So says Denzel to Hanks in Philadelphia. I like this line because often we need to explain certain technologies were using to our client’s on their Web-based projects, but we have a tendency to overwhelm them with tech speak. I want to make clear that I don’t mean that one should ever speak down to their clients, but to simply explain the technology in a way that’s easy for them to understand.

It’s too easy to fall into the trap of trying to impress a client with how smart we are about our particular discipline and showoff with terminology that makes us look like true geeks. However, all we’ve managed to do is confuse and confound our clients, thus missing a golden opportunity to further develop a stronger and more importantly trusted rapport by helping them better understand the various technologies employed. I just don’t utter words like meta data, title tags, heading levels, alt and title properties when discussing SEO, but I take the time to show the clients the actual code and how it translates to the interface.

Additionally, it serves a dual purpose because it’s been my experience that clients earn a newfound appreciation for my craft because they realize the level of expertise required to be proficient at interface design and front-end development. I don’t know about you, but most clients think you simply use a Web authoring tool like Dreamweaver and presto, you have a Website. In addition, although they’ve already engaged your services based on your credentials it goes further to solidify your credibility and their willingness to accept your direction and expert opinion.

The benefits of educating clients on Web-based technologies is it makes them feel more connected and able to make more informed decisions on how they can continue to leverage technology to improve their overall Web presence and the significant benefits to their bottom-line.