The Importance of Communication with Your Website Designer for Small Business Success

I was talking to a fellow website designer yesterday and he was telling me about a client who kept changing their mind about their website and then once it went live decided that it shouldn’t have done so for another two weeks.  This lead me to think about how important it is to talk to your website designer.

A website is often the first impression customers will have of your business. For small businesses, especially, a well-designed website can be the difference between gaining or losing a customer. But achieving a website that truly represents your brand, engages visitors, and drives results isn’t just about hiring a talented designer. It’s about clear, consistent communication. Let’s explore why talking to your website designer is one of the most important steps in building an effective online presence and how to make the most of this collaboration.

Why Communication is Key in Website Design

Creating a website is more than just assembling a few pages and filling them with content. Your website needs to embody your brand’s personality, values, and objectives, offering an intuitive experience for your audience. A designer may have the technical skills, but only you know your business’s unique story, goals, and market. Here are some key reasons why communication is vital to this process:

1. Aligning Goals and Expectations
   A successful website is one that meets your specific business objectives. Without a clear understanding of what you want to achieve, a designer can only guess at your goals. This often leads to misalignment, with the designer creating something that, while beautiful, doesn’t drive your intended results. Clearly outlining your goals — whether they’re to increase sales, build a mailing list, or educate visitors — ensures the design supports your business’s objectives.
2. Ensuring Brand Consistency
   Small businesses often thrive by establishing a unique, recognisable brand. Your website should reflect this, not only in its visual design but also in its tone, message, and functionality. By openly discussing your brand, values, and the image you want to project, you give your designer the insights they need to build a website that feels authentic to your business. This consistency across touchpoints is essential for customer trust and loyalty.
3. Saving Time and Budget
   Miscommunication and misunderstandings can lead to costly revisions and delays. Providing detailed feedback early in the process allows the designer to work more efficiently and reduces the likelihood of errors or missteps that require additional resources to fix. Clear, regular communication can help your project stay within budget and on schedule, which is particularly crucial for small businesses with limited resources.
4. Understanding Technical Constraints and Opportunities
   While you may have an idea of what you want, there may be technical limitations or budget considerations that influence what can realistically be achieved. A website designer can explain what is and isn’t feasible, allowing you to make informed decisions. Additionally, they can suggest opportunities, tools, or features you might not have considered that could benefit your business. Being open about your expectations, budget, and technical comfort level allows the designer to tailor solutions that fit your unique needs.
5. Creating a User-Focused Experience
   Website design is about more than just aesthetics; it’s about user experience (UX). A good designer will consider how visitors navigate your website and how to guide them towards conversion. However, you know your customers best. By sharing insights on your target audience’s preferences and pain points, you help your designer craft a site that’s intuitive and enjoyable for visitors, ultimately leading to more conversions.

Essential Topics to Discuss with Your Designer

To make sure your website project runs smoothly, it’s important to approach the relationship with a clear plan for communication. Here are some key topics you should be prepared to discuss:

1. Your Target Audience
   Who are your primary customers? Their age, interests, and online behaviour can all impact design decisions, from layout to tone of voice. If you cater to a professional, older audience, for example, you may want a more traditional, polished website, whereas a younger audience may respond better to bold, dynamic elements.
2. Your Goals for the Website
   Make sure your designer understands your website’s purpose. Are you hoping to drive online sales, generate leads, or simply provide information? Each goal will influence the design and functionality of the site. If you’re selling products online, for example, the design needs to focus on easy navigation and streamlined check-out processes.
3. Brand Identity and Style
   Share any brand guidelines, including preferred colours, fonts, and logos, as well as the overall tone you want the website to convey. If you have examples of other sites you admire, this can be a great way to illustrate what you’re aiming for. While your designer may offer stylistic advice, they need a clear picture of your brand’s essence.
4. Content Strategy
   Will you be adding a blog, news section, or case studies? The type of content you plan to share can impact the structure and layout of your website. If your content needs frequent updates, discuss a content management system (CMS) that you’ll feel comfortable using on your own or make sure that the designer is able to make updates for you.
5. Functionality Requirements
   Think about any specific features you need. This could include e-commerce capabilities, appointment booking, a contact form, or even multilingual support. Each function requires different technical considerations and can impact the overall budget and timeline.
6. Budget and Timeline
   Be upfront about your budget and preferred timeline. While a designer can do amazing things within a given budget, they need to know what they’re working with from the start. Transparency around finances and deadlines allows for realistic planning and ensures your designer can set achievable expectations.
7. Maintenance and Updates
   Will your designer be responsible for updates, or do you want the ability to make changes on your own? If you prefer to manage things internally, discuss a user-friendly CMS. Ongoing support and maintenance can often be arranged, but it’s better to clarify your needs before the project wraps up.

How to Maintain Good Communication Throughout the Project

Establishing a collaborative partnership with your designer is an ongoing process. Here are some tips for keeping communication productive and positive:

• Set Regular Check-Ins: Scheduled progress meetings allow you to review design drafts, give feedback, and discuss any challenges that may have arisen.
• Provide Constructive Feedback: Instead of simply saying, “I don’t like this,” try to explain what isn’t working and why. Be as specific as possible, referencing elements like colour, layout, or messaging.
• Respect Their Expertise: Remember, your designer brings valuable knowledge to the table. They may suggest things you hadn’t considered or even challenge your ideas. Approach this feedback with an open mind.
• Be Open to Iteration: Design is often a process of refinement. Expect to go through a few rounds of tweaks as your website takes shape. This is normal and can be a good thing, as it means the design is evolving to better meet your needs.
• Use Collaboration Tools: Tools like Trello, Asana, Slack or even a ticketing system that your designer may use, can help streamline project communication, allowing you to share feedback, track progress, and avoid email overload.

In Summary

Investing in a website for your small business is a smart step towards growth and increased visibility. But the real value of this investment lies in effective collaboration with your designer. Clear communication allows for an aligned vision, efficient workflow, and ultimately, a website that doesn’t just look good but performs well for your business.

Whether you’re a startup just creating your online presence or an established business looking to refresh your site, remember: your designer is your partner in this journey. By sharing your insights, goals, and brand vision, you empower them to build a website that is not only functional and aesthetically pleasing but also true to the heart of your business.