Running a successful web design business

We like to think that being a successful independent web designer is about creating great websites. Its not. Running your own business is about a lot more than having the right professional skills. Paul’s workshop will reveal the hidden secrets to building a successful, profitable web design business.

What you'll learn:

- How to create a proactive marketing strategy that doesn't rely on work just coming through the door.
- How to nail the sales process including outstanding proposals and killer pitches.
- Better ways to build a long term relationship with your clients.
- The importance of achieving a healthy work/life balance and how to make it happen.
- How to work less hours and yet achieve more.

Transcript

1. RUNNING A SUCCESSFUL WEB DESIGN BUSINESS PAUL BOAG & MARCUS LILLINGTON CO-FOUNDERS HEADSCAPE
2. A WORKSHOP ★ It should be a discussion ★ Questions and interaction ★ Every situation is unique ★ We should share our experiences
3. WHAT GIVES US THE RIGHT? NOTHING
4. HEADSCAPE ★ Headscape is not exceptional ★ We do a normal work ★ We are not a big name ★ We don’t win awards ★ But we are successful ★ Turn over about 1 million a year ★ Have 15 members of staff ★ Take home a very nice salary ★ Work comes to us ★ Have built a ‘lifestyle’ business
5. ABOUT US ★ Founded in 2002 ★ 3 original members of staff ★ Only one could build websites! ★ Profitable since month one ★ Grown organically in numbers ★ Grown gradually in project value
6. NOW YOUR TURN ★ Freelancer ★ Agency ★ Other? ★ Role? (sales/designer/developer/all of the above) ★ What brings you here?
7. THE PLAN AM★ Marketing and promotion ★ Sales and pitching ★ Client relations PM★ Growing your business ★ A lifestyle choice ★ Getting work done
8. LETS GET STARTED
9. MARKETING A HIDDEN EXPENSE
10. WHAT DOESN’T WORK? ★ Cold calling? ★ Advertising? ★ Bidding websites? ★ Sales people? ★ Business link events?
11. SPECIALISE ★ Feels counter intuitive ★ Expert in your area ★ Gain a reputation
12. HOW TO SPECIALISE? ★ In what you deliver ★ Within a supply chain ★ Across a market
13. FINDING YOUR AUDIENCE ★ Start with friends and family ★ Eventually target those similar to existing clients ★ Is it okay to ‘steal’ clients from previous employer?
14. REACH YOUR AUDIENCE ★ Mailing lists ★ Forums ★ Writing articles ★ Conferences/Meetups ★ Speaking opportunities ★ Sharing your expertise
15. SHARE YOUR EXPERTISE ★ Portfolio ★ Blog ★ Podcast ★ Give aways ★ CSS Galleries ★ Testimonials
16. USING SOCIAL MEDIA ★ Conserve, don’t broadcast ★ Use your profiles ★ Share links (others & your own) ★ Ask questions ★ Be personal ★ Contribute value ★ Admit mistakes ★ Do not spam
17. SALES
18. PRICING ★ Fixed price vs. time and materials ★ Ask the client about budget ★ Modular pricing ★ Core and optional items
19. WHAT GOES IN A PROPOSAL? ★ Depends on the size ★ Depends on the brief ★ Your suitability ★ Summary of tasks ★ Timescales ★ Project management ★ Pricing ★ Testing ★ Hosting ★ Technologies ★ Imagery ★ References ★ Financial information ★ Biographies
20. SPECULATIVE DESIGN ★ Never do speculative design (well almost never) ★ Design is a process ★ Collaboration with the client ★ Business analysis ★ Costs both the client and agency ★ All showmanship ★ Gain respect and weed out undesirables
21. PITCHING ★ Be enthusiastic ★ Demonstrate you are listening ★ Make it about the client, not you ★ Watch body language ★ Don’t allow yourself to get desperate
22. CLIENT SERVICE
23. WHY CLIENT SERVICE MATTERS ★ Happy customers recommend ★ References are important ★ Conflict costs profits ★ Repeat business is your lifeblood
24. REPEAT BUSINESS ★ No marketing cost ★ Lower cost of sale ★ Higher value clients ★ Less hassle!
25. FOSTERING REPEAT BUSINESS ★ Post project debrief ★ Keeping up the quality ★ Keep them informed about innovations ★ Show them what you have done for others ★ Regular reviews ★ Maintain a conversation ★ Go ‘above and beyond’
26. ABOVE & BEYOND ★ Be conservative in estimates ★ Be honest ★ Be proactive ★ Do extra work for free! ★ Tell the client about the extras
