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The 5 Steps of Selling Web Site Usability to a Company (Pt1) By Justin Mifsud / Posted in Practical / Published July 25, 2011


Selling usability is no easy feat. Irrespective of whether you are selling usability evaluation as a service on its own or you form part of a web development company that is trying to sell usability- optimized user interface as an additional service, experience has taught me that there exist a number of difficulties that one typically encounters in the process. In this post I am going to recommend 5 steps which I have devised from my personal experience as a usability consultant which will help you overcome these difficulties.


These steps are easy to remember because they can be summed up in 1 sentence: First understand usability, then explain the benefits in a language that the company understands, in terms of ROI and for the sole benefit of the user.


A couple of notes before we begin


Due to the length and detail of this post, I have decided to split it into 2 manageable parts. Part 2 can be found here. In these steps, the following terms will be used in this context:


Company: Although, usability can be sold to any organization, I will be using the term company to imply organizations that exist for the sole purpose of making a profit. Very often, you will find that these are the type of clients that you will be facing.


Audience: The company’s representatives including decision maker(s), stakeholders and any personnel external to the organization that these representatives may bring for your sales meeting (such as external consultants and advertising agency representatives).


Sales Meeting: The sales meeting that will be referred to in this post is the meeting that will be held between yourself and the audience. The purpose of this meeting is for you to sell web site usability evaluation services for a web site that may not have been designed and/or developed by yourself.


1. First understand Usability


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