Everyone hopes their next website design work is going to be a big project. Steady income for months and a full website redesign are much more attractive than improving some small aspects for a company before looking for another client. But, sometimes pitching a full redesign could lose you a client rather than win you long-term work.
Companies today have tight budgets and fierce competition so many businesses in the current economic climate are much more interested in revamping what they have rather than building from the ground up. Sure, there are sometimes a full redesign is necessary, but often it isn’t the best choice for your prospective client.
Henry Waterfall-Allen suggests 9 reasons you may not want to pitch a full redesign when you are sitting down with a client you are hoping to work with. It may not be as fun to work with a previously existing design, but it may win you a long term client if you can spot their needs.
The most alluring aspect of not going with a redesign is the lowered development and promotion costs. Obviously tight budgets are a large reason companies are looking for the most bang for their buck, and it is entirely possible to increase conversions and revenue through a website without tearing out the existing page.
With lower costs comes less risk, but the opportunity for similar rewards. Instead of trying to revamp everything, you are just trying to achieve immediate results. Designing a page or tweaking elements of an existing design see results much faster than taking the time for a full redesign.
The smaller scale also allows you to target demographics more with a single page. You don’t have the weight of trying to draw in an entire audience. Instead, you are refining and targeting what already exists to create an instant boost to revenue.
More than anything, having the honesty to tell a possible client that they don’t need all of the work many other designers are trying to sell them on will go a long ways and make you stand out from the crowd. Showing clients a more focused way of spending their money and showing them the possibility for much sooner revenue increases will win over many, while being willing to lose the big redesign in favor of being the best fit for the job will keep clients coming back to you.
Of course, there will always be times when a redesign is the only option. You can’t tweak a bad website and hope to come out with a good page. Being able to spot the times when a redesign is needed and when a smaller project will benefit everyone will make you a valuable asset to clients, and will win you longer term jobs.