How I Learned to Sell Websites Like a Pro (And How You Can Too)
When I first started selling websites, I made every mistake in the book. I sent generic emails, overpromised results, and wasted hours chasing dead-end leads. But after years of trial and error—and a lot of awkward sales calls—I cracked the code. Selling websites isn’t just about listing features or dropping prices. It’s about understanding what clients really need and showing them how your work solves their problems.
If you’re struggling to close deals or feel like you’re constantly undercharging, this guide is for you. I’m sharing everything I’ve learned about selling websites confidently, convincing hesitant clients, and making sure you get paid what you’re worth.
1. Stop Selling Websites—Start Selling Solutions
Early on, I thought clients cared about fancy designs or the latest tech. Turns out, they just want to know one thing: How will this help my business?
Instead of saying:
“I’ll build you a responsive WordPress site with SEO optimization.”
Try this:
“A fast, mobile-friendly website will help more locals find your bakery online, so they can order your famous cupcakes without calling or walking in.”
Clients don’t buy websites—they buy more customers, more credibility, or more free time (if the site automates their work). Figure out their biggest struggle, and frame your service as the fix.
2. How to Price Your Websites (Without Guessing)
Here’s where I messed up early: I charged based on what I thought was fair, not what the project was worth to the client. A $500 website might sound cheap, but if it brings a client $10,000 in new sales, you’re leaving money on the table.
A better approach:
– For small businesses (restaurants, salons, etc.): Charge $1,500–$5,000. Focus on how the site will attract local customers or streamline bookings.
– For eCommerce stores: Start at $3,000+. Emphasize how your setup will reduce cart abandonment or upsell products.
– For service providers (contractors, consultants): $2,000–$7,000. Highlight how a polished site builds trust and converts inquiries.
Pro tip: If a client balks at your price, ask, “What would getting ___ new customers/month be worth to you?” It shifts the conversation from cost to ROI.
3. The Script That Closes More Clients
Most freelancers wait too long to ask for the sale. Here’s a simple script that works for me after a discovery call:
“Based on what you’ve shared, here’s what I recommend: [Summarize their needs]. My team can have this done in [timeline] for [price]. It’ll help you [biggest benefit they mentioned]. If that sounds like the right fit, I can send over a contract today and we’ll get started next week. Does that work for you?”
This does three things:
1. Shows you listened.
2. Ties the project to their goals.
3. Assumes the sale (instead of nervously asking, “So… do you want to work together?”).
4. Scrap the Portfolio—Do This Instead
A portfolio full of pretty designs won’t close deals alone. Clients care about results. Try this:
- Case studies > Screenshots. Write a short story like:
“A dentist hired me to redesign his site. After we added online booking, his appointments increased by 40% in 3 months.” - Before-and-afters. Show a clunky old site vs. your redesign, with metrics like “load time cut from 5s to 1.2s.”
- Testimonials with specifics. Instead of “Great work!” get quotes like “Our FAQ page reduced customer service calls by 30%.”
5. How to Handle Objections Like a Pro
“It’s too expensive.”
– “What budget did you have in mind?” (Sometimes they’re just testing you.)
– “I get that. For comparison, most of my clients see a return within [X months] because [specific benefit]. Would breaking this into two payments help?”
“I need to think about it.”
– “Sure! What’s the biggest factor you’re deciding on?” (Uncover hidden worries.)
– “I’ll send you a summary of what we discussed. If you decide by Friday, I can lock in this rate—my calendar fills up fast.” (Gentle urgency.)
6. Where to Find Clients Who Actually Pay Well
Cold emails and Upwork races got me nowhere. These strategies worked better:
– Local businesses—Many still have outdated sites. Walk into stores and say, “I help businesses like yours get more customers online. Can I show you a quick idea?”
– Facebook groups—Join groups for small biz owners. Answer questions, then mention, “I specialize in websites for [their industry]—happy to help if you need a refresh!”
– Referrals—Offer $100–$200 to past clients for successful referrals. Cheaper than ads!
7. The One Habit That Doubled My Sales
Follow-ups. Most sales happen after the 5th contact, but 80% of freelancers give up after two. I started using a simple system:
– Day 1: Send proposal
– Day 3: “Just checking if you had any questions!”
– Day 7: Share a relevant case study
– Day 14: “I have one slot left this month—let me know if you’d like to claim it!”
This isn’t pushy—it’s helpful. Busy owners forget, and your reminder might come at the perfect time.
Final Thought: You Don’t Need to Be “Salesy”
I used to hate selling because I thought it meant being aggressive or fake. But the best sales happen when you focus on helping, not convincing. Ask smart questions, listen more than you talk, and only take on projects where you’re confident you’ll deliver results.
The moment I stopped desperate pitching and started consulting, my closing rate—and income—skyrocketed.
Now it’s your turn. Which of these tips will you try first?
