3 Things the Web Designer You’re About to Hire Won’t Tell You

It’s never been faster or easier to build a great website.

Even people who are vaguely familiar with WordPress or Squarespace (or any other development platforms) can throw up a website within a few hours or days.But many business leaders who don’t have the time or know-how to do it themselves quickly outsource the work to the first person who comes to mind.Unfortunately, just because a designer can make things look pretty does not mean your new website will get you the results actually want - consistent waves of new leads, increased revenue quarter-after-quarter, and to stop wasting money on marketing that doesn't work.Here are 3 things the web designer you're about to hire won’t tell you.

**Keep in mind - this is coming from a guy who does a bit of web consulting design for his own clients. 😃

1. They don’t know much about marketing

A website is not just about Java, HTML, CSS, and PHP. This can be recycled from previous projects and implement into your custom design quickly and easily. But an effective website must be designed with basic marketing principles in mind.Throughout the years, marketing researchers have developed studies about physiological behavior in marketing and how audience interact with web pages. Based on these findings, strategically placing key elements in certain areas on the webpage can greatly increase the effectiveness of your site.However, even though many designers are good at making things look pretty, they will cause you to miss out on opportunities because they lack fundamental marketing knowledge.For example, strategically placing call-to-actions in their most effective home, using design to optimize conversion rates and opt-ins, and how to format text so that it will communicate clearly and not confuse the viewer all play a role in good design.As part of laying the groundwork for any successful web project, I give a private workshop with the client so they understand the foundation of my marketing philosophy, why I think they will impact their business, and how they will be represented in the design of the website.

2. The project will have 0% ROI

I see it happen all the time: The designer you hire creates something beautiful for you. You refresh your browser obsessively because it looks so good.Then…crickets. No one pays attention.Your website is the storefront of your business. But just because the shiny new paint and cool logo get people to come in doesn’t mean there is anything of value on the shelves to engage your customers.Though many designers are good at making things look sharp, they have no idea how to use a web platform to add value to your customers and sell goods.This means that hiring just any ole’ designer will like result in a 0% increase in revenue, few new leads, and force you to sink even more money into marketing because you can’t figure out why the beautiful, expensive new website isn’t moving the needle in your business.For this reason, I try as hard as possible to emphasize the importance of value-added content (see point #2) with my clients.

3. Words are more important than design

The most important part of your website is the clarity and consistency of your message: What you offer, how it makes the customer’s life better, and how easily they can get it.While most good designers can help you create a better UX (user experience), very few know how to help you craft a clear marketing message that grabs the attention of your audience. Much less write words that actually move products.The truth is, an ugly website with good copyrighting is better than a beautiful website with bad copyrighting.I’ve even seen a millennial who didn’t understand the value of good copy chop words off a sales page because it wasn’t “clean enough". But after days of poor results, the client realized the mistake, tested a new version with the text, and saw sales skyrocket. Though they were glad to have fixed the issue, they were certainly not happy that an unknowledgeable designer cost them literally 10’s of thousands of dollars.That is the power or good copy.I believe the best place to start with every web design project is to make sure the client has a clear messaging. If they do not, that becomes the #1 priority because I understand that a new design will not solve the core issue of their marketing.

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