What Sarah Said (About Web Design)

I must be the only web designer, social media strategist and programmer who can find inspiration for a blog post in a song by Ben Gibbard and Death Cab For Cutie. At the very least, if you're into music, I might have caught your attention with that post title. Truthfully, though, I can't say that the mythical Sarah had some true insights about effective design (the song is rather dour and melancholy, after all), but it's the sort of title that certainly grabs one's attention, isn't it? So, if Sarah was indeed somewhat of a web expert, what would she say, exactly?

Effective web design begins with listening, truly listening, to your client.

Without question, Sarah would say to listen to your client. That's first, foremost and non-negotiable. Probably the worst thing you could possibly do is present a client with preconceived concepts and ideas, ultimately designing and building a site which presents your strengths and meets your sense of style without taking into consideration the needs and corporate image of your client. Think about it: would you want to do business with someone intent on literally forcing their own ideas down your throat? I think not. We're hired for our vision and expertise, of course, but the true visionaries and professionals among us listen first and design later. Seriously: could we truly succeed and serve our clients any other way? After all, it's their company and their image. It's their future and their reputation on the line. And it's our job to refine and present that image in a memorable way, helping them to attract new clients and new customers along the way. Otherwise, you can forget about truly helping your client win new business. And you can forget about positive referrals and new clients of your own.

So, be sure to call upon your own expertise and experience. But never forget to listen, for listening to your client is perhaps the greatest skill you can ever have. It's the key to mutual success, and it's the key to longevity in this ever changing and highly competitive business. Pay attention, ask questions, make notes and prepare for the success which will come your way.