How to Be My Favorite Client
I have spent an inordinate amount of time reading posts on Clients From Hell. Some of the stories are funny, others are infuriating and some are just downright sad. Regardless, every story seems to have one common denominator: miscommunications about expectations. Sometimes it's a client who doesn't understand that the contract is a legally-binding document, and other times it's a designer who just learns the hard way. Aside from the entertainment value, I found it to be quite educational. In fact, I learned a lot about what to put in my contract, what boundaries to set, and the little things that make me love my clients. And the things that make them love me.
DO YOUR HOMEWORK
You know when you're on Facebook and someone is looking for a mechanic, or you're into a mad session of Candy Crush (personally, I'm a Two Dots gal. Owen Davey's illustrations are dope) and something pops up asking you to review it? Those are two sides of the same coin: doing your homework. The friend looking for a mechanic is looking for the right person to work on their car. You reviewing an app helps other people doing their homework: seeking out the best person (or app) for their needs. This is how you need to approach designers. Go to their website and look at their portfolio. Meet them for coffee. Make sure you like their style, and that they can do the work for which you're seeking them out. My best clients have always come to me saying something they loved about my website or work I've done that they admire, and it gives me peace of mind as well knowing that my clients aren't blindly signing contracts and checks. It's just a good way to start off a working relationship.
HAVE REALISTIC EXPECTATIONS
When it comes to cost, timelines, and a final product, many people have unrealistic expectations. People want stellar products for dirt cheap in the next 24 hours and that just doesn't happen. When it comes to cost, expect to pay at least $25/hr. when working with a freelancer or solopreneur, and don't ask for things for free. Like you, we have rent to pay, groceries to buy and bills to cover. Not only that, but we have an education and experience that qualifies us for the rates we charge. Because of that experience and education, we have a good idea of how long it will take to complete the work. When we say it will take a couple months, trust us. Instead of wondering why it will take so long, consider looking at it as someone willing to invest that time in your brand, your project, and you. Giving us the time we quote will result in a better relationship and a better product. When it comes to that final product, your high expectations are understandable. You care about your brand. So do we. However, you can't expect your final product to be extremely similar to a big company like Amazon or Apple. We're not designing your company to compete with Amazon or Apple unless they are actually your direct competitors. I design for my client's brand, not their competition. If you want to fuel my enthusiasm for your project, stay true to your brand.
READ (AND UNDERSTAND) YOUR CONTRACT
Clients From Hell is full of examples of people who just didn't bother to read their contracts. The funny thing about contracts is that they are still legally binding even if you didn't read what you were signing. I have been very fortunate to only have excellent clients, however, there was one. Let's call this client Joan. Joan signed the contract and even paid the retainer, but partway into the project, Joan had a long list of complaints. Every one of those complaints was addressed in the contract: timeline, creative process, the scope of work. It was all there, and her comments were almost point-for-point referring to things that were addressed in the contract. "This is taking too long." The contract says you are responsible for responding to me in a timely manner according to the deadline, and you didn't email me for three weeks. It also stated that if you choose not to set a deadline, I'm not responsible for meeting one. "Why did I only get four concepts to choose from?" Because the contract states that you get four concepts to choose from. "I don't think any of these are very good." Then why did you choose a concept and have me produce a final version of it? "I never agreed to have you do the website." Then why did you sign a contract agreeing to have me do your website? Read your contracts, and if you have questions, please ask! If you're unhappy with something, speak up. I never get a client's signature without confirming that they fully understand what they are agreeing to. Don't sign anything till you understand what you're signing. If you want to be my favorite client, ask questions and be informed.
COMMUNICATE CLEARLY AND PROMPTLY
My best clients (which is basically all of them), are very responsive to my questions and when we are working on the creative brief, they may not be able to tell me exactly what they want, but they are able to communicate enough information so that I have a good idea of what direction to go. Through the iteration process, they tell me what they like and don't like, and we figure out a solution. If they are unhappy with something, they speak up. In addition, my best clients understand the deadline they have set and when I have questions for them, they call, text, or email me within a day or two. My best clients correspond with me in a timely manner.
BE READY TO GET INVOLVED
This is your project, your brand, your company. Nobody knows your goals better than you, and because of that, I welcome your voice. I'm here to translate your vision into something tangible. Beyond the brief, I want to get to know what you like what you don't like, all the ideas you have for what you're building, I want to hear it all. This is exciting, and you should be excited. Show me what your vision is. If you don't have a vision, it's not time to hire a designer. **
These clients aren't the best because they make things easier on me. These clients are the best because in doing these things, they build trust that makes the working relationship stronger. When a client comes to me excited about hiring me and excited about what they're building,, it's contagious. I soak that in, and it translates. It shows up in what I produce. You're proud of what you're building, so let's have fun with this. Let's get our hands dirty in some creative work that feels like recess when we were kids.
**If you don't have a vision yet, that's fine. You may not be ready to hire me as a designer, but let's grab coffee and see how we can clarify your vision.
FURTHER READING: How Long It Takes to Design a Logo, Apex Creative