your Audience

Before you start reaching out to local businesses to offer your web design services, you should first understand your primary target audience.

This means breaking down those industries where improvement opportunities are present that can be tapped into when building clients.

It can involve helping a local business vamp up an existing site with fully optimized content for search engines and attractive branding.

Alternatively, you might be focused on creating a new website from the ground up for a small startup looking to break into an emerging market.

Research Is Your Key To Success

Whichever tactic you choose to adopt, your research will help to point you in the right direction when creating a plan of action and generating leads.

This means getting a clear idea of the user experience and where local businesses and other interested parties are based.

Once you've done the research, you'll be in a much stronger position to present a sales pitch that showcases your understanding of their needs.

Step 2: Create A Plan Of Action

After your research is completed and your target market has been defined, it's time to draw up a comprehensive plan of action.

This plan should deliver a broad-ranging overview of your approach to selling websites to local businesses and how it will be executed.

You can start by compiling a complete list of businesses you intend to approach in a spreadsheet, with sections covering follow-ups and sales.

Have A Clear Offer

To help potential clients understand what you have to offer, consider drafting a website design timeline to share your process.

This can include links to the bios of any web designers and developers they'll be working with, as well as their portfolios of previous projects.

Additional information you should include in this plan covers any digital marketing services included in your package and associated budgets.

This can also cover any assistance with setting up and managing social media platforms to help the business owner increase their reach.

Include Optional Extras

Optional extras to consider offering business owners include ongoing support with Google Analytics and other search engine optimization processes.

You should also outline your projected sales and anticipated turnaround if you're planning on getting investment for your website creation company.

Details around the various approaches to sales should also be covered, so your sales team understands what is expected from them.

Step 3: Establish An Online Presence

All successful lead generation services require a strong and professional online presence to give potential clients peace of mind.

This is perhaps more true for agencies selling websites, where their web designer skills serve as examples of their quality.

Many web designers use a website builder that delivers lots of design tools to quickly establish a polished and functional site.

Clearly Outline Your Services

Whatever method you use, your website should outline all of your services in easy-to-read categories with plenty of contact options.

It should be as easy as possible for any business owner to grasp what you have to offer and get in touch to find out more.

Have A Clear Call To Action

The website should also be fully optimized for search engines, with calls to action and blog content that showcases your experience.

This will help your lead sales funnel optimize traffic and conversions and give your team an edge over other web design services.

As well as being thorough in terms of informative content, the site should showcase your team's talent for professional and eye-catching branding.

Local businesses will expect you to be able to design a logo and other assets, so your website should be a strong example of your style.

Social media platforms should be fully integrated into your website to further help customers get in touch and forge lasting relationships.

Step 4: Create A List Of Local Businesses

Throughout the research phase, you will have identified the core markets you intend to approach and sell websites for your design business.

Whether you're aiming to contact small businesses such as florists or convenience stores, these businesses should be covered in a list.

In addition to listing local businesses to contact, you should also include links to any online presence they already have, including social media.

Identify Weak Websites

By doing so, you can identify those businesses with the weakest websites that are most in need of new services to improve their content.

Detail all available contact information so you can pass this on to the sales team and assist them with reaching out to deliver a pitch.

The list of local businesses should also cover their physical location in the event you wish to conduct a face-to-face meeting with the owner.

Make A List Of Website Shortcomings

You can also consider including notes for the sales team on where their current website falls short of expectations and how you can help.

If the site isn't well optimized or lacks metadata, this shortcoming can be included so the sales pitch reflects your web design services.

As the sales team reaches out, the list can be updated with information on positive leads and businesses that need a follow-up call.

Step 5: Set Up A Lead Funnel

Businesses of all types with a focus on sales use a lead funnel to channel prospective customers and convert them into sales.

A sales funnel features five key stages, beginning with the awareness stage and then passing through interest, appraisal, confirmation, and conversion.

Let's break down each of these lead funnel stages in more detail so you know what to expect:

5.1 Awareness Stage

In the first stage, companies utilize a lead magnet to capture the attention of potential clients.

This can be a website blog or other industry-related content the customer will find valuable.

5.2 Interest Stage

Once you gain the attention of potential customers, utilize the interest stage to draw their attention to your web design services.

Here, more specific information relating to your company’s value proposition can be included.

5.3 Appraisal Sage

In this stage, a more focused approach to how your services can specifically help the customers is outlined in fine detail.

Demonstrate your understanding of the problems they face and how your business offers the best solutions.

5.4 Conversion Stage

The final part of the lead funnel, the conversion stage, occurs when discussions end and the deal is closed.

At this stage, the clients are fully aware of everything from your suite of services to the costs they'll pay.

A lead funnel is vital for all B2B industries, and over time you can refine the process to streamline conversations and cut to the chase.

As you gain more experience, your core marketing assets and lead magnets can be refined and updated to use those delivering the best results.

Data analytics of your blog posts and other marketing initiatives can then be adapted based on these trends for maximum impact.

Step 6: Use Face-To-Face Sales

With plenty of data supporting the importance of face-to-face meetings, your sales team should adopt this approach whenever possible.

