I can understand why you see these same mistakes over and over, Zeke. The reason is because many web "designers" have little or no knowledge or training in visual design. They think design is all about the code. That is why I prefer the term "web developer." I am a graphic designer who does not code. I went through a number of developers who were impossible to work with because they didn't think visual design was important and didn' t understand why I insisted on certain things. They thought I was a pain and/or overly anal. Then I found my current developer. He is amazing at what he does, and he appreciates the team approach to crafting web sites that work both visually and technically. We each understand our own limitations and each other's strengths. We respect each other and learn from each other.

The mistakes you describe in your article are for the most part the kind that new design students make in their first year at school. My advice to web developers who want to build successful sites is to team with a visual designer - don't try to do it all yourself. But if you insist on being a one-person show, do your clients a favor and learn at least the rudiments of good design. Otherwise poor Zeke is going to be condemned to looking at another 500 ugly sites.

What an awesome experience! My brain is still reeling. Karrie led us through several hands-on packaging processes that took me a long way toward understanding and implementing my packages. It was particularly beneficial to participate in everyone else's process . I want to express my gratitude not only to Karrie, but to all my fellow attendees who were so generous with their insights. My condolences to those who weren't able to make it - perhaps Karrie could be persuaded to run this workshop again.

I won't be able to get to Google docs until late tonight - hope that's not a problem. Let me know if it is.

All these posts have been very thought-provoking. For myself, I would have thought after being in business for this long, I'd have the pricing thing down. So when I attended Karrie Kohlhaas's packaging workshop yesterday (Judith the Money Lady was also there), I was a bit shocked to find that the group thought I was seriously undercharging for my design work. I am based in a small town on the Olympic Peninsula and am pretty isolated professionally. My prices are considered very high-end here, and when I don't get a project, 99% of the time it's due to price. Apparently my fees would be considered beyond bargain basement elsewhere.

I would like to expand my client base into the Seattle area, but I'm not sure what to do about the pricing issue. I think packaging will be part of the solution. It has been helpful to read through these posts. As Judith told me, "It's so important that more people realize that pricing is an art, and unless we talk about it, most of us will continue to underprice our services simply because we don't know."

Barb, this is a great reminder for those of us whose businesses tend to slow down in the summer. This has been happening to me since the beginning, and this year I vowed that instead of freaking out, I would invest the time in my own marketing. I am usually "too busy" to stay on top of it on a regular basis. The effort is already bearing fruit, and I am no longer slow. (The law of attraction?) Now my challenge is to maintain my resolve and keep it up so I can avoid slow times in the future. Thanks for the reinforcement!

Laurel

This article is excellent. I can think of no possible way to improve on it.

I have been working with my particular local printer for nearly 20 years, and I consider them a valuable partner in my creative process. They know what my standards are and do everything they can to meet them. When there is a problem, they have 5 words: We'll. Take. Care. Of. It. And they do.

Interestingly, I have managed to develop a similar relationship with the one online printer I use. They are in California, yet they know me by first name and they have the same approach to customer service as my local guys. They'll do hard copy proofs and work with me on color issues. In fact, my local guys often job out to them. But you are right: for the most part, online printers can't match the advantages of a good local printing partner.

I hope as many Bizniks read this article as possible. You have done all of us a good service by posting this information. (And I bet you miss chromalins as much as I do.)

Great article, Nina. I'm glad to see there are others out there who find sloppy language irritating at best, and deplorably unprofessional at worst. "I write like I talk" is often a cover for the functionally illiterate. There's also the issue of appropriateness. I don't talk to my great-aunt the same way I talk to my dog. Your advice to DeBorah is right on. Thanks!

Laurel

That truly WAS hilarious. Good old Harlan. And it wasn't nearly as offensive as being asked for free creative by people who only assign a value to their own work. I went to your web site and noticed that you support some good causes. As a graphic designer, I do too, but I prefer to choose how and whom I support. Thanks for sharing this.

• Laurel

I've been self-employed for 28 years and these tips are right on. I wish I had known them when I started!

I would like to add to the one about giving it away for free. This is great in theory, but it can turn into a real trap down the road. When work is performed for free, people may tend to assume the work has low value, or they'll make inaccurate assumptions about what the work is worth. And they may assume they will get a low-ball deal when they come back with a paying job.

When I do a full or partial pro bono, I always deliver an invoice that states the true value of the work and the discount the client is receiving. This does a number of things: it ensures that the client knows the true value of the work they are getting; they can also see how much the actual gift is; and if they are a non-profit, they will have a paper trail that they might be able to use to get a match on a grant.

When people see a concrete donation amount, they are more appreciative and are left with a clearer sense of your worth. And they'll tell their associates. This has been a great marketing ploy for me - I highly recommend it.

I'd like to comment on Ilise's comment. I agree that it is crucial to define your market if you have a service or product that has broad market potential. It is also crucial to be thoughtful about what your niche parameters should be.

I am a graphic designer in a small rural market. If I had targeted only one or two specific business sectors when I started, my business would have curled up and died long ago (it's in its 28th year). There just aren't that many businesses where I am to focus only on one sector.

Selecting an industry niche is a good strategy for an urban market with many businesses, but it's a different ball game in the country. My niche is essentially my geographic area and that has worked well for me.

I'm posting a bit late here, but would like to add my 2 cents (oops, raised my rates - now it's 3 cents). I think it depends on whether you are offering a set amount of time (one hour for a massage) or are offering a service-based product (like a brochure design) (what I do).

I don't tell clients my hourly because my work is project-based. When someone wants a logo or whatever, I qualify the project, use the information to arrive at a project fee, submit my proposal and that's it. The client doesn't know how long it takes me to produce the piece, so they don't have an objective basis for passing judgement on my hourly rate.

It is not my clients' job to set my rates, but they can and should pass judgement on the project fee. If it was off, they wouldn't accept the proposal. I raise my hourly about every 2 to 3 years (for the past 25+ years), never tell anyone and no one has ever noticed.

It is our job as independent business people to understand our own value, work to increase it, and clearly convey it to the market. It has been great to read all the posts supporting Joy in her quest for establishing fair value.