When You Should Fire Your Web Designer

Is your existing web designer also a competent blog designer? Did you know it takes special skills to effectively design a business blog? When you’re having a blog created for your website, it may not be in your business’s best interest to use the same web designer that did your original site. I’ve been doing this blog consulting thing for a while, now, and something I see repeatedly is business owners paying good money for outdated site design that does more harm than good.

Blog Design and Hybrid Mechanics

You may have a great relationship with your auto mechanic, but if your mechanic hasn’t taken special training to work with the new gas-electric hybrid vehicles, and you want to buy a new hybrid car, you simply can’t take that car in to your old mechanic.

You know why: he will not be able to help you. If he tried, he might screw things up pretty badly for your new car—limiting your freedom of movement (and costing you extra) while you have to take your car to a more qualified mechanic. It would’ve been wise to seek out a hybrid-qualified mechanic in the first place.

The gulf between “old school” web designers and blog designers is even wider than that. Let me be blunt: if your previous web designer has not been keeping her skills updated, she is of no use to your business. You might be in luck. In the time since your designer created your last site, she may have grown into a fully competent blog designer. But if she hasn’t kept herself up-to-date, then why on earth would you want her to design your new blog? At best, you’d be paying her to learn on your dime, with sub-optimal results that would only minimally help your bottom line. At worst, more harm than good could be the result. You could experience diminishing traffic and fewer sales, rather than more.

Design is not Enough

Why? Because design is not enough.

Time was a web designer wasn’t much more than a graphic or print designer who had learned how to translate their visual designs into web pages. These web pages often used layout methods which have since become deprecated (like depreciation). That is to say, these old methods are no longer acceptable because they do not comply with the updated standards for HTML, CSS, and other technologies as stated by the World Wide Web Consortium, the governing standards body for this sort of thing.

But it’s more than that.

When most laypeople think of web or blog design, they’re of the understanding that “design” means everything. In other words, it’s not just the look of the pages you’re expecting from your designer, but also the placement of the content, the navigational architecture of the site, and nearly every word of copy—not just the design, but the marketing, too.

One cannot design a blog effectively, nowadays, without also understanding concepts such as search engine optimization (SEO), copywriting, conversion design, community-building, social media integration, and marketing. This puts you, the business owner, in the position of having to hire either a multi-person team with breakdowns among the specialties I mentioned, or one person who can do it all.

My Own Story: Pissing Off Web Designers

I never set out to do this, but I keep pissing off web designers who have not kept up, and putting business owners in a position of having to make a tough decision between a valued personal relationship and nothing less than the ultimate success of their business online. I was on a conference call the other day with a PR agent who is using me to create or improve the blogs and websites of his clients, and he asked me what I would do to improve the site of one of his clients. In my normal honest and straightforward fashion, I said that the site had no apparent purpose to visitors, and that it would be nearly impossible for the the site the way it was to receive any relevant search traffic. Basically, the purpose and marketing were completely off-target. The fact that it was already a WordPress blog didn’t even matter in this case, because its conception was wrong-headed to begin with.

I found out later that the original designer of that site was listening in on the conference call. Now, that might make you wince a little bit, but you know what? I care more about the success of my clients than the feelings of a web designer who doesn’t understand marketing or who can’t be bothered to keep his skills updated.

The success of your business is ultimately not related to whether or not you just paid a designer a lot of money for your site. If your site isn’t going to help you attract, engage, and sell to customers, you might as well just pile up all that money on the table… and set it on fire.

Blog Designer Checklist

So how do you know if your designer has the chops? Use this list. If your designer doesn’t do all of these tasks or understand these concepts/disciplines, get people who do. You do not have to understand everything on this list in gory technical detail yourself.

They have their own self-hosted WordPress blog, which has been updated recently (DUH! Seriously, without this, don’t even bother!)
Understand table-less CSS layouts using floated divs
Knows how to configure blog settings optimally, such as for permalinks and feeds
Works with you to incorporate conversion goals into the design and content
Knows exactly what plugins to install and how to configure them for SEO and social media engagement
Understands at least basic on-page SEO factors—and provides a way for your blog’s authors to learn about this as well, since they’ll need to know it in order to create successful blog content

Tough Love

Are you willing to risk your business failing because you make the wrong decision about your site’s designer? The best thing you can do is get all the hosting, FTP, and blog (if you already have a blog) logins and passwords from your old designer (you should have them anyway). Create new users and passwords and delete the old accounts (your new blog designer can do this or an interim tech-savvy virtual assistant). Then, simply begin working with your new designer. If you haven’t opened discussions with your old designer, then there’s nothing for them to do; you will simply have ceased to call on him. He may not even notice, because the only time he pays attention to you is when you have a job for him to do.

