Sell spoons for a living, eat soup with a fork (pt 1).

– Robert Kruger 24 June 2010

As I have mentioned before, we work with a lot of different creative agencies who offer internet-based services. Some limit their offering to web design only. Others are more focused in internet marketing. Some are full-service interactive agencies including design and implementation plus life-of-site services like SEO, online advertising, and marketing.

When an agency partner determines it’s time to overhaul their own website, we often get invited to participate in the project. I am amazed at how often the process breaks down when a creative agency is working a project for themselves.

Here are some ways I have seen creative agencies treat their internal projects differently than client work:

• Creative comes first. If you’ve read our process white paper, you know how important it is to fully understand the purpose, content, and functionality of a website before the designer starts even noodling on look and feel. Even some agencies that follow our process for their clients have derailed the process when working for themselves. We’ll get the call that the agency wants to move their site into Dialogs and they want us to look at their ideas. Then they send us layouts. We ask for the architecture map, but they don’t have one. We ask for the discovery documentation, but they don’t have any. We do discovery and architecture for every project (large or small) because it is the best way to ensure that the site includes everything that’s needed, doesn’t include stuff that’s not needed, and connects to various outside resources as needed. Most importantly, clear documentation of discovery and architecture makes the creative and implementation segments of the project more efficient (wasted time = wasted dollars) and more effective (all work is on target). When it comes time to redo your website, trust the process.

• We don’t want copy, just eye-popping visuals. This idea can be stated another way (even though most people who tell me this don’t know it): “I don’t need Google to succeed.” Here’s the wakeup call - you do need Google to succeed. Google doesn’t have eyes that pop. Google likes words. Only words. When you include a visual in your site, make sure you add alt text so Google can index words that describe the visual. I’ve been told things like, “I don’t need Google to send people to my website - I do that.” and “All I need the website to do is give out our phone number.” That’s not how the web works. The only people you send to your website are people you know. Most of the people who visit a successful website are people the site owner doesn’t know. That’s what makes them successful. Plus, as I mentioned in the previous point, your prospects know they need Google to succeed, so they will be more likely to hire a firm who demonstrates Google-friendly practices.

If you are thinking about overhauling your agency’s website, keep in mind that you are your most important client.

Talk to us before you start to rework your website. Let us show you how working with our process in Dialogs can make your life easier.