It’s all in the follow through
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Posted under: Design, Business
For those of us who design and build websites, we know that there are ones that go smoothly, and ones that don’t. But even more important than how it goes while we’re working on it is what happens after the site goes live. This is where in some cases, the team designing the website need to know how to follow through.
There is a reason many of us fall short when it comes to following through; Let’s face it, when we get a new project in the door, we’re excited. Oh, the possibilities—especially when it’s a new client, or a new type of project from an existing client. We as designers are often anxious to begin sinking our teeth into a new problem, and coming up with a design, possibly utilizing a new style, trend or technique that we want to add to our portfolio.
But then what happens; After numerous client revisions, CMS development, IE6 bugs, and waiting for content to trickle in, boredom sets in as well. Perhaps another client project has come in that has replaced the passion we once had for the website that is now 85% done (but is just waiting on copy or client feedback). I believe this is why some sites that could have been great, just end up alright. I also believe a lack of follow-through can negatively influence our relationship with our client and affect future opportunities.
First of all, let’s look at how we follow through:
Content Implementation
In many projects, we have to deal with client-provided content. We all know that even if our client is Cormack McCarthy, client-provided copy is never as effective as if we have a web copywriter who can at least refine the provided content.
This is where attention to detail matters. It’s not just the “About Us” and “our Products & Services” copy that matters, it’s the little things. The headline that users see when they first visit the site, the intro paragraph, the email subscribe lead in, the contact call to action. These should not be after-thoughts, or meaninglessly tossed in. The attention to detail in the content can make or break a website. Often, the short blurbs of copy get read by more users than the ‘meat’ content of the website.
Design refinement
This ties in closely with content implementation. The tendency can be to simply flow in content into a web page CMS, but here the design choice we make can have a dramatic impact on the usability and thus, success of the site.
Because web designers often design before they receive finished content, unlike print designers who manage to get copy before they start, the initial design merely serves as a template. It may include a polished style for the header, footer, sidebar and home page layout, but the content—the most important element on most sites—can get neglected and become replaced with Lorum Ipsum. I believe some of the most interesting parts of the design process can come after the back-end is built and finished content is being flowed into the site.
Could the list within the copy be pulled out into a side box? Could the lead-in be larger and more dramatic? Could those three paragraphs of copy be set up into three columns within the content box? Would the list or prices work better in a nicely formatted table instead of an unordered list?
A great example is how Erskine Design changes their site layout to fit content, in particular, the case studies:
Another example is Jason Santa Maria’s website. He designs entire layouts based on the content of his blog posts.
CSS tweaks and fixes
While arguably the same as design refinement, tweaking our CSS can take a website from being ho-hum to oscar worthy (whatever that means in the design world).
Designers often hate it when the developed website doesn’t match our graphic design files. Conversely, sometimes we get sloppy in the design stage and don’t place elements with pixel precision, or we don’t bother with spacing out the headings from the paragraphs for example. This is where again, follow through at the end stage makes a difference. Also, making sure our site works in every browser/state possible, including mobile and print, will ensure our users always have a positive experience.
Client relationship
Maintaining a strong client relationship doesn’t necessarily have anything to do with the quality of the work you provide. You could have designed a killer website, and your client may be thrilled, or at least satisfied—and yet you could still pass up the opportunity for future work.
A good practice is to follow up with the client when all is said and done, when the site is live, when you’re busy adding it to your website portfolio. Take the time to write an email (and no, the invoice doesn’t count) thanking the client for their business, especially if this isn’t the first job they’ve brought to you. Ask them if they were satisfied with, not only the work, but the process and the support/service they received. This is really simple, but it goes a long way.
If the client was pleased, ask them for a testimonial and if you can use them as a referral. If they have complaints, truly listen, apologize where necessary and thank them for their honest feedback. You just may get the next job they have down the line.
Getting the word out - Website Marketing
And now another slight shift in topic, getting a client’s site out for people to see. If you’ve engaged the client in an upfront marketing strategy, then this should have already been planned out. But even if the client came to you for a straight-ahead design/build—you can still drop them a line after the site launched and present ideas to market the website.
Many clients and designers dust their hands clean when they finish a website, but this is the time when you can really do good for your client by helping them realize that simply because they have a new website doesn’t mean it’s going to market itself. As an added bonus, you can secure yourself more paid work by offering some or all of the following:
- On-site Search Engine Optimization
- Link building strategy and implementation
- Email Marketing
- Social Media Assessment and strategy
- CPC Campaign management
- Traditional print/radio advertising
- Ambient/guerrilla advertising
Just like swinging a golf club, or shooting pool—a good follow-through will bring you the most success. If you do it right, you’ll ensure that you’re happy with your work, and so is your client.
