What to discuss on your first client call?
What to discuss on your first client call?
Questions to ask + a free template you can copy
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All my projects that went wrong had one thing in common—a poor understanding of client's needs.
For a while now, I’ve prioritized nailing the first client call. I use it to understand their business, website goals, and must-have requirements.
I thought it would be a good idea to dive into my approach to running introductory calls.
While researching this article, I collected some fantastic advice from other Webflowers. I’m sharing it here and will use it to improve my process.
Get to know the person
Your first call is a sales call. The client is vetting you both professionally and trying to understand who you are.
Can they trust you? Will they enjoy working with you?
That’s why I try to be myself on these calls. I might start by simply asking them about their day and being empathetic to what they share—in other words, to be human.
If we know people in common, I highlight that. If there are relevant stories from previous projects, I share them.
All this builds trust. Getting to know the person on the other end will set you up for success.
Understanding the client
Clients will come to you simply asking for a website or an online store. However, by digging deeper, you can uncover more about their business and what they truly need from a web project.
Rather than just taking their initial request at face value, I use this first conversation to understand their company, target customers, and business goals.
Here are questions that work for me:
Getting to know their business
What industries do you operate in? What niche do you specialize in? How long have you been around?
Can you walk me through a typical customer journey - how do people usually find and engage with your products/services?
Who are your main competitors? How do you differ from them? Why do clients choose your services/products over your competition?
What does your business look like in the near future? What does it look like in the next 5 years? Are you anticipating any significant shifts in your business?
Use what you learn to upsell
Look at how Alex Socoloff was able to upsell his client from $2000 to $7000 based on the information he gathered by asking the right questions.
Alex writes further down in his thread:
He uses the information he’s gathered about business needs to offer them other services they might not have realized they needed.
Often, clients come to me asking for a new website in hopes of driving more traffic. This is an excellent example of misaligned requirements.
A website redesign often has minimal impact on traffic. Improving SEO and setting up a content strategy can have a far bigger impact. If these services are in your purview, you can upsell them and generate more revenue from a single client.
Visual communication
Another thing I found helpful is creating a moodboard/inspiration board.
Clients often have difficulty describing their wants, and details can get ‘lost in translation‘.
That’s why I rely on the old show-and-tell.
I ask the client to show me what they mean by pointing me to another website, or I find websites that illustrate what they mean and have the client confirm if that’s the case. This approach allows me to uncover details and saves me a ton of back and forth.
Scoping the Project
Now, let’s look at how we can use the information you gathered in the first step to scope the project.
When I first started, I would scope projects simply by counting the number of pages needed for a website. However, I quickly realized that this approach was overly simplistic and didn't account for the full complexity of a build.
Over time, I've learned to dig deeper and consider other factors, such as integrations with external apps (MailChimp or Airtable, etc.), understanding the visual complexity and interactive elements (this is where a moodboard comes in handy), and whether the site will use CMS or not.
Here are questions that help me scope the project:
Understanding project goals
What primary goals are you hoping to achieve with this new website/web project?
How will you measure the success of this project - is it increased sales, lead generation, improved brand awareness, etc.?
Who are the key target audiences you're trying to reach, and what are their main needs or pain points?
Are there any specific features, functionality, or integrations that are must-haves for this project?
What are your long-term plans for the website, and how should we design it to accommodate future growth?
Giving clients options
For clients whose budget does not match their requirements, I usually give them two options - a more basic, lower-cost version and a higher-value, comprehensive solution.
I communicate the benefits of the higher-tier offering and how it aligns with their key objectives. My experience is that 80% of clients will opt for the more robust solution when you demonstrate the value.
Be honest in your assessments
Riley Hennigh makes a great point: don’t sell things that won’t help your client because they might make you more money in the short term. This approach kills any trust in a long-term relationship.
Setting Expectations
During our first call, I thoroughly discuss the project timeline and critical deadlines with clients.
You don’t have to commit to deadlines right on the call, but it’s important to ask your clients the right questions to understand their expectations.
Setting expectations
What is your ideal timeline for this project? Do you have any hard deadlines we need to work towards?
Who else on your team will need to be involved? What is your availability like for providing feedback and approvals throughout the project? What is your preferred method (email, Slack, etc.)?
Are there any blackout periods or times you'll be unavailable that we should plan around?
What content and materials will you be responsible for providing? Do you have those ready, or will you need time to get them together?
Are there any dependencies on your end, such as integrating with other systems or platforms, that could impact the timeline?
As I review these questions, I help the client understand how their answers influence the project timeline. It gives my clients clarity and can motivate them to adjust their workflow to speed things up.
Expectations around client delays
A pretty important aspect of setting expectations is discussing delays caused by the client.
As a freelancer, I can't put all my other work on hold if a client causes a project to exceed the original timeline.
I've found it important to explain this reality upfront. I let clients know that if they are responsible for delays, I must prioritize my other active projects before returning to theirs.
Contractual Agreements
Having what we agreed on in writing helps clarify things and benefits me in the long run.
It starts with a scope of work document that clearly outlines exactly what I will be delivering. Anything outside that agreed-upon scope would be considered additional work, subject to further discussion and fees.
Beyond the scope, the contract should cover key terms like payment schedules, milestones, and what happens if deadlines are missed.
Here’s what’s in my contracts
Scope of work - Clearly outline exactly what is included in the project
Timeline and deadlines - Specify the project start date, key milestones, and final delivery date
Payment terms - Outline the schedule of payments, any deposits required, and late payment policies
Revision policy - Define the number of revisions included and how additional changes will be handled
Intellectual property rights - Clarify who owns the final work product and any source files
Termination clause - Specify the conditions under which either party can terminate the contract
Liability and warranties - Outline responsibilities and limits of liability for both parties
Dispute resolution - Specify how disagreements will be handled, such as through mediation
Force majeure - Describe how delays due to uncontrollable events will be addressed
Handling delays - Explain how delays caused by the client will impact your availability
Bringing it home with a template
I got this idea from Darragh Lynch, who uses a workshop board with sections and questions to drive his intro call.
So, I decided to create a similar board using FigJam and share it with you.
Get the board, customize it to fit your needs, and have fun on your next intro client call.
Get the free Ace your Webflow Intro Call FigJam Board
Final notes
The intro call might be a series of calls for you, and that’s ok. Not all of this information needs to be discussed all at once.
You should adjust the process to fit your workflow. There’s no one-size-fits-all here. Treat this advice as a starting point.
I know it’s easier said than done, but hopefully, you’ll start enjoying these calls with time. What’s helped me is being curious. People love to discuss their challenges and will open up to you, leading to a lasting client relationship.
That’s it from me; I wish you good luck on your next client call!
–Ondrej
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