The other day I noticed many retweets about an article called Why a web design really takes six weeks. Curious, I clicked on one of the links to check it out. The article is really an image allegedly showing why it takes six weeks to complete a design. The retweets I saw thought the image was funny, and definitely on point with what he or she experienced. When I looked at the image my first thought was, “Oh….HELL NO!!!!“.

First, quick breakdown on what happened

Before I explain my reaction, let’s look at what happened.

• The designer accepted the job and began work on the project.
• The designer submitted a complete concept to the client, within 24 hours, requesting revision suggestions.
• Designer receives revisions from the client, which he or she does not like, attempts to convince the client not to use the suggestions.
• Designer makes the revisions, as per the request of the client, and resubmits it to the client.
• Several days later, client tells the designer he or she prefers something similar to the original submission. Client does not admit he or she was wrong and the designer was right.
• Designer makes the changes and resubmits. Client likes the new design.
• Designer begins development on the site and completes it within 24 hours.
• Designer does not have the content for the design, therefore, cannot finish the design.
• Designer waits a couple of weeks for the client to give the designer the content.
• Designer receives content from client in a format that was not easy for the designer to use. Designer complains about this.
• Client wants the site live ASAP, and a discount.

Note this is one designer finishing the project beginning to end so the designer did not need to outsource anything.

What’s Wrong With This Picture?

Why did the designer start work on the project without having the content?

The designer invited this problem to happen by not having all of the important items needed to create and complete an optimal design. The design is supposed to compliment the content, not the other way around. Customers and readers are not coming to the site to see the pretty design. Why does this situation happen?

Money.

The designer will accept the job, accept a deposit, and begin work on the project. Sort of like building a house without the foundation. A car without the frame. Does a surgeon start operating before making a diagnosis? Does a good attorney walk into a courtroom unprepared? Will any of those situations work out well? Most likely not.

Designers accept jobs without the content all the time. Then will complain if the content does not fit, is not given in the proper format or worse, the content sucks. The delay with the customer giving the content to the designer is the customer’s fault.

WRONG: The designer should not have started work on the job until he or she had the content.

Let’s Talk About the REAL Issue

Many designs look good but they suck. Why? They do not solve real problems.

• They do not help convert viewers to customers.
• They do not have specific calls to actions.
• They have usability issues.
• They are not SEO friendly.

Have you ever met someone who is beautiful or handsome on the outside but his or her personality is ugly? That is the problem with building a site without the content. The design might look great but will under-perform. The internet is filled with under performing designs.

It is about time designers stepped up and addressed this issue.

Guidance

When I work with clients, and let me be clear I am not designer, I guide them through the process. When I have worked with designers, the good ones took a similar role. They guided me through the process. As an expert, for lack of another word, the inexperienced person looks for guidance from the more experienced person.

By the designer starting the project before having the content, he or she allowed the client to gain control over their time (or hassle about it later). Note the project was on the designer’s calendar for six weeks. Note that the designer worked over the weekend, to cut/paste the content into the design. Was that amount of time included in the cost of the design? If it wasn’t, is it fair to pass that on to the client? No…because….say it with me…

The designer took the job without the content and obviously did not specify how the content should be given to the designer.

Yes, I realize this is only a graphic but unfortunately, designers put themselves in this situation all the time. Sure, there are some situations when development of a project (like coding) will start without the content (ideally, the content is being created while other elements are being worked on) but this was not a large project.

The real question: once a designer experiences this type of issue, does the designer stop taking projects without the content or does the designer let the cycle continue.

What would you do?