If you have opened up discussions with your previous designer, then you owe it to her to let her know that you’ll be working with someone else. I know that’s tough, but I doubt it would be the toughest thing you’ve ever done. You might be doing her a huge favor by waking her up.

A Compromise

If you value your relationship with your designer enough, here’s an alternative: let them do your new blog for you and let them learn on your dime and update their skills and knowledge. But… at a reduced rate. This way, you’re both doing each other a favor (although you’re likely granting the larger favor, but hey, relationships are important and so is “paying it forward”). I mentioned above that doing this could lead to less than optimal results. You’re in danger of that, but if you feel it’s worth the risk, then go for it. Be dedicated to learning as quickly as possible from mistakes and setbacks. Keep a keen eye on your analytics, search engine rankings, and conversion rates.

Filed Under: Blogging

ValerieHJ

Michael, love this post. I'm in the process of setting up a blog for my caregivers store. Thanks to your help/consulting in the past, I understand a lot about blogs.

Before you, I had a web designer with not blog experience helping me with my blog and he screwed up the entire site. I had to shut it down and start over – then I found you.

BTW – I like the new header and side bar.
- remarkablogger
  
  Valerie, thanks for the kind words. I'm really glad I was able to be of help to you (and I'm glad you like the recent design tweaks here).
http://twitter.com/vadim_tchernine vadim_tchernine

Great Read! Its unfortunate to end any relationship but you have to put your business first
- remarkablogger
  
  Not ALWAYS Vadim, but most people work with people they know instead of the right people.
http://reviveyourlife.com/ Jake

Great and very useful post and I couldn't agree more. It's not just about “looking pretty”. There is so much more that goes into development of a successful site and your checklist is spot on.
- remarkablogger
  
  Thanks, Jake, I'm glad we see it the same way. I don't have all the answers–if there's anything you think I should add, please let me know.
Anonymous

Great article! Sometimes it’s hard to make those tough decisions but taking a critical look at the actual state of affairs will help. This post is coming at a perfect time for me as I’m in the process of getting my blog re-designed. Having no design skills myself I have set out to find some help. That said…if anyone knows a good designer that works with Thesis hit me up Thanks for the great post Michael!
- remarkablogger
  
  Have you heard of Headway? http://headwaythemes.com
  - kristybolsinger
    
    I totally knew you were going to say that too
http://www.savvybusinessmom.com Anonymous

Micheal, I found you on twitter from a link on @ProMomBlogger’s page. I was totally intrigued by the ‘blogging since Jesus was a baby”… but enough smoozing. This post is what I need to support what I have to tell marketing clients all the time: Your website sucks!

I’ve had people actually go back to their out dated webdesigner and try to get them to implement the ideas and tips they get in their free consultation with me because they don’t understand the “blog design hybrid mechanics” part.

I like the way you put that and will have to use that as an example in the future.

Further more, about pissing off designers, I got into it with a designer because he was trying to get away with just doing the ‘design’ part without the “designed to sell” part. Meaning no SEO, poor site structure etc. Stating the fact that “they don’t know any better” as the excuse. To me, that’s an opportunity to serve NOT take advantage.

You must have heard the “WHAT?! But, I just paid $$$$ for this site design” as an objection to blog design/redesign too with your reference to setting the $$$ on the table and lighting it on fire! lol

I guess that’s what make it such an awesome business opportunity for those of us who know and teach :0).

Malika
- remarkablogger
  
  Malika, you know the drill! I love what you said: “desing” vs. “designed to sell.” That's gold.
  
  I've actually suggested to clients that they get their money back from previous designers. This stuff can NOT happen one stage at a time in isolation.
  
  However, people also balk at having everything thrown at them all at once, so it makes for some interesting selling.
  - http://www.savvybusinessmom.com BizSavvyMom
    
    You are right about the “interesting selling” part! LOL. My market is the home based business owner (Network marketers and independent retailers) so, many of them have websites that they pay for on a monthly basis that they CAN'T SEO or alter in a way even if they WANT to. They have to totally start from scratch when they meet me.
    
    Then I have another dimension to deal with when working with networkers — the fear of rejection from the 'group think'. We have things like uplines and downline to consider when breaking from the 3-ft-rule, verbally assaulting strangers in public places, family alienating prospecting techniques of old.
    
