We know the importance of website performance and accessibility. Or at least we should. There’s no shortage of content dedicated to these subjects.
That creates awareness. Hopefully, awareness leads to learning. And learning leads to implementing best practices. There, we’ve made the web a better place!
Not so fast. There’s one factor the tutorials didn’t warn us about – clients. Yes, a client can lay waste to our plans for a fast and accessible site.
The question is: why? Why would a website owner get in the way of progress? Why would they insist on features that diminish the user experience?
There are a few possibilities. Let’s look at some common conflicts and ways to resolve them.
A Desire to Impress Users
First, let’s state the obvious. Our clients’ hearts are in the right place. They want a successful outcome as much as we do.
Clients also want to impress users. Sometimes, this puts them at odds with best practices.
The use of massive images is one example. Full-screen photos can be attractive. However, they also bog down page loads. An HD or (gasp!) 4k image is like strapping an anvil to a slow internet connection.
Sliders can produce even worse results. Sure, let’s add a few hundred kilobytes of JavaScript. What could go wrong?
People think that these features will promote conversions. The page will be so attractive that users can’t help but click that call to action. Websites used Flash intros for the same purpose back in the day.
They have good intentions. They may be looking in the wrong place, though.
The Belief That Competitors & Peers Are Right
Competition is a great motivator. So is the status of one’s peers. Both make us want to keep pace with those around us.
It’s a common theme when building a website. Web designers can fall for it as much as clients. You see something shiny and want to replicate it.
Perhaps the company across town uses a video background on every page. It may look cool. But is it the right thing to do?
Clients don’t want to be outclassed by someone in the same industry. They may not consider the consequences of adding such a feature.
A client may also fear that they’ll look bad to potential customers. As in:
“Company A has this feature on their website. They’re clearly superior to Company B.”
The reality may be different. The web’s novelty wore off many years ago. Looks are important. But so is usability. And what good is a video background for someone using assistive technology or a cheap mobile device?
That Their Preferences Are All That Matters
As the saying goes, “The heart wants what it wants.” We can say the same thing about our clients.
A client can become an immovable object when it comes to design. They’ll insist on an inaccessible color scheme. Or a font that is difficult to read.
Some won’t sign off on a design unless it includes all their demands. They’re the customer, after all. And they’re always right.
This thinking also impacts existing websites. A client might want to change a hero section. The reason? They’re sick of looking at the same thing every day.
It may make sense to them. However, they’re once again ignoring users. You know, the people they’re trying to serve.
Change for the sake of change could be a negative. It could confuse visitors and lower conversion rates.
Not everyone can see the bigger picture.
How to Help Your Clients See the Light
Yes, all of the above can be frustrating. There’s no need to lose all hope, though. A good conversation or two can make a difference.
Here are a few pointers for discussing performance and accessibility concerns.
Give an Honest Assessment of Your Concerns
The first step is to provide an honest assessment. Point out the potential problems you foresee.
From there, it’s about explaining each item of concern. Lay out the benefits and drawbacks. Give examples of how a feature impacts users.
For example, a slider could make site navigation more difficult for a visually impaired person. Your client may not have considered this possibility.
Clients will most often do the right thing in these situations. Being informed could be all it takes.
Offer Better Alternatives
It’s one thing to argue against a client’s idea. But what should they be doing instead?
Our job isn’t to merely dismiss a feature. We should also offer an alternative or two. Things that provide a similar effect – but without the hit to performance and accessibility.
We could suggest a hero area instead of a slider. It will grab a user’s attention while reducing load times. Perhaps it features a background pattern or a photograph that’s optimized. It stays on brand but doesn’t hinder usability.
It’s one way to guide a client toward better solutions. The idea is to improve the product and strengthen communication.
Be Patient
Clients aren’t always receptive to our ideas. We can warn them about the impact of a feature. But they sometimes need to see the results for themselves.
They might notice an issue when the feature launches. Or they may get complaints from other users. The shortcomings will become apparent either way. Or not.
We’ll need to be patient and bide our time. We can hold out hope that they’ll see things our way, eventually.
Educate & Encourage Good Choices
There will always be some give and take when working with clients. That’s part of the design and build processes. Web designers must balance client preferences with user needs.
Accessibility should be non-negotiable. It’s worth fighting tooth and nail for. If a client insists on something that goes against this pillar – the consequences are on them.
Performance offers more wiggle room. Odds are the result won’t be perfect. However, it’s our job to make the best of any situation.
Education is a valuable tool for web designers, though. We can help clients understand why these subjects are worth their investment. That can lead them to make better choices.
The benefits of performance and accessibility aren’t apparent to everyone. Thankfully, we have the power to change that.
How Client Requests Can Undermine Web Performance & Accessibility Medianic.
