In this article I’ll try to set bias aside and clearly demonstrate what most people are doing wrong when it comes to choosing a designer to build their businesses website. To date I’ve done several of these that cover the topic but as we continue to do more regional work we become more confident in what we see is plain wrong or not best practice. I’ll link to some of the others in the bottom of the article.
If you live in a regional centre like Wagga then pickings are slim when it comes to web designers or graphic designers. Naturally if you need a new website you might search for “website designer Wagga” or something like that. But what you risk is getting someone who only knows how to do half the job via your well informed Google search. You’ll get a whole bunch of creative freelancers calling themselves agencies quick to put forward their portfolio of logos and branding.
I’m not making any friends here, this is what the designers and IT guys don’t want you to figure out.
Key things to figure it out for yourself?
- Check for SaaS, Wix or SquareSpace – No, it’s not a disease but it’s kind of like one. For me personally I’d look past what appears beautiful elegant design with great photos to the architected system and strategy at work. I’ll explain why later in the article. You can use this check CMS link to test the site, what you want to see is any other system not Wix, Webflow or SquareSpace.
- Check their portfolio but realise just because a designer lists a business or their logo as someone they’ve “worked with” doesn’t mean that website or branding is still in use. It could be the worst branding in the world from the 1990s and yet a designer will leave it on their portfolio as a dot point in order to get work.
- A design is only part of the work so designers putting work on their portfolio is to say: “hey there, I changed some colours, your font and put your content into the website and bam we have something awesome!” Meanwhile they may of chosen one of thousands of themes from a SaaS library or had someone else build the site. Again consider the portfolio half the job when it’s a design based agency. The hard stuff, functionality, even the menu may of been completed by someone else.
- Screenshot a design and upload it to Google, while I can spot a template a mile away especially a SquareSpace one. Yes, Poppins is a nice font but I don’t use it on every single website I build uploading a screenshot may tell you a different story about those unique designs.
- The young up and coming cool, hip designers will gravitate towards the non-technical sphere of existence adopting visual tools that make you feel good and you can see visual deliverables rather than doing the hard yards in the SEO discovery process to get really gets the real results. Speaking of stereo types of course.
- Older designer dude – Say you have chosen an agency and it’s not just the one man show but they have a designer employed. Yay, I’m sure that means that the 40 year old dude that has 20 years experience building websites for builders, tradies and handyman will definitely build a beautiful website for your flower business aimed at a more feminine audience.
- Young designer chick – Same can be said for that 20 year old girl straight out of uni doing design for her agency will by default love those pastel colours and sub-consciously they’re fight their inner selves and own unconscious biases. Not saying some bloke might not like the pastels and pink and if he does good for him.
- Some designers typically are project or service orientated which involves getting your money and saying “Goodbye, I’m handing your website over, thanks”. If there are no ongoings then consider that a designer is not partnering with you in your business and is this the right pick for your investment.
- Watch out for things like Domains, Hosting or SquareSpace monthly not included in ongoings, you don’t need to manage these yourself.
- We don’t do email, and yet their supposed to be professional marketers. You better send that next newsletter yourself and figure out your own DMARC.
- Your domain costs and by the way “What’s DNS?” – I’m of course being a bit facetious sorry.
In the era of anyone can run their own business, “you do you”, “you go girl”, the answer to the dream that it is to be a designer who represents only themselves goes two ways.
- Unemployment leaving you in the lurch
- Burnout leading to a career change into real estate.
What about the IT hacks?
I frequently smash designers but I also go after the one man IT guy/girl as well who also damage our industry. While the IT professional has all the technical stuff sorted they rarely have any idea when it comes to design. I say “design” instead of marketing because designers aren’t marketers and neither are IT professionals.
Key things to figure out the IT business minded entrepreneur?
- What if I want you to update my address on your website? what? you’re charging me for that? — Your IT guy is running a business and care may not be there before profit.
