Graphic designers are a canny bunch. They have managed to convince people that graphic design is a skill so specialised, so creative, and so desirable that it’s quite reasonable to pay a very large sum of money for something well designed.
In the web world, clients happily set aside decent budgets for the ‘design’ of a site. They brief the graphic designer, who goes off and designs something quite nice, they get paid, and leave the design with the client to implement.
Unfortunately, clients are still very reluctant to hand over money for a professional writer.
What can we do about this? Well, we have to show the world that we provide a professional service worth paying for.
Many established bloggers have already discussed similar topics, including Men with Pens and Copyblogger.
Here’s my two cents:
Be clear about the benefit you are offering
Though most clients have a vague understanding of what search engine optimisation is, and could possibly think about what keywords would be relevant, explain in detail how good content will help. It’s not just being ranked in Google that’s important. It’s also getting users to click on the link to your site – then of course it’s good content to get that same user to buy your product, download your e-book, or subscribe to your blog!
Keep the relationship going
Clients accept that at different stages you have to revise your corporate branding in order to stay ahead of the pack. The same thing goes with good web content. If you have some nous with metrics, make sure they install Google Analytics and offer to come back in three months to review how your content is working on the site (at a fee of course). A successful site requires ongoing tweaking – make sure you are there offering the advice.
Look good
When quoting, briefing, invoicing, or even emailing, make sure you look professional. Get your own branding happening to keep a consistent image. Make sure quotes are detailed and cover off on things that normal consultants would (e.g. copyright, payment terms, scope). Keep your emails friendly but businesslike. (Of course I am my own worst enemy at the moment, still getting a lot of things in order myself. Rest assured a design overhaul of this site, and the finalisation of my print collateral are at the top of my to-do list.)
What are your top tips?
