Why You Don’t Want a Website
The client comes to the project talking about what they want. They want a website they say, or more probably a re-design of their website. But in order to access what a client needs, I need to know so much more.
My first thought is, you don’t want a website.
Let’s just put that out on the table and rather than jumping to the solution — because a website is (or should be) an interactive solution to a problem — let’s talk more about what you do before we talk about what you need.
Sure, I need to know what the client wants for the company and for the product or service. Selling widgets may require a different solution than finding a market for a service. But most importantly, I need to know everything I can about a company’s customer base and what they want. And it might not be a website — although it will probably include something interactive. (okay, yes it will probably be at least a website.)
I’ve been thinking a lot about the article “Multiscreen Mad Men” from the New York Times’ Screen Issue from November 2008. Here’s a great quote from Lars Bastholm of Ogilvy North America:
“Now our job is to have a conversation with your consumers about whatever story it is you want to tell about the brand.”
That pretty much nails it on the head. Effective communication design is about having effective, relevant, useful conversations with consumers. And that is why a client doesn’t want a website, a client wants an effective conversation with consumers and whatever can deliver that communication best is what the client needs.
The title drew me in, but the last paragraph is the kicker. Well said.