11 Jan
2009
Why the Proper Planning of a Web Site is Essential
One of the most important parts of building a new website (or redesigning an existing one) is planning. In fact it’s not unreasonable to expect that the planning stages of a website will take longer and, potentially, cost more than the actual production.
The missing link…
This a fact that is known and accepted in large companies for whom there are often large investments riding on the success of a website. So why is it that so little time is spent in the planning of small websites? Is the risk any less? Are results any less important to the site owner? I suspect that, in fact, for a small business, the success of a website is even more vital. In today’s world, the creation of their business website is possibly the largest single marketing investment that they will make. So surely it’s even more important to plan it properly…
So why does this situation occur? I suspect that there are a variety of reasons, each a factor to a lesser or greater extent for different people. So here are some of the major ones, in no particular order:
- Understanding
Many people feel that, because a website lives in the world of technology that they cannot understand it. Therefore they try to avoid involvement in it beyond the request for a quote and expectation of results. - Perceived Value
People, particularly those earning their livelihood working long hours in their own business, respond far better to spending money on something tangible. Consultancy may only generate an idea… the value of which may not become apparent for some time, one of the hardest products to sell to a small business. - Time
Most people owning or running a small business are overworked, something we have all experienced at some stage in our career. Again, when you are overworked it can be difficult to appreciate the benfit of simply sitting down with someone and talking through a series of points or ideas. - Habit
Probably the one that people would least readily admit to, but a common occurrence, the ‘just do it’ syndrome is something that often filters through from people who are overworked. This quickly becomes a habit with the thought process of ‘That’s what I’m paying you for, I don’t have time to think about it’.
A web designer’s job
So what can we as web designers, consultants, developers or graphics specialists do to help our smaller businesses to break through these barriers to success?
- Be flexible
If your potential client can only give you an hour for planning by going to the pub for a pint at 9pm on a Sunday night, GO! You are providing a service, not just a finished website. You will need to fit your hours around your clients. - Get to know your client
Find a way to spend time with them that they will enjoy. To many people talking about things that they perceive as difficult can create a lot of stress. By getting them into an environment in which they are comfortable, whether a pub, restaurant, gymnasium, country park, or even their own home, you’ll get a far better response to the idea of planning time and far better results. - Begin planning at the beginning
This may sound obvious, but where is the beginning? When you are given the go ahead? When you’ve been paid the deposit? Actually it’s far earlier, when the potential client first contacts you. By getting them to think about the planning and success of their site at the earliest possible stage you will have a much happier client who is far more likely to give you repeat business. They will also get into the habit of planning and will be far more open in the future. - Listen, discuss & guide
Don’t try to be ‘the expert’, listen to your client. If they feel that you are interested in their business and their success they will be far more comfortable working with you. - Communicate
Keep your client informed of project progress and any issues that come up. While they don’t need to know every little technical detail, clients will always trust and work more effectively a designer or developer that keeps them up to date with progress and is open about their process. This will help your project run far more smoothly and highlight areas of your planning that need to be reviewed during the project. - Review & create milestones
It’s important to keep the planning process alive throughout your project. Reviewing progress against the plan throughout will help highlight any areas that are not getting the attention they need. - Learn their business
When working in partnership (that’s really what we’re trying to achieve here) you need to have a basic understanding of the market that they are in. This will help you gain credibility with your client and build that all important level of trust. Your client will be able to help you with this. Ask them the right questions… - Deliver
Even if you don't hit your deadlines on every occasion, ensure that you deliver what is needed according to the plan... AND if you're going to miss a deadline, tell the client and update any project plan documentation.
The fundamental thing that I keep remembering when working on a project is something that one of my sailing instructors, who was a former sergeant-major in the paras, drilling into me and the other on our course, “The 6 Ps”…
Prior Planning & Preparation Prevents Poor Performance
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I completely agree. Thanks for the post!