Clients don't want a website. They want an outcome

Clients don't want a website. They want an outcome 🔗 **Source:** [Clients don't want a website. They want an outcome](https://www.youtube.com/watch?v=CKj-wt04wzQ) > [!note]+ Document Notes > tags: [web-design, client-relationships, business-outcomes] > author: [MISSING] > source: YouTube > reference: https://www.youtube.com/watch?v=CKj-wt04wzQ > date created: 2024-12-19 20:30 > > # 🏷️ Title: Clients don't want a website. They want an outcome >  ## 🧰 Action Inbox - [H1] Ask clients what they're trying to fix or improve — 0:45 #discovery - [H2] Focus on business outcomes not website features — 0:30 #positioning - [H3] Transform from web designer to business problem solver — 1:00 #strategy ## 🧭 Table of Contents - [📝 Summary](#-summary) - [📖 Main Content](#-main-content) - [🗒️ Notes](#️-notes) - [📚 References](#-references) - [🗣️ Paraphrase](#️-paraphrase) - [📰 Newsletter](#-newsletter) - [✅ Action Items](#-action-items) - [🧪 Hypotheses](#-hypotheses) - [📊 Methodology](#-methodology) - [❓ Questions](#-questions) - [🔮 Future Research](#-future-research) - [💡 Implications](#-implications) - [🧠 Learning Styles Assessment](#-learning-styles-assessment) - [📊 Accessibility Assessment](#-accessibility-assessment) - [🌍 DEIB Assessment](#-deib-assessment) - [✅ Logical Validity](#-logical-validity) - [🛡️ DARVO Analysis](#-darvo-analysis) - [🎯 Conclusion](#-conclusion) ### 🔗 References - [Original Video](https://www.youtube.com/watch?v=CKj-wt04wzQ) ## 📝 Summary - Web designers need to shift focus from delivering websites to delivering business outcomes - Clients say they want websites but actually want increased sales, exposure, and income - By understanding and solving the real business problems, designers can build stronger client relationships - This positioning transforms designers from vendors into trusted advisors - The key is asking discovery questions about what clients are trying to fix or improve ## 📖 Main Content The core argument is that web designers misunderstand client needs by focusing on the deliverable (website) rather than the desired outcome (business results). When clients request a "new website," they're actually expressing frustration with poor business performance - lack of leads, sales, or visibility. The solution involves reframing the designer-client relationship through better discovery. Instead of showcasing templates and technical features, designers should diagnose the underlying business problems. This might reveal that the current website confuses visitors, has poor conversion flows, or doesn't communicate value effectively. This approach positions the designer as a business consultant rather than a technical service provider, leading to stronger client relationships and repeat business. ## 🗒️ Notes #### ⏱️ [00:00](https://youtu.be/CKj-wt04wzQ?t=0) — [H1] Clients want outcomes not websites - Key idea: Clients aren't asking for lovely websites anymore, they want business benefits - Evidence: "What they really want are the benefits like increased sales, exposure, and more income" #### ⏱️ [00:15](https://youtu.be/CKj-wt04wzQ?t=15) — [H2] Websites are tools not end goals - Key idea: Websites are just tools but too many designers treat them as the final deliverable - Evidence: "Websites are just tools, but too many web designers treat it like that's all they have to deliver" #### ⏱️ [00:30](https://youtu.be/CKj-wt04wzQ?t=30) — [H2] What clients really mean - Key idea: "I need a new website" actually means "I need more business" - Evidence: "When a client says, 'I need a new website,' what they actually mean is, 'I need more flipping business'" #### ⏱️ [00:45](https://youtu.be/CKj-wt04wzQ?t=45) — [H1] Ask about problems not templates - Key idea: Discovery should focus on what they're trying to fix rather than showing templates - Evidence: "So instead of showing off fancy templates, ask them what they're trying to fix or improve" #### ⏱️ [00:55](https://youtu.be/CKj-wt04wzQ?t=55) — [H2] Diagnose the real issues - Key idea: Current website problems prevent business success - Evidence: "Maybe their current website confuses people and that's why they're not getting contacts or any sales" #### ⏱️ [01:05](https://youtu.be/CKj-wt04wzQ?t=65) — [H1] Transform your positioning - Key idea: Solving real problems transforms you from web designer to trusted advisor - Evidence: "If you can solve what they're building, then you can transform from being just a web designer to becoming someone who gets it" #### ⏱️ [01:15](https://youtu.be/CKj-wt04wzQ?t=75) — [H2] Build repeat relationships - Key idea: This approach creates clients who want to return - Evidence: "And then you'll find that clients want to return to work with [you]" ## 📚 References - [Original Video](https://www.youtube.com/watch?v=CKj-wt04wzQ) ## 🗣️ Paraphrase - Web designers should focus on delivering business results rather than just websites, since clients ultimately want increased revenue and visibility - The real client need behind "I want a website" is usually "I need more customers and sales" - By asking discovery questions about business problems instead of