The Fine Art Of Precedence
One of the biggest challenges of designing a website is conveying the importance of integrating a game plan for search engine optimization without taking away from the electricity a new client feels about their project. This is especially relevant with a start-up business because excitement is great, the vision is strong and hopes are high of building a new dream. Then reality sets in (“Oh snap!!”).
When a client retains your services, you’ve essentially become part of their team. They didn’t hire you to stand idle, its up to you to lead the way. Hence the fine art of setting precedence.
Here Comes the Grinch
As a web designer and internet marketer, my role is to respectively bring their head out of the clouds to start thinking in terms of logic, setting goals, time frames and expectations which is not always easy, and in some cases, can be downright strenuous.
How Do You Inoculate Precedence into the Overall Development Cycle?
1. Be the “Straight Shooter”
Sugar coating in business (as with anything) is a dangerous way to work. It leaves too much to chance. There’s never a shortage of pretenders (“Yes Men”) in the web design and internet marketing field that would be happy to take your money, tell you everything you want to hear then completely sabotage your project. They come a dime a dozen.
On the other hand, part of a legitimate company’s job is to tell it like it is. They don’t sugarcoat things because its a waste of time. Their obligation lies in giving you the absolute best tools to add value and make you successful. Not to give you lip service, tell you what you want to hear only to laugh all the way to the bank. Tell it like it is. Respectively. Though a client may not admit, they revere a ‘straight shooter.’
2. Gauge Expectations
People by nature are driven by emotion. Especially when it comes to money. Ever had butterflies in your stomach when money is on the brain? Studies show those butterflies are actually an increased level of dopamine, almost like a high from a drug. Money is no different. When its on the brain, euphoria sets in. We just don’t realize it at the time.
That reason alone makes setting realistic goals, roles and time frames so important. Goals are nothing more than a road map to drive results. It won’t be all shits and giggles. There will be bumps and challenges a long the way. However minor, as long as the client knows this upfront, there should be no misunderstandings. Not that you expect to hit a bump, but in the real world (except on MTV) you will. If anything, they’ll appreciate the candor. You can always over deliver but when you under deliver, it’s your fault-not the client’s. You didn’t gauge expectations properly.
3. Remember Who the Expert Is
Bet you thought I was going to say you; RIGHT? Ha!
Wrong.
They’re the expert. It’s their industry. This is such an underrated part of setting precedence, especially in internet marketing. If you approach an seo or web design project thinking you understand their vertical better than they do, you’re approaching it wrong and things can get ugly (not to mention you come across like a “know it all”).
Instead of telling the client how to tailor their business towards SEO, tailor your SEO towards their business. Besides, how can you optimize their goals if you don’t think in terms of their industry, their terminology and their target customers? It’s their niche; not yours, so shift your thinking please. Thank you. 
Easier Said Than Done
The fine art of setting precedence is easier said than done (isn’t everything?) as it always goes hand in hand with creating a pleasurable experience for the client. The smoother the experience, the stronger the brand, the stronger the brand, the bigger the ripple. Over time, the art of precedence becomes part of the foundation, and that foundation (building your brand) begins to take on a life of it’s own. Hence, the cumulative effect. (got it?:-)
Of course there will be some trial and error a long the way but once you hit your stride, it’s off to the races. Thanks and have a great day.
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