The Web Design Business Kit Chapter 6 - Market Your Business

Providing Free Samples Of Your Work

Now here’s a good question! What came first, the chicken or the egg?

The typical problem with starting a service-related business like Web development is that you’re far more likely to be successful if you can demonstrate your products and skills.

This is fine if you’re an experienced designer with a few decent sites under your belt. Nevertheless, if you haven’t developed any Websites, or completed any programming that you can promote as your own work, it can be a little difficult to convince your prospects that you’re the person for the job.

What’s the right answer to this question?
Part of me says don’t do a free site unless there’s an obvious and achievable benefit for you. You’re in business, after all.

A free site… that pays.

Now that’s an important point: “…unless there’s an obvious and achievable benefit for you.” If you can see a real benefit, then designing a site for free might be worth its weight in gold. But be businesslike—put a few caveats on the production of this free site.

• Ask for home page acknowledgment of your support.
• Request that the client organization send you a signed letter of thanks on official letterhead (to frame and put on your wall, scan and post on your Website, etc.)
• Ask for permission to quote the client’s recommendation.
• Ask for permission to add the site to your portfolio.
• Ask for permission to link to your site from their home page.
• Have the client agree to recommend your business to any person who he or she feels would be a potential client for you.
• Reach an agreement that the client’s media team will prepare and distribute a media release about your generosity.

You might make your requests sound a little more friendly than what I’ve described here, but this is a good starting point.

Don’t ever do a free site grudgingly. If you’d rather hold out for paid work, then don’t agree to the freebie. Why not? Because you want this client to refer other, paying clients to you. You’ll want to do the best job you possibly can. What goes around comes around, in Web development as in life! Let me explain…

Case 6.3. Karma And The Freelance Web Developer

My business has completed some free sites; in fact, we do one each year for a community organization within our local area. Just over a year ago, we completed a site for the local helicopter rescue service (RACQ CareFlight Queensland). They run a much-needed operation, with a budget in the millions that’s funded almost completely by public donations.

Despite what I’ve just recommended, we didn’t actually ask for anything when we agreed to build their site. It just so happens that RACQ CareFlight Queensland is a very professional organization that benefits from the services of its tireless, in-house public relations staff member, Carol.

As soon as we finished the site, Carol arranged for the presentation of a plaque to thank us for the site. She also organized a media release on the launch of the site, which included full acknowledgment of our role in the project.

The RACQ CareFlight team also recommends us to everyone they meet who might need our services. They act as references for us when required, and we recently received a large photograph of the helicopter in action, along with the plaque that says “Tailored Consulting, Friends of RACQ CareFlight 2002.” Both the plaque and the photograph are on display in our office.

To top it all off, Carol has also devoted some time to come into our offices and lead inhouse training on the role of the PR professional within small business. We’ve generated two Website sales from our association with RACQ CareFlight Queensland, and combined with the extra services Carol has provided, we’ve received a terrific benefit from completing this “freebie” (in addition to the warm fuzzy feeling that comes with knowing that we’ve helped our local community).

It’s true that these events reflect more on RACQ CareFlight’s professionalism to look after their sponsors than the sort of treatment you can expect from every client for whom you develop a free site. Yet the way Carol has looked after us provides excellent pointers as to the ways in which you need to benefit from agreeing to complete a free site. If you got this kind of exposure each time you completed a free site, you’d be a very happy business person!

Key Points

• There are myriad ways to market your business—and a myriad of ways to waste your marketing budget! Make your decisions wisely.
• Consider the CPM and media wastage inherent in any campaign you undertake.
• Assess media options carefully before you buy—but don't suffer analysis paralysis. Try a few different options.
• Public relations costs very little, and provides you with instant credibility. Write a newsworthy release for optimum exposure.
• Make any free sites you build pay!