Role Of The Business Owner
The business owner's job is to focus on broad issues such as:
- identifying the goals of the website
- identifying business problems that they want the website to help solve
- provide in-depth knowledge about their business, their target market, and their competitors
What does this role entail?
Designers rely on business owners to provide in-depth knowledge about their business. The business owner needs to offer design problems, not design solutions. If this role is defined and understood by both parties, small business owner's will end up with a high quality design and a project that progresses smoothly.
The reason small business owners need to offer design problems not solutions is because it is easy to get the two confused. A design solution is, for example, “make the logo bigger”, “use a three column layout instead of a two column layout” or “use green instead of blue for the overall colour scheme”. A design problem, on the other hand, is “I need to sell more products and services for my business to grow”, “We need to sell more memberships to increase the number of programs we can offer”, “We need to streamline our administrative tasks to help us save time and money” or “the branding isn’t quite strong enough on the website”.
"The business owner should not be involved with the aesthetics of a web design or other design solutions. This is the role of the conversion focused web designer."
When the business owner starts making design solution suggestions, as opposed to design problem suggestions, two things usually happen: a sub-par design is settled on and the relationship is soured. If the small business owner had known to suggest design problems – and, on the flipside, if the web designer had coaxed the problem out of the client, as opposed to just accepting their solution – the end result could have solved the problems properly and aesthetically without resulting in poor design decisions made by someone not necessarily well-versed in conversion focused web design.