25 stats you can use to help you sell your web design services.

Torlando Hakes
7 min readMay 9, 2021

There are over 50 million web designers competing to design the billions of websites in existence. Let’s just first say, your odds of staying busy as a web design agency are astronomically good so you have every reason to be selective, however, if you are in competition with another agency it can feel like this whole abundance mentality is a load.

But there is abundance and you can have the confidence to win the deal and charge what you need to charge if you know how to articulate your value and expertise over your competition.

Expertise + brand cut through the competition like a knife. Here are 25 one liners you can present when discussing your process that prove you know what you’re doing.

1. 57% of people associate the color blue with success.

(Source: BrandonGaille)

Using blue in your color palette options and the customer isn’t sure? Drop this line to help them pick the blue one.

2. When you switch to a video background, there is a 138% improvement in conversion rate.

(Source: Website Builder Expert, Sprout Social)

The value of your work will ultimately be determined by its ability to convert. A video background gives that little extra attention grabbing flair to orient the visitor and being clarity to the offer.

3. 94% of people judge websites on responsive design.

(Source: Infront Webworks)

Showing your prospects examples of responsive designs that scale to mobile well will make them feel confident that they won’t be judged for their site.

4. 38% of users will not visit your website again if it takes too much time to load.

(Source: Web Alive, Statista)

Running a speed check of their current site and comparing that to your top performing sites will show them that they won’t have to worry about running off first time site visitors.

5. Cutting down your website load speed from 8 to 2 seconds can boost your conversion rate by up to 74%.

(Source: SAG ipl)

A simple speed fix is money in the pocket. Designers who don’t lean into technical aspects like speed are doing their clients a disservice. You don’t have to highlight whether the competition is going to do that or not, but chances are they aren’t talking about it in the proposal.

6. Users spend an average of 0.05 seconds on deciding whether to stay on your site or leave.

(Source: SWEOR)

Giving a site audit of their current site pointing out that their header doesn’t orient the visitor by providing clarity to their site can show they are losing people above the fold. Adding heat maps like HotJar help show visitor patterns.

7. Your website has 10 or fewer seconds to leave an impression on users.

(Source: RED)

Again, users bounce quick if they aren’t sure what you’re about. Be clear and digestible. Put grandma in front of the computer. If she gets it, anyone will get it.

8. 47% of people expect websites to load in 2 seconds or less.

(Source: Blue Corona)

Your prospect might not be articulating this point, but they feel the discomfort in a slow loading site and that can impact your closing ratio. When you demo your portfolio make sure it’s snappy.

9. Google has indicated that website speed is one of the signals used by its algorithms to rank pages.

(Source: MOZ)

Do you customers care about organic rankings? Show them how your faster than average site, will be Google friendly.

10. 82% of customers trust a company after reading customer content.

(Source: SAG ipl)

Improving your copy writing, improves your design. Clear, legible, typefaces and words that matter to the site visitor convert. Don’t default to relying on the client for words. They aren’t experts.

11. 68% of consumers say they have higher expectations for businesses’ digital capabilities since COVID-19.

(Source: Salesforce)

Covid has fast forwarded the way we interact with technology. It’s become the convention, especially in B2b, to be able to schedule online and set up a video call.

12. 85% of users trust online reviews as if they were personal recommendations.

(Source: Web Alive)

Social proof converts. When you start with your customer, do an audit of their online reviews. Pull out three common remarks and tell the customer that their true value proposition is right there in the reviews and how important it is to bring those reviews into the site.

13. 94% of people say bad design is the main reason they don’t trust certain websites.

(Source: Social Media Today)

This one is for you to take home. What does your website look like? If your site isn’t the best site in your portfolio, the customer may not trust you as a designer.

14. 73% of companies are investing in design to differentiate their brands.

(Source: Blue Corona)

So many businesses struggle to charge a premium because they can’t differentiate themselves from their competitors. Help you prospect understand that an investment in design will help them command higher prices.

15. 68% of companies that developed a mobile-friendly website design experienced an increase in sales.

(Source: SAG ipl, Hootsuite)

Push on this idea. Let the prospect know that you pay close attention to how the site is designed on mobile because of its connection to increasing sales.

16. 8 out of 10 consumers would stop engaging with content that doesn’t display well on their device.

(Source: Ironpaper)

Similar to the last point. Your sites will see longer engagement because they display well on any device.

17. 48% of people cited a website’s design as the number one factor in deciding the credibility of a business.

(Source: Blue Corona)

Tell your prospect this, “nearly half of your customers are choosing you because they see the design of your site as what makes you credible.”

18. 54% of users prefer personal online experiences.

(Source: SocialMediaToday, Website Builder Expert)

To make a site personal, you need words, images, and videos that speak to the target audience. As you advice your prospect put the word personalization in your pitch and highlight how people prefer this type of experience.

19. 85% of shoppers say that color is a primary factor that affects their purchasing decisions.

(Source: Crazy Egg)

Being an expert in color will help you close the job. 85% is a huge number. Getting the colors right is imparative. Can the competitor claim to be an expert in color?

20. Pages with videos keep users on them for 88% longer.

(Source: Web FX)

Of course, you don’t have to keep videographers on staff but you can form an alliance with a video company and learn their pricing structure to help package the job together with your site.

21. On average, users spend 5.59 seconds on a website’s written content.

(Source: SWEOR)

When a customer wants to put in more words, use this stat to help them remember that they only have a short window of the visitors attention span to get their point across.

22. 88% of online consumers will not return to a website following a bad experience.

(Source: SWEOR)

This is a huge selling point. Site visitors often need to visit a site multiple times before they decide to make contact. But if the experience is subpar, they won’t return. How can your competitor know that their less expensive one time design fee isn’t turning them away, if they aren’t staying with the customer long term and testing variations of what will get people to return. There is a reason you record unique visitors versus visitors. The bigger the gap, the better. That means more people are returning.

23. Users spend an average of 5.94 seconds looking at a website’s main image.

(Source: SWEOR)

On the initial audit and critique you can stress how important it is to get the header image right. Most of the website session is spent on the main image. That’s how long you have to keep them engaged.

24. Websites that load slowly lead to a $2.6 billion loss in revenue every year.

(Source: Web FX)

Adding a small amount of technical expertise to your repertoire in speed optimization will help you client maximize their return.

25. Design has a 75% influence on a website’s credibility.

(Source: Web FX)

Tell your prospect this, “your customers judge your credibility based on the design of your site.”

(List attributed to Tech Jury)

Torlando Hakes, is the author of the book Sprint and host of such podcasts as The CTA Podcast, The PaintED Show, and No Trade Secrets. Torlando is open to meeting new friends and building a community of like-minded peers. You can jump on his calendar for a 1–1 anytime for advice, to share networks, for podcast interviews, and for help getting more bookings.

This article is syndicated from the Periodic Knowledge Base, which is a repository of articles and videos created for Marketing Agencies who are certified Periodic Agency Partners. As Agency Partners, they have a license to sell the Periodic white label booking platform to their clients helping them increase conversions through their website. Advanced features such as complex booking, dynamic forms, and automated email/text messages add to their agency tech stack and help them set themselves apart from other agencies and get better results for their clients.

Check out the Periodic Agency Partner Program at Periodic.is to set yourself apart from the competition, book more appointments for your clients, and retain them for longer.

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Torlando Hakes

Craftsman Painter CEO | Author of Sprint | PaintED Podcast Host