showcasing templates, designers can position themselves as strategic partners rather than vendors ## 📰 Newsletter **Shift Your Web Design Focus: From Websites to Business Outcomes** Here's a game-changing perspective for WordPress professionals: your clients don't really want websites—they want results. When someone says "I need a new website," they're actually saying "I need more business." This insight can transform how you approach client relationships. Instead of leading with themes and features, start with discovery questions about their business challenges. Are visitors confused by their current site? Are they missing leads due to poor conversion flows? By positioning yourself as someone who solves business problems (not just builds websites), you become a trusted advisor instead of a vendor. This leads to stronger relationships, better projects, and clients who return. **Key takeaway**: Ask "What are you trying to fix?" before you ask "What do you want it to look like?" Resources: [Learn WordPress](https://learn.wordpress.org/), [Developer Docs](https://developer.wordpress.org/), [WP-CLI](https://wp-cli.org/) ## ✅ Action Items #### WordPress - Training: Develop discovery question frameworks for business outcome conversations - Community: Create templates for client consultation processes focused on business goals - Documentation: Add business-focused project planning guides to Learn WordPress #### Community - Contributors: Share discovery question templates and client consultation frameworks - Maintainers: Develop business outcome measurement tools for WordPress projects ## 🧪 Hypotheses - Web designers who focus on business outcomes rather than technical deliverables achieve higher client satisfaction - Discovery questions about business problems lead to more accurate project scoping than feature-focused discussions - Clients are more likely to return to designers who position themselves as business consultants - Projects focused on measurable business outcomes have clearer success criteria ### 📊 Methodology - Survey comparison between outcome-focused vs. feature-focused client relationships - A/B testing discovery conversation approaches and measuring client retention - Case study analysis of successful business-outcome-focused web design projects ### ❓ Questions - What specific discovery questions most effectively uncover real business needs behind website requests? - How can WordPress professionals measure and demonstrate business impact beyond website metrics? - What tools and processes best support the transition from vendor to strategic advisor? ### 🔮 Future Research - Development of standardized business outcome discovery frameworks for web professionals - Analysis of client retention rates based on different positioning approaches - Creation of business impact measurement tools specifically for WordPress projects ### 💡 Implications - Practice: Requires developing business consultation skills beyond technical web development - Education: Need for business strategy training in web design curricula - Client relationships: Shift from project-based to ongoing strategic partnership model - Pricing: Outcome-focused positioning often supports higher rates and retainer models ### 🧠 Learning Styles Assessment Reading level estimate: 8th Grade #### 👀 Visual learners - Present: Short-form video content - Improve: Infographic showing client need vs. stated request, before/after business outcome examples #### 🔊 Aural learners - Present: Video format with clear narration - Improve: Podcast-style discussion or audio summary #### 🗣️ Verbal learners - Present: Clear examples and analogies - Improve: Sample discovery conversation scripts, client dialogue examples #### 🧩 Kinesthetic learners - Present: Brief, actionable format - Improve: Discovery question worksheets, role-playing exercises for client conversations #### 🧠 Logical learners - Present: Clear cause-and-effect reasoning (website problems → business problems) - Improve: Decision tree for identifying business outcomes, ROI calculation examples #### 🧑‍🤝‍🧑 Social learners - Present: Focuses on relationship transformation - Improve: Group discussion prompts, peer sharing of discovery techniques #### 🧘‍♀️ Solitary learners - Present: Self-contained insight for individual reflection - Improve: Personal assessment of current client approach, individual action planning #### 🌿 Naturalistic learners - Present: N/A - Improve: Business ecosystem thinking, client journey mapping ### 📊 Accessibility Assessment #### Screen reader semantics - Present: Standard video structure - Improve: Detailed transcript with speaker identification, chapter markers #### Keyboard navigation - Present: Standard YouTube controls - Improve: N/A for video content #### Contrast and readability - Present: Clear audio narration - Improve: High contrast captions, transcript in accessible format #### Text resizing and reflow - Present: Video format adapts to screen size - Improve: Responsive transcript layout #### Media and captions - Present: Audio content available - Improve: Professional captions, downloadable transcript #### Forms and interactions - Present: N/A - Improve: N/A #### Standards reference - Video content should include captions per WCAG 2.2 AA 1.2.2 ### 🌍 DEIB Assessment #### Cultural breadth - Present: Generic business advice applicable across contexts - Improve: Examples from different business types, regions, and scales #### Inclusive language - Present: Uses accessible business language - Improve: Define "flipping business" and other colloquial terms #### Neurodiversity support - Present: Short, focused content - Improve: Clear structure markers, consistent pacing #### Representation - Present: Gender-neutral advice - Improve: Diverse client scenario examples #### Psychological safety - Present: Encouraging, supportive tone - Improve: Acknowledge that this positioning shift can feel challenging ### ✅ Logical Validity #### Strong reasoning - Deductive strength: Sound logic from client frustration to business need identification - Inductive strength: Good generalization from common client behavior patterns - Causal reasoning: Clear connection between focusing on outcomes and improved client relationships - Analogical strength: Effective comparison of websites as tools rather than end products #### Fallacies - None identified: The reasoning is sound and well-supported #### Tone of voice - Overall tone: Confident and instructional with practical urgency, uses casual language ("flipping business") to emphasize points ### 🛡️ DARVO Analysis - Deny: No defensive rhetoric present - Attack: No attacks on accusers present - Reverse victim/offender: No victim/offender dynamics present - Emotional cues and rhetoric: Positive, solution-focused language throughout ## 🎯 Conclusion The key insight is that successful web designers must shift from thinking about websites as deliverables to understanding them as tools for achieving business outcomes. By focusing discovery conversations on what clients are trying to fix or improve rather than what they want the website to look like, designers can position themselves as strategic partners and build stronger, more sustainable client relationships. ## 🧱 Refactor Appendix ### 📚 Literature Split Pad Purpose: Stage CEE units that become Literature notes. Split level: H3 ### [H1] Clients want business outcomes not websites > [!quote] [Clients don't want a website. They want an outcome](https://www.youtube.com/watch?v=CKj-wt04wzQ) by an unnamed author via [[YouTube]]. Published [MISSING]. Accessed 2024-12-19. > "What they really want are the benefits like increased sales, exposure, and more income." This shifts designer focus from deliverables to results, improving client relationships and project success. [view highlight](https://www.youtube.com/watch?v=CKj-wt04wzQ#H1) #xref #articleseed ID:rw_CKj-wt04wzQ_H1 ### [H2] Ask about problems not features > [!quote] [Clients don't want a website. They want an outcome](https://www.youtube.com/watch?v=CKj-wt04wzQ) > "Instead of showing off fancy templates, ask them what they're trying to fix or improve." Discovery conversations should focus on business problems rather than website aesthetics or features. [view highlight](https://www.youtube.com/watch?v=CKj-wt04wzQ#H2) #xref ID:rw_CKj-wt04wzQ_H2 --- ### 🔖 Atomic Split Pad (Zettel Candidates) Purpose: Promote reusable claims into Atomic notes. Split level: H4 #### [Z1] Discovery questions reveal real client needs - Applies to all service-based businesses, not just web design - Pointer to 00:45 timestamp - Links: [[Client-Discovery]] [[Business-Consultation]] #### [Z2] Positioning determines client relationship quality - Service providers can be vendors or strategic advisors based on approach - Pointer to 01:05 timestamp - Links: [[Professional-Positioning]] [[Client-Relationships]] --- ### ✏️ Fleeting Queue Purpose: Capture quick actions for Fleeting notes. - [F1] Research discovery question frameworks for web design consultations — https://www.youtube.com/watch?v=CKj-wt04wzQ #fleeting #inbox - [F2] Create template for business outcome-focused project proposals — video insight #fleeting #inbox - [F3] Develop client consultation checklist focusing on business problems — 00:45 #fleeting #inbox --- ## Full Transcript [00:00] Have you noticed how clients aren't just [00:02] asking for lovely websites anymore? What [00:04] they really want are the benefits like [00:06] increased sales, exposure, and more [00:08] income because that's what they expected [00:11] the website to deliver. At the end of [00:12] the day, websites are just tools, but [00:14] too many web designers treat it like [00:17] that's all they have to deliver. When a [00:19] client says, "I need a new website," [00:21] what they actually mean is, "I need more [00:23] flipping business." So instead of [00:25] showing off fancy templates, ask them [00:27] what they're trying to fix or improve. [00:30] Because maybe their current website [00:32] confuses people and that's why they're [00:34] not getting contacts or any sales. If [00:36] you can solve what they're building, [00:38] then you can transform from being just a [00:41] web designer to becoming someone who [00:43] gets it. And then you'll find that [00:45] clients want to return to work with