SPONSORED ARTICLE
how to be
a good client
T
he relationship between
Web Development Agency
and Client can be a tricky
one. I’d be lying (as would
any agency owner) if I said
every single project had run 100%
according to plan. Luckily we’ve
always got there in the end and
delivered something both we and the
client are proud of but I have to admit
to a few moments of utter frustration
and head banging on both sides.
Fundamentally, clients are not
web designers or developers - so
understandably they are entering a
world where PHP, CSS and HTML
mean very little to them. We as an
agency spend a huge amount of
time upfront ensuring that the client
understands and knows as much as
they want to. Some clients want to
learn it all, some don’t have time and
just want the finished product. Either
way it’s the agency’s responsibility
to communicate extremely clearly
so the clients understand exactly
what is happening, by when and
why. The agency also have to take
responsibility for listening to the
client’s needs but also inputting their
own specialist knowledge to do the
best possible job. We’ve had clients
before who have requested things
that go against best practice so we
take the time to understand why
they want that and then suggest a
different route.
Whilst the agency are the ones
doing the invoicing I truly believe that
in order for the client to get the most
out of the agency they too should
take some responsibility and work
on the relationship to ensure happy
ever after. Below are some of the
top things to do to ensure you are
delivered what you want, on time and
on budget!
Give a Good Brief
The brief should be something you
spend a decent amount of time on.
Not just want you want but why you
want it. It should detail what are
“must haves” and what are “nice
to haves”. It should have all stake
holders inputs, but be collated by one
voice. It should be concise yet detailed,
TB36.zeal.ADVERTORIAL.indd 2
whilst allowing the agency to have
some creative freedom. It should give
examples and it should be quantifiable:
“we want it to be magical but factual”
is not a helpful brief. It should have key
dates and budget expectations. Writing
a good brief is not easy but this effort
invested up-front will help you identify
what it is that you actually want.
Be a Good Listener
I’m assuming you’ve chosen your
agency well. They pitched, showed
they understood your business, proved
themselves with previous experience
and were all-round trustworthy
people. You’re paying them because
they are specialists. You’re paying
them because they can do something
you can’t. So listen to them if they say
that a butterfly following the cursor
around is a bad idea, and no you
really shouldn’t have a “no scrolling”
website. If you’ve chosen well they will
have a level of understanding of user
behaviour that you may not - listen
to what they say! You may not decide
to take all of it on board but it will be
worth considering.
Give Us Your Undivided Attention
As you start the project with your
appointed agency, you’ll likely compile
a Specification Document together this is super important. It should detail
exactly what you are paying for, what’s
included and more importantly what’s
not. It’s the agency’s responsibility to
go through this with you in detail and
explain it in a way that you understand
- but as the client you need to really
be on the ball with this one. This
document should cover you to ensure
all your needs are met and it should
also cover the agency to ensure they
don’t quote for a Mini and then expect
a Ferrari on delivery. To be brutally
honest, these meetings can be tedious
and hard work. Do them first thing in
a morning, be prepared and ensure
you are on top form so you walk away
happy and with full understanding.
Be Honest and Kind
When it comes to feeding back
on designs you have to be honest.
Don’t spare our feelings if you hate
something. Far, far better to fix it now
than the day before launch. This is
your site. You have to be happy. The
design should really feel right for you
and the agency shouldn’t stop until
it is. Be kind though. Constructive
criticism is great and good designers
expect and enjoy this. However, a
half-hour session ripping their work
completely apart is not good for
the soul. It’s difficult to sometimes
express what you like and don’t,
but where possible give alternative
examples: “can we try the navigation
in a lighter blue” as opposed to “can
we make the top of the site livelier.”
Try Not to Assume
Once the initial build has been
completed, it’s likely you will want to
request small changes. This is fine,
completely anticipated and good
agencies will expect this no matter how
tight the brief is, how much the designs
were signed off, or how many times it
has already changed. The problems
come when the client assumes what
a “small change” is. What you may
think is a quick five-minute job might
actually take a significant amount of
coding or re-designing. If that’s the
case then you need to trust the agency
in what they say. Remember – a
good website is never finished, and a
successful web project tends to end
with a list of “post launch” ideas to
expand/enhance the site in future. If
you want something fundamental doing
to the site before launch that wasn’t
agreed within the specification or
design stage, you should be prepared
to pay for the additional agency time.
Treat your agency how you would treat
your staff. Be fair, trust them, listen to
them and allow them to do the job you
have paid them to do.
(0113) 887 3070
www.zealmedia.co.uk
28/08/2014 10:42