As a copywriter who dabbles in a bit of online marketing I’ve often had requests from clients to work with graphic designers and web developers on their behalf when launching a new website. Why? Sometimes, the client is simply too busy and doesn’t want the extra pressure of managing an extra team. At other times it’s a communication issue. Usually the client comes to me, frustrated, because their graphic designer hasn’t created the website of their dreams. Both are locked in a stalemate and after a number of thinly veiled insults have been thrown, neither the client nor the designer wants anything to do with the other.

The result? Usually, a half-complete website that looks like it was put together by a four year old on crack.

Now I’ve been on the receiving end of some mighty shocking designers. Ones who clearly put zero effort into their work, serve up something vaguely reminiscent of a dog’s breakfast, and then get all snotty when constructive critique is given. And I’ve been on the receiving end of some mighty confused clients – ones who have yet to learn that designers are not mind readers and that they will have to put some time into their design brief to get the outcome they want. Thankfully, I’ve also had a number of dream clients, and have had the opportunity to work with some stellar designers, and these projects have always been the stuff dreams are made of. But we’re not here to talk about the good, we’re here to start clearing up the bad and the ugly.

While there are a few designers out there I’d love to flick this link to, I think that in the majority of cases bad design can be avoided… even if you think you’ve got a dud designer. So let’s start at the very beginning.

1. Figure out WHO you actually need

The world of design can be confusing for non-creative types. You may know what you need – say, a website – but to get that website up and running you’re going to need to hire the right people.

A common mistake is for clients to hire a graphic designer to build a website. This is like hiring a painter to build a wall. Sure, you’ll need the painter eventually… but you need the wall first. And that’s where web developers come into the picture. What’s the difference between the two?

Web design refers to the process of designing a web site or web page layout and often includes the graphical elements on a page.

Web development is used to described the programming required to construct the “back end” of a website. This is the area of the site that isn’t seen by visitors but which does the work required in order to present the right information in the correct format to the visitors.

Chances are, if you’re looking for anything beyond a simple website that uses an open source CMS such as WordPress or Blogger, you’re going to need both a designer and a developer. Yes, it’s true that some designers have web development skills, but usually only to a certain extent. If you want a fancy shopping cart, or complex forms and searchers, you will need to fork out the dollars for an experienced developer. Don’t be fooled by anyone telling you otherwise.

2. Find the right person for the job

Contracting a graphic designer or web developer is just like hiring an employee. You want to check out their resume – in this instance, their portfolio – to see whether you think they have the experience they need to complete the job.

Take a look at their portfolio – do you like the work that you see? Does it have a specific style? Does the designer seem to be able to design for a diverse range of ‘looks’ and publications? Are the designs in their portfolio polished and free of any stray graphics and typos? Remember, a designer’s portfolio represents their BEST work, so make sure everything looks up to scratch.

For web developers, ask for links to websites they have developed. If you come across any broken links, grammatical errors, or clunky websites be sure to ask what the deal is. Chances are they may have had a client mess with their creation after sign off, or you may have just saved yourself thousands of dollars by not hiring a dodgy developer.

3. Set out what you want and need very clearly

As I mentioned before, designers, developers, and even copywriters are not mind readers. We’re working on it, but we’re not quite there yet. Even if you’re the busiest of people for the sake of your business, take some time to work out what you really need. This is where a design brief comes in handy.

A lot of *good* designers will have a design brief template ready for you to fill in with your details. There will be lots of questions on there and you’ll need to be as specific with your answers as possible. This may take an hour or two, depending on how you currently understand your business and how quickly you can set out your ideas but trust me, the design brief is an invaluable step that will save you money – and time – in the long run.

4. Communicate

Now comes the tricky bit. Even after you’ve hired a great designer/developer, and have taken the time to fill out a design brief, you’re not quite ready to wipe your hands of the whole process yet.

Hopefully, after receiving your design brief your designer has come back to you with a few requests for further clarification. Once they feel confident that they have understood the job – what’s required, the target market, key messages of your business and a budget, they’ll start working on a concept.

It is important that you address any issues you have with the design in the CONCEPT phase, not the sign off phase. In the concept phase, the designer is basically asking you if they have visually represented the brief correctly. This is an important step where you can critically look at the design and see if it has the potential to meet your purpose. Skip this step at your own risk as chances are unless you have a very naive or charitable designer, making changes after the concept has been approved is going to blow your budget.

5. Remember, your designer is a professional too

While you may think that your company’s clip art brochure is the shizzle – it has, after all, been working for you for years! – good designers do know what works and what doesn’t in the market. It is their job to make your company or product look great – to visually sell and communicate it to your target market.

Go into the design process with open eyes and a flexible nature, and be sure to treat your designer with respect. There’s nothing to be gained in panning their creative efforts, even if they’re totally off mark. Maybe you’ve got a dud designer or maybe there’s something that was missed during the briefing process that can be cleared up with a bit of constructive criticism.

Remember, too, that your designer is running a business. They need to be paid, and they need to charge for revisions that request them to work beyond the scope of the original quote. This doesn’t mean charging for polished work – designers need to produce something that is usable in a commercial setting before charging the final balance – but if you’re making changes past sign off then its fair to expect to pay for additional hours worked.

And finally, accept that you get what you pay for. Good designers charge more for their services and this usually means less hassle for you, and a better finished product.