A client comes to me requesting a quote for a web site to be built. The first thing I ask is what do you want your web site to do?, and invariably I will get the answer on the lines of "I want my web site to pull in clients from searches as well as showcase my products and services". OK, so in fact you are looking at your site as a lead generation tool or in some way to fill a sales need. Yes.
So I go away and and map out what I think would be a good model of site that over time could be effective in achieving these needs with all the work involved by both client and myself in getting to that level. When I explain what is involved, the client looks puzzled and replies "all I was looking for was a six page website with a little bit about the company, a nice design and a products section with a list of our products with pictures next to it... oh and when you click the picture it opens up a larger version of that picture so that they can look in more detail".
Usually at this point, I am trying to keep calm...
You see, working for a company that specialises in sales and marketing, I have learnt a lot more than new methods of web development, but also a good deal in the principles of sales cycles and buying cyles. In this situation, the client already has a firm idea of what kind of product he is looking for, the fact that the product he is looking for and the initial statement of intention he made don't match, are immaterial. Selling anything requires a meeting of minds in what is expected at the completion of a contract. There is no use me offering to mow someone's garden when they might only need some hedges trimming. Unfortunately, when selling abstract idea's or services, clearly defining what the product is, can be a difficult process.
There are some clients who can never be convinced of the merits of a certain action, and with SEO, blogging, social media, internet phones etc. there will be a certain percentage of customers who cannot be persuaded of the merits of it's uses. I have clients today, who are satisfied with six page web sites. I knaw my own thumbs in exasperation when I look at some major industry companies who have web sites dating back to the 90's. Sometimes, in my job, I succeed in convincing a client that his idea of a product and a product that will pay dividends in the future are different, sometimes I don't. I am still happy to take work designing sites that won't work if they are adamant, but I will fight hard in trying to convince them of the proper ways.
There is a maxim "The customer always know right", and it is a maxim I am not always fond of, because they don't. However, what this maxim does point out, is that in any sales based system to sell a service or product the customers expectations are the critical factor in making a sale. You can't sell an all singing all dancing search engine optimised site if the customer wants something else..
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The key thing to web design is not merely hearing what the customer wants but also coaching them as to how the web works and how they can go about maximising their return on investment.
The maxim that the "customer is always right" is a good behavioural guideline. You should always bear this in mind so as not to offend. However, what you need to keep in mind is that the client is coming from a position of less knowledge than yourself, the web designer, else they would have no need for your services.
It is your responsibility to coach and inform, so as they can understand, else you become no better than an automated service, mass producing websites.
Furthermore, if you seek to 'educate' your client it can serve to make the client feel as if you know what you are talking about, developing and enhancing the work relationship, and inspiring confidence.
Completely agree, however there will always be a percentage of people who 'already know' what a web site should do and have their own opinions. In my view, and this is not exlusive to web design, it is always hard to sell to someone who has a preconception of what the processes and outcomes of a product are.
Who would you trust a mechanic or someone who has read a book on mechanics? Yet, you know the guy who has read the book is going to be a pain in the a**e talking about his knowledge and understanding. A little knowledge can be a dangerous thing..