Spotting Golden Opportunities
Not everyone needs NWG. And that's okay! Your job isn't to convince everyone — it's to connect the RIGHT people with Joe. Here's how to spot them.
🎯 The Sweet Spot: Business Profile
Business Size: 5-50 employees
Small but established. They have some revenue, they're serious about their business, but they're not so big that they have an in-house marketing team.
Current Website Situation:
- No website at all (surprisingly common)
- Outdated website that looks like 2010
- DIY site on Wix/Squarespace that isn't performing
- Frustrated with their current web person/agency
🏢 Industries That Love NWG
NWG works with any industry, but these tend to be the best fits:
- Restaurants & Food Service — Need menus, hours, locations, maybe online ordering
- Contractors & Home Services — Plumbers, electricians, HVAC, roofers, landscapers
- Healthcare & Wellness — Dentists, chiropractors, therapists, med spas
- Professional Services — Lawyers, accountants, consultants, real estate agents
- Retail & E-commerce — Boutiques, specialty shops, makers
- Local Services — Salons, gyms, pet services, cleaning companies
Basically: if they serve customers locally or regionally, they're a great fit.
🧠 The Right Mindset
Beyond the business type, look for people who:
- Value relationships over lowest price — They want a partner, not just a vendor
- Think long-term — They understand that a good website is an investment
- Appreciate quality — They care about how their business is represented
- Are ready to act — Not "maybe someday" but "I need this fixed"
🟢 Green Flags (Great Signs)
When you hear these things, your ears should perk up:
- "I'm tired of being ignored by my web guy"
- "My website looks so outdated"
- "I keep meaning to fix my website but never get to it"
- "We're not showing up on Google at all"
- "I hate Wix/Squarespace but don't know what else to do"
- "I need someone who actually understands small business"
- "My competitor's website makes mine look bad"
These are pain points that NWG directly solves.
🔴 Red Flags (Probably Not a Fit)
Not everyone is worth pursuing. Watch out for:
- "I just want the cheapest option" — They'll always look for cheaper, even if quality suffers
- "I need it done by tomorrow" — Unrealistic expectations = nightmare client
- "Can you just clone this other website?" — They don't value originality
- "I only want Google Ads, not a website" — That's not what NWG does
- "My nephew/niece can do it" — Let them try first
- "I don't really need a website" — Don't push, plant a seed for later
It's okay to walk away from bad fits. Your time is valuable.
👥 Meet Some Ideal Clients
Let's make it real with some examples:
Maria — Restaurant Owner
Maria owns a popular taco spot. Her current website was built by her cousin 5 years ago. It's slow, the menu is outdated, and it looks terrible on phones. She keeps meaning to fix it but doesn't know where to start. She values quality and wants something that represents her food properly.
Perfect fit? YES.
Dave — Plumbing Contractor
Dave has been in business for 15 years but has never had a real website. He gets all his business from referrals, but younger homeowners are Googling for plumbers and he's not showing up. He's ready to invest in his online presence but doesn't want to deal with a big agency.
Perfect fit? YES.
Sarah — Life Coach
Sarah has a Squarespace site she built herself. It looks "okay" but she knows it's not professional. She's not getting leads from it and doesn't have time to write blog content. She wants to focus on coaching, not website stuff.
Perfect fit? YES.
Tom — "Cheapest Wins" Guy
Tom wants a website but his main criteria is cost. He's asked 5 different web designers for quotes and always goes with the cheapest. He complains about quality but won't invest more.
Perfect fit? NO. He'll churn or be a headache.
🎯 Quick Qualification Questions
If you're talking to someone and want to figure out if they're a fit, try these:
- "Do you have a website right now?" (No = opportunity. Outdated = opportunity.)
- "How are customers finding you?" (Struggling with online visibility = opportunity.)
- "What's frustrating you most about your current website?" (Pain point = opportunity.)
- "Are you looking to fix this soon, or is it more of a someday thing?" (Soon = hot lead.)
Next up: "Starting the Conversation" — how to bring up NWG naturally.