Perceived Value: A Retake as a Website Designer
Many of you have read a similar article which talks about perceived value from a contractor’s perspective. A potential client questions the contractor’s fee and an enlightening conversation ensues. Here is my take as a website designer - and the actual conversation I have with clients several times a year. This is also something I like to share with my service provider clients as they decide on their own fees.
A potential client recently asked me how much it would cost to create a new website that accurately and effectively captures her company’s mission to solve a particular problem. She wanted it to look modern and unique to her branding while invoking trust and credibility. Above all, she wanted to make sure it could be found when someone searched using certain keywords on Google.
I gave her a proposal of $2500 including a new domain name and hosting for a year.
The client responded: That seems really high.
I asked: What do you think is a reasonable price for this job?
The client answered: $500 maximum. I’ve seen ads for DIY website design software near that price.
I responded: Ok, then I invite you to do it yourself.
The client answered: I don’t know how to design a website.
I responded: Alright, then how about for $1000 I’ll spend 7-8 hours to teach you how. Besides saving you $1500, you’ll learn valuable skills that will benefit you in the future.
The client answered: Sounds good! Let’s do it!
I responded: Great! To get started, you are going to need some software. You’ll need to buy graphics software, subscriptions to various stock photo galleries and local citation services, and subscribe to an SEO and analytics service, plus pay for the website hosting and domain name.
The client answered: But I don’t have any of those and I can’t justify buying all of these for one job.
I responded: Ok. Well, you may be able to find some trial versions or freeware, but at the least, you’ll still need to pay about $500. Add that to the hosting, domain and my training fee you’re looking at $2000 minimum - more if you need any extra functions like the ability to sell online, scheduling capabilities, a CRM, custom graphics or forms, or other special features.
The client answered: Wow, but I guess I’m still saving $500. Let’s go ahead.
I responded: Great! We will start the project as soon as you take all the tutorials needed to use all that technology and learn SEO best practices. I estimate that will take you about 4-24 months depending on the amount of technical knowledge you already have. You will need to learn:
Graphics design
All about SEO and all the ways to ensure that sure your site can be found in Google Search, and how to purchase an SSL certificate to ensure your viewers’ data is safe.
Several coding languages including CSS, HTML, and possibly Javascript in order to create anything custom so your website is not cookie-cutter.
Analytics to be sure your website is actually working correctly.
Website hosting and payment processing (collecting payments online).
Domain transfers and connections. If done incorrectly, you will not be able to connect your new website and may even lose your email history.
While actual experience is the best, to get by, you should take at least one overall marketing course and at least one digital marketing course in order to have the background needed to create successful content.
The client asked: Since I work Monday through Friday, I will need to work on all that at night and weekends so it might take me a little longer. Once I have that down, when can we start?
I responded: If you want to learn from me then you will need to work when I work which is Monday through Friday. This project would normally take me 2 days after fully planned out and all materials are lined up but since I’m slowing down to teach you every step, you will need to take at least 10 days off work so we can work an hour or two every day and then give you time to use what you learned.
The client answered: That means I’m going to have to sacrifice my pay for 10 days or use my vacation time!
I responded: That’s true. Remember, when you do a job yourself you need to account for unproductive factors.
The client answered: What do you mean by that?
I responded: Doing a job completely from start to finish includes time spent to plan the project, buying or leasing the materials, learning the skills as well as familiarizing yourself with marketing concepts, copywriting skills, and more. That’s all in addition to the actual project itself. When you have everything ready and have learned graphic design, SEO, analytics, and marketing, we will start on a Monday at 5:00 am.
The client answered: At 5 am?!! My workday doesn’t usually start until 8 am!
I responded: My workday starts at 5 am every day and ends at 6 pm. You will need to use a lot of creativity and patience to figure out how to create a website that not only accurately reflects your business, but resonates well with viewers. This is especially true if you are coding something unique that stands out from the rest, so it’s best to work as early as possible while your brain is still fresh. I try to do all my designing between 5 am and 1 pm. Believe me, after 8 hours straight of coding and design, your brain will be very tired! You can then spend the next 5 hours working on your marketing and content.
The client answered: You know, I’m realizing that a lot more goes into a job than what a customer sees in the finished project. Your proposal of $2500 is very reasonable. I would like you to handle the project.
Conclusion
When you pay for a job, especially a custom job, (whether it’s a physical project or digital project) you pay not only for the material and the work to be completed. You also pay for:
Knowledge
Experience
Custom Skills
Tools
Time to plan
Time to prepare
Professionalism
Work Ethic
Excellence
Discipline
Commitment
Integrity
Taxes
Licenses
Sacrifices
Liabilities
Insurance
If you request a proposal for custom work to be done, please don’t disrespect a service provider by trying to get them to lower their prices. If their proposal exceeds your budget, there’s nothing wrong with getting other proposals.