Before you send “just following up,” check these five things.

A short operating guide for web and digital agencies. Use it on one opportunity first.

1. Establish what actually happened

Read the last exchange. Record the prospect's words, the date, the proposal scope and the next step that was agreed. Separate what they said from your interpretation.

2. Apply the stop rules first

Do not contact someone who asked you to stop. Keep explicit rejections out of recovery sequences. “No response” is different from “not interested,” but silence is not permission to send indefinitely.

3. Look for a real reason to return

Examples include an agreed revisit date that has arrived, a requested scope revision or information directly relevant to a question they raised. Do not invent urgency, a budget change or a new need.

4. Make the next step small

Adapt one of these examples to the original conversation. Check contact permission and every factual statement first.

When the agreed revisit date has arrived

Hi [name], you suggested revisiting [project] around [date]. Is that still useful, or has the priority changed? Happy to leave it closed if it is no longer relevant.

When a proposal went quiet

Hi [name], is [project] from our proposal still under consideration? If it is, what would help you decide? If priorities have changed, I can close the loop.

When you have a useful update

Hi [name], you asked about [specific question]. We now have [accurate, relevant update]. Would you like the short version, or should I leave this here?

5. Track outcomes honestly

Keep a record of eligible opportunities, reviewed messages, replies, positive replies, reopened conversations and closed deals. Count recovered revenue only when supported by a completed sale; distinguish it from proposal value.