Win That Web Project
By Properly Answering Your
Prospective Client’s Questions

There’s nothing worse than feeling unprepared for a prospect’s question and having to answer it instantly during a phone conversation.

Over the years of talking with new web clients, I’ve received many questions that I wasn’t sure how to answer. The good news is, I’ve become more and more comfortable in addressing them … and I also realize that it’s perfectly OK to say, “I’m not sure. Let me get back to you on that one.”

Below are five of the most common questions you may be asked during a call, along with ideas on how to answer them in a manner that puts you in control of the situation.

Prospect: How much does it cost to have you write my web content?

You: It depends on a number of factors, such as how many pages you need … what barriers may be in your website now … if we’re starting from scratch or just reworking existing content, etc. Let’s discuss your project a little more, and then I’d like to think about your mission and get back to you with a thoughtful estimate based on your parameters, as well as industry-standard fee ranges for this kind of project.

Prospect: How long does it take to revamp a website?

You: Again, it all depends on what’s involved. But based on our conversation, I can put a rough timeframe into my proposal, and then we can firm up a schedule once we get going.

Prospect: How does the process work – what can I expect?

You: I follow a very clear process that I’ll outline for you in my proposal. It’s a step-by-step method I use to make sure you and I cover everything we need up front and then create optimized content within the design and functions of your site. I’ll work with your web developer or team to coordinate everything, so it’s a nice, smooth process.

Prospect: How many words should be on my website?

You: Search engines like to see sites that have meaningful content for the person doing a search. Therefore, search-engine experts say that optimized sites should have at least 250-300 words per page. This is true for home pages. Deeper pages within a site often have much more than 300 words – as many words as it takes to provide appropriate information, sell your products and services, or convey the intended message.

Prospect: Do you have experience with businesses like mine?

You: (If you do, you can say so. If not, here’s one answer that seems to work just fine.) I haven’t been involved with a website in your industry exactly, but many of the goals you’re trying to achieve here are very similar to many businesses. The process we’ll follow gets me the information I need to write optimized content for your site and, most importantly, your visitors. Plus, I’ll conduct a thorough review of your competitors’ sites to get a strong feel for how you can stand out from the crowd.

Remember … always respond to a question honestly, even if you don’t know the answer.

For example, you may be asked, “Should I include a blog on my site?”

You might say, “Many businesses are finding blogs to be useful for interacting with customers and increasing SEO results. But I don’t have a quick answer regarding how it would apply to your website. I was just reading some new research, so I’d like to review the latest information before I provide a recommendation I can stand behind.”

This answer is reasonable, and it gives you time to investigate further by visiting web-marketing sites such as AWAI’s Article Archive or MarketingProfs.com for the latest findings on blogging.

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Published: May 13, 2009

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