Unfortunately, many clients have limited knowledge of what a website should be, and more importantly, what a functional, intentional website can deliver. They underestimate the value of going beyond esthetics with their sites, assuming that build success relies solely on an appealing interface. Clients believe that, as long as their site “looks good,” it will float in cyberspace, effectively extending brand reach while magically attracting millions of interested users and converting them into customers.
To deliver digital results, a website must offer an engaging, dynamic user experience. Yes, graphics are critical to the design process. However, to optimize success, your site must provide more than compelling graphics. Your developer is or, at least should be working hard behind the scenes for you, creating a sophisticated infrastructure of both site and SEO functionality that must be developed and tested before going live. That is where the website magic truly begins.
A client’s budget expectations can also play a major role in launching an inferior website. When it comes to promoting your brand, it’s important to remember that you ultimately get what you pay for. Effective, intuitive website design is complicated. But the return is well worth the investment. So, clients, invest already. And trust your developer’s insight, talent, and experience as you navigate through the process to a final design that doesn’t just look great, but also achieves all of your critical online marketing goals.
Developers, 2018 is the year you up your game and raise the bar on acceptable industry standards. No more static, one-dimensional tactics that render a site into a mere Powerpoint presentation (aka a static and boring data deluge). Going forward, refuse to work on a design that isn’t multidimensional and fully-functional. Every project you take on should have all necessary digital marketing functions to elevate both owner and user experience.
Yes, some of your clients will express a bit of sticker shock. Stand firm. Rather than dilute design features, enlighten them on the many benefits offered by a highly-functioning website. If they insist on a cheap and crummy website? Don’t take on the project. It’s far better to refuse one client than to lose countless prospects who notice you have a knack for churning out poor product.