There is not such a thing like a basic website
How many times someone asked you how much would you charge for a basic website? Do you really think they’ve been interested in having a basic website? Who does want such a thing like a basic, anonymous, tasteless design? I answer the question for you.
No one.
You’re under consideration
What they likely wanted to know was your bottom line. Which can say much about you. How much do you value yourself? How much do you think others value you? How good do you think you are? How brave are you feeling and also are you able to turn off an opportunity? Do you make sure to protect your customers from unexpected troubles? Have you any professional expenses? Have you the requisite to complete the job (in time)?
Whatever you answer to that question actually says it all. They’re wondering if you will deliver a professional package. A savvy entrepreneur will test you with just one unique question: what’s your bottom line?
Sure there are exceptions but on average no one likes to be cheap. Or been served with canned material. Specially if one can effort a better service.
There is not such a thing like a basic website
But let’s assume for a minute that your client is genuinely asking you what’s your bottom line is. In other words, what would you charge for what she thinks could be a basic website. If she really thinks that way, well, she does not know much about web design, and web designer, and probably about her business either. We could assume that she’s dubious about what she really needs. Isn’t true?
She’s unaware of tending you a trap and she did not see that coming. Understandable from her part. In fact you are the professional here, you should not fall in such a pitfall. Experience tells us that sooner or later she will realize to have bigger needs and that the basic service you provided her is not in any way what she expected. She will probably not give you a good reference or mouth to mouth promotion as well. Which is even worse than if she would not pay you at all.
I prefer to lose money than my reputation!
In her shoes
What happens in her mind? I guess a pretty simple logic. She’s running a start up, or she’s self employed. She started to wonder if a website would benefit her business and she made enough her mind to hire a web designer (she surely has friends but she wants a pro). So she gets in touch with you, ‘cos she estimates you. But if she really wants a basic website she still did not realize that she’s going to spend her little money in little more than nothing.
Now it’s your turn. Tell her the truth. A website doesn’t do any miracle out of the box. A website is a tool, like a dress. It needs to be tailored specifically.
What she would need, instead
The real deal would be to deliver a strong presence (brand?) on the web. Plus a solid plan to attract visits. Better that kind of visits that could expand her business, would that be new customers, readers, subscribers, buyers… you name it.
You have to tell her that a basic website does not really fit in that profile. There will be no room for meetings, analysis and all the care for details that makes a design terrific, and not just because it’s beautiful. But because it hits the target, responding to precise needs and accomplishing defined goals.
Why it’s also bad for the designer as well
Eventually you might think to be able to manage the project so that to deliver a honest couple of web pages. Earning at the same time a reasonable payment. Life taught me the hard way that small budget projects are hard to manage as well, if not more, as all the other kinds.
You know what a boomerang is famous for. Expect something like that if you’ve not been very clear about what your customers will get for that price. Otherwise you’ll sadly argue about details you did not specify well enough. It’s always unpleasant to disregard others’ expectations. Make sure to not leave room for misunderstanding. Otherwise, a client will always ask for more.
The solution?
I’ve not an universal, unbeatable, magic solution. No one has it. The real World is a complicate place, and I love it that way. And yes, I’ve a bottom line myself, and I’m not afraid to state it clear to any potential customer. If they don’t fit my minimum requirements I will just skip that one, keeping myself available for better assignments.
So, whatever your bottom line is, I would like to suggest you two solutions.
The honest, future proof way
If you decide to set a low budget offer, stay safe and set no room for misunderstanding. Also, educate your customer. What you’re delivering it’s a compromise between quality and investment. If you want to keep the client, build foundation for future improvements. Explain very well the limitation of the solution you’re providing. Probably no strong brand, no research up front, no custom features, not SEO and no heroic support either. Neither time for an extensive teaching for using the Back End (if any).
Your customer will first appreciate your ethics. Secondly she will feel reassured that her investment is not going to get wasted the day she will define a more precise scope for her presence on the web. She will likely be back soon to you asking to complete what you started.
The best deal a client could dream
Or, if you are in need of a good portfolio, you can be her best luck. Offer her a top class service all inclusive, stating clearly that she will not paying you just money, but also the opportunity for you to prove what you’re able to. Be strongly determined to make it a success, no matter what. She should be well aware that you’re investing on the project as much as, if not more, herself. You’re expecting in return promotion and the prospect for more work.
In this case, you’re expecting her to support you as well, allowing you to express your creativity more than she would usually do. And the most important aspect of all, you both commit to actually complete the whole project! That will make sense of it. Otherwise, you’re gonna fail and it’s gonna be frustrating. Mainly for you.
I followed this policy few times. I’ve usually got an extra payment and a very happy client, willing to provide an excellent reference. But it had been a damn hard work!
My bottom line
I want to be honest with you. I’m actually thinking to define a very low budget offer. My bottom line is quite high for the kind of client who thinks to be satisfied with a basic website. For the most because we need to educate those clients and demonstrate them that a website can do wonder if properly designed.
You may be interested in reading How much I charge for a website this new year and why it is not that expensive.
Nevertheless, WordPress and open source in general give us amazing tools to start with. If I will be able to define a honest package for a fixed price, without the hazard to frustrate the customer, I might include that offer into my basket. And I’ll definitely write about it on these pages.
Till that day, I will kindly apologize and refuse those works, ‘cos I’m not delivering basic websites. I love too much my job to skip all the fun and gratification that come from a well planned design process.
