Using On-the-Spot Case Studies to Win New Work
Elwyn Davies of Pixelhaze reveals the power of using live case studies to pitch new web design projects.
When I first started in web design, I didn't realize how much I was relying on my past projects to win new clients.
A colleague pointed out that my consistent use of case studies was a significant factor in closing deals. It turns out that referencing work I've done for others isn't just straightforward—it's a game-changer.
A recent example perfectly highlights this. We were pitching a £2,000 website for a manufacturing firm. Midway through, the client mentioned needing social media support, especially for LinkedIn.
This shifted our conversation and led to an array of questions, including whether they had an existing relationship with a graphic design company or in-house capabilities. Although cross-selling and upselling are topics for another post, it showed the value of being prepared to adapt and expand the scope based on the client’s needs.
"I often find that referencing a similar project reassures the client and demonstrates our problem-solving capabilities, not just in web design but in their specific industry,"
- Elwyn Davies
"I often find that referencing a similar project reassures the client and demonstrates our problem-solving capabilities, not just in web design but in their specific industry," - Elwyn Davies
Referencing previous work happens almost subconsciously for me now. It's about recalling a project for a client with a similar profile or issue and explaining how we overcame obstacles. I'll apologize if I use too many examples, but they help seal the deal. By doing this, we offer reassurance, showcase our track record in problem-solving, and give clients insight into our processes.
"The biggest mistake web designers make when pitching is assuming clients only care about aesthetics and features. Clients are more concerned with how the website will serve their business needs, cost, and support,"
- Elwyn Davies
In one instance, I referenced another manufacturing firm with similar challenges but in different European countries. We provided two options on the spot: using Weglot as a translation service or building a main site with separate micro-sites. Each had its pros and cons, which we discussed in an initial workshop to make an informed decision.
Takeaway Notes:
Use past projects to demonstrate your problem-solving skills and industry experience.
Be prepared to adapt your pitch based on client needs.
Discuss pros and cons openly to build trust and make informed decisions.
Highlight the practical aspects clients care about, like cost, support, and business outcomes.
Wrap-up:
By using on-the-spot case studies, you can build trust, showcase your expertise, and increase your chances of winning new work. It’s a strategy that has consistently worked for me, and it can work for you too.
