Many small businesses are the owners of incredibly ugly and performance-lacking websites. This isn’t necessarily their fault since many simply do not know good design. It’s kind of like a mechanic being shocked that a car owner doesn’t know where camshaft is and what it does.
I’ve worked with many clients who do not know what they want when it comes to their websites. Some find five totally different websites that they like, and others won’t tell you until you show them a few examples. That’s why I believe it is up to the Web designer to drive the direction of your website.
Find a Professional Designer
So the first step would be to find a professional Web designer. Unless you have been educated in design and have a lot of time to dedicate to learning the craft, you probably cannot do it yourself. This isn’t a “one click and you’re done” scenario. Good design takes patience and lots of iteration.
Once you find the right Web designer that you think you can have a partnership with, the next step is to let him or her know the direction of your business strategy.
While working with numerous Web design clients at AdFicient, I’ve really learned to respect clients who understand the need to communicate what their company is, where it’s going, and what image it should have. Even though sometimes it’s like pulling teeth to get any sort of information out of them, once it comes out, it makes the entire design process easier and more efficient.
Harnessing the Power of Design
When you develop that bond between you and your Web designer, you can start utilizing the power of design. This is where your Web designer can start to be involved in crafting your marketing strategy.
Designers are much more creative than your average business person, so in order to create something revolutionary and new, you will most likely need a good designer. Just as Steve Jobs had his Jony Ive, you too will need your own Jony Ive. Somebody who can interpret your business vision and translate it for the masses to understand and appreciate.
First Impressions Are Everything
When it comes to websites, the first impression you make on your user is everything. It needs to be a positive experience otherwise you are losing potential customers due to bad design. And this happens everyday to almost every business.
This is where your Web designer will come in handy. If you’re making a change to your landing pages, make sure to use your Web designer. Tell him or her your goals for the landing page, and let your designer figure it out.
You cannot afford to slap something together in 10 minutes and hope it converts well or makes your users happy. If you are doing that, then you just have to accept that your business is running at low efficiency when it comes to converting traffic.
If you creating some banners for your pay-per-click campaigns, get your Web designer involved.
If you are adding a simple image to your website, let your Web designer know.
If you are creating a video for your business, make sure your Web designer is aware of it and involved in the process.