420 Design Blog
Defining More Than Just Colors
12 Jan 2007 | Angie H
If I were to guess at how many people know how to go about defining their project to a web designer, it would probably be a conservative figure. Most folks tend to give a page count, layout ideas, possibly a list of sites they like, and a vague hint as to what their timeline and budget might be. Don't get me wrong, this initial information isn't a bad place to start. The problem is that it isn't enough.
During the early stages of talking to a prospect – that is, prior to a quote – details about the colors and style don't hold as much weight as one might think. While these things are important, in order to really get a solid idea of what you need more information is needed. That's why so many web designers and design studios have creative briefs or project questionnaires. There are specific things that we need to know in order to give you a solid estimate of time and money.
Do you have a budget set? I've commented on this topic time and time again (like here, here and here), so it may be getting old. But it's absolutely crucial. Without defining a budget early and letting your prospective web team know, you will likely end up with price quotes that range all over the place. The problem with that is that you're probably not getting a good idea of what the designers can really provide, or you may be passing on a web studio that could really bring value to your business within your budget. Don't be afraid to share your budget with the designer – it will help.
Who is your target audience? Unfortunately too many business owners – new and experienced – don't define this appropriately enough. In a Utopian world, everyone would be our audience and customers. But the reality is that that's impossible. The more specific you are about who your target audience not only helps a designer create an appropriate solution, it helps your business by providing more qualified leads.
What is your primary message? This is Marketing 101. What message are you trying to get out to that target audience you've so well described? Knowing this helps a web designer by providing a focus for the entire site, especially the home page. Similar to knowing who your target audience is, a consistent message will help bring in more qualified leads. Those whose attention is gained by the message will stay because their interest has been piqued. And those whose interest hasn't will leave – they probably weren't looking for what you provide anyway.
How important is search engine ranking? In truth, every site should strive for decent ranking whether or not it's a top priority. But knowing how important it is will differ in cost and development time. Simple as that.
Will your site need regular updating? If so, who will be doing this? You or a staff member? Or would you prefer the designer to take this on? This, perhaps obviously, boils down to costs up front or later on. Wanting to update your site yourself may require implementation of a content management system, especially if you have no HTMl knowledge. Or if that just adds to your already heavy workload, having the folks who developed your site do the updating is almost always feasible at a monthly, quarterly or per instance fee.
If you're going to be selling products online, what are they? Yep, this is good to know. There are a lot of solutions out there for e-commerce. Which one is right for you will depend on your overall goals, but some solutions may not work for example, with downloadable products. And you never know, there might be a solution that fits your products exactly.
Do you have your content ready or do you need help with it? By content I mean your site's text and photos. If you don't have any and need help creating it, know that this will increase the cost of your site. If you'll be providing all of it that's great. But be sure to let the designer know!
What's your timeline/deadline? Perhaps this should have been listed closer to the top, but giving a web designer a target date for completion is crucial. It may be that she doesn't have the availability or that your timeline is unrealistic. Either way, knowing the timeline will help your project move a lot smoother.
Ideally these things should already be defined by you (or you should know the answer) before you even start talking to a web designer. It's not so much that it'll make our job easier early in the game (though it may be true), but that it will help to give you a much better sense of what a web design project will entail. And even if you don't know the answers to these things, a competent designer will not only ask you about them, but will help you understand them so you can make a decision.