Do these statements sound familiar? “Our website looks just fine the way it is – it’s a classic.” “We can just get an intern to create our new catalog.” “We can have Bob in shipping figure out how to send emails.”
In this age of lean budgets, it’s important to spend wisely. Saving money on design is almost always obvious to your customers, clients and prospects and it leads to a credibility problem that can cost you serious money when your visitors go to a competitor who looks more established and professional.
“Our website looks just fine the way it is – it’s a classic.” While you may still be fond of the site your niece Caitlyn designed for you six years ago, your visitors are probably yearning to break free. Beyond a fresh new look, it’s also important to keep up with the times by adding the latest technology to your site – particularly a blog and a sound social media strategy. Even if you happen to have a great new design to start with, regular visitors will get bored quickly if the same graphics appear on each visit. The beauty of a website is its built-in ability for regular tweaks and improvements to keep your visitors engaged. A ’65 Mustang is always a classic. A six-year-old website, not so much.
“We can just get an intern to update our catalog.” Students may possess design talent, but they are often inexperienced in how a catalog is printed, trimmed and finished. Mistakes can be costly and could lead to reprints, so proceed with caution. An experienced designer keeps up with the latest papers and printing techniques, and they have a clear understanding of exactly what printers need to do their job right. Young designers will often come up with something funky from left field that may not be in tune with your brand and your customers. Interns make great coffee.
“We can have Bob in shipping figure out how to send emails.” Sure, Bob can figure it out, but is this a good strategy? Design integrity is important. So is knowing how to craft a headline and subject line, and how to interpret the data. Emails and your website are probably the primary portals to your business, so it’s very important to put your best foot forward. Let Bob focus instead on the new business that will be coming through shipping due to your new, beautiful, professional email campaign.
In this age of intense competition, image is everything. Investing wisely in thoughtful design can pay huge dividends when your products and/or services are put in the best possible light.