Website Design Advice From a Former Creative Director at Disney
Vol. 019
Portfolio Site Advice From a Former Creative Director at Disney.
Website design musts, from an industry veteran, for any creative or freelance business.
A quick bite:
Website design is daunting. Especially when you’re not a website designer. However, when you simplify things about and take the time to think about who your site is for and what you’re trying to say, the process is not only easier, but more effective!
Continue reading below…
Understanding your ideal client and speaking to them in a way that they’re familiar with can feel like a daunting ask.
As a freelance creative, how are you supposed to present yourself and your work to the world? One could argue that it doesn’t really matter as long as you’re presenting quality work; however, the marketing gurus would tell you that having a definitive understanding of what you do, how you do it, and who you do it for can help you unleash your creative potential and catalyze true business success.
I did a little write up a few months ago about branding yourself, and therein I touched a bit on the importance of a strong website that succinctly conveys what you do, how you do it, and who you do it for.
As I was redesigning the Vicarel Studios website at the beginning of 2020, I reached out to my good buddy and mentor, Ross, who has 30+ years of experience in the creative industry, and asked for some advice on how to best position my website in a way that is alluring to high level creative directors and agency owners.
Ross gave me some amazing advice, much of which is paraphrased and reiterated through my own perspective below.
Design your website for your ideal consumer.
Think of your website as your 24/7/365 salesperson. They’re constantly out there, hittin’ the streets, trying to garner the attention of your ideal consumer. With “someone” out there workin’ that hard, you should do your due diligence to know who you’re trying to attract, and you then cater your website directly to them.
Seems kinda obvious when you say it out loud, right?
Design your website with your ideal consumer in mind. Duh! However, sometimes we get so caught up in “what everyone else is doing” that we lose sight a bit on what we’re doing. I used to be so immersed in the noise of what other lettering artists, illustrators and freelance graphic designers were doing, that I couldn’t really hear my own inner voice.
When designing your website (or when you’re creating anything, for that matter ) decide who you're marketing (your goods, service or business) to, and spend some time trying to understand what they’re looking for.
Are you trying to appeal to businesses, creative directors, other designers, small shops, big shops etc.? Think through a day in their work-life. What is the process like when they want to outsource work? How would they potentially find you and your competition? What are they looking for? How many examples of your work do you really need to show?
When I first stepped out into the world as a freelance logo designer and graphic designer, I knew I needed a website, but had no idea what to do. I spent a couple years just doing what everyone else was doing, and that was fine. For a bit.
As I became more clear that I am a graphic and brand design studio that wants to be working with brands who value both art AND design as well as innovative approaches to this work, I started to think about who my actual target client was. Like, literally, who is the person in the business who assesses that they need this type of work? Then, how are they going to find me, and what are they actually looking for to prove that I’m a worthy candidate?
As I thought through all of this, it became clear how imperative it was to have a website designed for these instances.
My mentor, Ross, was a creative director at Disney for 10yrs and then at Integer, big design shop in Denver, on the Kellogs team for 10yrs. He frequently is looking at portfolios of other graphic designers, art directors, photographers and freelancers alike to hire or contract them for specific projects. With that, Ross has a good understanding of what high level creative directors and design studios are looking for.
He mentioned that people in his position are oftentimes being pulled in a million directions and are quite busy. Generally, they’re looking at portfolio sites for 30sec. If you’re lucky, you’ll capture them for 1 minute.
Because of this busyness, Ross noted that I MUST have immediate impact and clarity with my brand/offerings/services.
For me, this meant leading with a sizzle reel. High energy, high impact, and shows a ton of work quickly. This way, if my website viewer only sticks around for a few seconds, they experience as much of my brand as possible.
Directly under the sizzle reel, I state what I do.
(What) A hybrid creative studio focused on the artful implementation of strategic design. Specializing in artful branding, lettering and mural painting, (How) we combine intentional design thinking with fine art techniques to communicate the honest stories of (Who) eclectic brands.
Next I show a few clients that I’ve worked with.
These logos essentially function as validators to reassure my potential client that “if he can do it for them, he can do it for us.”
Show the work that you want to be hired to create.
My portfolio is geared towards combining fine art and graphic design to create lettering, branding and murals. So, that's what I show! Simple as that.
I’m fully capable of designing websites; however, I don't want to be designing websites, so they’re not really shown. Think about what’s currently on your website. What does it showcase? If you were a total stranger to your own work, and you landed on your website, what would you think that you do?
If you’re a freelance lettering artist, and your website has a bunch of flyer design, art direction (without a lettering focus) and more traditional graphic design, your prospective customers or clients won’t think to ask you about lettering. They’ll actually just assume that you focus on what you show, and they’ll then move on to someone who clearly focuses on lettering.
**Pro tip: I’ve never, not one single time, ever, been asked if a project was real or not. If you don’t have client work to show, make up fake projects, and put them in your portfolio!
Your points of difference as a creative are what make you desirable.
Lean into your differences, they are what make you unique and more alluring to hire and work with.
If you're quirky, be quirky — Jessica Walsh absolutely owns this. If you're religious, be religious — Scripture Type literally only creates God-focused products. If you’re into travel and the outdoors, OWN IT! My bud Erin Outdoors absolutely crushes the space of photography and writing while traveling around the world (or room, as the current global situation may have dictated.)
As you focus on leaning into your differences, think about the what’s and more importantly, the why’s. Simon Sinek’s famous TED talk from 2009 highlights the importance of your Why.
Taking the time to consider all of these things helps you create unique content for your website that truly represents what you and your business can bring to the table.
Don’t be afraid to have something to say.
We all have a voice. We all have opinions. Put something out there! Being vocal about what you stand for not only builds trust, but also fandom and advocacy, and all of these qualities lend themselves to more work.
I’m currently focusing on differentiating myself as a hybrid creative studio. I have never heard another graphic design studio refer to themselves in this way. This is something different that I’m trying to own. I really want to focus on the combination of fine art and traditional graphic design, and I’m out here talkin’ about it! While no, this idea of fine art meets graphic design isn’t necessarily revolutionary, it is definitely a less-than-normal approach to design, and I think it’s worth leaning into. At least, right now I do…
**Note: nothing is permanent. I used to be more focused on my positioning as an outdoor-focused and travel-inspired designer. While I still love those things, I recently decided to adjust how I talk about my business/brand.
Finding clarity is super helpful. Clarity in the what/how/who/why. What you do, how you do it (differently), who you do it for, and why you do it/why people should care. Without clarity you have no purpose, no purpose means no direction, no direction means no routine, no routine means no focus, no focus means no happiness. Clarity is key.
Websites can be daunting. But, there are so many resources (Squarespace, Wix, etc.) that make it really easy to make something beautiful.
Start with your ideas: your what’s, how’s, who’s, and why’s, write this information down in a document. Refine it, edit it, and then run with it! Put some colors and visuals to what you do, and get it out there.
If you focus on speaking to your ideal client, showcasing the work you want to be doing, and highlighting your value and points of difference, you’ll be a few steps ahead of the masses.
Good luck out there!
