Web designers and web developers have a dilemma when they are selling their services to new clients, especially those who've never before owned a website.
Here's the problem. The web is a visual medium and clients are often fixated on how their new website will look. However, the effectiveness of a business website isn't a function of aesthetics alone.
There's no business sense in spending money on a website that looks terrific if your target audience think it's hard to use or has little relevance. Equally, you won't get much value from a website that has fantastic content and functionality but is so ugly nobody wants to use it.
Visual design is important. It's just the wrong place to start a conversation about a new website. That's something every good designer and developer knows and does their best to educate their clients about.
Last week an accountant acquaintance forwarded me a sales email that had come from a reputable web design and development company. Not far into it was the following paragraph.
"Despite the fact that most clients come by way of referral, prospective clients will usually 'check a firm out' first. To make themselves appealing, firms should start by having a 'schmick' website and suitable promotional material. To a prospective client, an accounting firm is only as good as they look. So first impressions count."
That's true. People do check out prospective suppliers’ websites and first impressions do count. But is this the right way to sell websites?
Suppose you were running a web development company and conducting a sales campaign. How would you capture the hearts and minds of people who open your unsolicited email messages?
If it were me, I'd like to think I could grab their attention by talking about business requirements, effective communication techniques or perhaps return on investment.
Realistically however, I know I'd be tempted to pitch the importance of visual design too. It's probably easier to sell than the other stuff, and certainly easier than trying to educate clients.