This is Part 2 of a 4-part series for MSPs and IT firms. Part 1 covers why website work is a strong referral category. Part 3 covers structuring the agreement. Part 4 covers how to vet a web agency partner.
Part 1 covered why website work is worth handling deliberately. The next issue is the work that happens before the referral: qualifying the request, gathering the right information, and making the introduction without becoming the accidental project manager.
Get the Basic Brief Before You Introduce Anyone
The agency does not need a perfect project plan. It does need more than “the client wants a new website.”
Before making the introduction, try to confirm:
- What the client wants the site to do
- Whether there is a rough budget range
- Whether there is a real deadline or just general urgency
- What platform the current site is on, if any
- Who controls the domain, hosting, and admin access
- Whether content, brand assets, or photography already exist
- Whether the project includes integrations or special functionality
This does not require deep web expertise. It requires a short conversation and accurate notes.
Clarify the Goal, Not Just the Requested Tactic
Clients often describe the solution before they describe the problem. “We need a new website” may mean a full rebuild, a visual refresh, better lead handling, or a homepage rewrite.
One layer deeper usually reveals the real project. What does the client want the site to accomplish? A clearer objective gives the web partner a better starting point and helps surface whether the client is asking for the wrong thing.
Watch for Scope Signals Early
Certain statements are worth flagging before the handoff:
- “We just need something simple”
- “Our nephew built the old site”
- “We do not know who has the logins”
- “We had a bad experience with the last agency”
- “Our marketing person will handle the content”
None of these are deal-breakers. They are signals about hidden complexity, weak asset control, or project conditions the partner should know before the first call.
Decide What Kind of Introduction You Are Making
Not every referral works the same way. Before the introduction, decide whether this is:
- A direct referral where the client works openly with the agency
- A coordinated introduction where the MSP stays visibly involved
- A white-label arrangement where the agency works behind the MSP’s brand
The right model depends on the client, the project, and the account sensitivity. What matters is choosing it intentionally rather than improvising in front of the client.
Write an Introduction Email That Actually Helps
A good introduction email is short and specific. It should include:
- Who the client is and what they do
- What prompted the website conversation
- The client goal in plain language
- Any timeline or budget context the client agreed to share
- Known complexity flags such as integrations, credential issues, or missing content
- The MSP’s role going forward
This kind of introduction saves time for everyone. The client sees that the handoff is organized, and the agency can start the conversation with context instead of discovery from zero.
Stay Visible After the Handoff
The handoff is where many MSPs become too passive. If the agency is now in front of the client, the MSP should still know what phase the project is in and whether anything has become unstable.
That does not mean attending every call. It means staying present enough that the client still experiences the web project as part of a coordinated relationship rather than as a separate vendor path the MSP introduced and then abandoned.
Qualification Protects the Account
A vague referral makes the client repeat themselves, exposes hidden issues late, and increases the chances that frustration comes back to the MSP. A qualified referral makes the partner look prepared and the MSP look accountable.
Part 3 covers the agreement structure behind that referral, including non-solicitation language, scope boundaries, communication rules, and the difference between direct referral and white-label arrangements.
Previous: Part 1: Why Website Work Is Your Best Referral Opportunity Next: Part 3: Structuring the Agreement
Related reading: The MSP’s Guide to Web Agency Partnerships, Part 1: Why Website Work Is Your Best Referral Opportunity, The MSP’s Guide to Web Agency Partnerships, Part 3: Structuring the Agreement, and The MSP’s Guide to Web Agency Partnerships, Part 4: How to Vet a Web Agency Partner.