Small businesses in your local area are easy to reach and will give you a better chance of connecting with them on a personal level.

It's also a great way to quickly clarify points that might otherwise require back-and-forth responses via email and a slow resolution.

First Impressions Count

There are a few things to consider when conducting face-to-face meetings, beginning with ensuring your sales representative is presentable.

First impressions count, so make sure they're dressed professionally and present themselves with a professional demeanor.

The conversations should be relaxed and friendly, with a willingness to answer their queries and make notes of any follow-ups required.

Sales reps should also be well-prepared, demonstrating a clear understanding of how the local business operates within the community.

Make An Appointment

While dropping in unannounced is an option, if possible, the sales team should have been in contact in advance to avoid interrupting their business.

Alternatively, they can leave a business card for the owner to get back in touch and arrange an appointment at their convenience.

If there are local networking events in the relevant industry, consider attending these to get a feel for the business community and objectives.

Step 7: Contact Potential Clients By Phone

Like face-to-face meetings, phone conversations are a tried-and-trusted sales technique when approaching small businesses with your services.

Phone calls allow a sales team to reach dozens of potential clients in a single day, saving time traveling between different sites.

If your web designers aren't too keen on making these calls, you can hire experienced salespeople to fill in and do this instead.

Just make sure they're fully prepared for the task, with a list of services and notes to assist them with any queries the business owner may have.

If necessary, you can write a draft sales pitch for them to use, keeping it short and sweet to not waste their time if they're not interested.

When approaching small businesses that deal with the public, try to avoid calling them during their busiest hours or holiday seasons.

You should also try to find out their names since this will help them relax and open up during the phone call.

Another good rule of thumb to bear in mind is to avoid being pushy since this can irk the business owner and may lead to negative word of mouth.

Step 8: Establish An Email Marketing Campaign

If you want a quick and easy way to reach large quantities of potential clients, setting up an email marketing campaign is the solution.

While one of the shortcomings of this approach is the lack of personalization, it's a solid tactic for raising awareness among many businesses.

Refer back to your original list of potential businesses and feed their email addresses into the system used for email marketing.

Use Professional Email Tools

There are many great tools you can use to do this, with platforms such as MailGun, Sender, and MailChimp widely used by professionals.

The email should include all the relevant information clients need to know, written in a concise and easy-to-read manner.

Consider using bullet points to break up the content, along with relevant links to your website and a portfolio of your best work.

There are many great press page examples you can refer to for the content, and a good subject line will also capture their attention.

Avoid Personal Email Addresses

Avoid using your personal email address, such as a Gmail account, and instead opt for a professional address that incorporates your company name.

The email should also include an offer to give them a free web design quote or mockup as an incentive to get back to you with a follow-up query.

Step 9: Screen Your Leads

While it can be tempting to sign up every client for your web design services, it's important to screen your leads and cut the wheat from the chaff.

This process can be accomplished through the sales funnel and the ongoing conversations with clients you have during these phases.

Throughout the process, you should be having clear and lucid conversations to determine exactly what they need and the services you're offering.

Avoid Confusion

This will prevent any confusion down the line, clarifying their precise needs and the approximate budget they have for the task.

It's also crucial that you flesh out the project's timeline so they're clear on the work involved and how long it will take to complete.

If you're working with a specialist company such as a high-end architect, you should also factor in additional research needed for the project.

Outline Resources Required

Any resources you need from the business owner should also be clearly outlined with a time frame for when these assets need to be delivered.

Business owners who are slow to respond to your queries or otherwise difficult to work with might not be a good match for your company.

If this is the case, you need to be firm and reject working with local businesses that come across as unprofessional or unresponsive.

Those who are a good match are ready to receive a full proposal that details exactly what you'll deliver and the expected timeframe.

Step 10: Follow Up On Bids

The final stage to go through when selling websites to small businesses is following up on bids and getting the ball rolling.

In this stage, the client will initiate the project with their first payment, giving your design team the green light to start the project.

You can decide what percentage of the budget should be applied to the deposit, with 50% being the typical amount for website development projects.

By this stage, you'll have a clear understanding of the work involved and what you need to deliver to the client for the first deadline.

One way to give the client peace of mind is to break the assignment into phases, with each phase showing a clear sign of progression.

Here are examples of three core phases you can include in your proposals:

Phase 1:

During this phase, your design team completes a minimum viable product version of the website that outlines the core structure and proposed content.

Phase 2:

The second phase introduces more comprehensive systems to the website, such as a functioning e-commerce platform, so they can begin adding inventory.

Phase 3:

In the final phase, the site should be optimized for search engines, with a detailed plan covering blog content and keyword research.

By breaking the project down into these phases, clients will be clear on what to expect and how much it will cost their business.

Whether you're working with a client expanding their freelance business ideas or an established retail outlet, this plan delivers essential clarification.

Summary

Launching a website sales company can be challenging, but following our outlined process puts you one step ahead of the competition.

The more clients you take on, the more your profile and industry credibility improve, allowing you to generate extensive, better-quality leads.

You can further attract new clients to your services by sharing popular articles that serve to enhance your sales funnel and increase your reach.