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With the many tools available to Web site builders these days,
the actual construction of the site is often the easiest part of
the process. The hard part is getting to that point, and that
requires more than a little planning.
Planning can start the minute a client contacts a Web site
designer for a meeting to discuss a site.
The first step can be done in advance of the meeting —
finding a suitable domain name. This can be frustrating because most
companies will find that their options are limited, at least in
the .com and .net markets, either by the company name or domain
name availability. Because of other companies with similar names
or initials and because of squatters, it is increasingly more
difficult to get the domain name the client may want.
You also run into strange things from time to time. Recently a
client of mine wanted his site to be bigassphotos.com,
highlighting the fact that his studio produces poster size photos
from 35 mm film. The problem he ran into is that his server would
not allow the name, and he didn't want to change ISPs. Thus, he
chose another, less colorful name.
It is good to have 3-4 options available, thus enabling the
client to be presented with reasonable choices.
If you are not an ISP, it is a good idea to have a few in mind, along with
their latest prices, to present to the client. That can save your
neophyte clients some anxious times. Further, if you know the ISP
to be reliable with a good down-time record, you can save some
angry phone calls from your client to you.
The First Meeting
Never think that there is anything more important than finding
out what the client wants and expects. The most beautiful site in
the world is a dud unless it accomplishes the client's goals.
To that end, there are a number of factors to be considered, and
often, deciphered. Frequently, the client may in the beginning
have only a vague idea of what is sought.
"I want a Web site," the client might say. "I don't know anything
about it, but everyone says I need one."
Thus, begin by finding out if the client really needs a Web site
and how much of a Web site is needed. While it is not fun turning
down a client or taking a smaller order than might have been
possible, sometimes it is necessary to keep that person as a
future client. If you don't treat your client right, someone will
let them know in short order.
My company sometimes has clients from our small community come to
us and want to close their brick-and-mortar store and operate
strictly as an e-commerce entity. Unless they have an extremely
unique product or service that cannot be found in communities
worldwide (or at least nationwide), I usually keep a new T-shirt
packaged that I pull it out of the desk drawer and offer to them.
"Why do I need a shirt," the client asks.
"Because you are going to lose yours," I reply.
One of the most important steps is to determine the client's
target market? If the target market is the client's local town,
and the client doesn't have a unique product or service that it
can deliver nationally, a small site to use for advertising is
fine.
For those types of clients to close their brick-and-mortar store
selling typical products and to think they will sit at home and
fill orders from around the world is pure folly.
If the target market is more regional or national — and the
products and services are unique and can be delivered that way
— I recommend doing both brick-and-mortar and e-commerce
for awhile to see how it shakes out. Just because the client
thinks the products are must-have items does not mean the rest of
the world will agree. Besides, Web sites generally take some time
to catch on and land somewhere useful on the search engines.
It is about this time that it is prudent to ask the client how
much money they have budgeted for the project.
If they say $50, good manners dictate that you at least make an
attempt to stop laughing within a five-minute time frame.
Anything longer than that is considered tacky. If they give you a
reasonable response, it is time to get busy.
What are the client's goals?
Now it is time to discuss the actual site and the client's goals
for that site. Speed is frequently an issue because clients, who
usually are Internet users too, know how frustrating it is to
sit in front of a blank screen waiting for a site to open.
I recommend that a site open in 30 seconds or less. While studies
show people are willing to wade through long pages, those same
studies show that people have a quick trigger when it comes to
leaving a site that is slow to open.
I have had clients in certain industries say they would rather
have a flashy intro, even if it takes longer, because it is more
suited to their line of business. But even then, it is important
to reduce the startup time as much as is possible.
That does not preclude flashy intros and the like; it precludes
slow intros and the like.
Next, discuss the content the client wants on the site. Remind
them that contact information is vital, as well as a full
explanation of the products and services they offer. Information
about a company on a Web site — including photos of the
business — can be comforting to people who would rather not
do business sight unseen.
Never forget that content is king. If the site is little more
than a business card itself, there is nothing to lure the
customer. That is why it is so important to discuss content and
plan its presentation.
It is important to find out what elements a client may wish to
have on their site. Something as simple as the overall color
scheme can make a huge difference as to whether or not the client
likes the final results.
Gather from the client all logos, pre-determined and created
content, photos, and other items for the site before actually
planning the site. Sometimes, clients can throw a designer a
curve with things they want that the designer might not expect.
Another issue is whether or not the site will require daily,
weekly, or monthly maintenance. If it does, is the client able
and interested in taking care of those changes, or are you
expected to provide those services? You may have to design the
site differently to account for the differences in ability. That
will become important later when you tally up the bill.
Once all of that information is gathered, it is time to send the
client home and begin the design process.
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