The man-friend and I walked by a new coffee shop in our neighborhood this morning. We were surprised to find out that the shop does not have a website. If you have a phone number, then you need a website. Seriously!
For any small business, a web presence is crucial. And a Facebook page is not going to cut it. What every small business NEEDS is custom branding and website development. But every time I switch on the TV (which actually isn’t too often because we don’t have cable and watch most things online), I see ads promoting do-it-yourself template website services for small businesses. Now, I am certainly very pro-DIY when it comes to certain things like sewing, crafts, and so on. But I feel that every business – especially small businesses – needs to take the appropriate amount of time to develop an overall aesthetic experience on the web that communicates the unique tone/feeling/mood of said business.
New image! Check it out on The Bazaar
Template websites are an option. But here are two arguments for why a small business should NOT set up a template website.
1. Personal attention is awesome
I personally work one-on-one with my clients, developing the design and functionality that is right for THEIR business. Projects are not just paychecks (I know, I know… everyone says that, right?); I am thrilled to be paid to do the work that I LOVE to do. However, my goal has never been to hurry up and finish the job so I can send out that final invoice and get paid. Any success I have had building this little business has been based (up until recently) entirely on word-of-mouth. I can only hope that beyond my personal style, it is the one-on-one experience that my clients receive that has lead to so many recommendations. And thanks again for all of those great references all you clients out there in the Internetland!
Signing up for a monthly pre-built template website might be fast and easy. But who is there to help you build your business identity or create the functionality that is right for you and your customers?
2. Template websites look like template websites!
Template websites are designed so that any sort of business can utilize them. That is a great benefit for the company selling you a monthly template subscription, but how does that translate to your new and existing customers?
I think part of the appeal of template websites is that you can “customize your own site”. But should everyone be designing their own websites? Granted, a few people are going to do a pretty good job, but can that ever compete with a professional giving you exactly what you want? I’m getting married in the fall, and even though I can sew fairly well, I’m having my gown custom-designed and constructed. When it comes to the important things, you just can’t do everything yourself. And there’s a reason why designers have jobs (hooray).
Plus, all of my website projects are designed using a content management system that allows each and every client to make quick and easy updates to content. No longer are the days of having to call your web designer for every grammatical error and photo upload! But when you do have a technical problem or perhaps need a quick custom graphic created, you’ll know who you can call. (Ghostbusters!!!!!)
I barter as much as possible. Correction, I try to barter my services in exchange for other services and/or discounts all the time. I’m getting particularly adept at it. The trick is knowing how to do it. I just imagine for that moment that I am my Dad. He’s the kind of guy you’d want with you when buying a car or furniture or anything that can be negotiated.
As an artist and designer, I always run into situations where potential clients are surprised by my rates on an hourly or per project basis. It’s tough when there’s isn’t a general awareness of how much what you do costs. Everyone pretty much has an idea of how much a new computer might cost or even how much lunch with a client might cost. But what will it cost a small business to have a custom website designed and developed? The trouble with knowing this cost is complicated by the fact that there are low and high end designers out there.
New image! Check it out on The Bazaar
I found an awesome “Website Cost Calculator” online today. I’m not going to share the link because, well I’m not dumb. Why would I drive potential clients away from my site? My favorite part about the quote calculator is that there is a slider to choose the “Style of Design.” Here are your options, starting with the low end:
1. “No design needed”
2. “Simple yet attractive”
3. “Moderately stylized”
4. “High end”
5. “World class”
No designed needed – my favorite! And doesn’t everyone want “high end” design? I’ve occasionally been asked by potential clients if a “less-designed website” will reduce the cost and if I could work up a new project proposal based on that. My answer is usually, “No, I can’t.” How do I turn off the designer part and just build? I’m sure there are people out there who can do that (and frankly, plenty of template websites out there to buy on the cheap). I believe it’s my particular design style and the personal attention I provide for each and every client that has allowed me to continue working on really fun projects.
Back to bartering… The trick is to make sure that you aren’t relaying the wrong message. You don’t want to imply that this person isn’t worth what they are asking, because that would upset you too, right? When equally beneficial, bartering can be a wonderful option that also establishes a nice, working relationship well into the future.