A guest post by Pawel Grabowski
I recently had a lunch with one of my clients, a well-known and successful graphic designer. At some stage during the meeting our conversation shifted to the way our businesses and sales are going. And it was during that part that I was really stunned by my clients views.
He simply stated how easy it is for him to sell a website. His observation was that you can be pitching hard any graphic design related work but it is the minute you mention a website that your prospects eyes widen. Not to mention that he finally starts paying attention.
And I guess it’s true. Everybody wants a website these days. And with all the technology that surrounds us that we’re so used to, talking about websites is much much easier. All you need to do is mention some technology related stuff and you are an expert.
But there is a danger in this. Selling websites may be easy but it’s also really easy to promise a large system you can not deliver thinking you’re signing up for a simple site only.
I see this happening all the time. Just look at any web related forum out there. It’s full of designers trying to get advice on coding issues, or setting up servers, installing CMS systems and many others. And most of that only because the job exceeds their skills and capabilities.
So, what’s the solution then? Not selling websites at all and stick to print?
Definitely not. Those of you who know me know also that I am a big believer that design studios should expand and incorporate web services into their offer. To me, it is the only way for them to develop their business. And with the times to come it may be a single thing that will actually keep them in business.
What I am also constantly advocate is that in order to build a web career you need to learn, discover and master it. As one of my friends had put it, it’s a big jump from print to web. And you have to train really hard to land on the other side.
So, what do you need to know to understand more what you sell? And ultimately know what you need to deliver.
1. Understand the difference between web and print and realize one important thing, users do not visit your sites for their design.
No matter how silly this sounds it is actually one of the main reasons for many designers failing in delivering web projects. Designers tend to think that their work is the sole selling point of the website but in reality it’s the information contained on the site the only thing that matters to users.
2. Learn how to organize that information.
Learn how users read on the web, what helps them to scan your copy and find information most relevant to what they are looking for. Also you should know what makes great copy on the web and how to write a content that focuses on fulfilling your users needs.
3. Learn how to structure the site as well.
Master ways to build the sites structure so that your user has no problems whatsoever in finding what they are looking for.
4. Learn the technology behind websites.
Just like at the start of your design career where you had to learn the basics of print processes, with the web you need to know how the technology running the show works.
5. Investigate actual limitations of the design material you can use.
Fonts, colors and images all work different than with print. Once you know that difference the whole process of design will become much easier for you. Otherwise there may be some not so nice surprises waiting for you at the end of the road.
6. Understand how the code works.
If you design the site you should have at least a basic understanding of it. But by all means you don’t have to know how to code. All you need to know is what might cause you potential problems. You will be able to avoid those things at a design stage.
Now, all this seems like a lot. But when you think of it, these are really only the basic stuff that you need to know. Once you know them though selling website will be even much much easier. And you will be sure that you know what you sold and what you need to deliver.
Pawel Grabowski is a web usability and front end development specialist at think two, an Irish web consultancy working exclusively with designers and design studios. We help our clients win and deliver web projects of any size. He also publishes his own blog at http://www.papertopixel.org
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106 Comments
It is very easy to get overwhelmed in code and design at the same time, so sometimes it is better to do what you’re good at and leaving the code part to a developer, so we can focus on the design part of the business.
Ok, I thought this was going to be a post about how to sell a website (i.e. selling one already set up). Not what I was expecting, but interesting none the less. I think point 2 is still overlooked a lot.
Websites making is very simple dear. Website coding+designing+content can be done in 15-20 days. But getting traffic is really a big and very difficult task.Many buyers dont buy websites if the websites doesnt have quality traffic..
I am doing websites flipping since 3years. Till 12 months i faced many problems.Later it has become a routune work for me. 9-12 websites/year is more than enough dude
Dave the Brave gave the same answer I would. Find a partner you can trust, who can do what you can’t do. Work on a site together, maybe even without a client, so you can discover the team’s strengths and weaknesses and see if you can work together.
It’s a good post and novice designers can get information like putting so many graphics is not worthy rather than the original contents in the website. Also points regarding the print were superb. And one important point is the CMS used in the page..
Many thing you will get from web designer this the tips, example:
* Providing text alternatives to visual and audio content also clear and simple design.
* Avoiding use of color to convey essential information and flashing animations.
* Clarifying natural language usage
Yeah this great information I get, so maybe this also useful for you.
Thank you pawel, for such a clear and comprehensive post. Since I’ve been reading you, I feel I have begun to understand more about this topic. Please keep writing.
nice tip and good advice, thanks powell
Thanks for this information. You are not only helping out the developers with this post, you are also helping their clients. Think about how many people will not get ripped off by a designer selling sites because that designer read this post and adequately prepared himself for the task.
Good post you have here. Thank you for the tips. I do agree with the idea that the content of the website is more important. Now I am starting to have more insights in this field.
Nice tips. One thing I would add is to make sure you manage the client’s expectations. If you’re quoting for a website with a CMS, your definition of what it is capable of may differ from that of the client.
As it was mentioned before website design is not everything. If you want you site to be successful you need to know how to make it appear in search engine results.
It is better to do what you’re good at and leaving the code part to a developer, so we can focus on the design part of the business.
This is a very interesting article Pawel. It’s always annoying when I hear people (who have no idea) describing how easy it is to be a web designer.
great article. but the sites should be usable as well… not just good looking..
I don’t think this just applies to people who are trying to sell a site. I think it also applies to all internet marketers, bloggers, and people who are just trying to start a site.
I like having a nice site, but if it just looks good then it’d be empty…
Good points. The sooner traditional designer for prinht learn the significant differences rquired for online / on screen media, the happier all our lives will be!
