The People are the Work

Not long ago at the Refresh Pittsburgh meetup, I saw my good friend Ben Callahan give his short talk called Creating Something Timeless. In his talk, he used examples ranging from the Miles Davis sextet to the giant sequoias to try to get at how we—as makers of things that seem innately ephemeral—might make things that stand the test of time.

Article Continues Below

And that talk got me thinking.

Very few of the web things I’ve made over the years are still in existence—at least not in their original state. The evolution and flux of these things is something I love about the web. It’s never finished; there’s always a chance to improve or pivot.

And yet we all want to make something that lasts. So what could that be?

For me, it’s not the things I make, but the experience of making them. Every project we’ve worked on at Bearded has informed the next one, building on the successes and failures of its predecessors. The people on the team are the vessels for that accumulated experience, and together we’re the engine that makes better and better work each time.

From that perspective it’s not the project that’s the timeless work, it’s us. But it doesn’t stop there, either. It’s also our clients. When we do our jobs well, we leave our clients and their teams more knowledgeable and capable, more empowered to use the web to further the goals of their organization and meet the needs of their users. So how do we give our clients more power to—ultimately—help themselves?

Not content (kənˈtent) with content (ˈkäntent)#section1

Back in 2008 (when we started Bearded), one of our differentiators was that we built every site on a CMS. At the time, many agencies had not-insignificant revenue streams derived from updating their clients’ site content on their behalf.

But we didn’t want to do that work, and our clients didn’t want to pay for it. Building their site on a CMS and training them to use it was a natural solution. It solved both of our problems, recurring revenue be damned! It gave our clients power that they wanted and needed.

And there are other things like this that gnaw at me. Like site support.

Ask any web business owner what they do for post-launch site support, and you’re likely to get a number of different answers. Most of those answers, if we’re honest with ourselves, will have a thread of doubt in their tone. That’s because none of the available options feel super good.

We’ll do it ourselves!#section2

For years at Bearded we did our own site support. When there were upgrades, feature changes, or (gasp!) bugs, we’d take care of it. Even for sites that had launched years ago.

But this created a big problem for us. We were only six people, and only three of us could handle those sorts of development tasks. Those three people also had all the important duties of building the backend features for all our new client projects. Does the word bottleneck mean anything to you? Because, brother, it does to me!

Not only that but, just like updating content, this was not work we enjoyed (nor was it work our clients liked paying for, but we’ll get to that later).

We’ll let someone else do it!#section3

The next thing we did was find a development partner that specialized in site support. If you’re lucky enough to find a good shop like this (especially in your area) hang on to them, my friend! They can be invaluable.

This situation is great, because it instantly relieved our bottleneck problem. But it also put us in a potentially awkward position, because it relied on someone else’s business to support our clients.

If they started making decisions that I didn’t agree with, or they went out of business, I’d be in trouble and it could start affecting my client relationships. And without healthy client relationships, you’ve got nothing.

But what else is there to do?

We’ll empower our clients!#section4

For the last year or two, we’ve been doing something totally different. For most of our projects now, we’re not doing support—because we’re not building the whole site. Instead we’ve started working closely with our client’s internal teams, who build the site with us.

We listen to them, pair with them, and train them. We bring them into our team, transfer every bit of knowledge we can throughout the whole project, and build the site together. At the end there’s no hand-off, because we’ve been handing off since day one. They don’t need site support because they know the site as well as we do, and can handle things themselves.

It’s just like giving our clients control of their own content. We give them access to the tools they need, lend them our expertise, and give them the guidance they’ll need to make good decisions after we’re gone.

At the end of it, we’ve probably built a website, but we’ve also done something more valuable: we’ve helped their team grow along with us. Just like us, they’re now better at what they do. They can take that knowledge and experience with them to their next projects, share that knowledge with other team members, and on, and on, and on.

What we develop is not websites, it’s people. And if that’s not timeless work, what is?

7 Reader Comments

  1. Great article. The latest site we are working on has the potential to do just what you are saying which can only be good for the client going forward.

  2. “At the end there’s no hand-off, because we’ve been handing off since day one. They don’t need site support because they know the site as well as we do, and can handle things themselves.” THIS!! This! This is exactly the philosophy I’ve been trying to get out there! It takes a little work, and certain customers have a hard time trying to understand the value (especially if they’re not educated about the value of sustainability), but THIS is the way you help contribute to a mutual success.I feel like it seems counter intuitive to people who are concerned about their value proposition, but we just don’t stay in one place as long as we used to. I couldn’t have said this better myself! Thank you for putting that out there!

  3. Thanks Sush and Nicole!

    I think the value proposition to clients is very tangible: they don’t just get work, they get more skilled employees. We’re effectively giving them some of our expertise to keep in-house, along with the product. Pretty sweet deal, really. 🙂

  4. We’re developing a CMS and the educational tools and processes so our clients can support themselves once their websites go live. On one kick-off call, a client asked about getting us to make changes, because they don’t have anyone in house whose job it is. We explained that our CMS will be set up so that emailing us the information about changes would actually take longer than implementing the changes themselves. So hopefully once they see the system they’ll be empowered to run their own website. Some people just want to pay someone else to deal with the web side of things though.

  5. Chris,

    When clients are regional we tend to do one on-site day a week. That may be at our office or theirs, whichever makes the most sense for that week’s tasks, people, etc.

    When not in our area, we’re still working on ways to make that better. Right now we use lots of text chat, video calls, and phone calls, with at least the occasional on-site visit.

    In the future, we’re considering using things like a dedicated, always-on video chat computer or Screen Hero (https://screenhero.com/) to aid in the constant exchange of information and ideas.

    MG

Got something to say?

We have turned off comments, but you can see what folks had to say before we did so.

More from ALA

Nothing Fails Like Success

Our own @zeldman paints the complicated catch-22 that our free, democratized web has with our money-making capitalist roots. As creators, how do we untangle this web? #LetsFixThis