When I fully committed to a career in web design & development, I first worked in university marketing departments. My primary goal was simple: to design and build visually appealing websites that effectively housed the content they were meant to display. Generating the content was not my responsibility; it was provided to me, and my role was merely to enhance its visual appeal.
Designs Pre-Decided
Furthermore, many site designs were already decided upon before they arrived at my desk, which meant my job was simply to build the experience that the marketing team envisioned and senior management had already signed off on.
A Thompson Rivers University marketing landing page in 2017
Freelance Beginnings
On the side, I supplemented my income by taking jobs with small businesses to build, edit, and maintain their WordPress sites using the content and direction they supplied. Questioning the rationale behind content choices or suggesting optimal layouts and designs to meet business goals was never really on my mind; it just had never been part of my role. Reflecting on it now, I realize those business owners might have welcomed my input.
Transition to Agency Life
When I was ready for a new challenge, I left the public sector to join a digital agency that caters to businesses with healthy budgets, focusing on creating custom, high-performance websites exclusively on WordPress. Although I had experience working with businesses on their websites as a side hustle, albeit with much smaller budgets, this new job was a different ballgame. I was suddenly in charge of projects where businesses were spending serious cash, expecting a strong return on their investment. Coming from the public sector, where my team's salaries were just a minor slice of the university's budget pie, I was now in the real world where my salary hinged on keeping paying clients happy. The stakes were much higher, but I found myself really attracted to the challenge.
A New Perspective on Websites
During my time there, I began to see our work on websites in a new light. It wasn't just about aesthetics anymore; it was crucial that the website actually worked for the business. In essence, the site had to help generate revenue, and it was my team's responsibility to make that happen.
Websites as Business Tools
As I delved deeper into my role at the agency, I began to see websites more as tools for companies, not just for marketing but for generating revenue. It was a revelation. The aesthetic appeal was still important, but the functionality and how it served the business's bottom line became paramount. Each project was not just about building a pretty site; it was about crafting a digital asset that actively contributed to the company's growth.
Troubled Monk Brewery
Going Solo
Eventually, the allure of working independently drew me away from the agency. I ventured out on my own, focusing on small businesses. However, I soon discovered that many of these businesses already had excellent websites. Improving them further wasn't going to significantly boost their business. This realization was a turning point; it pushed me to broaden my scope beyond just web design to see how I could truly add value.
Beyond Web Design
I started to explore other avenues to enhance these businesses' online presence. Recognizing that the web is more than just design, I knew I had to look at the entire digital ecosystem surrounding these websites. SEO became a focus to increase visibility and traffic, understanding that even the best website needs to be found to be effective. I also focused on speed and performance optimizations to improve user experience, keeping visitors engaged longer. Conversion optimization was another key area, as this was about turning those visitors into customers by ensuring the site's design was conversion-focused.
This shift in perspective made it evident that the traditional approach of just having a visually appealing website was no longer sufficient in the competitive digital landscape. It became clear that simply having a beautiful website wasn't enough. These sites needed to be part of a larger, more cohesive marketing strategy to drive real business growth.
Identifying Business Gaps
One glaring issue I noticed was that many businesses lacked the infrastructure to effectively capture leads and nurture them into sales. They relied heavily on their website and occasional ads, hoping these alone would lead directly to purchases. This approach was often inefficient and lacked the depth needed for sustainable business growth. This insight led me to the importance of CRM (Customer Relationship Management) systems. CRM became crucial as they manage interactions with current and potential customers, helping businesses track, organize, and analyze customer data to improve business relationships, assist in customer retention, and drive sales growth.
Introducing HubSpot
This insight led me to explore HubSpot, a platform that could manage marketing contacts and help businesses implement strategies to convert leads into paying customers. Learning about and integrating HubSpot into my services transformed my approach. Now, I wasn't just designing websites; I was designing entire customer journeys. I could help small businesses set up systems to:
- Track interactions
- Engage with potential customers more personally
- Drive more sales through thoughtful, strategic marketing efforts, leveraging CRM capabilities to ensure every customer interaction was optimized for success.
Final Thoughts
In the end, my journey from a university marketing department to working with my own clients has taught me that the role of a web designer and developer extends far beyond the screen. It's about understanding the business, its goals, and how every digital touchpoint can work together to achieve those objectives. And while the screen might be where it all starts, it's the strategy behind it that keeps the business moving forward.
If you're looking to transform your website from a static display into a dynamic business tool, or if you're curious about how CRM and marketing strategies can elevate your business, feel free to reach out. Let's discuss how we can navigate this journey together.