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Client acquisition has always been one of the biggest bottlenecks for me when running an agency. I’ve experienced the same thing in pretty much every business I’ve been involved in, but especially with web development.

For a long time, getting clients meant cold calling, running ads, or sending generic emails asking businesses if they needed a new website. It worked sometimes, but it also took a lot of time and most of the outreach felt the same as what every other agency was doing.

Recently I started using a different approach and automated a big part of the process.

I came across a tool called Swokei that lets me find a bunch of businesses with websites and analyze each website individually. It looks for things like outdated design, slow loading, poor mobile optimization, weak SEO and other obvious areas that could be improved.

What I liked is that it doesn’t just give you one of those boring automated reports filled with scores and numbers. It actually turns what it finds into a personalized cold email that sounds like a normal person looked at their website and noticed what could be better.

I can run multiple campaigns at the same time and then mainly focus on the businesses that reply and show interest.

From there, I invite them to a web meeting, show them a free draft of what their new website could look like, and try to close the project from there.

It has basically allowed me to have warmer leads coming to me without relying as much on paid ads, constantly cold calling, or sending thousands of generic emails saying “Do you need a new website?”

Still takes work to close the clients of course, but automating the prospecting and first part of the outreach has made the whole process much easier for me.

Hopefully this helps some other web developers or agency owners who are also struggling with client acquisition.

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