Step-By-Step Web Design Sales Process (with email templates)

The objective of this process is to qualify a new lead and take them from opportunity to paid discovery, to open project.

Kyle Van Deusen

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The objective of this process is to qualify a new lead and take them from opportunity to paid discovery, to open project.

Definition of Terms

GTKY – GTKY is an abbreviation for “Get to Know You”, which is an information meeting (via  Zoom) to get facetime with the prospect and learn more about their project. Not an in-depth discovery call, but to gather enough information to ballpark the project.

Project Inquiry Form – A small form on my website to gather basic information about the prospect’s needs.

Magic Email – Often imitated, never duplicated — the original by Blair Enns. Sometimes I use a slight variation depending on where we are in the process and what has transpired.

Website Workshop – “Website Workshop” is my customer-friendly name for “Project Discovery”. This is a paid booking where we dive deep into the project requirements to determine scope (and fit). The Website Workshop produces a Project Blueprint and is the basis for my proposal.

Project Blueprint – A “Project Blueprint” the the result of the Website Workshop. It’s a detailed document that outlines the entire project’s functionalities, software, integrations, site architecture, requirements, and identifies key performance indicators. It’s given to the customer after the Website Workshop, either on its own with a referral or inside of your proposal if you decide you want to take on the project. 

Color Key

I've included some color coding in the steps of the process just to make it easy to understand at a glance. However, the colors are not important to being able to use the process and it's all explained without needing to know what color it is.

Blue Highlight – Things are working perfectly, keep moving through the process.

Yellow Highlight – Could be trouble, move to the secondary step as described.

Red Highlight – This opportunity is dead, close out and move on.

Green Highlight – Sale made — Wahoo!

Gray Highlight – Pre-written email template

The Step-by-Step Sales Process

1 – New Opportunity

Contact is made with a new prospect from a referral, introduction, or submission of an online form.

  • If the prospect did not fill in a Project Inquiry Form, move to step 2
  • If the prospect did fill in a Project Inquiry Form, move to step 3

2 – Project Inquiry Form

Send Project Inquiry Form Request email to gather basic details about the project.

  • If form is submitted, move to step 3
  • If form is not submitted in 3 days, move to step 2B

2B – Project Inquiry Follow Up

Send a follow up email requesting the client submit the Project Inquiry form.

  • If form is submitted, move to step 3
  • If form is not submitted after 3 days, close opportunity

3 – Determine Fit

Based on the Project Inquiry Form submission, determine if this opportunity is a good fit.

  • If “yes”, move to step 4
  • If “no”, refer out and close opportunity

4 – Send GTKY Invite

Send prospects the GTKY Invite email to invite them to book into your calendar for an information meeting.

  • If meeting is booked, move to step 5
  • If meeting is not booked after 3 days, move to step 4B

4B – GTKY Invite Follow Up

Send a follow up email regarding the GTKY meeting.

  • If meeting is booked, moved to step 5
  • If meeting is not booked after 3 days, close opportunity

5 – Hold GTKY Meeting

Hold an informal GTKY meeting with the prospect to learn about project requirements and determine fit.

  • If a good fit, move to step 6
  • If not a good fit, refer out & close opportunity

6 – Send Ballpark & Workshop Email

Send the prospect the Ballpark & Workshop email to encourage them to book a Website Workshop.

  • If workshop is booked, move to step 7
  • If workshop is not booked after 3 days, move to step 6B.

6B – Workshop Followup

Send a follow up email regarding the Workshop.

  • If workshop is booked, move to step 7
  • If workshop is not booked after 7 days, move to step 6C.

6C – Workshop Magic Email

Send the prospect the magic email.

  • If workshop is booked, move to step 7
  • If workshop is not booked after 7 days, close opportunity

7 – Hold Website Workshop

Hold the Website Workshop and gather project details & scope.

  • If project is a good fit, move to step 8
  • If project is not a good fit, send Project Blueprint, refer out, & close opportunity

8 – Prepare & Send Proposal

Prepare and send proposal based on Project Blueprint.

  • If proposal is signed, move to step 9
  • If proposal is not signed after 3 days, move to step 8B

8B – Proposal Reminder

Send the prospect a reminder about their proposal

  • If proposal is signed, move to step 9
  • If proposal is not signed after 7 days, move to step 8C

8C – Proposal Magic Email

Send the prospect the Magic Email

  • If proposal is signed, moved to step 9
  • If proposal is not signed, change close opportunity

9 – Send Invoice

Send an invoice based on proposal

  • If invoice is paid, start project 🙌
  • If invoice is not paid after 3 days, move to step 9B

9B – Invoice Reminder

Send a reminder about the invoice

  • If invoice is paid, start project 🙌
  • If invoice is not paid 5 days, move to step 9C

9C – Invoice Reminder 2

Send another reminder about the invoice

  • If invoice is paid, start project 🙌
  • If invoice is not paid 7 days, move to step 9D

9D – Invoice Reminder Magic Email

Send Invoice Magic Email

  • If invoice is paid, start project 🙌
  • If invoice is not paid, close opportunity

Email Templates

If you want to download a copy of the email templates referenced in this process, you can do so by joining our email list below:

Wrapping Up

Hopefully this process can give you a starting place in developing your own (if you don't already have one) or serve as something to compare to your own process and pherhaps find new opportunities.

I encourage you to take this process, tweak it to fit your needs, and continue to experiment to make improvements as you go. What works for me, may be a total disaster for you, and vice-versa.

We have a dedicated thread about this post inside of our community and you're welcome to come join the conversation!

Kyle Van Deusen

The Admin Bar

Born in California and raised in Texas, Kyle is a husband and proud father of three. After spending 15 years as a graphic designer and earning a business degree, he launched OGAL Web Design in 2017, The Admin Bar community with Matt Sebert in 2018, and Docket WP with Andre Gagnon in 2020.

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Step-By-Step Web Design Sales Process (with email templates)

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