For web designer-oriented products and services, the “hustle” is unique. The classic methods of marketing in person or on a printed page are less relevant. That means the footwork has to be done online.
It is a significant challenge. Chaotic noise of social media, bidding wars of advertising networks. These obstacles stand in the way of being noticed. So some entrepreneurs go for more innovative ways (if you can call it that) to get our attention.
The idea is to drive sales. But to put it bluntly, some of these tactics are quite the opposite. Personally, that means it’s going to be a cold day in you know where before I even consider a purchase.
If you want to win this grumpy designer, you better avoid the following shady practices.
Trash Your Freemium Product with Annoying Ads
Freemiums are heavily involved in web design. You get a certain amount of product for free, then upgrade to a paid version to unlock more goodies. It is especially prevalent in WordPress themes and plugin ecosystems.
This model seems to work fairly well for both users and developers. The product gets some much needed publicity, while everyone else benefits from its functionality. There would be a clear win-win if only certain companies crossed borders.
While some level of advertising is expected, there are instances where it goes hand in hand. Take, for example, a plugin that decided to include a non-functional notification in the WordPress block editor. It was not easy to dismiss and had no useful function.
Isn’t it great? Consider the possibility of other plugins adopting this same practice. It could turn the “no distraction” content creation process into a virtual Times Square.
Advertisements are fine. But the better they get, the more likely I am to go somewhere else.
Asking for Personal Information – Then Abusing It
Web designers know the market: you give up a piece of your privacy in exchange for a product or service. Google and Facebook have killed this model. Many of us willingly participate despite our worries.
Once you have surrendered your data, it is up to the provider to use them safely and responsibly. Maybe that’s a naive move – even a laugh. Especially when you consider those who abuse this information.
There can be many forms. Sometimes it’s a relentless email stream or sales calls (gasp!). Others simply sell your information to whoever is willing to pay. Worst of all are those that make your data easily accessible by hackers.
Again, there are limits. And the line between friendly communication and harassment is a little different for everyone. But the idea is to entice people to spend their money – not to bully them.
Avoiding Pricing, Features, and Updates
Type data is important. So we want to know exactly what we are getting before we spend our hard earned money on a product.
On a personal level, nothing my goat does like a product website that omits (or makes them hard to find) the following:
Pricing
How much does it cost? This should be easy. Some sites will provide an attractive pricing table, but important information will be omitted.
If it is an annual subscription, does it renew the full price? Is the process automated? What happens when the subscription expires? These are the things that potential customers need to know from the start.
Then there are products with paid additives. A website should set out what is included for each pricing set. If a particular item is not included, what are the additional costs?
Do not hide the whole pricing picture from view. No one in this area likes surprises.
Aspects
While sales copy doesn’t have to go too deep, it’s still good to get a picture of what the product does. And it’s also nice to know what the benefits are.
For example, one thing to be proud of is a slick product UI. But is it more powerful or more effective? How does it compare to the competition?
The more technical the product, the more we need it. So the job here will not be done on a quick list.
Updates
No matter the product, security and stability are paramount. And nothing inspires confidence more than knowing that it is well maintained by the author.
For downloadable products such as themes, plugins, or apps, keeping a change log is crucial. This allows us to see how often updates are released and what changes have been made.
Without this information, it is almost impossible to tell if you are actively investing in a product that is developed. Maybe this only applies to buyers who are experienced with the technology. But, for the most part, that’s what web designers do.
What Sells? Honesty and Respect.
It may seem misunderstood, but there are cases where quality is irrelevant. At least not at first.
Because by participating in the above practices, you are ensuring that users never see how great your product is. These methods put pressure on people before they can experience what you have to offer. That is the tragedy of it.
There are no shortcuts on the road to success. If you want to sell and influence your product, then respect people and their limitations. Show what it can do and why it’s great. And be transparent about pricing and maintenance.
In this way, you are building relationships rather than imposing your will. That’s the only way to get web designers (especially grumpy ones) on your side.
