How I Turn Portfolio Visitors into Clients

This is the version that works for me, written out plainly. It is not clever and it is not new. It is just consistent.

The page does three jobs

Every project page carries the same three blocks, in the same order.

• The problem, in the client’s words rather than mine.
• The work, with enough of the process to show judgment and not so much that it reads as a diary.
• The result, with a number where one exists and an honest sentence where one does not.

The follow-up is a document, not an email

When someone gets in touch I send a one-page scope within two working days: what I understood, what I would do, roughly what it costs, roughly how long. It is not a proposal and it is not binding. It exists to move the conversation from “are you interested” to “is this the right shape”.

Most engagements I have lost were lost to silence, not to a competitor.

What I stopped doing

I stopped writing custom proposals before a call. I stopped quoting hourly. I stopped saying yes to projects where nobody could name the person who would sign off.

That last one saved more time than the other two combined.