Text will always remain the dominant form of communication on the web. But a website can send a message to your client beyond the words on their screen. The color, layout and overall design of a website can create a much more impactful impression than your sales pitch. Even so, how pretty your website is rarely ranks as one of the top features businesses consider.
Now, when I refer to a beautiful website, I do not mean that the front page should belong in art gallery (though, it can't hurt). Beauty is the place where sight and message coincide. Beauty should be the tangible presence of your message.
I don't want to go off into the philosophical aspect of web design, nor do I mean to argue over the definition of beautiful, instead I want to pose a challenge. I'm going to list a bunch of my favorite design blogs. Each post I've recommended has images of beautiful websites. I encourage you to browse through them and find one that speaks to you. Don't bother reading text, just look at them. What kind of messages and impressions do you get just from the art? Then, consider what kind of message your website would send if it had no words.
Examples of beautiful:
Let me know what kind of impression you got from looking at these designs. Which sites spoke to you? Did you learn something about your own website? Is there a specific site that you think is beautiful just to look at?
I know many, many people have felt like this, as both a customer and a service provider. And I think with websites in particular, there is a problem. What the client wants and what the client gets are not always the same thing. It feels like many websites are just lost in translations. The buyer is unhappy with the result which in turn, makes the seller unhappy. Unfortunately, the situation is often lose-lose.
I want to discuss some of the general issues with web design; the reasons a good website gets lost. Then I want to cover ways to simplify this process for both the buyer and seller and hopefully safe both sides hassle.
Issues:
Terminology - Programmers and other "tech" people use a specific kind of language, just like lawyers, doctors and other professionals. The average person might not know what CSS or RSS is.
Design - Many web designers are amazing artists. The consumer sees a design and knows if they like it or not, but that doesn't mean they can always describe what they want.
Function - Ever done your own business taxes? Sucks, doesn't it? You never really know how much you need an expert until you've tried it yourself. Clients often don't understand how much coding goes into a project. To them, it looks like clicking a button, when it really may take an hour to create one action.
Time & Money - Both parties, the buyer and the seller, know their time is valuable. They both want the best deal for the money. However, these two sides may not sync up all the time. Who qualifies the worth of the service?
Solutions:
Terminology
Buyer: Know, up front, the seller is not purposefully trying to confuse. He isn't using tech jargon to make you feel inadequate. Don't get defensive. Relax, ask questions. The seller should be happy to share what he knows. Use that to your advantage!
Seller: Be patient. Pay attention to the buyer, if he looks confused; stop. Try to explain in simpler terms. Make sure to explain abbreviations. Also, once you've explained, go back over it. Ask questions to gauge the buyer's level of understanding. (As an aside: most people have some tech knowledge. When trying to simplify don't go too far in the other direction. Don't ever treat your client like they are stupid.)
Design
Buyer: Even if you are unsure about what you want, try to give as much information as possible. It can be very frustrating when you don't offer any guidelines but find fault with all the draft examples. Think of websites you like, and try to figure out why. Give examples. Think about layout, colors and design elements. If you can't think of anything, say what you DON'T want! Most design companies have a limit on the changes you can make, so be as clear as you can upfront.
Seller: Ask lots of questions. I've learned the hard way that if the buyer doesn't give you any leads, create some. Use your own samples with yes or no questions: "Do you like this?" "Do you like the color?" "Do you like the font?" "Do you like where the text is?" Trust me, the less unknowns you are dealing with, the less redesigns you'll do. Never, ever accept: "Whatever you think will look best."
Function
Buyer: Examples, examples, examples. I can't say this enough. If you aren't a tech person, show-and-tell is the best way to get across your meaning. Keep in mind: if you can only find one or two examples of what you want, the programming is probably more extensive; be prepared to pay the difference. Remember technology is like a good magic trick: easier than it looks.
Seller: Be very upfront about what you can and can't do, along with the associated prices. A client may think your job is easy. Its okay to gently explain the amount of time and effort you put in. In fact, knowing how much work you do could make them more appreciative. Don't be afraid to say no, either. In fact, find other companies or individuals you can refer to. Great mutual business relationships have been built on this.
Time & Money
Buyer: Web design is a service. We're in business to make money. So please don't ask for free things. We have rent and families, too. Also, our time is valuable. If he takes time out of his schedule to meet with you, be considerate. DO NOT take his ideas and give them to someone who will do it cheaper. (I know these two points are common sense, but it happens... .) If you have questions/changes/concerns, give them to the seller in a reasonable amount of time. Communication is key.
Seller: Same principles, communication is key. I used to get emails that had questions or problems. I would deal with them immediately. But sometimes the results would take a while, maybe days. Then the customer would be frustrated with me, even though I went out of my way to solve the problem. So I learned to answer phone calls and emails immediately. I would tell them my plan of action and let them know it was being worked on, even though it might take time. The results were fabulous. I was now the hero! The lesson here is: its okay to tell your client how great you are and what awesome things you do for them, its not bragging, its selling. Explain why you make your prices what they are, make sure your client understands how you and your service are valuable. Suddenly they feel their time was well spent and the money is a bargain
Obviously, I have more experience as a seller than a buyer, and I'm still learning. But I think communication and using examples are key to a successful relationship. I'm sure some sales people have things they would add and I love the feedback!
re unsure about what you want, try to give as much information as possible. It can be very frustrating when you don't offer any guidelines but find fault with all the draft examples. Think of websites you like, and try to figure out why. Give examples. Think about layout, colors and design elements. If you can't think of anything, say what you DON'T want! Most design companies have a limit on the changes you can make, so be as clear as you can upfront.