I recently had a conversation with a client that really opened my eyes. As she was thanking me for making the process of developing her new website such a pleasure, she admitted that she had delayed having a new website for two years. Why? Because in the past, other web designers she spoke with either made her feel stupid for not knowing what they were talking about, or like a jerk for wanting to define “creativity” in her own terms, or a poser for wanting great results within an admittedly tight budget. Now that’s just tragic.
It is our client’s job to be an expert at whatever it is that they do and it is our job to be an expert at what we do – in this case, web design. Since our clients are not web designers, we should not expect them to know everything that we know. Thus, we need to be able to speak about the design process in an understandable way – without speaking down to anyone. The client is not stupid because they don’t understand web terminology, we must simply find a way to rephrase what we are saying until they do.
Whether we’re a web design, graphic designer or interior designer, it’s our job as the designer to interpret the client’s vision and then translate it into the final product. If their vision doesn’t quite work technically, we need to offer suggested modifications to make it work, without compromising the integrity of their vision. Too many times people have come to me stating how unhappy their experience was with a web designer and how much they don’t like their website, because the designer inflicted their own aesthetic on the client’s project.
A good web designer should collaborate with the client on their project every step of the way, ensuring that the end result reflects that company’s image, purpose and personality. If you are in the market for a new website or an upgrade for one that you already have, consider the following helpful tips:
Your role
The process starts with finding the perfect designer, one who understands your needs and produces high quality work. Their job will be to translate your vision into something visually appealing and operational. Your job will be to provide direction.
Be clear and focused
Think strategically about what you want your website to accomplish and who your intended audience is. Make sure your designer understands your mission, goals and objectives. A good, clear plan will result in the best possible outcome.
Put the details in writing
Provide as much material as you can to your designer, including headlines, content, thumbnail sketches, images, and any other ideas you might have. Writing things down before you turn the project over to the designer ensures a smoother process and keeps design costs down. Establish a budget and timeline for when the project should be completed.
Provide background materials
Provide your designer with your business card, letterhead, company brochure, copies of your current advertising and promotional material, an electronic copy of your logo, and anything else you think might be useful background.
Trust the professional
That’s why you hired them. Don’t waste your time and money by micro-managing. Offer your opinions but also give them the freedom to be creative.
Collaborate
Throughout the design process, not just at the end, make sure you’re available for quick, incremental feedback to avoid wasteful misunderstandings. You wouldn’t wait until your house is already built to tell the contractor you want an extra bedroom, so don’t wait until the end to convey your feedback to the designer – by then its too late.
