Are You Being Money Smart with Your Web Site?

We're all watching our budget line extra close these days to stay ahead in our business, but are you making the best decisions for the long run? When you first built your site you had to make all the decisions. You had to decide who will create it for you, do you want to update it yourself, use a content management system or keep the web developer in the loop. What extras did you want such as a shopping cart, data bases, blog and the list goes on depending on your individual needs.

One of the biggest mistakes clients can make is they get a great web site, but then they let it sit and never update it. There are plenty of reasons why this happens, but a big one is the cost factor. The problem with this is when you let it slide too long, you get to a point, where it becomes better to just start over again. This is a much larger cost than just updating it here and there to stay current. When you fall into this pattern, you end up losing your largest initial investment every several years when a complete redesign is in order instead of putting forth the smaller effort and costs to make small updates along the way.

If you haven't updated your web site recently, CALL YOUR DESIGNER RIGHT AWAY! Not sure if you qualify for a tune-up? Follow these guidelines.

Make sure your web site:

1. has regular text changes on it to keep it fresh for search engine optimization. The more frequent the better. It's even possible to implement code that automatically changes it on a daily basis.

2. has updated content, be it graphic or text, that reflects your company, which is also continually changing. (This could be new staff photos, new specials going on, etc.)

3. is keeping up with technology and uses the best interface possible for your needs. For instance, does the navigation still make sense and is it easy for people to find what they need.

If you don't know how your site is holding up in comparison to these suggestions, that's ok. Your web designer can help you answer them. The important thing is to at least ask these questions so you keep the momentum of your new site moving. You want to take ownership of your site, and be aware that it's most advantageous to keep it fresh. Just like you wouldn't dream of buying a new car and skipping the regular oil changes to maintain it, make it your goal to treat your web site investment with the same care.

Kristal Young, owner and graphic designer of Kristal Clear Graphics in Milwaukee, Wisconsin, offers creative services in print, web and beyond. Now specializing in social media design for business identity, you can visit online at http://www.kristalcleargraphics.com or like Kristal Clear Graphics on facebook at http://www.facebook.com/kristalcleargraphicsllc.

Be a Princess to Your Clients

I have the fortunate privilege to not only be the owner of my graphic design company, Kristal Clear Graphics, but I’m also a full-time mom who gets to stay home with her two kids. So now as a mom of a four and one year, I have a fun variety of topics I talk about during my day from branding and design details to Barney and Bottles. A couple months after my son was born, I was feeling stumped in trying to come up with a topic for a newsletter that I was writing to my clients and contacts. I asked my daughter, who was 3 years old at the time, "What should I talk about in my business newsletter?" She replied with an obvious answer … "princesses!"

I don't know how she became obsessed with princesses as my husband and I tried our hardest to DIScourage the princess phenomenon, but it still came. So I thought to myself, "Ok, Kristal, you've got a creative mind for your design projects, why not put a creative spin on princesses for your newsletter. So this is how it turned out, and I’d like to share it with you:

Remember the last time you were in line at the grocery store looking at the tabloids and you saw that regular article about the celebrity that looked less than perfect. Maybe they gained a lot of weight, were caught by the photographer without their makeup and dressed in sweats, or just looked intoxicated. Whatever the mishap, it's our human nature to think what we're seeing on the celebrity is undesirable.

The next step of the process is to decide what to believe about the celebrity. Was their image taken out of context and you give them the benefit of the doubt or do you develop negative feelings from that image that make you dislike them and possibly even boycott their music/movie/TV show/etc. So the moral of the story is it's in the celebrity's best interest to always look like a princess (or a prince)!

How does this pertain to your business? Well, a celeb's face, personality, actions, etc are the brand and image they create for themselves. It's a little different from your business's brochures and web site, but both market to their audiences with these tools. Just as a celebrity could lose popularity and eventually money based on bad decisions they make with their image, businesses who don't put a "pretty princess" face on won't thrive amongst their competition either.