Thanks for a really informative website. I speak to many people on a daily basis who are at the total mercy of their webdesigners and who lack the knowledge to make even the simplest of changes with out calling in the designer to do this for them. I also here comments like my webdesigner wouldn’t allow me to do this. Well who does the website belong to you or your web designer?
yeaahh.. I think there are alot of web deisngers out there that have had little or no formal training which make it much harder to build a good site.
This is a a good article, thanks for sharing. What I find is when looking at some graphic designer sites is they have no portfolio. You need to create 1 even if only a couple of designs are on it.
Also you need to keep learning how to get better.
Sorry if this has been covered in the comments already (don’t have the time to read them all), but I think that there should have been a number 7.
Standards. Web Standards that is.
I’m still seeing work being published using tables for page structure. Shocking.
Hey, what a great article. I’ve sent it to afew friends who work in the industry and they liked it too. Gives a good insight for the client as well. Good job. E
The overall message here is one that is hard to argue with. One must be educated, prepared in a particular area before trying to help others accomplish goals in that area.
This is sort of like attempting to be a counselor when one hasn’t as yet figured out how to handle one’s own problems.
You give a person a solid set of suggestions from which to build and that is always very valuable.
Great post. If you’re a designer looking to do the development side of things as well take the time to learn about Search Engine Optimisation (SEO). This will enable you to create a site that will rank well in Google; it’s an extra service you can offer to clients and one they will pay good money for (if you’re good at it)!
Excellent advice, I have been working on webdesign now for a number of years and I too am amazed at how little the majority of clients know about even simple online tasks. I always try and teach clients to become a little more self reliant when it comes to simple content updating etc
Its hard for a designer these days, as we expected to be able to do everything. If you a graphic designer, people expect you to be able to do web design, as well.
What they dont realize is there are millions of ways to do something . . .I believe in doing what I can, They way I can. This makes me original and creates my own style
I agree with number one there. Desing is just design. IT’s your content and substance that matters at the end of the day.
Great article, Very helpful. It can be hard starting up a portfolio but sometimes its good to include your own designs, even without clients. Thats what my plan is anyhow.
As a graphic designer I mainly try to sell… well graphics. But more often I end up selling a website. Now this means that I do get more money even after paying for the coder and web designer for making my design work. In the end I would be more happy just with my Wacom and 2D graphics.
I think that one of the most over sited things is user interface. I mean we know how bad site looks like… we should be able to point out something that does not work or is hard to use.
Yes, this all makes sense, but there is still one word that has not been stressed enough, and that is the word “sell.”
Too many designers rely on their art and coding expertise to speak for themselves, when, in fact, far inferior work often will be chosen in place of superior work simply because the sales presentation is of superior caliber.
How does one develop superior caliber sales technique?
That is the zillion dollar question.
Beth
ToysPeriod is a leading online shop specializing in lego sets and model railroad equipment.
these are truly indeed some important point u made there about web designer.also i would like to stress on your last point specifically,now a days u will see many designers started creating website without any prior knowledge in website code(at least u need to have some basic knowledge about html coding),also some designer make the site too flashy that when someone click on the site it takes so long to load that people leave the site before even looking into it &; the site loss potential customer.also designers need to make sure the site navigation is user friendly so that people can browse through site pages without any hassle.so this are the things along with your points need to be considered if someone wants top build a successful web carrer.
This is a very interesting article. It’s annoying to hear people (who have no idea) describing how easy it is to be a designer.
Bankowned, “It is better to do what you’re good at and leaving the code part to a developer, so we can focus on the design part of the business”
Fully agree!
Hi,
Really nice work! Your tips is unique, informative, interesting and is captivating attention of the readers. You have emphasized on a good point, especially I like tips #4. Keep up a good work!
I really like design for print and often avoid web design but it is certainly more persuasive to be able to offer design for the web as well as print as many companies want everything done by one designer or agency.
I think we need only learn about technology that customer usually ask about it. In order to make ourselves know what we’re doing, you know. But not necessarily we learn vigorously about it.
Having worked for long, we have understood techniques to tackle the complexities and boast the enterprises in this competitive market and have been able to provide the complete and excellent IT solutions.
experience is the key to success whether it’s blogging, selling websites or making money online.
Absolutely excellent information and very useful for me
Interesting! Thats pretty cool! You don’t mind if I come here more often and read your posts do you? I love to blog but only on good subjects. Like this one for instance! Can’t wait till you post something else.
nice article. i’ve always wanted how to sell sites easily.
now i understand we need to understand our website first. and also the potential of our website.
After spending some time making my own e-commerce site and trying to do the SEO and marketing for it myself i can say this … if you budget allows, get a professional in. One that know all aspects from design to SEO.
Great Post
Novelty Mugs
Salient points. A good designer must know a little about the code works behind the design.
Right now the graphic/magazine style of design is huge for web. Any graphic designer that has not made the jump should do it now. It would be an easy transition.
I agree with Powell. Especially with item no. 2! You must know what your potential client needs so that you may word your website in such a way that, when your prospective client reads it, he will find that your website addresses all his concerns and he will find the solution to his problems in you, via your well prepared and organized website.
I build very simple websites to try and make money, tried to learn php/mysql but just didn’t have the time – but I have learnt how building a good website takes a lot of learning dedication and skill
Hi Astronomy Telescopes
I got a book on PHP for Christmas but haven’t had a chance to properly look at it yet, but I would love to learn, but I know what you mean its hard having time to do everything you want.
This article is very impressively written. I have been doing design for 15 years and so many graphic designer forget to understand when it comes to the net- the code needs to be considered within the design. Ok maybe I’m getting in over my head- but designing with flash does no good for a sites ranking and ability to get traffic and customers- but to add a splash of flash is sheer beauty and soothing to the customer!
If you’re a designer looking to do the development side of things as well take the time to learn about Search Engine Optimisation (SEO).