How to be a good client

If you are preparing to hire a web solutions provider (That's my term for a firm that offers web design, application development, graphics, copy writing, search optimization and/or online marketing expertise) then the thought of how YOU can be a good customer is probably not even on your mind. Most clients I've had - in any industry - typically think they are a good client by virtue of hiring their selected firm and paying the bills on-time. And this is certainly true from the cash-flow perspective of the business. But to be a really good client means more.

First, hire the right firm. Don't just hire the lowest cost provider. The ideal firm to hire has employees who love their work. Each individual in the firm; account representative, graphic designer, database administrator, developer should do it mostly for the enjoyment. They should see a positive outcome from their work as their greatest joy and the money just comes along with it. You can tell the firms who love what they do because there is passion in their tone of voice and an energy that each employee carries in their demeanor. That excitement is contagious and will make your project go from good to great.

So step #1 of being a good customer is hiring the right firm. Get it wrong and YOU share the blame for picking the wrong firm.

Good customers usually get the best service AND the most value. The reason is simple: You allow the service provider, whomever they are, the opportunity to focus on addressing your specific needs. Step #2 of being a good customer, like any relationship, is communication. If you want to be a good customer and get the most out of the relationship, you must communicate.

A doctor cannot cure you if you simply say: "I don't feel good".
An Architect cannot share your vision if you just ask for: "Something nice".

To build a web site application that will address your needs, you must be specific. And this is usually the root of most problems. Clients speak in terms of outcomes, while web designers will think in terms of process and presentation. A good web consultant will ask questions about what you do and how you do it. What value you deliver to your customers and what alternatives are available? A good web consultant will understand your business process and information flow, adapting that sequence of inputs and outputs to the website. Along the way, hopefully, they will find some opportunities to streamline, improve and accelerate your processes.

Step #3: Good clients take the time to educate themselves. They understand what information is needed from them. If you are in the market for a web application, here is what you need to know:

Do not think of your web site as 1 homogeneous application. It is in fact 3 distinct components:
1) The public pages
2) The logged-in pages
3) The site administration pages

If your site does not require users to log-in, then your job of being a good client is now much easier. If you do have both logged-in and logged-out pages, then it is more complex for the designer to create.

What information is shared on the public site versus what information is shared in the logged-in area? Can everyone see the same content when logged-in? Or are there user-access rights that must go along with the log-in privilege?

The site administrative pages are the screens that you as the site owner will use to maintain the site. They control the site content, tell you who has logged-in, how many users there are, provide access to statistics about site usage and contain the privileged customer information that you must secure: credit card numbers, purchase history, e-mail, phone and other personal information.

In a hospital, for example, there are public, patient, and staff areas. A web application is very similar. Some areas anyone can view, some areas are appropriate for the "customers" and some areas are restricted for only the staff. Keep these 3 types of areas distinct in your mind, and you will communicate your needs much better.

Next, it is helpful to understand the components of each page. Every page has navigational elements and content elements. The navigation is what allows the user to more from page to page; step to step. The content is what information you want to share with the user when they are not navigating. The content may be text, audio, video or image/graphic. Many web sites suffer because the client assumes their web developer is also a skilled copywriter.

There is a reason carpenters don't do interior design. Don't expect a person whose first language is java, perl or html to be the same word-smith who writes the copy for your site. If you have been in business for any length of time, you should have someone on-board who writes solid business and sales correspondence. Task them with writing the site content and working on your site with the firm you select.

All of that navigation and content is placed into a page design. At the core of your site is a construct for the colors and layout. Your users will rely upon familiarity to make their way through your site. Consistent and appropriate terminology is critical for all tabs, buttons and headings. If your site is large and complex, color coding by the type of content is useful. When possible, make it match the "real world" scheme of your work. If you are a photographer, make your black & white photography section tabbed with a black and white navigation element. Your baby section should probably be pink & blue. Don't divert from industry norms just to be different. Uniqueness is championed by many but followed by few.

This leads us to the topic of intuitiveness. It is, in my opinion, the absolute key to measuring the success of any web project. If a new user can sit down at a computer and use the site from "start" to "finish" without getting lost or stuck in a "dead-end", then the project is a success. Great athletes will often score points while making it "look-easy". That is the goal of the web designer. To take the requirements for the site and allow the user to navigate the site, access information and complete required processes in a fluid path. Think of Apple Computer and the simplicity of their designs.

The chances of your website being a success are greatly enhanced when you:

1. Hire the right firm. (Not just the cheapest)
2. Communicate your needs. (Don't just leave them to build something nice)
3. Educate yourself. (Understand the basics and you will communicate bettter)


That's it. No technical jargon to learn. No industry buzzwords to memorize. Simply understand that building a website, or anything for that matter, requires several diverse skill sets. Building a house needs a solid foundation, skilled carpenters, electricians, plumbers and a thoughtful architecture. To get the most for your investment, share your vision, articulate your needs and understand the building process. Do these things and you will help to build a website that feels more like home.