For instance, imagine you're a customer looking for a tailor to make alterations for that special "princess/prince" attire you need for a wedding. An acquaintance gives you a business card of someone from their networking group. The paper is flimsy with a random clip art image of a dress and suit on it. It has their company name in text but no logo and you can tell the owner printed it off their computer. It doesn't feel like a very professional establishment, but you go look at their web site anyway. It's quite obvious they made it themselves as well. It's very plain, hard to navigate, and little sense of design organization. Not completely comfortable with trusting your formal attire to this place you google other area shops. It's no surprise you didn't find the first shop in your google search, but you do find one nearby who's web site gives you a much better feeling. Their logo and design style is prominent, professional looking, plus it's consistent throughout the pages of the site as you discover it's quite easy to navigate. Your last discovery is that both shops quote you at the same price. Which company do you feel more comfortable going with? Obviously the one who's first impression was a professional one you could trust.

Now there's no reason both companies couldn't perform upright, quality service, but there is a reason they had to come up with the phrase, "Don't judge a book by its cover." It's because it's human nature to do just that, and in this day and age when people's attention span is so fast your business can't afford to not look its best. Instead, you always need to make your business look like a princess.

If you'd like more information about how you can give your business an attractive cover that will make your clients choose your product or service from amongst your competition, contact me today and let Kristal Clear Graphics turn your business into a princess.

Kristal Young, owner and graphic designer of Kristal Clear Graphics in Milwaukee, Wisconsin, offers creative services in print, web and beyond. Now specializing in social media design for business identity, you can visit online at http://www.kristalcleargraphics.com or like Kristal Clear Graphics on facebook at http://www.facebook.com/kristalcleargraphicsllc.

Graphic Design Myths: #4. One Size Fits All “If it’s good for one company it should work for me too.

Four Graphic Design Myths Busted

Welcome to a short four-part series of advice tidbits that can help guide you through the graphic design process. The last three months we covered three different myths, “More is More,” “It’s Too Expansive to Hire a Graphic Designer,” and “Web Site Horror Stories,” which you can see in the media tab on my web site http://www.kristalcleargraphics.com. Whether you’re a small repair business with a marketing plan or the VP of an amateur golf league with an annual membership booklet to design, there are some basic art, business and communication principles, that everyone should understand. It might be easier than you think to believe these myths because in the short run it appears to be the cheaper, quicker and overall, easier decision. However, make yourself aware of these pitfalls and trust me, you’ll be better off and more likely to avoid these mistakes.

Graphic Design Myths: #4. One Size Fits All “If it’s good for one company it should work for me too.

One idea of thought when starting up a new business is to have your logo on everything that your client's hand touches. While there is nothing wrong with this strategy, it might not be necessary for everyone. Sometimes beginning entrepreneurs get caught up in the staging process of their new business; they get their logo designed, they need a business card, letterhead, brochure, flyers, post cards, e-mail blasts, web site, company pens and hats ... oh, and don't forget those fun stress balls with the logo on it.

While there is nothing wrong with getting your name out in the market in a professional manner, you want to be careful on where you spend your marketing dollars. Just because ABC company orders 10,000 sheets of letterhead at a time, doesn't mean you have to do the same. Maybe it makes more sense for you to promote your "green" side and have a letterhead designed that you can print out for yourself on an as needed basis. Help the environment, show your caring side to your clients and customers and save some money all at the same time. Freeing up some cash could also allow you to try some guerilla marketing ideas to really set your business apart from the competition.

Overall, not EVERY company needs EVERY type of marketing piece despite what some agencies may want you to believe. If you look at your marketing plan from an "a la carte" view point, you might be surprised how many items you truly don't need. But how do you know which to invest in and what to pass on? You guessed it. The answer is unique to every company so do your homework. Find an experienced individual in the marketing world you can trust and ask for their opinion. I'd be more than happy to share my design/marketing experience with you. Plus, for more specialized needs like overall marketing help, writing, photography, etc, I have my pockets filled with other trusted professionals that I've worked with on past projects. Just tell me how Kristal Clear Graphics can help you find the solution that fits your company best.

Kristal Young, owner and graphic designer of Kristal Clear Graphics in Milwaukee, Wisconsin, offers creative services in print, web and beyond. Now specializing in social media design for business identity, you can visit online at http://www.kristalcleargraphics.com or like Kristal Clear Graphics on facebook at http://www.facebook.com/kristalcleargraphicsllc.

