Where’s the simplicity

Today I’m working at a coffee shop, trying to focus on my own business but inevitably overhearing bits and pieces of conversation around me. Unfortunately, there’s someone well within earshot trying to design a web site for a client. This is a game I got out of about ten years ago, but even now it’s hard to keep my mind on my own work.

After hearing the web designer rattle on for a couple of minutes about what the web site needs to do, I’ve pretty well had my fill. Her customer glazed over after about a minute of “your site needs to look professional, your site needs to make you look trustworthy, your site needs to…” It’s just too much. Where is the simplicity?

This poor client doesn’t need to be taught how to build an effective web site. She needs to see a good work product that effectively conveys what she has to offer. Her site needs to answer one question for the viewer: “What will you do for me?” Of course it needs to be professional, but that’s more a reflection on the web designer than on the client.

Keep it simple and clear. If this designer were pitching me, I’d tell her to get busy and show me some great ideas that advertise my services — and stop wasting my time lecturing me on Basic Marketing 101.