4 Years. Painful. Torture.

Yes. You read that right. When a website should take a few months, this project took 4 years. A bit embarrassed by that but I believed in the client. They have a drive and a passion that inspired me to stick it out; and their desire for perfection, while admirable, was equally frustrating. The client stopped and started the copy a dozens of times. And asked to revamp the design even more often.

I build marketing plans. I craft stories and select images to communicate a business’ purpose and uniqueness. Quite often one of the top priorities that comes out of the plan is an overhaul of the website. The client didn’t want to take the time to do my Diagnosis Survey. This is a peel-back-the-layers, deep dive exercise into the company’s positioning and past marketing efforts to hone the message, identify the audience and a lay a foundation to build a stronger and more effective marketing machine. No, didn’t want to do it. No time they said. Hmmm… how long did this take?

Creativity is courage – Henri Matisse

What I learned from this high maintenance, highly creative client…

• Taking the time to build a marketing plan up front is a must do. It’s non-negotiable. It’s work. It’s uncomfortable. And it’s worth it. The process forces you to be laser-focused on “who” is your audience, “what” you do for them (that no one else delivers) and “how” you do it. A marketing plan makes everything you do moving forward crystal clear. Make the time.
• 80% is good enough to launch. 80% is far better than an-out dated 1.0 website with an old stagnant message. And accept that 100% will never happen. There will always be something to tweak, a new service added, an old document to replace, a blog to post. It will never stop changing – it should never stop changing.
• Own what you believe. You can’t build something great on consensus or fear. It takes thought leadership, boldness and belief to make a difference. If you don’t believe in what you have to offer, why should your clients? You will always have critics and detractors. Embrace it.

Why didn’t I fire that client? Or them me? Well, that client was ME. Yes, me. This is about my journey with my own site. It’s been a long time coming. Honestly, my paralysis on this has cost me business. So why was this so hard to do, when it’s what I do for others? Because, I was resisting the very process that I ask my own clients to undertake. I felt exposed. I had to break apart what I have been doing the last 13 years and rebuild it to make it better, more efficient and stronger.

I have a new appreciation for the angst and resistance my clients experience.

4 Years. (Sigh)…yes.
Painful. Yes, but no pain, no learning.
Torture.  At times, but moving beyond just average isn’t supposed to be easy.
Worth it. Absolutely. Click here to view my new site and email me your feedback.