Graphic Design Myths: #3. Web Sites Horror Stories

Four Graphic Design Myths Busted

Welcome to a short four-part series of advice tidbits that can help guide you through the graphic design process. The last two months we covered two different myths, “More is More” and “It’s Too Expansive to Hire a Graphic Designer” which you can see in the media tab on my web site http://www.kristalcleargraphics.com. Whether you’re a small repair business with a marketing plan or the VP of an amateur golf league with an annual membership booklet to design, there are some basic art, business and communication principles, that everyone should understand. It might be easier than you think to believe these myths because in the short run it appears to be the cheaper, quicker and overall, easier decision. However, make yourself aware of these pitfalls and trust me, you’ll be better off and more likely to avoid these mistakes.

Graphic Design Myths: #3. Web Sites Horror Stories:

"If I have a bad web site experience, it’s best to stick it out. I’ve already spent so much money with the bad company, and I don’t want to lose my investment. They said they'd fix it this time."

Some other trusted web site designers and I have heard this too many times. Sometimes it’s fun to get spooked, but the horror stories about bad web site companies are nothing to smile about.

Here are some classic signs (and unfortunately true stories I've been told and/or experienced) you might be in a web site horror story:

1) You tell the company you need a web site built, but have a very small budget, actually less than $500. They tell you, "No problem" and with some information and money exchanged you find yourself with what seems to be a great deal for a web site. What they didn't tell you was with such a low budget, they only had time to build you a landing page (home page) with no links or if they include links it's just a pdf they uploaded to look like a web page. This means they uploaded one big picture instead of text and code, which is what search engines use to find your page. I'm not saying you have to spend $10,000 on a site, but you do get what you pay for. At first glance it looks nice, but no one will be able to find it or use it.

2) You've been asking your web guy to make changes for months/years. They keep saying they'll get to it, but obviously they never do. In two different cases, I was the "other" company brought in to make the changes the original company was slacking on. That kicked them into gear at least for awhile, but even that wore off eventually. Not a way to treat your clients, if you ask me.

3. Some companies are more template-do-it yourself web sites allowing the customer to save some money. While they promise and do technically deliver customer service, it's very low quality. I have spent literally hours on the phone with these people who are either uneducated in their own software or poorly educated in a general knowledge of web design, and I really got nowhere ... aside from teaching them some new things.

Now I'm not trying to scare you or use this as a place to vent my horror stories that have been shared with me over the years. But instead, I don't want this to end up in a court case somewhere (yes, I've seen that happen too) and give you some tools to fight the bad web site company villains.

Tools of Advice:

1) Shop around for web design companies, and I don't just mean for price. If one sounds too good to be true, I'm sure it is. The more people you talk with, the more you'll start to understand what you need and what they're offering. My experience with the average entrepreneur is they greatly under estimate what a web site should cost. The more interactivity you want (shopping carts, user accounts, or the ability to make your own changes down the road) drastically bumps up the cost.

2) Use your networking connections for recommendations. Ask about the whole process and what they liked and didn't like about it. Even if you don't go with their recommendation, you'll gain some valuable advice on what pot holes to look out for that are probably common in any web site building project.

3) The web site jargon out there can be tricky and confusing when you're hearing it for the first or even 100th time. Maybe some things I wrote in this article went over your head, but don't feel singled out. You're probably not the only one out there and I would always be happy to explain anything further. In fact, anyone you're working with should be willing to make you feel comfortable in this very large, important purchase you're going to make that could make your business sink or swim.

Kristal Young, owner and graphic designer of Kristal Clear Graphics in Milwaukee, Wisconsin, offers creative services in print, web and beyond. Now specializing in social media design for business identity, you can visit online at http://www.kristalcleargraphics.com or like Kristal Clear Graphics on facebook at http://www.facebook.com/kristalcleargraphicsllc.

Graphic Design Myths: #2. It's Too Expensive to Hire a Graphic Designer

Four Graphic Design Myths Busted

Welcome to a short four-part series of advice tidbits that can help guide you through the graphic design process. Last month we covered the first myth, “More is More" which you can see in the media tab on my web site http://www.kristalcleargraphics.com. Whether you’re a small repair business with a marketing plan or the VP of an amateur golf league with an annual membership booklet to design, there are some basic art, business and communication principles, that everyone should understand. It might be easier than you think to believe these myths because in the short run it appears to be the cheaper, quicker and overall, easier decision. However, make yourself aware of these pitfalls and trust me, you’ll be better off and more likely to avoid these mistakes.

