I’ve been presenting design concepts to web clients since the 1990’s. But despite all that experience, I still get nervous about showing my work to the client. There’s always that feeling that maybe, just maybe, I’ve missed the brief with this one, or perhaps the client will become overly picky. Many years ago I actually got a ‘scroll’ of changes presented to me – this was 20 A4 sheets of screenshot printouts sallotaped together and rolled up. I tried very hard not to show any reaction but you can imagine how I felt – deflated. Fortunately, we now benefit from modern feedback systems, so getting feedback can be a relatively smooth and pain-free process for both parties.
So let’s explore some key strategies and best practices to help you present your design concepts with confidence, clarity, and impact.
Present in person? Or send the designs by email first?
I always email first because I want to give the client time to gather their thoughts and read my design concept explanation document. Once they’ve had time to provide me with some initial feedback, I might follow up with an in-person (usually virtual) meeting to go over the changes or if we are at the next stage, then we’ll discuss the amended design concept.
Start by reminding the client about the objectives of the website
At this point in the design process, you should thoroughly understand your client’s goals and vision for their website, as you’ve done your discovery work (no matter how minor) and have been well briefed by the client. Now’s the time to remind them about these goals and how your designs align with those goals.
Make the designs look as close to a working (desktop) website as you can
For years, I’ve designed ‘in browser’. I then screenshot the designs and use a tool like Markup.io to present the concepts (allowing the client to leave comments easily). This approach has its benefits. Firstly, the designs are already fully functioning web pages on a development server, thereby significantly speeding up the website build. Secondly, the design concepts will look precisely like the final website. No more concerns about the client noticing and fixating over minor differences between the design concept and the working website.
I didn’t used to work this way—I’m old(ish) and learned to create site designs using Photoshop. I’d then create static HTML pages on my website and embed the design as a background graphic. It worked, but I wouldn’t want to mess around too much with PSD files and HTML files today. And back then, we didn’t have feedback tools.
However you work, I advise ensuring that the designs look as close as possible to the initial ‘working’ website.
Explain your design choices, anticipate and answer questions
When presenting your design concepts, explaining the reasoning behind your design choices is essential. Use clear and concise language, avoid jargon, and focus on the benefits and impact of your design choices on their website’s usability, aesthetics, and functionality.
Anticipate questions like why the logo is the size it is and why the call to action is located where it is. After all, you are the expert here, and it’s your job to show them you know what you are doing. Providing your client with easy to understand explanations will reduce changes and speed up the approval process.
How many design options should you present?
This will depend on your contract, but as humans we all like choices, so present at least two design concept options to the client (three at a stretch, but only if it’s a variation on one of the other concepts). I’ve found that too many choices will confuse the issue. If you are working with a clear brief, it’s not needed. In fact, I once was so confident I’d nailed a design I presented only one concept (with the option to get another one if they needed it). That second design wasn’t needed, as I’d had such clear directions from the client and had followed them.
Providing at least two design options allows the client to explore different directions and make informed decisions while also making them feel they have some agency. Ensure each option aligns with the client’s brand and objectives while offering unique approaches to cater to their preferences. For example, one concept might have a transparent header with a large banner graphic, and another might be more minimal, with a white background and no banner graphic.
How many design changes should you allow?
In my contract I allow ‘two sets of complete changes’. While I am flexible on this (things can get overlooked), I’ve found I hardly ever go over this number of changes. How it works for me, is the client gets the first two concepts, and I ask them to pick one to develop further and provide me with their changes. I also suggest that if they like elements from both designs, I can mix and match and present essentially an amalgam of the two designs. Once I’ve presented the amended design concept they have one set of design changes to make to that concept. After that, changes are at my discretion.
Lastly, remember this is just a ‘process’ and don’t take things too personally
While it’s hard not to feel disappointed if people don’t like the concepts or getting to the final iteration seems like mission impossible, remind yourself this is ‘just a process’ I have to go through, and people are always going to have opinions. In fact, just by the mere fact of ‘presenting’ something to someone, they are psychologically primed to have to give feedback.