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Core Value #1:
Simplicity as a key to clear communication

In the years that I have been working as a web developer, this phrase is one of the values that I have had the hardest time assimilating but that has brought me the most benefits when I put it into practice.

Simplicity implies a process of purification, of cleaning, of unrolling, unknotting and removing everything that does not contribute, that complicates and hinders the path towards the objective. This has taught me the importance of having a clear objective as the best way to make decisions and to be able to filter.

Do not confuse simplicity with simpleness, it is not a lack of depth or intelligence or value that I am talking about, on the contrary, it is precisely to show a layer that contains great depth without being crude, complex, problematic.

Simplicity is relaxed without ceasing to be elegant and is humble yet extremely profound and powerful. And it is the secret to getting our message across to our audience.

When we explain our business to someone, we should do it as if it were a story, not an instruction manual. In other words, the idea is not to explain technically what we do, but to make the other person understand its value.

I, for example, don’t say I do full-stack web development in PHP, Javascript, SQL, HTML & CSS. I say I develop fast-loading websites that rank well and convert. This is something very different, because it brings it to the perspective of the value it has for my potential clients and explains in a practical way what I do, in one (simple) sentence.

Nor should we go around in circles. The best way to ask for something is to ask for it, without beating around the bush. If I want to borrow a pencil, I don’t have to tell you what I’m going to do with it, or what happened to my previous pencil, or how I’m going to take care of your pencil, or if later I’m going to ask you for the eraser, neither the history of pencils, nor of the printing press, nor of Johannes Gutenberg, none of this. I just have to say to you: “Hey, can I borrow a pencil?” Based on your answer we can expand on any topic as needed.

The same thing happens on your website, if we want to be contacted we must make it known from the first moment, just as if we want customers to buy from us or whatever the purpose of the site is. We must communicate it in a simple and direct way, without beating around the bush or disguising ourselves as something else.

This also applies if we write a work e-mail or if we make cold calls (to potential customers). It is best to say what we have to say in a concise and brief way, while being polite and respectful.

Perhaps it sounds like a truism, but if it is not something we keep in mind, we can easily fall into unnecessary introductions, developments and outcomes to meet our objectives. That will delay us and worse, will delay our potential customers. Not only it will not convince those who were going to say no, but perhaps we will end up demotivating those who might have been interested in the first place.

And finally, the information should be dosed based on the interest of the person. Someone looking to buy a product in our store does not need to know upfront all the benefits that it has, or how long we have been in business, or that we are on instagram… That person is looking for the buy button, nothing more than that, simple. For more information we can add another button or text that says more information and that from their interest they decide to click on it (or scroll). And so on. Let’s not lose customers because we want to tell them every tiny detail about our business, it is not necessary.

Let’s use simplicity as the key to clear communication and let each visitor make the journey to conversion in the way they need and require.

And if you are thinking about having a website or want to improve the one you already have, here I am. I would love to help you (in the simplest way I can).