Designer Hourly Rates Versus Package Rates

Years ago I used to be a freelance website designer and at the time I charged an hourly rate of $20. However since many clients would want a "package rate" I would need to quote a specific price for a job based on a time estimate of how much time I thought it would take to do the job, assuming they didn't ask for any changes which added up to extra time.

So for example if I thought a project might take 30, 40 or 50 hours I would quote them $600, $800 or $1000 respectively - bearing in mind that if a project goes overtime, I don't get paid anything extra. So if I quote 30 hours to complete a task and it takes 40 or 50, I don't get paid anything extra because it was my fault for not quoting a more accurate price.

So when a client then asks for a "discount rate" or $300 or $400 for a $600 job, think about how much I get paid per hour if the job goes overtime?

At $400 for 40 hours I am suddenly getting $10/hour, which is less than minimum wage in Ontario.

At $400 for 50 hours I am now getting $8/hour, which is ridiculous. I got paid that much when doing heavy labour in a welding shop 20 years ago. This shows you how much minimum wage has improved in the last 20 years.

At $300 for 40 hours I am now getting an awful $7.50/hour.

At $300 for 50 hours I would be getting a pathetic $6/hour.

So when a client asks for a discount rate, the proper response is:

"That is the discount rate."

Also I later jacked up my hourly rate to $25, then $30, and eventually to $35/hour - which is my current rate for doing website design.

Also I now explain to clients when they ask for a website design that we agree to the design of the website in advance and any "changes" they want to the website after it is completed is billed separately. I am not doing endless edits for people who cannot make up their mind about what shade of blue they want for their website.

"Oh, I don't like that new blue. Can you make it more like a sky blue, but like greyer?"

Yes. Yes, I can. But I am not changing it again unless you are paying me for my time.

The Difference between Amateurs and Professionals

Saw this ad posted on craigslist a few days ago:

"Web Design Teacher Needed
We are presently looking for Web Design teachers
Be able to teach introduction to web design
Native English speaker/Fluent in English language.
Be able to teach evening and Saturdays
Good knowledge of Dreamweaver, word press"

I sent the following response:

"No self respecting professional website designer would be caught dead using Dreamweaver or Wordpress. Such things are for amateurs.

Any true website designer is hardcoding the site in HTML/javascript.

So basically what you are looking for is someone who is an amateur to teach how to be an amateur website designer. Wow. Good job."

Basically what it comes down to is that any one who is serious about website needs to learn how to hardcode a website from scratch. Any idiot can use Dreamweaver or Word Press - because those are WYSIWYGS (What You See Is What You Get), which are designed to be used by amateurs so that any idiot can design a basic looking website using the templates that are provided. To get a professionally designed website you need to be able to think outside the box, to be creative and design a chic / stylish website that engages the viewer.

It is a bit of question of amateur vs professional... to which I shall now invent a new saying:

"Who do you want as a dentist: An amateur or a professional? The results will be dramatically different."

10 More Things People say to Graphic Designers

Proper Response - "Yes, but it will take time and I will require a deposit in full based on a vague estimate. The total cost may be more than expected because you are only giving me a vague idea of time requirements. Also there may be additions charges if you want any revisions."

Proper Response - "In what way do you want it to POP?"

Proper Response - "Do you have a high quality high resolution image of your logo on your website?"

Proper Response - "Sure, but I will have to start charging by the hour."

Proper Response - "Yes, but it will probably be a complete redo based on what you've given me."

Proper Response - "Sorry, but I have other clients with money and I can't afford to help people who don't have any money."

Proper Response - "Nope. Beyond the initial 2 revisions promised in the agreement, any further revisions will be charged my hourly rate."

Proper Response - "Without any specifics to give a proper estimate, I would need to charge you my hourly rate."

Proper Response - "Yes, but I would need to charge you a consulting fee for any calls before 9 AM or after 5 PM."

Proper Response - "I didn't go to Hogwarts School of Witchcraft and Wizardry. Ever heard of the saying 'Creativity is 1 per cent inspiration and 99 per cent perspiration'?"

See the previous post:

10 Things People say to Graphic Designers

10 Things People Say to Graphic Designers

Proper Response - "That would be like designing a book cover without knowing the size or shape of the book, or even the contents."

Proper Response - "Will it take 5 minutes or less? If not, I will have to charge by the hour."