- Copy on their website is Chat GPT generated — You can test for this with a tool like Quilbot that will give you the insight into how much work they actually really did put in to building their own website. Not all AI content is good content. Another tell-tale sign is the use of the words “top-notch”, I hate this term and to me it screams AI. For more information on AI I have another blog on that here
- Ask “Do you maintain licensing for all of my plugins in your monthly?” — most IT guys see hosting sites as a quick buck. They buy some hosting and resell it without any consideration of security or plugin updates.
- Like the designer leaving a business on their list of “customers we’ve worked with” you’ll also find IT pro’s just by hosting a site rubber stamp that website or brand as their own creation. Not the case, and you should ask them what their involvement is with said client.
- “I need a new site can you help me redesign mine?” if the answer is no, but I know someone who can, we just look after sites, clearly this guy/girl is after your ongoings for maintaining the site and nothing more? You’ll end up with a site from Fivr or a template.
- “Can you help me with my content strategy and provide some numbers when it comes to if my site is it effective?” — For the IT guy/girl it’s about the money and business, as far as “strategy”, what language are you speaking? They will default to the detail and ask what text and what image you have to replace. it’s about the work, not so much about the planning and therefore miss the big picture when it comes to the problem or goals you need to use your site for.
Choosing a web designer?
Back on topic with the choosing of a web designer or agency.
One common issue I’ve noticed is businesses often choose local designers or those with decent portfolios when they need a website. The main problem with this approach is that you might end up with a designer who lacks experience with your specific customer base. They might not be the best fit in terms of understanding the needs of a particular demographic, such as a primarily female audience.
Designers will often claim it’s their job to understand your customers and personas. However, they may struggle with inherent biases based on their background, gender, or previous projects. The worst-case scenario is hiring a designer who simply recycles their old designs, rather than creating something new and tailored.
A team of Web Designers
At GetLeads, we have access to five different designers most of them local to the Riverina. This allows us to select the most suitable one for each project. It’s crucial to understand that while designers play a key role in the discovery process, it’s not solely their responsibility. They are there to develop a concept that aligns with the strategy provided to them by the agency or person who executed the discovery. They can offer valuable advice to ensure the final product is the best it can be for the client but their job is design.
Often, agencies might present themselves as larger than they actually are. At GetLeads, we might seem similar, but we genuinely have access to extended resources that ensure optimal results. These resources are carefully chosen based on the project’s needs. In contrast, a designer claiming to run an “agency” might just be a freelancer with minimal support, which might not be ideal for every client.
If the selection process for a designer isn’t handled correctly, it can lead to wasted time and effort, and possibly multiple iterations to meet client needs. Sometimes, clients themselves might not be the best at strategising for their website. They might focus too much on unprofitable parts of their business. It’s beneficial to consider various designers and agencies, especially since in regional Australia, many “agencies” are actually freelancers.
It’s important to investigate the team before committing to ensure you’re not stuck on the project for years. Some agencies might have many employees but only a few designers, which can limit diversity in design. At GetLeads, we ensure flexibility and choice by having multiple designers available.
Our business model at GetLeads includes a redundancy plan, SOPs that ensure that multiple people are knowledgeable and can assist if issues arise. This is crucial for maintaining continuity and quality.
The inherent issue as a designer with little technical skill
This blog isn’t just about pointing out what other designers do wrong. It’s about helping you make informed decisions. I strongly advise against designers who only offer SquareSpace websites. This often indicates a lack of development skills and a preference for quick, templated solutions over building a lasting relationship and achieving your business goals. I can build something in a couple of days vs the 60-70 hours my team would usually put in to a website.
The inherent issue as an IT guy with little design skill
Another concern is the IT specialist who might be skilled in technical setup but lacks understanding of strategic marketing. They might rely on automated tools like chat.gtp for content creation and have minimal design skills. While they can offer technical support, they are not marketers.
The Answer
In summary, choosing the right designer or agency is crucial. It’s not just about getting a website built; it’s about creating a marketing tool that aligns with your business goals. Make sure to assess the capabilities and background of the team you choose to work with to avoid future regrets. You want a team with a diverse skill base and multiple designers and developers. Prepare to pay a little bit more to get the job done right first time.
Links to other relevant articles on the topic
