6 Things You Need to Have Before Hiring Folk Founded to Design the Website of Your Dreams
There’s no way around it—having a website is 100% necessary if you’re running a business these days—online or offline. But, sometimes we can get our cart before the horse when it comes to investing in a custom or semi-custom website from a professional designer like yours truly.
We all get so excited—errr—frantic about having an online presence and keeping up with the digital Joneses that we rush into the custom design process because we feel like we HAVE to HAVE a custom website in order to be successful. But, here’s the rub—a website is only as strong as the foundation it’s built upon.
So, let’s just get right down to it.
The six things you abso-freaking-lutely MUST have before hiring a web designer for a custom website to make it actually worth your investment
1: Clear direction and goals
Having no clear direction or goal for your website build is like going on a road trip in uncharted territory without a map. Just plain insane. You should always have specific reasons to enlist the help of a professional and results you’re looking to get beyond “I want a good looking site”. If you’re not clear on what your website needs to do for your business, your designer can’t really solve your problem. And, well, that’s a problem.
Before you inquire, make sure you’re clear on why it is you need a custom or semi-custom website. Is it because…
You need to incorporate integrations that make it easier on you to run your business while streamlining your customer experience through your website
Your competition is steep and to stay in the race you really need to level up
You’ve DIYed your way to where you are now, you have the foundations in place and you need a creative to help you better execute your vision
You just don’t have the chops, patience, bandwidth or time to mess with your website—at this point all the tinkering is costing you money
Now, make sure you’re clear on what it is you’d like to gain from this kind of investment. Do you hope to…
grow your email list
sell a service or product
inform and educate through free and/or paid content
showcase your work or portfolio in a unique way
Create a foundation for a community
2: Know Who Your Customers Are
When you don’t know who’s visiting your website, it’s hard to create an experience just for them. There are bookoos of design decisions that can make or break your website visitors’ experience. That’s why it’s so important to know not just who you’re working with but who you WANT to be working with.
When you’re clear on who you’re serving, you can create a tailored experience just for them.
How are they accessing your site? Mobile desktop??
What are their values? Do you share common values or beliefs
What are their habits? Do they need extra sweet-talking to seal the deal or do they need the facts and a big ole buy now button?
What are their fears and desires?
What problem can you solve for them?
What community can you create for them?
What are their shopping habits?
What are their demographics? Age, sex, location, education, etc. I know this seems pretty archaic, but it is still useful information to factor into design decisions.
3: Established Products & Services
If you’re not clear on what you’re offering, your website isn’t going to magically sell it. Quite the opposite in fact. When your website is as clear as mud on what you're selling to solve your customers’ problem, they’re going to hightail it outta there and find someone else who has their sh*t sorted to give their money to.
Make sure you’re crystal clear on what you’re selling…
What is it?
Who is it for?
What problem does it solve?
What are the benefits to my customer?
What makes this unique
What makes this the best—nay—the only option for them?
4: Visual Branding or Brand Identity System
Your visual branding at minimum is your logo(s), color palette, and fonts. Some web designers require your visual branding be done before you come knocking on their door. Some web designers include a level of visual branding in the web design process (hello, me!). Some will only work on your website if they’ve done your visual branding as a separate package first even if you already have established brand visuals.
My web design process always starts with visual branding because I t’s foundational for the overall aesthetic of your website. If you have a logo, established color palette, and brand fonts you love—GREAT. If not, no sweat—just make sure to have the following sorted so we can create an aligned visual identity for your brand.
Pretty much everything from #1 & #2 need to be sorted.
Your mission, vision, values, and goals
Brand personality traits
Your magic: what it is that sets you apart
Industry peers to look up to and avoid
5: Website Copy
This one is a big one! Copy (the actual words on your site) and design can feel very chicken or the egg when it comes to which should come first. And, depending on who you ask, the answer might be different. But, if you’re at the point in your business where you’re investing in custom web design, you need to be investing in professional copywriting as well.
I’m a big advocate for copy before design. Yes, you read that right. Copy first. Design second. When your designer has the story, they can build a beautiful website that flows in a purposeful way. Your website copy tells the story. The design paints the picture. You can have a beautifully designed website but if your copy doesn’t engage your audience and make them feel seen and heard—they’re not going to buy from you.
I highly encourage you hire a professional copywriter to help you write your website copy. Or, at the very least invest in a resource or course created BY a professional copywriter intended to help you craft website copy. This is an investment but a very worthwhile one.
6: Brand Photography
If you’re in the business of selling services, you need brand photos. If you’re in the business of selling products, you need brand photos.
I don’t care what you’re in the business of—You. Need. Brand. Photos. And here’s why…
You have a unique product or service and a unique way of selling it. Your brand photos help tell that story through your brand's personality lens. And, if you have actual, physical goods you better believe they need to be photographed!
Custom brand photography can help differentiate you from others in your industry.
You and/or your designer don’t have to spend hours upon hours trying to find the right stock images for free or $$, that match your aesthetic, that all look cohesive to fill your website. That time and $$ could be spent with a photographer getting EXACTLY what you need and again, photos 100% custom and unique to your business.
There is a human running your business. And, your customers want to get to know you. Having custom brand photography helps create that connection and lets your unique personality shine through.
Bottomline friend—I want you to make good investment and that means being ready to do so. If you’re unsure of what you need, or where your business falls on the scale of DIY to full-on custom design—let’s chat!
P.S. I also have a blog post where I tag and link several kick-ass creatives and service providers who can help you check some of these things off your list…check it out right here.
