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The Perfect Website Pitch

5 December 2012

Back in 2000-01, I was working agency-side and just about every new brief was for a website pitch. At the time, we’d go into the client’s offices (or invite them into ours) and discuss our methodology for developing a great website, gather their brief, show them relevant examples of our work for others and provide a proposal and estimate thereafter. As ours was a small boutique creative agency and the average site build was less than $30,000, this was most often adequate to win the website pitch.

Now, in 2012, things have changed–obviously. As surfers today, our online behaviour patterns are ingrained and we now have access to much more sophisticated analytical tools to assess user’s actions. So then, why do so many small, boutique digital and integrated agencies still pitch in much the same way?

We see lots of proposals and though there are many wonderfully effective firms out there capable of developing effective websites for client firms, we’re often disappointed that so many still choose to take the same approach that my firm did 12 years ago.

So, when your firm is next asked to pitch for a website build, we’d encourage agencies to:

  • Be picky: Only respond to those briefs which you’d be particularly keen to win. And upon identifying which briefs to go for, dedicate a few hours to speak intelligently about your client’s online profile (rather than focusing wholly on your own firm’s).
  • Demonstrate rather than tell: Rather than telling a client firm that ‘our firm undertakes a review of every client’s online profile before beginning the website planning’, show them. Take a few moments to poke about online, showcase what you know of key traffic drivers for other firms in the category (search, social, etc), what they’re currently doing right and wrong on their site, ask good questions about the client’s brand and the challenges they face—focus on listening and facilitating rather than telling and prescribing from your first interaction.
  • Be clear: Many days, it would seem that in an effort to differentiate themselves, agencies (particularly those which build websites) attempt to ‘own’ their own approach which will supposedly result in superior results for clients. Those writing the formula will get out their trusty thesauruses and get to work. But let’s be honest. In many cases, the minute differences between each agency’s approach don’t/won’t make a huge difference. But, from our experience, what does make a difference is the people behind the process. So, let’s call a spade a spade and keep things simple.

May it be so! Or, do you disagree?

Danielle Stagg

Written by Danielle Stagg