Mirificam Press

Dear Client, You Have a Website, Remember?

April 21st, 2008 in Business & Process

by: Matthew Griffin

In the past few years, many traditional businesses have started focusing on their website as the primary point for communication and marketing. And it's not surprising; the depth and efficiency that is gained by a well developed website is hard to ignore. At the same time, though, I've found that many of the same business owners and marketing departments are hesitant when it comes to setting budgets and spending time. They've rationally made the switch to web-driven marketing, but the familiarity of the old habits are too ingrained to just drop off and die without a fight. That's where we come in to do battle for our clients. It's a place where we can improve our client's business and increase our own business at the same time. This article is a step-by-step guide to positioning yourself for the victory.

1. Start off strong

Every time you start a new project, you should be continually pointing your clients the future—casting a vision for the new site, discussing possible future expansion, presenting success stories from similar companies. It's important to spur your clients on to aim higher than they already are. The fact that they called you in the first place shows that they place some value on your services. But chances are, they have no idea just how valuable those services can really be. It's your job to point them to that reality.

2. Return to the scene

One month after any new site goes live, call the client and ask for input: Has anyone commented on the site? Are visitors able to get around it easily? Is there anything that isn't working the way we thought it would? These are the types of question you should be asking. And you shouldn't be asking them for the sake of smalltalk—you're looking for real input that will help you fine-tune the site. Sometimes the changes will be big, sometimes they will be small. Just make sure you allow room in your estimates for this part of the project.

3. Return to the scene again

After six months, you need to prepare an evaluation of the site's performance and present it to your client. Make sure to include a clearcut plan that explains where the site is strong, where it is weak, and what you suggest to improve it. This step will require that you have good hit tracking software installed on the site. A combination of Google Analytics, Crazy Egg, and Clicktale should do the job. At this point, you're well beyond the scope of the original project and you should be billing for any changes that are okayed at this presentation.

4. ...And again, and again

Starting to notice a trend. It's easy for companies to forget that websites are growing, changing entities. It's crucial that you continue to return to improve your original product and keep your services at the forefront so they won't be overlooked when budgeting time comes. Checking in at least every six months is a good rule. Larger clients may require even more frequent calls. Every year and a half to two years, you are safe to suggest a major design overhaul or technology upgrade.

It can be difficult to follow these rules. Sometimes after I'm finished with a project, the very sight of the homepage makes me want to heave. But if I take it easy and just push through, I can usually do the right thing for my clients and myself. I just have to remind myself that this is God's process for improving and molding me.

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