Clients will often lack an understanding of the processes and sheer amount of work that is required to create a website. This is perfectly understandable, since they are not experts in web design/development. That’s why they hired you, right?
The Big Three
This said, there are certain common prejudices that clients will bring to a project that require management, which if handled incorrectly, can cause conflict and even prevent a project reaching completion. From my own experience, the ‘big three’ are:
- Making websites is easy (anyone can do it, even my twelve year old nephew)
- Making websites is quick (you just press a few buttons and the software does the rest for you)
- Making websites is cheap (after all, everything is available for free on the internet)
These views are exacerbated by inexperienced developers who offer everything for next-to-nothing and web host or SAAS providers offering cheap or free template solutions. Against this backdrop it is increasingly difficult to explain why your fees are what they are.
I believe the root of the problem lies in an ideological misconception, namely that manual labour (crafting something physical with your hands) is worthier than ‘virtual’ labour (pushing pixels or code around on a computer).
Plumbers, electricians and labourers can command reasonable rates for their services because people perceive that what they do is skilled, takes a long time and uses expensive materials. Clients can watch building contractors sweat and toil, can see them expertly utilise specialist tools and can observe things taking shape over time. Although there are parallels between this and the activity of web design/development, it becomes somehow ‘less so’ because the activity of virtual building is often invisible to the client, and doesn’t require much physical exertion.
Furthermore, physical labour is generally viewed as ‘honest work’, in the sense that it makes your hands and back hurt, is performed mostly outdoors in the rain and cold, and isn’t that much fun. Conversely, virtual labour is performed in warm and comfort and is seen to be a bit like ‘playing’.
Making The Unfamiliar Familiar
To attempt to break down these preconceptions, educate clients, and justify reasonable fees, we could use the following metaphor – websites are like buildings.
The reasoning goes like this:
Both are ‘constructed’
They are complex structures made from a diverse range of component parts that work together to form the whole. In the case of websites, these are a combination of different computer languages (HTML – bricks, CSS – plaster and paint, JS/PHP – wiring and plumbing), media resources (utilities) and the server hardware and software (foundations). To ensure these different components work together smoothly requires real technical expertise. Inexperience can lead to disastrous consequences – a bit like employing a cowboy builder – they may be cheap but you’ll pay in the long run…
Both Can be ‘Prefabricated’ or ‘Bespoke’.
Having a low-cost template website is a bit like a prefab house – it does the job, but there will be aspects that don’t quite fit your needs and it will look like everybody else’s on the estate. Getting a bespoke website is like having a self-build created for you by an architect. It will be more expensive, will take longer, and may use some unusual materials, but is drawn up and constructed based on your precise needs and makes a unique statement about you to others.
Both Require Maintenance
Like houses, websites don’t stop costing money upon completion. They will show signs of ageing and need the odd repair from time to time. Occasionally they will need redecorating, or even a re-wire! This work will be ongoing and so needs to be factored in financially.
Conclusion
I am sure that the metaphor could be extended further, but the examples above are enough to get started with, I think. I would be interested to hear people’s views on this proposition and if anyone has success using it with their next client…
Image credits: seier+seier (click here for licence)
%7Cutmcsr%3D(direct)%7Cutmcmd%3D(none)%3B%2B__utmv%3D66396244.-%3B)