Early last week I wrote an article from a Salesman's perspective in sharing with you my top 10 list of features all design portfolio websites should have. Today, I'm writing this post from the shoes of your potential client.

When I decided to develop the Styleapple website, I spent a lot of time searching for the right web designer , which has given me a lot of hands-on experience when looking for a web design company.  The experience has thought me a lot, and I wanted to take some time to share with you how an informed client might select your design services.

Decision 1 - First. He'll look at your website's homepage to get an immediate feel for your company. First impressions are alive and well, even on the internet. So make sure your homepage is intriguing enough for your potential visitor to want to dig deeper. One effective way I've seen this done is the Amalga Media website: http://www.amalgamedia.com, where their About Us page was their homepage, introducing the company and people in a fun informative way, immediately drawing you into their website.

Decision 2 - Next, he'll take a look at your previous projects that are hopefully featured on your website. The 1st and 2nd impressions will be mostly visual.

Decision 3 -He'll then look at your About Me or About Us pages.... briefly. Just to get an idea of who you are and what you do (your design expertise).

Decision 4 - Then he will go back to your previous projects to find a project you have done that's similar to the one he needs you to work on.

Decision 5 - If he finds one, he will want to know more details about that particular project (if he doesn't he will look at individual details of all your projects to find similarities in style and functionality between what you have worked on and what he needs done).

TIP:
Assuming that he finds a similar project in your portfolio, he will want to know if you've done other projects similar to that one. So grouping projects together is a good idea, maybe having links to similar projects nearby or suggestive links of similar projects. Your goal here is to direct the client to exactly what he's looking for.

Decision 6 - If he's impressed by what he sees, he will then check your references. I would recommend having your references easily assessable. If your references have sufficient contact information, he may contact them before even speaking with you... allowing your references to help you sell your services.

Decision 7 - If your references are satisfactory, he will want to read more about you, or your company, i.e. quote information, brand philosophy, location, pricing, etc. This can be satisfied through an About Me page, FAQ, or your company blog.

TIP:
I would stay away from having website visitors download your resume. People are finicky about downloading anything from the internet. You can give them the option of downloading your resume, or an online alternative.

Decision 8 - Once he has finished reading about you or your design company, he may want to contact you personally. Having a phone number and/or an instant message contact on your site would be ideal... esp. if your design company is global.

Decision 9 - After he speaks with you, he may still have some questions, which will lead him to your blog. In sales, this would be your closing argument or statement. This is to confirm that you are indeed what he's looking for. Hopefully you have been blogging about your industry and have engaged the creative community in some worthwhile discussions on design.

Decision 10 - If you blog closes the deal, your potential client will pick up his phone (again) and give you a call, or send you an email, fill out your form, instant message you, or send you a text tellingquote you that he would like you to work on his project. The rest is up to you... Your website has now effectively done its job. Congratulations.

Keep in mind, this is only one scenario. You'll find that your clients are more informed, and will use your design blog as their introduction to your design services, so make sure to write articles that will appeal to your potential clients.

Remember: The goal is to engage your potential clients early. You want to pique their interest and keep them engaged right up until they contact you. Consider my 4C's to website conversion when developing a website for your design portfolio or company. Contact. Connect. Convince and Close
The bottom line is that you have to think like your clients in order to get their business.

What other techniques do you use to improve your website conversion?

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Here you are- brand new plan for a great business idea. This is the one, the big idea that will propel you to financial independence. You've already picked out the business colors and logo design concept, selected a couple of websites you'd like your company's website to mirror. You've sized up your competition and have located the niche you're pretty sure you can satisfy.

Now it's time to develop your website. You have done the necessary research, found the ‘perfect' web designer and are ready to get started. Your web designer says he needs you to detail as much as possible exactly what you want. You give him your full list of requirements - business colors, websites you like, a list of preferred fonts, and tell him to hit it out of the park... Three months later your website is completed and is nothing like you envisioned... Why? What happened?

Before I answer that, I would like to say as a designer with major entrepreneurial tendencies that I've learned a lot about the business of design. There are many things that I learned the hard way admittedly, and others that I've gotten sound advice for. This is one advice, I would put in the sound advice category.

Branding is an interesting process. I believe that branding is more of a study of psychology than design. One of the things most overlooked when starting a branding campaign is the importance of the branding ideas, and promise being shared from the very beginning; from the CEO, to the employees, to the HR department, and right down the line to the woman that cleans the office at the end of the day.

It's a mental collection of your brand ideas with everyone involved, that when combined in their most potent form enables an amazing brand synergy leading to major branding success for your new venture.

That being said, the web designer you choose should be engaged in this branding process as well. For he is more or less the architect of your dreams into their digital form. Therefore, take the time to find a freelance designer or design company that truly have a vested interest in your success.

How you find that designer or design company is an entire discussion onto itself. We had a heated discussion about this very topic here, and you should also check out David Airey's post on Design Agency Vs. Freelancer to get you started.

Back to your web designer:

He/she should not only want to know your colors and font preferences, but also inquire about your company's vision, your thoughts, your mission statement, your brand promise, your taglines, your wife and kids if necessary.....okay maybe not the wife   Your web designer must be a partner in the process. He should be the most important person at this juncture. After all, he will be the translator of your dreams into their digital reality.

He/she has the ability to provide a user experience that mimics and marries well with your company's brand promise. By engaging him early, you allow him to think of ways to implement not only your physical requirements on paper, but also the mission, vision, and brand promise of your company. Maybe he chooses just the right color orange or perhaps the typography and color combinations or button shape that speaks directly to your demographics.

Choose your web designer like you're choosing your next girlfriend or boyfriend. Because more than likely you'll be spending a lot of time with them, agreeing, disagreeing, arguing, breaking up and making up. Everything that a relationship goes through in order to grow and become successful.

My brother once told me that I should find a good web developer and stick with him or her (like a girlfriend) And today I say the same to you. Take the time to choose the right guy or gal for the job and your company will thank you for it many times over. Trust me!

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There are many options when hiring a web designer or design company in general.  I mean the list is seriously endless. So the question is how do you find the right design company to build your website or complete your  next design project.  The design industry has flourished,  and with the internet , choosing the right web design company has become a full time job.   Personally I tend to favor the smaller design firms or freelance designer when hiring for my projects, here is why:

1. Freelance designers and small design firms are very ambitious and want the work.
2. Freelance designers just starting out want to do the best job they can in order to promote their brand.
3. Freelance designers and small design firms tend to deliver the project earlier than larger design companies.
4. Freelance designers and small design companies are more accessible during off hours, i.e. tech support.
5. Freelance designers and small design companies are more flexible when it comes to design changes.
6. Freelance designers and small design firms tend to be more innovative when it comes to new ideas and cutting edge technology.

7.  Freelance designers and small design firms can be a great resource for future website upgrades because the designer who designed your website is probably the owner, chances are he won't fire himself or be looking for a better career opportunity.

Freelance Switch has a great article from the freelance designer perspective, titled, You Vs. The Design Firms: How To Win Every Time. Of course with any choice you make due diligence is key.  Just like in any business there are good and bad apples.  Research and vet the designer or design firm before hiring, my article:  "Scars From a Bad Proposal:  8 do's and don'ts when choosing a web designer" will give you some vetting tips.

What has been your  experience when hiring a freelance designer or small design firm as opposed to a larger design company?

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