GUIDE

How to use UX audits to get design clients

Cold outreach

You're a stranger. This audit is your handshake. Done right, it shows you understand their business before you've said a word, and makes ignoring you feel like a missed opportunity.

Best practices

  • ✓Target sites with objective, visible problems: slow loads, broken mobile, confusing flows
  • ✓Lead with one issue and its business cost, not a list of everything wrong
  • ✓Frame it as a useful observation, not a sales pitch
  • ✓Write it specifically for them. If it could be sent to anyone, start over

Common mistakes

  • ✗Blasting the same audit to 200 businesses
  • ✗Leading with criticism instead of insight
  • ✗Flagging aesthetic opinions as problems
  • ✗Auditing sites that don't actually have issues. It shows

Cold outreach email example

Subject: Quick observation about [Their Company]'s checkout

Hi [Name],

I was looking into e-commerce checkout flows in the [industry] space and came across [Company Name]. While browsing, I noticed something that might be affecting your conversion rates.

Your payment form doesn't validate credit card inputs in real time, so users only discover errors after clicking Submit. On mobile especially, this creates friction and likely increases cart abandonment.

I put together a quick 2-minute analysis showing this and two other issues in your checkout flow. No obligation at all, just thought you'd find it useful: [link]

Happy to chat if you'd like to discuss any of this.

Best,
[Your Name]
Outcome: Cold outreach has a lower hit rate, but it's how designers with no network land their first real clients. One reply can change everything.

Cold outreach

You're a stranger. This audit is your handshake. Done right, it shows you understand their business before you've said a word, and makes ignoring you feel like a missed opportunity.

Best practices

  • ✓Target sites with objective, visible problems: slow loads, broken mobile, confusing flows
  • ✓Lead with one issue and its business cost, not a list of everything wrong
  • ✓Frame it as a useful observation, not a sales pitch
  • ✓Write it specifically for them. If it could be sent to anyone, start over

Common mistakes

  • ✗Blasting the same audit to 200 businesses
  • ✗Leading with criticism instead of insight
  • ✗Flagging aesthetic opinions as problems
  • ✗Auditing sites that don't actually have issues. It shows

Cold outreach email example

Subject: Quick observation about [Their Company]'s checkout

Hi [Name],

I was looking into e-commerce checkout flows in the [industry] space and came across [Company Name]. While browsing, I noticed something that might be affecting your conversion rates.

Your payment form doesn't validate credit card inputs in real time, so users only discover errors after clicking Submit. On mobile especially, this creates friction and likely increases cart abandonment.

I put together a quick 2-minute analysis showing this and two other issues in your checkout flow. No obligation at all, just thought you'd find it useful: [link]

Happy to chat if you'd like to discuss any of this.

Best,
[Your Name]
Outcome: Cold outreach has a lower hit rate, but it's how designers with no network land their first real clients. One reply can change everything.

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