Have you wondered how someone selects a professional web designer or developer?
Is it important that a female client find a female designer? Does cost really matter? How do most people find “their” designer? I intend to share a glimpse into the minds of the prospective client.
I recently conducted a survey with my existing clientele. Although I realize this is not the most scientifically accurate survey because the information is from a select pool, the data I compiled will still be helpful for anyone thinking about freelancing or growing their current freelance business.
Why they want a website
“In today’s world every successful business has a website. Without one you limit your success”. -survey respondent.
The reasons why people want or need a website are the most obvious. Some want to try their hand at a web based business and others want a web presence to expand upon their retail or service based businesses. Many clients cited a website is far more cost effective advertising compared to traditional forms such as yellow pages, newspapers or direct marketing. “A website reaches the world market where before a very expensive ad in a magazine would only reach it’s subscribers”.
Clients are enjoying the 24/7 exposure the web provides as well as the personal touch a website can offer. “It gives people a true sense of who you are as a person or business.” A well designed site can boost your credibility, build trust and confidence as well as create an air of professionalism.
Many websites are simply a vehicle for communication. These sites do not sell anything but are used as a point of access to organize and retrieve information that can be viewed by a large group of people.
Some sites are created simply to keep up with the Jones’. “All my competition had one”! stated one survey respondent.
What kind of qualities do they shop for in a designer/developer
I was very interested in knowing what qualities the prospective client looks for in a designer/developer. The survey indicated the qualities were based on mainly three factors.
The first is to have a professional final product that reflected their taste. “Finding a designer with the capabilities to turnout a professional website was most important.” Secondly, was cost. Finding a designer to work within their budget. Lastly and most interestingly, someone with whom they could mesh well with throughout the development process. This leads me to believe they find designing a website to be a very personal experience as you’ll see from these two comments: “Easy to work with, flexible and good design ideas.” – “Someone who is easy to work with, who can design a website from a rough idea and someone who is flexible with a design”.
How do they find you?
On average each client that answered my survey spoke to 2 to 3 web designers prior to hiring someone. Who they contacted was quite simple. The majority of people who are thinking of having a website speak to friends, family and business associates. 59% found their designer by word of mouth. 25% found their designer/developer via search engines or directories. 7% were found by direct marketing. (I expected this number to be low since I haven’t done any direct marketing for years.) 10% could not remember.
Obviously referrals are the cherry on top and this isn’t going to be commonplace if you are just starting out. However, with attention to every business detail, happy clients will soon lead to a much desired word of mouth business.
Things that do not matter … much!
Not too surprising it didn’t matter if the web designer was male or female. Although in my anonymous survey I was happy to see this I do know from experience that discrimination does occasionally play a factor. In one experience, I was hired by a woman only to be released from the project once a man began making the website decisions.
Half of my survey respondents did not find testimonials displayed on a website from previous clients important. Again since this is not a scientific survey, weigh that against the fact that most of my clients came to me by word of mouth. So it is not surprising that half would not need more assurances. I believe testimonials are important to startup companies as long as they are short, authentic and believable.
Another aspect that didn’t seem important to prospective clients is the designers ability to handcode! On a scale of 1 to 5, (one being not important at all and 5 being very important) the ability to handcode only averaged 3 (moderately important). 28% didn’t even know what it meant!
Power players
The most important factor is your portfolio. This will be the big attraction. An excellent portfolio will often “lock the deal” before the first phone call or email. I cannot emphasize enough the importance of having only your BEST work in your portfolio. Every survey respondent rated the portfolio as a 5.
Cost of project is another power player and ranks almost as high as the portfolio. Cost ranked at 4.8 on a scale of 1 to 5. Although there were a few exceptions who were less concerned with price most clients had a budget in mind and final cost played a big factor in their decision making process.
Following closely as power player number three is the conversation or interview that takes place between the prospective client and the designer/developer either by email, phone or in person. This got an average score of 4.5. If you are confident in your abilities, can communicate well in terms the average client can understand, even a new startup company may be able to overcome having a small portfolio. This is where listening to their ideas, express interest in their project, and possibly offer some suggestions that could embellish upon their ideas. They know their business best so listening is sound advice.
Wrap up
The good news is that more and more businesses are looking to the web to advertise their business. That means job security for designers and developers. Dollar for dollar, pound for pound, it is the most cost effective form of advertising and the client understands that.
So when you begin to plan your design or development business, make sure your power players are ready. The portfolio must be great. If recent jobs are mediocre because the client sent the project in that direction, don’t place it in your portfolio. One bad site may just hurt you more than help. Fewer great sites is far better than many average ones.
Pricing structure depends on the client you wish to attract, as well as the individual skills you have.
Practice your phone and meeting skills because you will need to communicate effectively, professionally and in a timely manner.
In my survey almost all respondents wanted a lot of involvement in the design process. Allowing them input will pay off with a very happy client. (I can almost hear a referral beginning to form.) It is important to be sure to weigh out what the client wants with what is intelligent design. Gently explaining the pros and cons will allow them to have their say without leading the project astray.
Since most clients do not know what hand coding is, what benefits it provides, and quite frankly do not care, take a brief moment to explain that you hand code and that it is an important part of providing them with a top quality final project.
Based on this survey, I think we have a better understanding of the decision making process a person follows in selecting a professional web designer or developer. Knowing what is important can help you build a successful freelance business.