    However, once I 'splain what a website/blog is supposed to do for them: Attract and convert browser into buyers through valuable content be they see it will NEVER happen if they remain where they are.
    
    If the one they had did that it would be an “investment” in their sales and marketing efforts rather than the money pit they have now. Once they understand that.. it's a wrap!
    
    Malika
http://webmeister.me daveferrick

Michael, excellent post and the compromise you propose is spot on and I think a lot of people are in that camp of not wanting to leave their current designer (the idea of “starting over” is scary) but also need bigger results.. Like you said, you may get a bit of a performance hit but you’ll hopefully gain that back by maintaining a relationship.
- remarkablogger
  
  Dave, thanks. There's enough room on the boat for everybody if that's how we want to do it.
davey

good information here. but I think you are confusing designing a blog and doing all the construction of one.

since you like the car comparison; I buy a car that is designed by a guy who specializes in industrial design. That guy doesn't construct the engine or assemble it. He creates the aesthetic that makes everyone want to buy it, there are other people in the equation to make it happen.

If your blog designer is also constructing the blog, then you thoughts hold true, but that isn't the case. Don't loop designers and developers together.
- remarkablogger
  
  Davey, that's a totally appropriate question. No, I'm not confusing anything, because for one thing, I can “do it all” and have been for over a decade. Also, clients often aren't aware of these distinctions, which is precisely the point I make in the post.
  
  A client who hires for design and doesn't get marketing, SEO, and conversion taken care of is doomed. I don't mean to say every designer should be able to do everything, but many do their clients a disservice because they are just as ignorant as their clients about these things. There needs to be enough awareness to at least be able to make intelligent referrals.
  
  Thanks for bringing up this question, I really appreciate it!
  - http://nathanhangen.com/blog Nathan Hangen
    
    Yeah, I think it really depends on the business. For instance, I know how to do most of the technical, I just can't design, so I can get away with hiring a designer. Another business might need the works, but as a consultant I can outsource the design and do the tech work on my own.
    - remarkablogger
      
      Nathan, that's a good point. From the client's point of view, it's all one service. Less for them to worry about.
http://www.jgoode.com jgoode

Great article! However, I have to disagree with a few points.. not disagree entirely, but more point out a few things that I think people need to understand further. Let me preface this by saying I have been a professional in the Graphic Design industry as well as the the web development side of the universe for 14 years.

I think one of the greatest mis-understandings about design is what IS the responsibility is of the designer and what should you expect. “Designer” is not an end all title, so one shouldn't assume their designer is a “web developer”, there's an enormous difference. I agree that if you want a business blog (for example) it needs to be designed for the purpose of blogging which means it needs the appropriate setup, etc. However, when hiring a designer, one should take into consideration not only the checklist you have offered, but the purpose and full scope of the design they (the client) want. Some designers specialize in just design… but they work closely with a team of tech and marketing savvy individuals. Ask the designer what they specialize in and if they do prefer to focus on design, ask how the rest of the project will be completed – who's responsibility is it?

There is more that goes into design that the “pretty” of a project. If done correctly there is a visual message and meaning far greater than “wow that looks fantastic”. There is a purpose to good design. That's why we call it “visual communications”. So sometimes, it's smart to hire a designer for the design, a tech team for the technical, marketers for marketing, etc.

I do agree, however, that it's important, if you are looking for full package designer that you ask them what they provide in terms of your specific needs. The first step, for you, as the client, should be to understand your needs. Research your competitors and like industry sites and see what they are doing. Figure out what you'd like to see happen on your site an come to the designer meeting prepared to explain/define what you are looking for… not necessarily in technical terms. Just be knowledgeable about the investment you are planning to make. As with with auto example – you wouldn't walk into a dealership and buy the first car they show you just because it has a set of keys you can touch. You also wouldn't walk into a restuarant and order off a menu you haven't seen. Be prepared. I've seen far too many people get taken for enormous amounts of money on projects because they didn't educate themselves before hand. It's not rocket science, it's web design. It does take skill and knowledge to do it right, and that is what you are paying for..

Communicate, it's the key to a successful project.
- remarkablogger
  
  I couldn't agree with you more, but that doesn't solve the client expectation problem—which isn't a problem at all, but an opportunity for far more revenue than you'd earn otherwise. Dealing with the reality of client perception is far more profitable.
  
