uncovering what the client values

It’s important to establish the client recognizes why they need a website or website redesign, how it will impact their business, and why you are “the one” who can help them.

Could you let me know why you wish to build/ or redesign your website? I’d love to hear what your goals are.

If they talked about their goals but did not mention how the website project will help achieve their goals, try to prompt questions like

Do you think this new website will help you [state their goal e.g. attract new audience, increase brand recognition]

Try to uncover what element of the project is most pivotal to achieve their goal. Some value levers to look out for

• Speed and Efficiency

• Signature Aesthetics

• Sought-after Functionalities

• Specialized Expertise i.e. SEO, Marketing, Content Strategy, Analytics et al

• Industry-specific knowledge

• Alignment in values and interests

• Unique Process or Framework

About why they wish to work with you

Does their project priorities match with your expertise? It’s important to establish that the potential client respect you and your expertise. Ideally, they should have taken a look at your portfolio or content

I'm curious how you found out about my work. Did any particular project or content resonate?

Ideally, you are able to uncover that they recognize the value of your expertise (i.e. design, strategy et al) and how it ties up to their project goals

Ask for required Features & Functionalities

You can start easing a bit into telling your client what it is you offer in your web design services if they ask. Try not to sound too salesy. Instead, be brief but informative, something like this:

For my base offerings, I typically include the homepage, about page, services page, portfolio page, blog page, and a blog post template.

Take this opportunity to mention how you empower them to manage their own site by providing a blog/portfolio post template coupled with instructions on how to apply the same template across all entries. Visually share examples as needed.

Have you seen features and functions from other websites that you want to see in your own as well? Are there specific websites which you are inspired by?

If you are on a video call, you may view the websites together. Try to pinpoint features (animations, interactions et al)

Could you point me to which features you think would be valuable to your site too?

Try to look at the websites that the client mentions during the call and look into advanced functionalities such as content tabs, slider, filters and more. Be very observant as this will highly influence the apps needed or the complexity of the customization.

PROJECT INVESTMENT

What are you looking to spend for this project?

What are comfortable investing for this project? Is it close to 50K, 20K or 15K?

This particular phrasing works in two ways: it frames the project as an investment, not an expense; and it anchors the new website, made to their specifications, as a possibility within reach.

It’s a loaded question, for sure. If you were able to gather some information about their revenue or spending ability (e.g. bestseller, ad spend, website traffic), you can use that information to make a case.

I usually offer my services in three tiers, so you can choose based on which one works for you. I would say these tiers would be priced around [minimum] to [maximum]. Is that within your budget?

Take note of their answer so you can customize a package based on their budget too. Most clients expect a lot until you ground them on how much it will cost.

Paid to Pitch

If the project has complex requirements such as (a) a functionality that you need to conduct further research on (b) website redesign/optimization/migration that will be accurately quoted once we have access to their site and data, it’s better to offer our Strategy Intensive or Technical Discovery Session as a standalone service first.

Since you require a website with advanced functionalities, it would be best for us to start with Strategy Intensive first. We'll look into your current website, data, integrations, and performance. We'll also conduct research and testing of possible 3rd-party apps as needed and find the most practical solution to achieve your goals. This way, we'll have a better overview of the scope of the project, the possible cost of the apps, and the overall strategy or roadmap to achieve your goals through your website. We offer this as a standalone service at the price of $1500. This payment for our strategy intensive will be credited towards the project execution should you decide to move forward with it. How does that sound?

Pitching other offers

Offer to downsell only when the client is someone you'd like to work with but doesn't have enough budget at the moment.

I understand if my services are a bit out of reach for your business at the moment. But as I did tell you awhile ago, I would like to extend help where I can. Would you like to consider [template] for your site instead? It can be customized to suit the aesthetic that you have in mind.

Try not to be too insistent about this, and thank the client for their time no matter what they decide at the end.

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 Step One: Establish your Baseline Packages

In pricing your standard package or any additional requirements, consider the following factors:

1. Operational cost

2. Market rate

3. Scope and deliverables

4. Licensing

5. Project management or post-sale support

6. Rounds of revisions

7. Leeway for extra requests

8. Time and energy required

9. Value of the deliverable to the business e.g. You may price a sales page more than typical info pages

Step Two: Estimate the Project Price

Note that the Baseline Deliverable Details are automatically pulled from Step One

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Here are snaps of my actual proposal template where I share options in three tiers

1. Essentials Package (most affordable): Typically a package with reduced scope so it will be more affordable. I typically propose my standard package.

2. Standard Package: Includes all requirements that the client mentioned during discovery call

3. Premium Package (most expensive): Includes additional proposed services that will help the client achieve their project goals

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Example of (possible) Profitable Mid-tier Offers

• Template Restyle

  • using an existing internal or public-facing template as a base

  • Restyle of Linea Template by Squarestylist (Project Priced at $3500)

• DIY Templates by Golden Launch

  • Golden Launch Squarespace Templates

• Design Intensives

  • A time-bound offer where the client books your time. While there’s a set of target deliverables, completing all is not guaranteed

  • Examples from our Standout Students:

  • Squarespace Design Days by Jodi Neufeld

  • One-week websites by Alana Jade

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Defining Your Brand Promise

The Brand Promise encapsulates your brand's mission, positioning, and unique selling proposition. It consists of three main elements:

Core

Define who your client is and how you help them. Identify your core through:

• Testimonials from past clients

• Immersing yourself in communities where ideal clients are present

You can define clients generally (e.g., visionaries, creatives) or specifically (e.g., health and wellness brands). You may also define your client based on shared values. For example, you may specify that you work with clients who are innovative, or clients who value sustainability et al

Contrast

Uncover what sets your brand apart. Differentiating factors may include:

• Speed and Efficiency

• Signature Aesthetics

• Sought-after Functionalities

• Specialized Expertise or Combined Skills i.e. SEO, Marketing, Content Strategy, Analytics et al

• Industry-specific knowledge

• Alignment in values and interests

• Unique Process or Framework

• Ability to simplify and organize

Charm

This is a combination of your traits, heritage, interests, aesthetics, and personality that makes your brand unique. Consider:

• Signature aesthetics

• History or heritage

• Interests and personality

• Values or advocacies

• Lifestyle

Our Trained ChatBot, Your Brainstorming Partner

To help you articulate your brand promise, we trained a custom GPT — Brand Promise Wizard. You may access it for free via the link below.

Tip: Ask the bot for examples to better understand each prompt

Note: This tool will require a free ChatGPT account and will be subject to their privacy controls. More information on this link ↗

 Examples of Squarespace Experts with Unique Brand Promise:

• Avni of Fundae Studio helps innovative brands who value aesthetics and accessibility

• Alana of Alana Jade Studio helps kind businesses who value sustainability

• Melissa of Go Bloom Creative specialized in serving therapists