5 tips to design an awesome enquiry process

How to brand your enquiry process in order to turn new enquirers into new customers

We are a brand studio based in Torquay, South Devon, offering branding, website design & brand video to creative businesses across the UK - this is part of our series of branding tips (alongside website and video), and you can find out more about our branding services for businesses.

A new enquiry is a great feeling, but that initial impact can quickly tail off, especially if your branding fails to convey the value you offer.

Sloppy templates, weak processes or bland visuals can mean a lost lead and disappointment.

If you're struggling to show your value to prospective customers, here are five things to consider to help get clients over the line in your sales process.

1. Ensure a clear process

Branding is as much about process as design. You should have a clear enquiry process so you sift for your ideal customers. A media kit with your core services can do a lot of this heavy lifting ahead of an initial call.

Here are a few things you can do practically:

• Map out the key stages of your enquiry process

• Now map against it the items that you send to you prospective clients

• Then examine what you need to say at each point

2. Decide what gets designed

A well-written and aesthetically-pleasing media kit stirs serious desire in clients to work with you. A well-considered client welcome pack strengthens the relationship. Decide what gets designed - or not. Sometimes it's not worth your time and effort - put them where they're most needed.

Here are a few things you can do practically:

• Think about who are your best clients and less enjoyable projects

• Imagine a perfect set of assets and materials in your best case scenario

• Aim to work towards that, building in new assets bit by bit

3. Demonstrate value above all

Use a smart proposal template for ideal clients to show care, attention to detail and your style. Simplify this template for speculative or tentative enquiries. Put your effort and aesthetics into conveying value to the most important clients.

Here are a few things you can do practically:

• Think about the flow of your proposals

• Go at your pace, rather than jump straight to the price

• Take time to convey what’s important to you, as well as the client

4. Make the next step clear

After all that work, make it easy for clients to commission you and get paid. Every call to action should be clear and simple. Build on the impact of every stage of the process by having an eye to the next step.

Here are a few things you can do practically:

• Reduce the complexity and choice at the end of each stage

• Again, map out the flow and be clear on each phase

• Weed out less important actions and incorporate them elsewhere

5. Build your tribe

Don't forget to draw clients into your wider tribe - do your sign-up forms and mail-list confirmation messages match your branding? Make the route into your brand a delight and as seamless as possible.

Here are a few things you can do practically:

• Examine the software and platforms you use - where can you add your personal touch?

• Don’t rely on stock templates

• Aim to build a newsletter maillist so that you can interact directly with your followers and when you want

If you've found that helpful, we've love to hear from you, otherwise tune in again next week for video tips.

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