Every web designer might agree that the biggest challenge they ever face while designing a site is to convince the client that they know what they’re doing and to let them do it well. Especially with businesses who haven’t yet subscribed to the principles Seth Godin introduces in Survival Is Not Enough, it is hard to sell an idea when they are still clinging to that which they bought years ago. How do you convince your client that the aesthetic appeal of their site is just as important as the functionality?
As I look through articles on A List Apart, I believe I just found one solution of many to this problem. The article in fact backs up everything my first paragraph stated. Before starting any design, we need to make sure our clients are on the same page as the rest of the web industry. The first step in doing this? Lead by example. Show them multiple sites (especially ones of their competitors or of those in the same league) that have beautiful design and successful results. If possible, find statistics of how having a superior design increases traffic and essentially revenue. You could even point out that, if your creativity is allowed its freedom, you could very well have it showcased on any of the many CSS gallery sites. This would not only achieve the goal of creating more traffic, but it would also help in SEO (at least with Google).
Does a site need to have a design that is out of the ordinary, cutting edge, or capable of having that instant “wow” effect? Not at all. You could just forget putting any style in it and using the style sheets for placement, if you use any at all. Or, you could stick with a standard “corporate” look and blend in with the competition. Another option, however, is to stick out from the rest of the pack: capture the attention of those who didn’t even know they needed your product or service and convince consumers that you pride yourself in excellence. When put that way, as a designer, convincing your client that they need to show their excellence through more than just words shouldn’t be all that difficult.