Most web design companies are started and run by successful designers or programmers who end up bringing on new employees so they can handle more work. This business model is so pervasive that it’s almost taken as a given that design firms must be run by creative and technical minds.

But is that really the case? And more importantly, does it help you to get better work?

I don’t necessarily think so. In fact, I think having the wrong person at the top of the organizational chart can actually be somewhat harmful to client projects. To help you understand why, let me share a few different perspectives…

How Designers and Creative Artists See Things

When you turn to a designer to help you build a website, their first instinct is to wonder: “How can I translate what you’re telling me into beautiful, creative work?” That can undoubtedly lead to stunning visuals and witty messaging, but the prettiest websites aren’t always the ones that end up being the most popular with customers.

In fact, it’s quite possible that the designer’s creative instincts can actually get in the way of your business goals, since they are primarily concerned with aesthetics first. You might end up with a pretty website, but one that doesn’t help you sell anything.

How Programmers View Your Project

At the other end of the spectrum we have programmers, who take your business challenges and asked themselves: “What code can I write that will solve this problem?” That might be a more functional approach, but it has its limitations. Just as someone who only has a hammer will see only nails, programmers tend to think of business opportunities in terms of new apps and programming modules.

Sometimes, simpler and more cost-effective solutions are needed. But, by focusing on code, programmers won’t always see them. In that way, your web presence could end up being complicated and expensive, but not necessarily customer-friendly.

There is a Better Way

Ideally, you don’t want someone who sees your web design project the way a designer or programmer might. Instead, you want a business person who can understand what you’re trying to accomplish, online and off, and then turn that into an effective plan that creative and technical minds can bring to life in the most efficient way possible.

In other words, you want someone who can begin by seeing what matters, and then use visuals, coding, and other to help you grow your revenue, not over-complicate your website.

Certainly, you could say I’m biased. As an experienced strategist who is neither a web designer or programmer, it’s only natural that I would see my approach as the best one. However, it also happens to be the one way you can put your bottom-line concerns at the forefront.

Most web design businesses are owned and run by designers and programmers, but I don’t think that should necessarily be the case.