What I Say When I'm Blamed For Things That Aren't My Fault!
For someone providing a service, the usefulness of their website will not only depend on the skill level of the designer but also on how responsible the owner of the site is in remembering the purpose behind getting the website and enforcing its proper use. But, at the very least, how many people actually use it for its intended purpose, is based on how well the business is doing offline. The fact that some businesses aren’t in the best position offline to really benefit from being online is why websites fail.
I build websites that convert viewers with specific needs into clients. Niching and targeting is a fundamental part of how I do that. But most people in the market for a website want nothing to do with that. And being too distracted with the financial benefit alone have a lot of local web designers saying yes to projects that aren’t in the best interest of them or the client and it only hurts any possible credibility they may already have.
If as a designer you’re focused on who you deliver the most value for, it’s not your fault if for all your effort discussing, planning, and designing a website, then edifying the client on its proper use, it all gets ignored and as a result, the client doesn’t benefit from the investment. As a client, your website isn't a one and done, the work of telling your clients about it and educating them on how to use it begins after it's built. Remember, you built the website for a specific reason. In order for that website to make monotonous processes in your business more efficient so you're not caught wasting time on leads that don't convert, you have to make using your website mandatory. Outside of doing so, you'll never benefit from having one.
Designers need to be able to discern when a prospect isn't mentally prepared for that journey. The inability to do so is how websites become abandoned virtual homes.
It’s Ok To Draw The Line Here Too!
Building a relationship with your clients can sometimes place you on the wrong side of the job description. What should be the client's responsibility to remember the purpose of their website, you find yourself being the conscience on their shoulder for, and you are not even being paid to do such.
As it turns out, some folks do purchase Ferraris to only park it in their garages. Let it be!
And for clients relying on digital tools, they only help you do business easier and faster. The responsibility still falls to you to enforce the use of your website. And it’s not the designers job to jump-start the client’s memory on decisions that pertain to its operation.
After taking measures to improve the way you do business, if you get back among those you serve with the same ole method of approach, you’ll obviously continue to encounter the same problems that led you to invest in a website in the first place. And business owners who fall victim to their same ole habits are simply finding out that they are still unconverted in their ways and nothing will really change unless they first acknowledge that they are the hindrance to themselves and do something about it.
Have you ever heard the saying, “Change starts with you”?
I am the Founder and Visual Brand Strategist at The BrandTUB
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