I spend a reasonable amount of time looking at creative business websites for all manner of reasons. For example, I do a lot of competitor research. I also get a lot of inspiration from other graphic designers – from every sector of the creative design industry.
It’s fair to say that I also see a lot of the same old problems cropping up. It’s clear that many creative people are unable of getting the business side of things right. And, it’s often incredibly apparent when looking at their websites. With this in mind, I thought I would go through some of the biggest issues I see on design business websites – and how to fix them.
A website that looks like a CV
OK, let’s start with the biggest crime of all. Far too many creative businesses forget who they are selling to – customers. Sure, their websites look awesome, but the idea of a business is not to impress your peers, it’s to delight your customers. You aren’t making a CV, or trying to get a job at your local design firm. You need clients – and your focus should be on appealing to them. Flash, fancy graphics are okay – but only if they work regarding context. If your website is a technological marvel, but customers find it hard to use, they won’t buy from you – it’s as simple as that. Usability is key – design is just a lick of paint.
No nuts and bolts
You might design pretty pictures, lovely clothes, or first-class graphics. But what impact does it have on your customers? That’s what people want to know – the nuts and bolts of your successes. Let’s say you are a graphic designer – how have you helped your clients make money? Can you share some definitive results, rather than just lots of nice-looking images? Reveal the positive outcomes for your past clients, and you should see your sales rise rapidly.
Targeting the wrong market
Let’s say you are a clothing designer. You might have ideas of wowing the crowds at London Fashion Week and joining your luminaries as one of the world’s best. But the chances are that you will have a much more thriving business seeking out a particular market. For example, let’s say you can create hard-wearing and high-quality clothing. A little investment in work wear ERP software will give you entry to the B2B market. Sure, it’s not as thrilling or as high-end as you might like. But the simple fact is that you will have a more robust foundation for the future of your business.
Failure to sell
Creative people have a tendency to forget what’s important – making sales. Time and again, I see websites that are hard to navigate and almost impossible to buy something. It is critical that your online store has a simple user experience that allows people to buy what they want, and quickly.
Lack of portfolio
It can be tough to create a strong design portfolio when you are just starting out. But as a designer, you won’t get customers without one. The answer is simple, however. You should consider working on your design concepts – perhaps for an already-successful business. Share it with your friends and contacts, and who knows who might see it?
Hope this has helped – let me know your thoughts!