Mirificam Press

The Web Design Cycle: Landing Redesign Jobs with Clients You Love

June 2nd, 2008 in Business & Process

by: Matthew Griffin

After a few years in the web design industry you'll inevitably reach a point where your first clients will be ready for a redesign of your original work. This is a critical stage in the development of a web design business. Every month you progress into this second cycle of business, you have the potential to both procure new clients and revitalize relationships with old ones. It's a time when you either tread water or press ahead. Having been through this cycle several times, I've made plenty of mistakes; but I I've come out the other side with some solid strategies for taking advantage of the redesign cycle. If managed carefully, you can build a lasting business foundation and a client base you love to work for.

The Sweet Spot: Somewhere Between Absent and Pest

There are two dangerous extremes that will all but guarantee you won't get repeat business. If you never call or email a client, they'll forget about you. But if you make a habit of bugging them every week, they'll think of you as the pesky cat that won't leave you alone after you throw him a scrap. A quick email every few months is more than adequate. I prefer email to calling because it's less intrusive, but I don't think a call is inappropriate. Either way, you should be brief and have a purpose. I wrote an article awhile back called that has some good examples of the kinds of things you should be asking about and discussing. I realize I made reference to this article in my last post but it just fits. What can I say?

Hey... Client... Look at Me!

One of the most difficult parts of being an independent web designer is learning to toot your own horn without looking snooty. It's an art, and it's an important part of keeping your clients on your side. You have to let them know that you're improving and learning about new technologies or they'll assume that what you did for them three years ago is as good as what you can design today. One way to accomplish this is to make a quarterly client email newsletter. Keep your clients up to date on the work you are doing and the technologies you are using. You don't even have to boast; just tell the true. This will keep you on their mind for the next round. Of course, if you're not improving or moving forward, it may have the opposite effect so be careful.

Spend Time with the People You Love

Maintaining a solid ongoing relationship is obviously key to landing the redesign job; but this can be an overwhelming task. It's difficult to manage incoming clients while giving current clients the attention they need. Many times, though, this is only because we forget about one of the best perks of working independently—you can choose who you work for. Understand that I'm not suggesting you do a sub par job for one client and an excellent job for another. If you are a Christian you're bound to live up to your word and your work. But when it comes to pursuing existing clients, you can be selective without violating any ethics. So pursue the clients and projects you like the most. A good rule is to take the top twenty or thirty percent (depending on your volume) and go after them.

Ask for It

This is probably the most Duh tip on this list but it's definitely the most overlooked. I'm always surprised by the number of redesign projects it get from just asking. Anytime one of your sites starts looking old and tired, approach the client and tell them that, in your opinion, it's time for a redesign. Of course, you have to be delicate with your critique of the old site so you don't accidentally cut yourself off at the knees. But most of the time clients understand that the web is a fast-paced world where frequent upgrades are required. Do an even more amazing job the second time and you'll be the default pick for the third.

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