Unless you have a product that is pure profit, you need to get some type of payment up front, especially if you are offering a service that takes up your time.
Typically for web site design, it's acceptable to do 50% up front and 50% when the site is ready to be transferred to the live url. This way you get paid no matter what.
However, most of the people I deal with pay me 100% up front. You can do that if they trust that you will do what you say you will do, and if you have a track history of doing just that.
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