Proper Response - "It is. Go ahead and edit it if wish to."

Proper Response - "Sure, but I will have to charge you by the hour. How many versions do you want?"

Proper Response - "Depends. What is it you want me to change?"

Proper Response - "Sure, if it takes less than 5 minutes. More than that and I have to charge by the hour."

Proper Response - "You know that is copyright infringement right?"

Proper Response - "Do you own the rights to that image? If not, then no."

Proper Response - "Sorry, my husband/wife wants to go out this evening and see INSERT MOVIE TITLE here. Have you seen it yet? Was it any good?"

Proper Response - "Would you like me to do half the work and give it to you half-finished?"

See also:

Confessions of a Designer

Copyright Infringement and Website Design

“Can you design it exactly like [the competitor’s website]? No, I mean, exactly like it?”

To which the proper response should be: "Do you know the penalty for copyright infringement? Because that is what you are discussing and I want to state now, for the record, in case any lawyers are reading this in the future that I had no part in any copying of a competitor's website or their content."

It is okay for clients to want to emulate a website that they admire. But they can never duplicate a site completely, word for word, code for code. That is grounds for a lawsuit. Copyright infringement in Canada can lead to fines of up to $1,000,000 CDN plus any civil lawsuits from the company which was infringed.

Beyond that the thing to do is ask the client what specific elements of the website they really like. Get examples of things they like and learn exactly what aspects of it they like best.

Also ask them what they would change to make it better.

Once those things are nailed down the next step should be to determine a layout. For this I prefer to used old school pen and paper so that we have a hard copy of what the layout design is.

I also sometimes ask a client to "sign off" on a finished layout by initializing the corner of the draft design that was completed on paper. This way they know they have just agreed to this layout/design and this is the layout/design that will be made. Changes may be made later, but any amendments should be relatively minor.

Any major changes imply a whole new design, possibly starting completely fresh. Which means additional costs in terms of time and money.

Organizing your Website to be Search Engine Friendly

It is important that the search engines bots can easily spider through your website, read all your original content fast without anything delaying or blocking them. Search Engine Friendly Website Design is a rarely used skill in the website design industry because so many designers these days want to use Flash and know nothing about making a website Search Engine Friendly.

Here is a few pointers to make sure your website is search engine friendly are:

1. Make sure you do not have any dead links. These are old links on your website that points to pages that no longer exist.

2. Build an internal multiple linking structure. By this we mean, do not just have one single link going to any one page. Link to other pages from the content your website making sure the words you are linking actually relate to that page.

3. Do not use a flash buttons to link to other pages on your website unless you have a second standard form of linking structure.

4. Every single page on your website must be accessed within three clicks maximum.

5. Make sure that every page on your website loads fast. The search engines are not going to stick around if it takes too long to load your website or pages.

To learn more on this topic read Search Engine Friendly Website Design.

Confessions of a Designer

Anneke Short is a London-based designer who has come up a series of minimalist posters that are out to challenge the preconceptions that people have of graphic designers and website designers.

‘Confessions of a Designer’ is a collection of quotes based on ideas Short has either found herself thinking or she has heard other designers complain about. The quotes portray the frustration and realities that designers often face when dealing with clients who just don't understand the business of design.

Update, see also:

10 Things People Say to Graphic Designers

10 More Things People say to Graphic Designers

How to give Feedback to a Website Designer

Often clients are unsure how to respond to a website designer's work product. One of worst things they can say is:

"I just don’t like it."

Why? Because they're not explaining WHY they don't like it. Perhaps because they don't want to hurt the designer's feelings.

However designers are professionals and used to receiving feedback, and if doing a revision then they need detailed feedback. This means the client needs to talk about specific parts of the design.

• color scheme
• layout
• fonts
• images/graphics
• copy
• special capabilities/integrations

It is a case wherein designers might even have to send a happiness survey to clients in an effort to find out what aspects of the design they don't like, and to remind the client it is okay to dislike elements of the website in the initial rounds of design. But the designer needs the feedback if they are to build the website the client wants.

Sometimes what the client really wants is a website that looks more professional, but for some reason they insist on having a cheesy looking duck on the page. The duck isn't helping, but efforts should be make to make the duck look chic and classy as opposed to lame and silly.

"Oh and can you make the colours of the website match the duck?"

No. No. That is just wrong.