Writing Web Design Client Emails
Knowing how to write effective business emails is vital in any industry, but it’s particularly important in web design. Web designers have to translate a client’s words into a beautiful, functional, and effective web design project. That requires deep understanding and effective communication, which you can achieve, in part, by writing clear client emails.
Client emails generally fall into two categories: prospecting emails and project emails. When you send a client a prospecting email, your goal is to land their business. When you send them a project email, you’ve already landed their business—and you want to check in on the project.
As a web designer, you need to excel in both formats. Great email marketing will help you land clients, and clear project emails will help you meet expectations and keep projects on track.
Writing compelling prospecting emails
Email marketing can be a great way to land new clients. Instead of waiting for clients to approach you, proactively reach out to businesses you’d like to work with. Succinctly pitch your services, noting how you can help the client grow their business and reach their goals. Then, close the sale by offering clear next steps they can take, if they’re interested.
Keep it short and sweet
An email is a request for attention, and every sentence can either keep the client reading or send them back to their inbox.
Ensure every prospecting email you send has a clear purpose. Efficiently explain what you can do and why the client should care. Then, read through your email and cut anything unnecessary. Remember, it’s easier to ignore an email than it is to open, read, and respond to one. From the subject line to the signoff, every word counts.
Do some research to get to know the client before sending your email. Are there specific goals, projects, or relationships you could mention in your pitch? Start with an engaging hook that invites them to keep reading. Then, get to the point. Your goal is to respect the client’s time. This alone will separate your email from most of their inbox clutter.
Provide clear next steps
An effective email focuses on making the client’s life easier. Once you’ve highlighted an opportunity and pitched a solution, provide straightforward next steps.
Include your contact information at the bottom of the email, and mention your available times to chat. You can even include a scheduling link so the client can book a consultation online. That way, they can view your entire calendar and find a time that works for them—saving you both a lot of back-and-forth.
It’s worth noting that even if the client receives the perfect answer to their problems, they may not respond. They’re busy. If they don’t answer, follow up in about a week. They may mean to respond and appreciate the reminder. If there’s still no answer, follow up again—then move on. A good rule of thumb is to limit yourself to two follow-up emails.
Keep the focus on the client
When pitching a client, don’t spend too much time talking about yourself. Your goal is to show the client what you can do for them—not to convince them to do something for you.
Start by showing you’ve done your homework. If the client has written books, published articles, or done interviews, read them—and mention something they’ve said or done that struck a chord. Demonstrate that you understand their approach, and ensure your pitch aligns with any needs, goals, or limitations they’ve publicly mentioned.
It may be tempting to discuss your qualifications in depth. But focus on the solution, and save the personal details for later. They’ll be more relevant when you’re closer to landing the client. For now, you just want their attention. A thoughtful pitch will show the client you’re on the same page, regardless of your skills, interests, and accolades.
Writing clear project emails
The communication doesn’t stop after you’ve landed a client and agreed on the scope of a project. Web design projects require thorough guidelines, periodic check-ins, thoughtful reminders, and clear next steps. Your goal is to write emails that keep the project on track, while respecting your client’s time and letting them know they’re in good hands.
Write concise, focused emails
Writing concise project emails is just as essential as writing concise prospecting emails. Clients are busy, and your job is to make things easier—not harder.
Only write emails when you have something important to say, and express your point succinctly. Don’t waste the client’s time with unnecessary details or scrolling. If you need something, clearly state next steps, offer a suggested deadline, and follow up with reminders as needed. You can also bold, italicize, or highlight information you don’t want them to miss.
Schedule regular project updates, so your client knows when to expect them. This will keep them up-to-date on the project without demanding too much of their time. Recap what you’ve accomplished, list upcoming deliverables and deadlines, and clarify who’s responsible for next steps. Remind the client of your offboarding process, so there are no surprises when you near the finish line.
Get context and timing right
Always assume your clients are busy. In addition to working with you, they’re likely managing a supply chain, employees, customer service, and a handful of vendors. Every email you send can either solve a problem or create one.