  “Full package” folks win this game because they surround the customer 360 degrees. That's something to think about. A pure designer shouldn't work alone, but team up with others to create a full package. There are incredible freelance business opportunities there.
  - http://www.jgoode.com jgoode
    
    I absolutely agree.. that's why I took the road to learn both sides. I think as a designer it's my job to help people understand there is a difference in what “what you see is what you get” – and teach people how to find what they will need.
    
    great job pointing it out! (and wow I didn't realize I wrote so much lol)
Dave

Michael,

Sage advice with pinpoint accuracy, my compliments. It's not simply because your post supports my business approach; it strikes at the heart of how the web “should” be used to further the client's objectives. The multi-faceted approach leads to a viable web strategy that targets measurable results — it's based on some type of meaningful conversion or user action. It's all about meeting and exceeding your clients expectations.

I'm a competent designer, but I'm no expert and this theme applies to programming, marketing etc., but most importantly I understand how each component supports (or diminishes) the other — a holistic approach.

What's most interesting is a prospective client's reaction when I explain how the whole thing comes together. They are wide-eyed and brimming with enthusiasm, particularly those who have previously dealt with an one-dimensional web professional (designer, developer, marketer).

The aforementioned web folks are a lovely foil to my approach and are my best form of promotion and advertising. Although it's selfish, I hope they never catch on because taking the holistic approach is the key to long-term success.

Cheers,
Dave
- remarkablogger
  
  Dave, thanks, I'm glad we're kindred spirits in these ideas. The “holistic” approach is exactly it. I suppose I shouldn't be surprised at all the “blind leading the blind” situations, but that's life. Life is messy and we all do what we can. I absolutely know what you mean about clients lighting up with enthusiasm: it's what I love about what I do.
theirf

Wonderful post, Michael.

In some ways this is the most important information for new readership there could be.
- remarkablogger
  
  Thanks, I'm flattered you think it's that important. These kinds of decisions do have immense long-term consequences.
http://www.sarabrown.co.uk/ Sara Brown

We're web designers and you didn't piss us off! I actually think it's a great post with exceptionally valuable content. I'm pleased to note that as web designers we're well on our way to ticking all the boxes. I guess that's down to our decision to give our clients the best possible solution which means we need to ensure we stay on top of our game. We spend one day a week developing our skills, services and polishing our systems and processes – essential to ensure those clients who take the full service advice we give get what they deserve. (Because let's face it, we have some clients who just won't pay for what we tell them they need but still want us to develop other aspects or there are those clients who are doing things with us in a series of phases). Pleased I found you, will now follow more closely!
http://www.sarabrown.co.uk/ Sara Brown

We're web designers and you didn't piss us off! I actually think it's a great post with exceptionally valuable content. I'm pleased to note that as web designers we're well on our way to ticking all the boxes. I guess that's down to our decision to give our clients the best possible solution which means we need to ensure we stay on top of our game. We spend one day a week developing our skills, services and polishing our systems and processes – essential to ensure those clients who take the full service advice we give get what they deserve. (Because let's face it, we have some clients who just won't pay for what we tell them they need but still want us to develop other aspects or there are those clients who are doing things with us in a series of phases). Pleased I found you, will now follow more closely!
- remarkablogger
  
  That's great, Sara, I'm always glad when people agree. Your 1-day-a-week idea is killer. Thanks so much for sharing that. It's frustrating when clients decide in a way that we are sure will not be for the best. I try to give at least two options which are prioritized according to my advice. It's easier to choose over “all-or-nothing.”
  
  Thanks again for sharing your insights here, I really appreciate it.
- remarkablogger
  
  That's great, Sara, I'm always glad when people agree. Your 1-day-a-week idea is killer. Thanks so much for sharing that. It's frustrating when clients decide in a way that we are sure will not be for the best. I try to give at least two options which are prioritized according to my advice. It's easier to choose over “all-or-nothing.”
  
  Thanks again for sharing your insights here, I really appreciate it.
- remarkablogger
  
  That's great, Sara, I'm always glad when people agree. Your 1-day-a-week idea is killer. Thanks so much for sharing that. It's frustrating when clients decide in a way that we are sure will not be for the best. I try to give at least two options which are prioritized according to my advice. It's easier to choose over “all-or-nothing.”
  
  Thanks again for sharing your insights here, I really appreciate it.
http://www.kloxet.com/13.html women's shoes

I always though that a designer had a marketer mind! but looks otherwise!
- remarkablogger
  
  That's the mistake most people make, so you're not alone. Unfortunately,
  most web designers don't have the mind of a marketer, and that's the
  problem.
http://www.pointandfigure.com/ point and figure chartist

The problem with firing the webmaster is when you are the webmaster. i have been looking for affordable webmasters but they don't seem to exist in my world.
- remarkablogger
  
  That's when you bootstrap along as best as you can until your business can
  hire out. To make it easier, use a WordPress theme (if you're on WordPress)
  that lets you design everything yourself without coding, like Headway:
  http://headwaythemes.com
foracoua

Doesn´t it depend on what kind of business it is?
- remarkablogger
  
  Why do you think it might depend on what kind of business?
http://www.risinglynx.com/blog Sean McVey

Hey Remarkablogger, I just found this blog and the community seems awesome. This post is especially enlightening.

