The Perfect Client Pitch
Pitches are a powerful way to gain business from new clients.
A pitch is an opportunity to summarize your findings from an initial consultation and interview with a prospective client, highlighting your expertise and how you can best serve their needs. The client pitch can come in the form of an email or a quick phone call, and it is essential to converting leads and securing potential clients.
And while it may feel like you need decades of experience to nail the perfect pitch, there is already a successful formula–one that conveys the importance of the project and what you bring to the table.
Regardless if you’re trying to land your third or 30th project, you can master the art of the client pitch with a few core principles.
What makes a good pitch?
There are three key components of a strong pitch: a clear understanding of your prospective client's problem, your unique approach to solving that problem, and a description of what your client can expect to feel when the project is complete. When delivered succinctly and confidently, you can effectively communicate your value and expertise to win over their business.
Whether you’re verbally pitching a client or delivering a visual presentation, the following are some considerations that can make your pitch even more impactful.
1. Identify the problem
A mentor of mine once told me, “If you are able to identify the problem better than your prospect, then they’ll trust you with the solution.”
In short: ensure you understand the problem that needs to be solved.
Rather than assume you know what your prospective client is trying to achieve, ask them about their goals and discover the why behind the project. Yes, they may have contacted you to build a website or design graphics, but these requests don’t represent the entirety of their problem.
In fact, their problem is one or two layers deeper. For instance, many clients want to build a new website on Squarespace because they want to maintain their own site after the project has been completed. So, for them, a beautiful website is only part of the solution. In this case, they may find it valuable to have extra training to learn how to update the website in the future.
2. Explain why you’re the best problem solver
Once you fully understand the problem and have identified the solution, explain why you’re the right person for the job. During your pitch, share one or two ways you can add value to your prospective client’s specific project. You’ll want to speak to what is most important to them, such as the following:
Years of experience
Experience with their industry
Experience with Squarespace
Successful experiences with a similar problem
Case studies and/or testimonials from previous clients
Pro tip: One of the best ways to craft a great pitch is by sharing testimonials and feedback from previous clients. Social proof is powerful and can help you to identify your own value as a web designer.
Learn about requesting testimonials from clients.
3. Share what they can expect to feel
Appealing to your prospective client’s emotions can make your approach to problem solving even more relatable. It’s also an effective way to make an impression and help your pitch stand out from the competition.
Consider how your prospective client may feel when the project comes to a close. Will they feel happy that they’re getting new sales? Will they feel confident showcasing their new site to customers? Are they proud to efficiently offer online resources that benefit their audience?
How long should a pitch be?
It can be tempting to carry on in a client pitch. However, the best pitches are brief and to the point. Keep your pitch to 4–7 sentences.
The following are examples of stellar pitches that you can adapt to your own client communication.
The client’s goal: Increase website sales within a short timeline
A well-designed website can help increase sales by establishing your online presence and attracting new customers. I can build one that is both user-friendly and converts visitors by driving them toward your shopping experience. In fact, I’ve completed 15 similar projects, and my clients have felt so much joy seeing their sales numbers soar.
Plus, I know how to work quickly. So, as long as we have the necessary resources, we can get your project completed in your ideal timeframe.
The client’s goal: Create an online brochure
If I understand you correctly, you’re looking for a simple website that acts as a digital brochure for your in-person clients. I can bring that to life! By working with me, you’ll get a site that’s beautifully designed and user-friendly, so you can update it as your business evolves. I actually launched a similar project last week, and the client is thrilled with the results. They said they got what they were looking for and more!
The client’s goal: Create a world-class resource hub:
I love what you’re doing with developing this resource hub, and I know it will be so beneficial to your readers. We can bring a comprehensive site to life that matches your branding and is simple to navigate. I will also train you and your team on how to update the content on the site anytime, so you’ll feel empowered to make changes as your brand grows. I’ve built quite a few websites just like this that you can see in my portfolio.
Getting ready to craft your perfect client pitch
As you begin mastering the art of the perfect client pitch, remember the following:
Keep it conversational
While a pitch is meant to help you sell your services, it shouldn’t feel sales-focused. Trying to be too persuasive or pushy can actually make the client feel defensive. Instead, focus on being human and use a conversational tone, as if you were talking to a friend and giving them advice.
Qualify your leads ahead of time
Even the most well-planned pitch won’t land if the client isn’t the right fit. You also don’t want to waste your time pitching a client whose budget falls below your rates or whose timeline isn’t a match for your workflow.
Learn more about qualifying leads during the consultation phase.
Pitch over the phone or on a video call
Client pitches over email are totally acceptable. However, engaging over the phone or on a video call adds an even more personal touch to asking for someone’s business. Doing so makes it possible to build a connection with the client and may feel more natural and conversational.
Above all, know that the key to mastering the perfect client pitch is through practice. Recruit friends and family to rehearse pitching with a conversational tone. You can even ask past clients to share what ultimately sold you as the right web designer for their projects and use their responses to develop your skills.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional designers. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.
