Let’s be honest…” success” and “every client” are rarely heard in ‘every’ web designer conversation.
So what is it that “clients want from a web design agency”, why are some web design projects more successful than others and what can agencies do to ensure clear communication and expectations are delivered?
This article discusses what agencies can do, what clients want, and provides a few smart suggestions towards best practice.
Is it worth it? You bet. According to ThinkJar, it is six times more expensive to win a new client than to keep and service an existing client.
The client wish list… what clients really want from their web design agency.
1. Communication
It has to be said that many agencies are experts at recording client communications, it’s what they do. Agency life thrives on taking briefs, questioning, and challenging, offering advice and guidance. But, on occasion agencies could do better, here’s some of the no’ no’s.
- When you have a new client meeting, do you take notes and send a copy of the notes to the client with a list of the agreed actions?
- After the meeting, does the communication stop most times? Should there be follow up questions?
- Did the meeting include action points (great), but was the agency confident to include a timescale.
Remember their name, ask them what they do, their background. We’ve never met a client that does not want to tell you more about them, the business, or what their project is about. Remember, while agency creds and pitch documents may look great most companies want to talk about their needs, have questions answered, and go through a discovery process.
2. Post-Project Communication
Many agencies should win awards for their ability to manage complex web builds and budgets coupled with personalities, technology-driven decisions, and creative branding! However many clients want communication to continue after the project.
- Do you proactively follow up that the website is performing well, post-launch?
- Does the agency offer a strategy meeting once every 6 months/year?
- Do you check that the client still is not interested in advertising and marketing now?
- Do you help new business launches get their new website indexed or is it up to them now?
3. Statement of works (Sow)
How many times does the client change the brief? The answer is of course, none. That is if you use a Statement of Works document.
- Do you agree with the brief in writing and confirm what the agency will deliver?
- Do you agree a timeline for design and code, or test and go live (User acceptance testing)?
- Do you agree with what quality controls are in place and to what limit?
The majority of clients want to know what they are getting for their budget. In some instances, it needs to be documented for ’rounds of changes’ or ‘project hours’ while other instances it’s just good practice to ask a client to sign off the brief that you send them for assurance you, the team and the client all understand the deliverable.
4. Deadlines
If you were to asked to spell deadline, some would spell it as O-M-G however, as scary as
Deadlines can be the majority of companies want and need to know a design draft, launch, or delivery date.
Clients have a right to know when their project can be delivered even if it is an estimate and by providing an estimated time of delivery it can prevent phone tag and client stress.
- It’s OK to remind a client that they have not sent images, content, or signed off.
- It’s OK to call the client to ask questions, in most instances it will save time later.
- It’s OK to call the client and let them know a deadline will or will not be met.
Deadlines can be missed and from what we know clients prefer to be told of a potential delay so they can work around it, factor it in, or simply know what is coming.
5. Warranty
Just as you are likely to not understand thermodynamics, clients buying web design or digital marketing services are not likely to be able to read a technical report or understand agency internal conversations. It’s always a good idea to give every client a clear understanding of:
- Website launch, testing, and warranty
- What would happen if they do not maintain their digital asset themselves
- Options to choose from or a recommendation for maintaining their digital asset with a referral
6. Investment
Clients want to know that the website is designed and coded will perform well afterward. Often, the ‘afterward’ part is not discussed and there is no plan for driving search engine traffic, generating leads, or delivering on the goals the clients need. Here is what you can do:
- Offer a Google Analytics measurement plan before or during the website design and build phase. Potentially you can track the number of calls, leads, sales, or other activity.
- Offer to implement a new Google analytics measurement plan after the new website launches, again to help track future growth and determine what will help grow their audience, reach, sales etc.
- Offer to provide a post-launch meeting and / or training. Even if clients say they know the CMS their level of knowledge may be quite different from yours!
7. Business Relationship
It’s hard to say no to a client, but in the long run, it’s easier and better for the business relationship.
- Clients don’t want to be in a position where they were not told, so, better to raise the issue and deal with it.
- Clients want quality if the resource is not available and quality could drop, better to raise the issue at the beginning.
- Clients want it now (well not all of them), it’s always better to say no and protect your staff and well being while working in a creative environment.
Saying ‘no’ can be difficult, but in doing so can present a fairer playing ground, notice periods, better briefs, and an understanding that you and your client are both important to the success of the web design project. If you are a web design agency and want to improve your web design agency credentials and stand out from other web design agencies we think it will be worthwhile visiting recommended digital providing independent review and accreditation provider for web design agencies.