The journey to building strong client relationships can be a challenging yet rewarding key to sustaining your business. As a professional web designer, the path to success is paved with more than just your design skills. It’s about connecting with potential clients and transforming their initial interest into a long-term partnership. The questions you receive, the visitors who land on your portfolio, and the follow-up emails in your inbox are warm leads. They hold the key to growing your business.

So how do you turn that initial spark of interest into a thriving client relationship? It’s all about understanding the needs and motivations of these warm leads and knowing how to effectively communicate your value. The following are tips for converting warm leads to clients.

What are warm leads?

A warm lead is a potential client who's expressed interest in working with you. They may be a referral, someone you've worked with, a site visitor who filled out a form, or a prospect you've engaged with on social media. Either way, you've established initial rapport, which can help you bypass the cold-lead phase when gaining momentum requires much more time and energy. 

Running your own business is all about being selective about how you invest your time, and focusing on warm leads can garner strong results. Here are some steps to take.

1. Build trust

Trust is essential in building lasting client relationships. While large businesses can invest in sales and marketing campaigns that educate prospects and establish credibility, a smaller-scale operation often relies on word-of-mouth business for longevity.

When you're working with warm leads, sustain trust that's already been established with social proof, research, demonstrated expertise, and marketing campaigns.

2. Gather social proof

Maintaining a strong reputation goes a long way. If a prospect sees that someone they know—or someone they can relate to—has great things to say about you, they're more likely to trust you. Few things establish credibility as effectively as a trusted source vouching for you.

For a growing business, testimonials go a long way. When someone's considering working with you, a glowing endorsement may be just the nudge they need to make their decision. Learn more about growing your business with referrals.

3. Highlight case studies

In addition to testimonials, a portfolio will help you highlight your work and unique approach. Include the challenges your clients face and how you help navigate them. 

The more you know about your prospective client and the problems they're trying to solve, the simpler it’ll be to show them the right case study. Conduct an initial consultation call and gain more insight into their situation. From there,  show them relevant client websites from your previous work.

Learn more about creating a powerful web design portfolio.

4. Work on social presence

A social media presence can help you prove yourself to prospective clients. Publishing work and interacting with your audience regularly can help establish you as an expert in the field.

In addition to showcasing your work, social media is a great place to find warm leads. From time to time, audit your followers. See what they do and who they work for. Reach out to them and start a conversation. 

Learn more about engaging with clients on social media. 

5. Create blog content

Consumer interests and design trends are fast-evolving. Search engines frequently re-prioritize sites,, and with them, the number of reliable guidelines. For this reason, clients are coming to you for expertise on what's changing and how they can continue to thrive. 

Curate and publish content on web design best practices and what goes into a great website. Establish a point of view and use case studies to solidify yourself as a thought leader. Share insight on design trends, social media marketing, and business strategy. Publish articles that make prospective clients think of you as a resource.

Learn more about starting a blog that captures your expertise.

6. Get partnerships and certifications

Testimonials and editorials aren't the only ways to demonstrate expertise. Third-party backing through strategic partnerships and certifications also do well to prove the value of your business. Depending on your interests and client needs, you can be certified in search engine optimization (SEO), marketing, web design, and other areas.

Circle members can also use our badge on their websites to show that they are Squarespace pros. 

7. Be curious

If you have a prospective client's attention, make the most of it. Asking questions and actively listening help you learn about what they're trying to achieve. Understanding their business and their competitors helps you position yourself as a valuable partner. This not only establishes rapport, but gives you an edge when it’s time to make a proposal. After all, one of the best business development and conversion tools is knowing what a client needs before they know it themselves.

8. Study the field

Keep a consistent list of resources you regularly visit to ensure you're caught up on what’s relevant to your clients, such as design trends and industry news. The exclusive Circle Forum is also a great place to connect with industry experts and thought leaders in web design. Not a member? Join today.

Whether it's over a morning cup of coffee or casual reading as you wind down for the night, find a way to integrate learning into your daily routine. This arms you with insights to talk or write about with existing and prospective clients.

9. Use email marketing

Email is a great channel to sustain engagement with warm leads. With Squarespace Email Campaigns, you can build, deploy, and track the effectiveness of your campaigns and optimize accordingly. You can track who opens an email and follow up with a personalized message.

Learn more about effective email marketing strategies. 

Turning warm leads into loyal clients

Converting warm leads into working relationships requires a strategic approach focused on earning your potential clients’ trust and addressing their specific needs. Demonstrate your expertise by digging deep to understand their requirements, identifying their pain points, and providing valuable insights. By prioritizing these aspects, you can effectively show how your skills and services provide the solutions prospective clients are seeking, paving the way for a productive long-term relationship.

*This article was originally published on January 7, 2022. It has since been updated.

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.