I have worked with so many graphic designers, some specializing and print and some claiming to have web experience, but they all suck at the big picture! I have not been able to find anyone that can do it all. Most of these people I meet through referrals. Is there some place I should be looking? I feel left out of this circle of amazing designer/developer super humans.
- remarkablogger
  
  Depending on what you want, you can work with me or I would recommend you
  check out http://flatratewebjobs.com. Starting in 2010, you'll see some new
  blog services here on my site that will include design packages, so you'd
  get all the advantages I'm talking about in this post.
johnm

Because we are no all tech savvy, can somebody explain exactly what this means:

• Knows how to configure blog settings optimally, such as for permalinks and feeds
• Works with you to incorporate conversion goals into the design and content
• Knows exactly what plugins to install and how to configure them for SEO and social media engagement
- remarkablogger
  
  “Knows how to configure blog settings optimally, such as for permalinks and
  feeds” means there are many settings in blog software that must be
  configured before it can be properly used. One such setting is for the
  permanent link structure in a WordPress blog, which determines the exact
  address of each blog post. If you look in the address bar of your browser
  right now, you see the permalink for this post. It could be
  year/month/day/post name, like I have it, or it could possibly be category
  name/post name. Feeds are how people subscribe to blogs. A feed syndicates
  the blog's content like a newswire service.
  
  “Works with you to incorporate conversion goals into the design and content”
  – Conversion is when a website visitor does what you want, like sign up for
  a newsletter or buy something. Websites have to have a purpose—a goal. A
  marketing-savvy designer can design a blog in a way that maximizes
  conversion (gets more sign-ups, more purchases, etc.).
  
  “Knows exactly what plugins to install and how to configure them for SEO and
  social media engagement” — Plugins are little programs you add into a
  WordPress blog to extend its capabilities. For example, at the bottom of
  this post is a list of related posts. A plugin automatically takes care of
  that. There are also social media link buttons so if you like this post, you
  can share it among your friends at any of the major social networks, like
  Facebook. That also is handled by a plugin. These plugins have to be
  configured. I can choose how many related posts to display, or which social
  networks should appear.
johnm

Because we are no all tech savvy, can somebody explain exactly what this means:

• Knows how to configure blog settings optimally, such as for permalinks and feeds
• Works with you to incorporate conversion goals into the design and content
• Knows exactly what plugins to install and how to configure them for SEO and social media engagement
remarkablogger

“Knows how to configure blog settings optimally, such as for permalinks and
feeds” means there are many settings in blog software that must be
configured before it can be properly used. One such setting is for the
permanent link structure in a WordPress blog, which determines the exact
address of each blog post. If you look in the address bar of your browser
right now, you see the permalink for this post. It could be
year/month/day/post name, like I have it, or it could possibly be category
name/post name. Feeds are how people subscribe to blogs. A feed syndicates
the blog's content like a newswire service.

“Works with you to incorporate conversion goals into the design and content”
– Conversion is when a website visitor does what you want, like sign up for
a newsletter or buy something. Websites have to have a purpose—a goal. A
marketing-savvy designer can design a blog in a way that maximizes
conversion (gets more sign-ups, more purchases, etc.).

“Knows exactly what plugins to install and how to configure them for SEO and
social media engagement” — Plugins are little programs you add into a
WordPress blog to extend its capabilities. For example, at the bottom of
this post is a list of related posts. A plugin automatically takes care of
that. There are also social media link buttons so if you like this post, you
can share it among your friends at any of the major social networks, like
Facebook. That also is handled by a plugin. These plugins have to be
configured. I can choose how many related posts to display, or which social
networks should appear.
ernest33060

This is an excellent blog. I have been designing websites for over 6 years now and have not seen anyone break it down like this guy. I tell all my clients before they sign up that it's one thing to have a beautiful website, and then another to have a beautiful website that actually gets traffic! The web design field is getting extremely cluttered with designers who have absolutely no idea what they're doing, and they don't design with the search engines in mind. The bottom line is the search engines, and if you don't consider that, you're setting up your blog/website for failure.