Mary Schmidt Marketing Troubleshooter

Over the years I’ve worked with many creative agencies and web designers. And, the best ones always put the business before the technology and design. Or, to put it another way, “Just because it’s cool, doesn’t mean you should do it.”

One symptom of “bad” creativity is the lust for awards. Sure, it’s great if your agency/designer wins awards, but is that helping your business? Or, are your potential customers scratching their heads in bewilderment when they see your ad or visit your web site? As I noted to one designer, if you have to spend this long explaining to me how the piece “works” - it doesn’t. Customers aren’t going to call and ask us to explain.

This peeve recently bubbled to the top of my brain in reviewing existing and potential client web sites. More of that “everyone” knows (not) thinking.

On one hand, I’m working with Clearwired here in town on a new client site which IM (not so) HO is the perfect marriage of biz brains and creative cool. (These guys really grok and rock!)

On the other, in reviewing a prospective client’s site, I keep finding “coming soon” on a critical information page (and it’s been there for months.) Even worse, when I click on their site credits, it takes me to their ad agency/site designer who has a “coming soon” sign for their entire site! Ouch! Sorry people, the “cobbler’s children” excuse just won’t fly here. If you’re designing on-line businesses, you should demonstrate you - um - understand on-line business.

Then there is:

Looks Great, Less Filling. The web designer who has greeking on his site pages (!?), and his navigation is so creative it’s terribly frustrating. (What is this symbol? Should I click on it? Whoops, it moved again!) I truly appreciate his artistic approach, but…people want easy navigation, not an IQ and hand/eye coordination test.

Scrapbooking is Fun! The web design company that has at least five different fonts just on their home page. Hard to read and looks “made by loving hands at home.” In fact, their entire site looks as if they turned a five-year-old loose with scissors, paper and glue. I grok that they are trying to appear creative, but…your site shouldn’t look like a scrapbook hobby (or ransom note.) Of course, there are times when “messy” can be good, but you should use top-flight creative people. Otherwise, it looks like you let a supremely untalented kid run amok.

I could go for days, but I’ve got to get back to finishing my client’s web site.
The site is coming soon! Really!

Read More: My Tip Sheet (three-page PDF, five points), Developing and Managing Your On-Line Office. Are you working with a web hobbyist or a web business pro? A big red flag is the hobbyist will often be far cheaper than a pro.

Related Posts:
Good Versus Great Design
Cut The Clutter
“I’m popular. I’m pretty. Why am I still poor?”
Do you belong on the Web?
Does “everybody” need a web site?
Location, Location, Location. Just as important in virtual real estate.
“…the internet is like a crime-ridden slum.”

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