Graphic Design Myths: #2. It's Too Expensive to Hire a Graphic Designer

“I can do it myself on Word or Publisher.” This is a common thought for some companies when brainstorming on ways to cut their budgets and save money. Well, I'd also like to throw in the phrase, "You get what you pay for."

For most entrepreneurs, if they're not trained in design and/or marketing, I would definitely not recommend creating business marketing pieces on their own, and I would never recommend designing them in the above mentioned programs. While people can do it, they won't be fooling anyone. Often this amateur design, while cheap to produce, can make a poor first impression of a business that looks less than professional and/or untrustworthy. The outcome: the company loses that new business and extra revenue.

Still think it's cheaper to do your own graphic design? Let's crunch the numbers. As the owner of a company, what does "Joe Smith" pay himself an hour? Whether he finds a graphic designer who charges $20/hr or $120/hr, it will still cost him more to do it himself because it will take him much longer than a graphic artist. Usually a designer's rate is based on their experience: The higher the rate, the more experience, and often the quicker they work. The professional designer will be able to throw out a stellar brochure design in a fraction of the time it will take Joe to figure out his program and create his design. Plus because this is his first or second attempt, the design will reflect that experience level.

But budgets are still tight, and you need to watch what you spend. Well, try some non-traditional ways of dealing with a graphic designer. I have clients who tell me their budget for a project and I often can design them something according to that allotted amount of time. Because of the time restraints, it might not have all the bells and whistles or revision opportunities of a larger budget, but they still have a professional looking piece. I have lots of ideas of how to make it work with your budget. Just ask!

Kristal Young, owner and graphic designer of Kristal Clear Graphics in Milwaukee, Wisconsin, offers creative services in print, web and beyond. Now specializing in social media design for business identity, you can visit online at http://www.kristalcleargraphics.com or like Kristal Clear Graphics on facebook at http://www.facebook.com/kristalcleargraphicsllc.

Four Graphic Design Myths Busted

Welcome to a short four-part series of advice tidbits that can help guide you through the graphic design process. Whether you’re a small repair business with a marketing plan or the VP of an amateur golf league with an annual membership booklet to design, there are some basic art, business and communication principles, that everyone should understand. It might be easier than you think to believe these myths because in the short run it appears to be the cheaper, quicker and overall, easier decision. However, make yourself aware of these pitfalls and trust me, you’ll be better off and more likely to avoid these mistakes.

#1. More is More

“I get more for my dollar if I put as much information as possible on this direct mail postcard.” So often it's tempting to cram too much text, graphics and special offers on a marketing piece, whether it's a brochure, advertisement, or even business card. You might think, “After all, I'm spending so much money on this project for design time and paper costs, my customer needs to know everything they can about my business.”

While I will admit there is a time and place for this way of thinking, and believe me, I've had my share of clients to practice with on making a crowded ad work, more often than not, YOU WILL GET MORE OF YOUR MESSAGE ACROSS IF IT CAN STAND ALONE. It needs to pop off the page, and the most efficient way to do this is limiting your information to the most critical facts.

Think of advertising pieces you've looked at that were over crowded. There is so much information, pictures and text that you can't tell what the advertiser wants you to come away with. These often give the impression of cluttered, cheap, and maybe even lower quality. On the contrary, if you see an ad with one dynamic picture, a few words and the company name, there is no confusion as to what the message is, and it leaves you with a much higher impression of a dependable company with high quality products.

So next time you're charged with getting a marketing piece designed, I challenge you to create your company's message using LESS IS MORE and find much better results. If you have any questions about how this works or you're interested in learning more about how you can simplify your marketing message through graphic design please contact me at Kristal@kristalcleargraphics.com.

Kristal Young, owner and graphic designer of Kristal Clear Graphics in Milwaukee, Wisconsin, offers creative services in print, web and beyond. Now specializing in social media design for business identity, you can visit online at www.kristalcleargraphics.com or like Kristal Clear Graphics on facebook at www.facebook.com/kristalcleargraphicsllc.