Defending your design choices is a critical skill for any web designer. Clear arguments and effective presentation can significantly reduce the number of revisions, speed up project approvals, and enhance client satisfaction. These 7 principles will help you successfully defend your project:
Start your collaboration with a client by completing a brief, analyzing the target audience, and studying competitors. It’s essential to align on key aspects such as structure, content, references, and visual style. Document all agreements at each stage to have a solid foundation during project defense.
- Link Arguments to Business Goals
Every design decision should address the client’s business objectives. Demonstrate how your solutions support the user in completing a target action, such as intuitive navigation or visually striking elements that draw attention.
Avoid overwhelming the client with technical jargon. If specialized terms are necessary, explain them clearly. Make sure the client understands your points and encourage them to ask clarifying questions.
- Establish Revision Rules Early On
Discuss the number, format, and deadlines for revisions during the proposal stage. This helps prevent misunderstandings and streamlines the process. Typically, two iterations are sufficient for finalizing the project.
- Exceed Client Expectations
Offer more than what’s expected. For example, if you’re creating a landing page, provide ready-to-use social media templates as an added bonus. Small gestures like these highlight your professionalism and make the client’s life easier.
- Maintain a Friendly Approach
Your tone and attitude matter. A warm and positive demeanor builds trust and leaves a lasting impression. Even when communicating via voice or screen recordings, a friendly tone can make the interaction more engaging and encourage the client to return.
After presenting your design, outline the next steps. For example: “I look forward to receiving your feedback within two days to ensure we meet our deadlines.” This helps the client understand what’s expected and accelerates the approval process.
