I can hear you now.
"What do you mean, I'm not your client? If I'm paying for this website, that makes me the client, right?"
Well, not exactly. Yes, if we're working on your website together, you did hire me and you are the client in our working relationship. That part is totally true. But hear me out for a moment.
You need to ask yourself one big question: who is your website for?
Is it for you? Is it for your friends and family?
I think most businesses would say their website is for the people that (potentially or currently) use their services or buy their products: their clients.
But what does that have to do with building your website?
As you might have guessed, the answer is: everything.
Every bit of content, every photograph, every decision made on design, branding and marketing should be made with your clients in mind. You want them to very quickly understand what it is you do, what makes you different from others who offer similar services or products, and what action they need to take in order to get more information or hire you on the spot.
So this is what I mean by "you aren't my client". It isn't that I don't want to hear your ideas, feedback, and concerns about your website. It's just that the focus should aways be on what your client needs to see, what their experience of your website will be, and how to get them to want to hire you.
We want your clients to see how awesome you are! So, your clients are my 'real' clients.