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Once upon a time, a long time ago, the philosopher Socrates said: “I know that I know nothing.”
However, one day I came across a client who seemed to know everything.
One case: a client, who was also the owner of the company, after several years of unsuccessful work with contractors, became completely disillusioned with them. This led him to decide to delve deeper into the topic. Let's call it "Professional Client", or simply "PC".
"PK", having become disillusioned with the contractors, decided to do everything himself. He himself studied SEO, both internal and external promotion. I analyzed technical problems on the site, corrected metadata myself, worked with usability, and even mastered the basics of Internet marketing and analytics. After 5-6 years of effort, his site really ended up at the top of its niche.
However, “PK” approached us not with a request for promotion, as often happens: “I couldn’t do it myself,” but because he did everything himself. His problem was that after a few years the site began to become outdated in terms of design, layout and CMS. His challenge was to update the site without losing 6 years of promotion work, which is not an easy task.
The client who was able to achieve such results even became an example for our other employees. We couldn't help but admire his commitment and knowledge.
Of course, every manager should be aware of all processes in his company. But does he need to be an expert in every field?
Opinions may differ. On the one hand, the manager must be a professional in his field. On the other hand, you can simply find specialists who know more and do their job better.
It is worth considering the management structure. The CEO is a person who coordinates the work of departments, but is not required to delve into the details of their work. The CEO's job is the management and strategic direction of the company. But the question is, does the company owner need to delve into the technical aspects of the team?
This question almost always has one answer: no. Economically and logically this makes no sense. The labor cost of an SEO specialist is not commensurate with the labor costs of a top manager or company owner.
Of course, you can do everything yourself, but it will require much more time and effort. For example, our “PC” spent 10 years independently promoting the site, but the result could have been achieved much faster if professional contractors had approached the matter.
As a result, self-immersion in technical details turns the business owner from a strategic leader into a technical specialist, which, in turn, reduces his effectiveness as a manager. Business is not built on craftsmanship.
Of course, a business owner should not be a blind observer. He should not rely only on contractors and throw everything into their hands without understanding the process.
We have already discussed that it is impossible to know everything, and this is quite normal.
Our “PC” turned to us because he himself understands the importance of quality work, and also realizes that he needs a professional approach. He did not redo the site himself, although he is sure that sooner or later he would have succeeded.
He learned a valuable lesson from his experience. Here are two main conclusions:
He literally lived in our agency, finding a common language with the director. His involvement was so high that he personally controlled every stage of the work, although specialists were doing the bulk of the work. But this involvement also became a mistake, because the owner of the company should not have been involved in a detailed study of all stages.
In conclusion, I would like to say that clients like “PC” are not so rare. They begin to understand issues that are not their main responsibilities. Originally Answered: No, the customer does not need to be an expert in everything. The main thing is to be able to control processes.
Remember that time is your main resource. Spending it on technical details that can be delegated is a waste. Even if in the process you do not get the result that you expect, wasting your time, most likely, you will eventually have to turn to professionals.
If you don't know an area, find someone who does. Such a specialist will become an intermediary between you and the contractor and will defend your interests.
In addition, it is important to supervise the contractor. Reputable contractors always break the project into stages with the ability to record each key point. For example, if the prototype doesn't suit you, you can stop collaborating at this stage and not spend any more money.
If you have any questions about SEO, you can always write to our studio. We will be happy to help you!
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