For many years I have practiced under the assumption that clients like choices. I have frequently run into the problem of a client picking the least strong design or cutting up each design and creating an abomination. Nothing has ever frustrated me more than having a client that doesn’t know what they want, but somehow they know that if they put X, Y, and Z together it is the perfect solution. For the most part I usually caved to these demands from the lingering rule of business: the client is always right. Over the past few months, I realized my view has been completely wrong.

I finally asked myself: Why is this organization hiring me if they have the ability to implement their own design? Then it came to me while searching on the ‘net one day reading through hundreds of other designers complaining that the client is always right model doesn’t work…the fact is, the clients don’t know what they want, and that is why they are hiring me to do the job.

The fact is that anyone - yes, anyone - has the ability to create a web page. However, only graphically (and technically) inclined can create the reality of a company on the web. Most people either don’t have time, energy or the expertise to dive into building the perfect fortress online. That’s where designers come in. It is our job to take the essence of the company and turn it into a visual presence.

So who knows best? Ultimately, the client has the last word - however - if you want to exist in the professional world of design, you must convey your ideas with the utmost integrity and reasoning. Most of us have experienced the web enough to recognize latest trends and assimilate best practices when it comes to constructing an identity online. We (designers) are the professionals. We know what is best. Now, I’m not talking about information and industry specifics in regards to a client. They are obviously the experts in their own field, but we know how to manage their information into an effective marketing presence on the web.

Ok, back to the main point - should we submit multiple designs to a client or one really really good one? There are pros and cons to each. First, multiple designs take time and creative energy. No one likes to sit down and pound out cookie-cutter designs for their clients. So, let’s say we have 3 mockups to submit. Chances are, at least one of these mockups will be weak. The remaining 2 designs will (on average) be extremely similar or completely different. What does this do to the client? Confusion sets in…decisions are made at an inappropriate time…and the verdict is usually less than pleasant for anyone involved. Designers are bombarded by the “can we move this here” or “I like this element on this page, but not this one” can we switch it out?” At first the concerns are understandable and a designer is more than willing to adjust their designs - until - the “suggestions” never end. Due dates are missed, contacts are upset because change X can’t happen if change Y is implemented…many times the situation turns disastrous for everyone involved.

Clients have to have diversity, you say…what if they specifically ask for X number of mockups? Well, obviously if a client is die hard on getting X number of mockups to decide from then we must go that direction. When this is the case, a rationale is required for each mockup to explain why you, as a designer - the professional - created each mockup and what the company can gain by choosing this mockup or that. A good rationale can do more for you than anything else! For those clients that do not specifically ask for any number of mockups, create the best you can possibly pull out of your over-worked designing mind and do nothing but make it better. When a client looks at one design they will immediately know what they do/don’t like about it - and it is much easier to decipher the client’s reservations on one design than on multiples.

Self promotion and self marketing are the most important things you can do for your business. Many companies and freelancers still believe that their website will work for them. Rarely does this happen (for many reasons). Many companies know nothing about Search Engine Optimization (SEO) and fewer - those that do know about the importance of SEO - cannot afford to pay an outside company to optimize for them, so, in a nutshell, their website gets poor rankings. My point is not to get off the subject with SEO techniques, I will leave that for another day. Still, if you want to get noticed, promotion is the way to go. Whitepapers, press releases and newsletters are great ways to draw attention to yourself.

So, maybe you are a small business, consisting of one employee. The words “white paper” and “press release” may seem scary and too much for a small company to take on. The truth of the matter is that these are creations that have little to no monetary investment. If you can write, you can create these documents.

There are many articles written on writing white papers and press releases. For a nice run down of what a white paper should contain, take a look at Study Guides and Strateges:Writing:Whitepapers.

Though white papers are meant for divulging what a technology, product or service and do for potential clients, press releases are something entirely different. Press releases can be used for just about anything - new product launches, a website re-design, any type of interesting news about your company. For instance, lets say you are a freelance web designer and you landed a new project. Create a press release that co-incides with the launch of your client’s website. The benefit is two-fold. You advertise your client’s new site, and also yourself as a vendor for design. After you write the press release, you can post it on a release forum such as Click2Newsites or Pressbox.co.uk. There are many more out there, and this is an easy way to educate people about your company and services you provide.

In addition to white papers and press releases, newsletters are another easy way to get noticed - and, if you offer an area for subscriptions on your website, you can easily build your own marketing database the legal way. A newsletter is a good way to feature not only your company and services, but also your expertise. In a newsletter you can discuss current trends in your field in addition to discussing services or other company news. The sky is the limit on this one. By opening up to your clients (or potential clients) you are creating a sense of security by letting them in on your business. Newsletters are also a pretty good way of networking with other companies in your industry. You would be surprised how many graphic designers look at the competition for advice and inspiration.

Now you have some basic tools at your disposal - get out there and sell yourself!