How (not) to sell web design

First, accept that web design is not what your client is seeking. They are not looking for something that is browser-compliant, Flashy, red/green/blue or any color of the spectrum, simple or complex, or coded in xHTML or according to web standards.

Rather, a client is seeking a solution to their problem. As Seth Godin puts it: a cure.

Perhaps they have done some web design research and have been told some questions they should ask. Or perhaps they have dabbled in web design before and have an opinion on the matter. But, in the end, they are relying on you, the web design professional, to solve/cure their problem.

A web design can solve the following problems:

• I need to better present my company online - can you help me create it?
• I want to drive more leads to my business. I think web design would help -- can you drive me more traffic?
• I want to reduce costs. My last website cost me a fortune to maintain -- can you save me money?
• My competition has a great website -- can you make me a better one?

Never is web design an entire solution in and of itself. Rather, the web site exists as one of several possible tactics to solve the problem. And perhaps the customer thinks that it is the best tactic. More than likely it is the only one they knew.

Don't sell web design. Sell a solution to their problem.