Addition by Subtraction: The Importance of Great Web People
Sometimes, it doesn’t make sense to have “more.”
In sports, we see it repeatedly: a highly-talented player will contribute points to his or her team. But the superstar’s talents are outweighed by their counterproductive habits: not showing up to work on time, not taking team meetings seriously, and adversely affecting the chemistry of the team.
The team takes action. The superstar is traded. Fans are convinced that the team has given up.
But suddenly the opposite happens: the team starts performing better than they did before. The team rallies and suddenly they find themselves in the playoffs.
This is the concept of “addition by subtraction,” and you don’t have to be a general manager for a professional sports team to know how powerful it can be.
What does this have to do with web design?
Simple: it’s easy to get caught up in having an expensive web team full of lots of people who handle myriad elements of your web presence. But that doesn’t mean that you’re necessarily doing the right thing.
It’s far more important to look for great web people than it is to look for a lot if web people.
So what determines whether or not you’re working with great web people or simply a large team of web people? Let’s look at some ways you can diagnose how your web presence is doing—and whether you might need better web people as opposed to more:
Understanding How Addition by Subtraction Works on Your Web Presence
Your web presence doesn’t have to be 250 pages wide.
You don’t need a thousand sub-sections. You don’t need a million ways for someone to find you.
What you do need is a web presence that is simple and has an immediate emotional impact on your intended audience.
In the book “The Paradox of Choice” by Barry Schwartz, the author explains that many consumers often feel overwhelmed by choice. The same problem is present in low-value restaurants: when someone feels like they can order one out of 1,000 things on the same menu, they also feel that they’re probably not going to get a great experience if they choose just one.
The same logic applies to your website.
Your website should be simple, impactful, and direct the audience’s attention in the right direction. For example, if you have one “Contact Us” page, you don’t want to split up your audience’s attention across different landing pages. You want to keep pointing them to the same page, over and over again. That way, when you optimize your landing page, you know what kind of impact it can have on your potential leads.
If you’re spending too much time with attaching frills and other features on your website—many of which you don’t need—you’re only going to get caught in the weeds. Try to find a web team that can not only help you understand the difference between “busy work” and productivity, but who can build you a simple web presence that converts, attracts, and sends you leads while you’re busy working on other aspects of your company.
Addition by Subtraction in Your Productivity
A restaurant that keeps changing its menu every single day is going to end up with a lot of wasted (and paid) hours. It’s going to spend too much money on printer ink. It’s going to spend too much money—period.
The same is true in other areas of business.
No matter what kind of business you run, you shouldn’t continue to pursue the small returns that come with changing little things.
The wrong kind of web team will be happy to charge you for it.
That’s not what you want. You don’t want to pay expensive invoices each month as your web team tells you that they’re making all sorts of changes and upgrades that you don’t need. Instead, remember the 80/20 principle: 20% of your efforts will tend to yield about 80% of the rewards. It’s important to optimize the 20% of your company that’s most productive.
As for the rest…you don’t always need to pay such close attention.
By creating a strong website that’s simple, you also free up your time for other types of marketing. That can include a wide variety of marketing efforts, including advertising (both online and offline). That, in turn, drives traffic back to your website. If your website has already been optimized with an effective web design service, then you know that you can trust that website to continue converting potential leads into potential customers. That will only help you grow your business in the long run.
Working with High-Quality Web Design
With all this in mind, how can you tell when you have a high-quality web design team on your side? This is what we recommend you look for:
- Motivation. Are the people you work with motivated toward getting you a high-quality website? Or are they simply going through the motions? Do they care about your concerns and who your audience is, or are they simply going to rework an existing template and give you something you could have designed yourself for $15? It’s your money you’re spending, after all; take advantage of it.
- Marketing outreach. A quality web design team will be able to help with your marketing by giving you a simple, intuitive website that funnels your leads in a specific direction. You’ll want to work with a web team that doesn’t pursue those small little design elements, but rather focuses on what it can do to simplify.
If it’s time to update your web presence, then maybe it’s time for you to reconsider how you approach your site. Are you going to continue to focus on the wrong things—or are you going to work with a web design firm that understands what addition by subtraction means?
Now’s the time to simplify your design and enhance your ability to gain new customers. Now’s the time to work with a group like Lackey Designs.