27. CLEAR COMMUNICATION ★ Regular ★ Consistent ★ The truth (even if they don’t want to hear it) ★ Set expectations ★ Keep a record
28. CONFRONTATION ★ Keep calm ★ Acknowledge and apologise ★ Identify the underlying problem ★ Find out what the client wants ★ Fix the problem! ★ Get feedback ★ Take stock
29. LUNCH
30. THE PLAN AM★ Marketing and promotion ★ Sales and pitching ★ Client relations PM★ Growing your business ★ A lifestyle choice ★ Getting work done
31. GROWTH
32. BIG THE QUESTIONS ★ Should I hire somebody? ★ Who should I hire? ★ Do I need an office? ★ What should I be doing next?
33. SHOULD I HIRE? ★ Are you working evenings & weekends? ★ Are there areas where you are weak? ★ Are you looking to eventually remove yourself from the business? ★ Can you hire somebody part time? ★ Is fear stopping you?
34. SHOULD I HIRE? WHO ★ Hire to fill your weakness ★ Hire to fill the jobs you hate ★ But don’t hire sales people ★ Hire likeminded people ★ Hire on personality not just skills ★ Hire people who tinker ★ But don’t hire a clone of yourself
35. AN OFFICE? ★ Don’t rush into an office ★ Offices help if you have a team ★ Offices help if you don’t have a good environment to work at home ★ Avoid long term commitments ★ Consider hidden costs DO I NEED
36. WHAT NEXT? ★ Take time to think strategically ★ Get an outside perspective ★ Find somebody different to you ★ Focus - do not overstretch ★ Be willing to take calculated risks ★ Be nibble
37. A LIFESTYLE
38. 2 TYPES OF BUSINESS ★ THOSE WITH AN EXIT STRATEGY ★ LIFESTYLE BUSINESSES
39. WORK TO LIVE NEVER LIVE TO WORK ★ Don’t live for the future ★ Your business should facilitate your lifestyle today ★ Don’t let your business get out of control ★ Same rule for all (including employees)
40. ONEY, MONEY, MON ★ Be fair to you and your staff ★ Reward your early risk ★ Reward success (bonuses) ★ Reward hard work (bonuses) ★ Don’t starve the business
41. INVEST IN PEOPLE ★ TEAM BUILDING ★ TRAINING
42. CONTROL GROWTH ★ Only recruit as a last resort ★ But be careful of contracting ★ Set realistic deadlines ★ Turn away projects
43. TIME TO RECUPERATE ★ Keep working hours under control ★ Generous holidays ★ Close down over christmas ★ Work smarter not longer...
44. GETTING WORK DONE
45. 3 PRODUCTIVITY KILLERS ★ DISTRACTION ★ THE CLIENT ★ BEING UNORGANISED
46. DISTRACTION
47. CAUSES OF DISTRACTION ★ IM ★ Twitter/Facebook ★ RSS ★ Web Browsing ★ Email ★ Phone calls ★ Your environment
48. HOW TO END DISTRACTION ★ Turn off Twitter/Facebook ★ Move faffing activities (RSS, web browsing, social networking) elsewhere ★ Never try and multi-task ★ Craft your working environment ★ Turn off automatic notifications (email alone: 31680 interruptions per year) ★ Only answer the phone, email and IM at set times
49. OVERCOME THE FEAR OF BEING OUT OF TOUCH ★ AWAYFIND.COM ★ MONNEYPENNY.CO.UK
50. THE CLIENT
51. WHY IS THE CLIENT A PROBLEM? ★ Meetings, calls and emails ★ Scope creep ★ Unpredictability
52. DEALING WITH THE CLIENT★ MEETINGS ★ Limit face to face meetings ★ Set a time limit on meetings ★ Always have an agenda ★ SCOPE CREEP ★ Have a written specification ★ Be realistic and honest ★ Push ‘ideas’ back into phase 2 ★ UNPREDICTABILITY ★ Communicate often ★ Add contingency ★ Explain consequences
53. GET ORGANISED
54. HOW DO YOU ORGANISE YOURSELF?
55. 3STEPS ★ SORT EMAIL ★ GET IT OUT OF YOUR HEAD ★ DELEGATE
56. SORT EMAIL ★ Declare email bankruptcy ★ Implement inbox zero ★ Forget folders / use search ★ Use filters / rules ★ Keyboard shortcuts are your friend ★ Reduce the number of emails ★ Reduce the length of emails ★ Only check email at set times
57. OUT OF YOUR HEAD ★ Your memory is shit ★ Remembering brings stress ★ Have a system outside of email ★ Use lists! ★ I like ‘Getting Things Done’
58. DELEGATE ★ Establish what you are good at / not good at ★ Establish where your time is going ★ Establish what is most profitable for you to do ★ Delegate the rest ★ Examples: book keeping, office admin, arranging meetings, invoicing
59. WE’VE COVERED AM★ Marketing and promotion ★ Sales and pitching ★ Client relations PM★ Growing your business ★ A lifestyle choice ★ Getting work done
60. ANYTHING ELSE