Marketing letters help you win new clients and stimulate more business from existing ones. The letter should explain how your website design capabilities can help clients solve their business problems. Where possible, you should personalize the letter to demonstrate your understanding of the prospect’s market. Make sure you include an offer that encourages the recipient to contact you.
Identify the target audience for your marketing letter. Aim new business letters at businesses in market sectors where you have special knowledge or where you have a track record of developing successful websites. Target existing clients that you need to refresh or upgrade their existing sites. According to “AIGA Design: Business,” one of the most important aspects of marketing for creative firms is “clear positioning on the competitive landscape.”
Tell prospects how your approach to website design could help them overcome their business problems or enhance the performance of their website. According to the website design company Canary Dwarf, “The web is not just about artwork or code, it's about understanding where your business is going and what the web can do for you.” Explain how you could attract more visitors or improve their search engine ranking, for example. Describe how you could make it easier for their customers to purchase online. The more you know about a prospect, the more you can personalize the letter.
Demonstrate your expertise by telling clients and prospects about the latest developments in website design. Explain how those developments would benefit their own website. This shows that you are an expert in website design who is capable of providing clients with guidance on best practices.
Offer to review the prospect’s existing website and make recommendations on its future development. You don’t need to carry out free design work; however, making recommendations will give you an opportunity to show the prospect your working methods. The review will also give you the chance to learn more about the prospect and help to establish a working relationship. The “AIGA Design: Business” article on marketing emphasizes the importance of a focus on long-term, mutually advantageous relationships with clients.
Include a link to your own website, directing the prospect to a page that showcases your existing work. Alternatively, include a link to the website of an existing client where you solved a similar marketing problem. Obtain permission from the client to use the website as a reference.
Describe your cost structure. Emphasize value for money and, if necessary, include ballpark figures for different types of site design. Including ballpark figures can be useful to prospects with no previous experience of professional website design services.
End the letter with a prompt to the reader to take action. Provide contact details, including your phone number, email address and website URL. Let the reader know that you will contact her within a specific period to arrange the next stage. Include an incentive to respond, such as a free website review offer or other incentive.