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The Website Design Process: Step 1
Step 1: Data Collection
- Receive request for estimate.
- Clarify requirements and preferences.
In Step 1 you will receive an inquiry from a prospect. Their
first question will probably be, "how much?" Whether
the inquiry is by phone, office visit or email, you'll need
to find out precisely what the prospect wants before you can
provide an estimate.
Note that I use the word, "estimate". Avoid providing
quotes or bids, especially this early in the game. Creative
projects ALWAYS change in progress so pricing should remain
flexible. Once the project gets going, notify the client when
a new idea will add dollars to the bill.
The initial contact is delicate. Both of you will be fishing,
trying to find out whether you'd like to work with the other
or not.
Receive Request for Estimate
Initial contact from a prospect provides an opportunity for
you to screen your clients. When you receive an inquiry it
often looks something like this:
"Hello. I would like a website. How much do they cost?
-Shelly"
This is probably not an experienced business-person. More
likely, Shelly is a new entrepreneur, wanting to turn a hobby
into a money-making enterprise. She probably won't have much
of a budget so you'll need to decide how hungry you are. Do
you want to take the time to educate this person in the ways
of business and marketing? Since she won't have much money
you won't be able to charge a fee for your consultation time.
Are you willing to donate literally hundreds of hours educating
and guiding her?
On the other hand, everybody starts out somewhere. If you
get in on the ground floor and provide lavish, friendly support
and quality work in the initial phases of a start-up, you're
in. If this person succeeds you'll probably have a client
for life and will have the opportunity to grow with them.
Be aware that if you provide rock-bottom prices (which is
probably all this prospect can afford), she will probably
expect your fees to remain the same no matter how big her
enterprise gets and no matter how long you work for her. Be
cautious of the precedents you set in these initial phases.
Clarify Requirements and Preferences
Before you can provide an estimate to a prospect you will
need to find out what they want. The above example does happen
but it's rare compared to the typical inquiry:
To Whom It May Concern,
I would like an estimate for a small website, perhaps 5
or 6 pages, that will present information about my database
consulting services. I provide two types of services: I
create custom accounting applications to small businesses,
and provide hands-on training on MicroSoft Access applications
to all types and sizes of businesses.
I have no preferences regarding aesthetics. I would like
to rely on your expertice in this area.
Thank you for your time. I look forward to hearing from
you.
- Margaret Smith
Zero Margin Consulting
123 Address Street
City, ST zip
555-1212
Margaret has provided just about all you'll need to know
to provide an estimate:
- Business name and contact information
- Type of business
- Target market
- Approximate number of pages
- Function (Looks like she needs a simple brochure site
so she won't need a shopping cart or other advanced functionality)
How did she know that you would need this information? Hmmm.
I think Margaret has already contacted other website designers
and has discovered what website designers need to know. She
is in the process of collecting bids.
This prospect will be very easy to work with. She has done
her homework, she communicates very well, is professional
and courteous. And the key line: "I have no preference
regarding aesthetics. I would like to rely on your expertice..."
This is a website designer's dream. She will be open to your
recommendations so you won't have to spend too much time steering
her away from ineffective or absurd ideas. She is giving you
free license to create an effective presence for her.
The only things you'll need to clarify at this point are:
- Have you purchased a domain name? If not, would you like
me to purchase one for you?
- Do you have a host in mind, or may I shop for you?
- Do you have an existing identity or logo you would like
to use on your website?
- Do you have any images or photos you would like to include?
She mentioned she'll need 5 or 6 pages. You should find out
what she has in mind for the site. It may be that the other
designers she has contacted recommended that number for her,
which may or may not be correct. It sounds about right for
a brochure site but find out what information she'll be presenting
before you make that number firm. It may be that she had planned
on using a 3-screen length page to present information that
would be better broken up into three pages of different topics.
You won't know precisely until you get details. If you charge,
say, $25/page, you'll lose $50 if you don't clarify.
This prospect is a professional, communicates well, is courteous
and open to your recommendations. This is the type of client
you want to work for so take extra time and care composing
your response. Return all of the professionalism and courtesy
she has sent your way. Remember, she is probably taking bids.
This doesn't mean you should reduce your rates — it means
your response should be perfect. Compose a well-organized
reply and watch your grammar and spelling. You might even
toss in some brilliant ideas. Sure, if you don't get the job
she might pass your ideas on for your competition to use,
but sometimes the risk is worth landing a dream client like
this.
Last but certainly not least, you'll want to find out if
the money is there. This can be tricky, especially for small
businesses. Your approach will depend on whether you are dealing
with a large corporation, a small business, or a new mom &
pop venture (the hobby-to-business scenario).
If you're dealing with a large corporation, no problem. They've
been in business a long time and know that they will have
to set aside a large amount of money for quality work. The
money is there and you won't have to be too concerned about
budget constraints.
Small business owners and Mom & Pops are a different
story. It would be ideal if they would provide a maximum amount
for the project so you know what you're dealing with. But
small business owners are hesitant to tell you what their
budget is. They are hoping that your estimate will be lower
than the price they anticipated. If they give you a maximum
amount they're afraid that you will match the amount in the
estimate, whether the work is worth it or not. To get an idea
of how much they're willing to spend, provide some basic pricing
information and ask them to let you know if you should include
these elements in the estimate. Their reply will let you know
if they are a viable prospect. If, for instance they like
the idea of including a $500 splash page and you have explained
that a splash page isn't necessary — just icing on the
cake, then you know the money is there. If, however, they
indicate they do not want a logo design, and only 2 pages
of the 6 you recommended, you're dealing with a very small
budget that may not be worth your time.
Once you have decided you'd like to work with your prospect,
you have pinned down their requirements and preferences, and
judge them to be viable, you can start roughing out the site
structure. This will provide the basis for your estimate.
Step 2: Structural Development >
Overview
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