One NLP technique is called "pacing and leading."
Pacing and leading is about meeting people where they are (pacing) and after you've started building rapport you shift (leading) and check to make sure they follow your lead.
What does pacing and leading have to do with web development? An obvious choice for people who know the pattern would be to apply this sort of rapport building to the sales process.
A less obvious time to use pacing and leading is after the sale has been made. This is especially true when doing any sort of web work.
People have existing web sites, or a look and feel that they want to maintain independent of how much they claim to the contrary.
Pacing allows me to suspend what I want and be open to what the client wants to achieve with their web site. Once I've gotten a clear idea of what they want and developed some level of rapport, I can begin making technical suggestions and leading them towards a feasible solution.
Where in your own service offerings could you use pacing and leading with your clients (and not just your prospects)?