When we think of innovation, we usually focus on new technologies, but innovation within a business model can be just as effective as a means of creating a new market or shifting market demand from traditional sources to the new model.

Eric and I didn’t set out to create a new model for the web design business; We looked at the current model from the perspective of the customer (having been customers ourselves in the past) and noted some dysfunctional practices in the industry. The most glaring problem was that most web design firms assumed that their clients came to them knowing not only what they wanted on their site, but that what they wanted was the right mix for their business and goals.

We found just the opposite to be true. Clients know the importance of an Internet presence and they generally know the types of services they would like to offer online, such as an online shop or contact point. But most clients need expert help to decide how to achieve those goals. What it comes down to is offering a complete plan that includes effective messaging, presentation, and functions that will help their site become visible and engaging.

The other problem that clients face is one of trust. This is huge. With so many options and companies to choose from, how do you decide? And to make matters, worse most of those web design companies approach things the exact same way as if they all attended the same “How to run a web design business” seminar. They ask customers what functions they want, what colors they like, what other web sites they like, and what their budget is. It’s a bit like going to the doctor with an aching foot only to have the doctor ask you what you’d like him to do about it, then he asks how much you have to spend on a cure!

From the web designer’s perspective, of course, those are all fair questions. How can they quote a price without knowing the scope of the project, and how can they tell a client what they can offer without knowing the size of the budget?

That would be fine except for the fact that the client often doesn’t know what is needed to drive their success online. This is particularly true for small businesses and start-ups that may not even have a marketing plan. And that’s where we’ve turned the game around. We begin with the assumption that clients want our expertise in planning an effective site from the ground up. We also believe that clients should have a firm idea of what they’re going to get before committing money to it. Would you buy a car that you’ve only read about as opposed to one you’ve test driven?

This is how it works; Following a free, no-obligation consultation, during which we learn in detail about a client’s business and business needs, we create an online business plan complete with messaging, function details and design comp. In fact, we do a great deal of work ahead of time to win the job and earn the client’s trust. If they don’t like what we present, then maybe it wouldn’t have been a good match for us and we save time and money down the road. But what we have found is that our clients really appreciate the work we put in, and given a great concept they’re generally ready to sign up for the project. The other huge benefit from this approach is that you eliminate the big shock down the road when the client first sees a design and it’s nothing like what they expected.

Only time will tell how successful we’ll be with our new model. But the early signs are promising and we’re booked up solid.