Only send emails when absolutely necessary. If you’re tempted to reach out between project updates, ask yourself if you really need to. When flagging urgent problems or time-sensitive requests, offer solutions or simple next steps. Keep the process streamlined, so it won’t take long for the client to read and respond to your email.
Be cognizant of your client’s schedule, and don’t send emails at inconvenient times. Schedule emails to arrive when your client has time to read them, and avoid flagging problems late at night.
It’s also good to know that people respond more to emails sent during certain times, like:
Tuesdays, Wednesdays, and Thursdays
6 AM (many people start the day with emails in bed)
10 AM (people have had a chance to get their bearings)
2 PM (people may be looking for an afternoon distraction)
8 PM (people check their emails before bed)
Carefully share data and files
When working with clients, you may need to share confidential files or data. Take care when communicating this information. Between data breaches, social engineers, and phishing attacks, email may not be the best place to share it.
Before putting information in an email, ask yourself if it’s sensitive, private, or confidential. If it is, use a more secure format, like a password-encrypted PDF. Ask the client if they have restrictions or preferences around sharing information, and adhere to any in-house guidelines they share.
Less sensitive project updates—like screenshots, and quick questions—should be sent by email. When you agree to a scope of work, put it in writing. When you have a meeting, summarize it in an email. These updates will help the client keep track of the project. They will also create a record both of you can reference later on.
When to schedule a call or a meeting
When communicating with clients, email isn’t your only option. Email is great for information that doesn’t require immediate action, such as periodic updates and educational information. But some conversations—like sensitive communications or back-and-forth chats—are better to have over the phone, on a video call, or in person.
Adapt to client communication preferences
Not everyone likes email. Some clients prefer phone calls, video calls, or face-to-face meetings. If a client doesn’t reply to emails, but is otherwise responsive, they may communicate better on calls or in person. When this is the case, it’s crucial to adapt. With a little planning and flexibility—plus a conversation about preferred communication channels early in the project—you can develop a productive working relationship with your client. If this is a dealbreaker for you, don’t be afraid to let your client go or refer them to someone whose communication style is more aligned.
Keep your emails short
Email is best for short, simple messages. Long emails can intimidate clients, leading to delays and misunderstandings. In these situations, it may be better to arrange a meeting or a call. The key is to put your client first: What’s the fastest and most effective way to convey the information? If it takes more than a few lines to explain, it shouldn’t be communicated in an email.
Emotional content
Emotion doesn’t always translate well in emails. Without contextual cues, like tone and expression, sensitive messages can be misconstrued. If you have bad news, share it by phone, on a video call, or in person. Likewise, if your client sends critical feedback through an email, get them on the phone and calmly ask them questions. They rely on your expertise and may need you to walk them through the work.
Two-way communication
If a conversation requires lots of back-and-forth—or multiple stakeholders—you should probably have it out loud. Email isn’t great for real-time communication and can become hectic when you have multiple people chiming in. If you’re asking for feedback, solving a problem, or brainstorming ideas, hop on a quick call. This gives everyone a chance to react, ask questions, and offer ideas—without causing confusion about who to listen to or what to do next. After the call, send a summary of any decisions made for posterity.
Sample email pitch
Here’s a sample pitch email you can send to clients. Feel free to tweak it or use it as inspiration for your own prospecting emails.
Hi, [Client name]!
I’m a web designer and a longtime customer. I recently [used your product / purchased something through your website / read your interview in XX] and noticed [specific problem or opportunity]. I could help you improve your website by [specific solution] and make it work harder for you and your business. I’ve helped similar clients increase their conversion rates by 10–20%.
Are you available to talk early next week? I would love to find a convenient time to chat: [appointment booking link].
Thank you,
[Your name or business]
[Your phone number]
[Link to your work samples]
Every client email is an opportunity to market yourself as a web designer. Whether you’re writing prospecting emails or project emails, you want to communicate clearly, succinctly, and thoughtfully. By keeping the focus on the client, you can land new projects, grow your business, and show clients they’re in good hands.
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