In web design, Spec work (speculative work) is usually when a prospective Client will ask a certain number of designers to create a single design mock-up. The work is un-paid and only the designer whose mock-up is "chosen" will get the project.

As designers we are well aware of why spec work is bad for our business and if common sense isn't enough then there are many sites dedicated to reminding us why (http://www.no-spec.com/)

It's not difficult to understand why working for free is a bad idea for designers, but on the surface this practice seems like a win-win for the Client. Right?

It may shock you to find out that there are some very compelling reasons for Clients to stay away from spec work when choosing a designer.

Desperate Designers

In my experience the majority of designers who participate in spec work are very new, in-experienced designers. Offering up spec work is a good way for them to get in the door on a project. If you, as a Client, don't mind working with someone who is learning on the job then this could be a good fit. However, if you have an important project that you need done by a professional, then beware of anyone offering spec work.

The Joke's on you

Although most spec work is done by in-experienced designers, there are some established designers who will do spec work. Be very careful. Nothing is free, and although they may design a comp for free to "sell you", there is almost always a cost. You'll end up paying more over the life of your project. They have to make-up their lost hours somewhere. You'll end up paying more for it.

Can I get fries with that?

In the world of web design it's absolutely true that you "get what you pay for". If you are looking to get a fast design from a bunch of designers, for free, then you are going to get a sub-par quality. A typical design mock (good quality) will take a good designer anywhere from 6 to 8 hours. A designer working on spec will put, at best, 2 hours of work into your project.

You might say, "That 2 hours will give me a sense of what they will ultimately design for me". Wrong.

Roll the dice

The first phase of any successful project is a thorough Information Gathering / Interview phase. For our projects, this phase will usually add up to around 10+ hours. There is no way we could create a design and layout a framework for a project without this phase. When you cut this phase out and ask the designers to jump right into the design, you are essentially gambling that someone will get lucky and come up with a design you like. That's no way to start a successful project.

It's Your Job!

As a professional, looking for a web designer or firm, it's your job to find the right designer. It's your job to ask the right questions, provide the right amount of information, set the correct budget and choose the final designer. Basing the entire project off of spec work is the ultimate in "cutting corners", and it sets a standard for the type of effort you plan on putting into the project.

You are being interviewed too

If you are serious about hiring a professional, high-quality designer or design firm then you need to understand that you are being evaluated as well. While you are looking at us and determining if we are a good fit for your project, we are evaluating you as a prospective Client. If we see a prospective Client isn't putting a lot of thought, or time into selecting a valuable designer then it raises red flags for us. We know from experience that these projects take much longer and cause more headaches. Our price quotes go up, plain and simple. Asking for spec work is the largest red flag you can raise up.

Ok, so what should you do?

If you are looking to hire someone to design / develop a website then this information below is golden. These are the traits and processes of every success project and Client that I can remember (going back 12 years).

• Checkout the portfolio: Any professional designer / developer will have previous successful projects to show you. If you don't see enough to convince you, then ask for more samples of work. A portfolio of past work will show you what level of design you can expect for your project.
• Read the designers website. Here on our site we put a good amount of time and effort into making the site an extension of ourselves. Put in the time to read about us, about what we can do. Read up on all of your options.
• Setup a phone call. Talk with all the designers you are considering working with. You're going to be able to get a very good sense of if you would work well with us, just by a phone call.
• Determine a budget, discuss the budget, give details on your project. This is a topic for another post in the future, briefly however, putting the work in to provide the designers with a good amount of information on what you want is always a good idea. Be as specific as possible when discussing your project and give any information you can. Work with each designer to narrow down a budget range.
• Ask for a detailed proposal and fixed cost.
• Check references. Ask the designers for references of previous Clients. We're always happy to provide references.

Go with your gut

After you've gone through the process above, you should have all the information you need in order to feel confident about choosing a designer. If you are still torn between a couple of designers then go with you gut. It's what we all have to ultimately do when we need to make a decision. Trust me, going with your gut is far more reliable than rolling the dice on spec work.