Sure, we’ll give you a great design

I have been thinking recently about how difficult it is to sell the concept of site architecture before design. Most clients are more interested in the design aspects of the Web project. While I try to focus the discussion on Web strategy, site architecture, and web publishing tools, they inevitably want to see what their sites will look like. While I do not blame them for wanting to look good on the Web, I still believe strongly that a simply yet effective and usable Web site is what works. But, I’m in business to please clients. So, I have started to change my approach, and I show a rough design sketch early on, just so that we can re-focus the conversation on the real complicated task at hand: What’s this Web site going to do for my client and their visitors.