How to Leverage One Successful Web-Writing Project Into Multiple Paychecks

increasingly_large_money_bagsThere’s nothing quite like the feeling of completing a web-writing project and getting positive feedback from your client. There’s a sense of pride, accomplishment, and satisfaction in delivering a job well done.

And, while I encourage you to bask in the glory and celebrate, this is also the very best time to leverage that success into additional work… and multiple paychecks that you can take to the bank.


Because this is when your client is most happy to be working with you. When they’re excited about their success and most open to assigning you additional projects.

It’s also when YOU are most excited about your web-writing business. You’ve built some momentum. You’re confident in your abilities. And, you’ve got proof that what you do works.

So, leverage your success. Take advantage of the winning mindset you and your client share.

There are two paths you can take with this, so choose your adventure…

Be Consultative and Prescribe Your Client’s Next Steps for Even More Success

Once your client has seen results and is enjoying the success of one project, suggest another that will further that success.

For example, if you’ve written a website, or even updated a few pages of the website, does the client now need a lead magnet to offer to website visitors so they can build a list of interested prospects?

The conversation might look something like this:

You: I’m so glad this worked out so well for you. You know, you could easily offer your website visitors some piece of valuable, free content in exchange for their email address. Then you could send them some follow-up emails to further build the relationship until they’re ready to buy. This way you don’t just lose them after they leave the website.

Client: Really? That sounds pretty good. How would I do that?

You: Based on the work I just did on the website, I’m guessing your prospects would be most interested in _____ (fill in the blank with a specific recommendation for a special report, checklist, resource guide, how-to guide, etc.). At this point, I know your business and your audience, so I could easily do this for you. In fact, I could write the follow-up emails, too, if you’d like.

Client: That makes sense. Let’s do it.

This approach works, because you’ve already proven you can deliver results. The client trusts you and likes working with you. And, you’ve made it easy for them to see the benefits and to say, “Yes.”

The key is to have a specific recommendation for the lead magnet. Three or four options are even better, just in case the client doesn’t get excited about your first idea. And, if they like all of the options you present, wonderful! Suggest doing all of them! Instead of one additional project, you could now have four.

In addition to a lead magnet, other next steps you can prescribe are:

  • Updating their social pages and other online business listings so they’re consistent with the new website
  • Writing blog posts and articles to add fresh, new content to the website regularly
  • Crafting Facebook ads (or ads for other platforms) to drive traffic to the website
  • Follow-up email series
  • Newsletter
  • Anything else that helps your client attract more prospects to the website and close more sales

Use the Success of This Project to Attract More Clients Who Will Want You to Do the Same for Them

Now that you’ve proven you can help one client find success, use that in your own marketing to convince others you can help them, too.

There are two basic ways to turn a client’s success and happiness into proof you can use in your own marketing: testimonials and case studies.

First, ask your happy client for a testimonial. But, don’t just say, “Hey, can you give me a testimonial?” Instead, tell them what you’d like them to include in that testimonial.

For example, you might want them to include:

  • Why they needed this particular project done
  • Why they hired you to do this project
  • What it was like working with you
  • The results they got
  • If they would recommend you to others, and why

Your client will appreciate having some direction on what to say, because it takes the guesswork out of the equation. It’s easier to answer questions than to come up with a narrative on your own. It’s like having a wish list or gift registry in hand when you go to purchase a gift for someone.

The testimonial can be written or recorded on video, if your client is comfortable with that. Don’t be afraid to ask for a video testimonial. Some people actually find it easier than writing!

Second, write a case study about the project. It’s one thing to say you’re great at a particular thing; it’s far more powerful to show that you are.

The basic elements of a good case study are:

  • The client’s “back story” — their “before”
  • The client’s challenge — their struggle to get their desired results
  • Your solution — how you helped the client overcome their challenge
  • The client’s results — their “after”

Tell the story of how you helped your client. Use their testimonial to quote them. Don’t be afraid to toot your own horn.

Remember, the purpose is to demonstrate your ability to get results, so other clients will hire you to do the same for them.

By the way, if you want more direction on writing killer case studies, both for yourself and for clients, check out AWAI’s “Writing Case Studies” program.

Use These Strategies to Grow Your Web-Writing Business

To grow your web-writing business, you can either get additional work from your existing clients, or you can get additional clients. Or both.

If you consistently follow the steps I outlined here, you will grow your business. And, that means you’ll consistently be taking more checks to the bank.

So, will you? Tell me how you see these strategies working for you in your web-writing business by leaving a comment below.


Michele Peterson

Michele Peterson is a direct response web copywriter, online marketing strategist, speaker, and coach. She draws on 20+ years of sales and marketing experience to help her clients tell their stories, engage their audience, and make more money. On a personal note, she’s the wife of a winemaker, baseball mom, back pain survivor, SF Giants fan, former cheerleader, gardener, master networker, tech geek, avid reader, and fan of all things Disney.

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