Have you ever had those projects – or clients – that seemed to shift or change direction every few days, regardless of how hard you tried to stick to the original roadmap? Projects where the client kept making suggestions or changing their mind, kept adding to the scope (though not to the budget or the schedule), and missed deadlines – and then asked you why their website hadn’t gone live yet? This is a problem for many small web design and development firms.
Everyone has had one of those projects or clients, where despite seeming to have laid out a clear roadmap, constant requests and second-guessing made you veer off course and delay the go-live date. However, as I’ve found out, with proper project management you can give clients what they want when they want, without driving yourself and your team crazy. To keep your projects — and clients — on track, I suggest the following strategies.
1. Find out all you can about the client and the project up front.
Instead of rushing to submit a proposal, take some time to learn about the company – and ask questions. Have they worked with design firms before? If so, ask them what that experience was like – and why they no longer use that design firm. Why do they want to do this project now? Is it in reaction to a competitor’s redesign? Is it because they haven’t updated their site recently? Do they have a new project coming out? Due diligence at this stage may take a little while, and you may not win as many pitches. But the ones you do win will be the ones you want – and will result in work you and the client will be proud of.
2. Educate the client. Clients often don’t understand the time and effort it takes to create a good website. There’s planning involved (e.g., information architecture and the functionality spec). There’s design and content development (including trying to find the true differentiators for the client). Then there’s coding, database development, functionality programming, testing, etc. And while you understand all that, don’t assume that the client does, even though they may act or even say they do. That’s why at the start of the project you need to sit down with the client and set expectations, right up front – to explain what’s involved (in a non-patronizing way) and set a realistic deadline, even though you know it will probably change.
3. Don’t be afraid to say “no.” The client hired you for a reason, because you are a professional and they liked and believed in your work. Remember that, especially when the client starts to second guess their initial decisions or requests changes because they saw it on a competitor’s site. While some changes are for the better, if the client is constantly making changes, especially changes that affect the quality of the project and the schedule, don’t be afraid to (politely but firmly) push back. Similarly, if the client isn’t getting you the information you need, don’t be afraid to call them on it.
4. Keep your eyes on the finish line. While the client may get easily distracted, you need to maintain focus at all times. You created the roadmap and schedule. It’s your responsibility to follow them. If you see something slipping, find out why – and get it under control. If the client asks for changes, let them know what those changes will mean to the schedule (and budget) – and ask the client what the priority is. By setting expectations up front, coming up with a realistic roadmap and schedule, keeping your team and the client focused on the finish line, and not being afraid to say no, you can control client ADD and the project and create a website you’ll both be proud of.
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