JAMstack for Clients
How to talk about JAMstack with your clients?
Being a web dev shop choosing the right tools for the project at hand is essential to our success. It is not that hard to get all excited over new tech. What is hard, however, is explaining your client what are the benefits of the proposed tech for them.
Speaking from a marketers perspective, while they are an awesome bunch to hang out with, devs usually have a hard time explaining tech concepts/solutions/benefits to non-devs in simple terms. Mostly because they only speak dev language and they take too much of what they know for granted.
That’s actually great when you are part of web dev team. You use their explanations as guidelines and research the topic.
But that won’t work with your clients.
So, how can you better communicate JAMstack with your clients? For one, dial down industry jargon and turn technical features into potential business gains.
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I won’t bug you with definitions and all that (we did that with JAMstack: The Cornerstone of Modern-day Web Development post so go ahead and check that out) but I will say this: while JAMstack may be a new way of building websites with an amazing list of advantages over traditional stack it also has a huge community with an impressive number of tools and services that help you even more in that regard.
So, with today's modern browsers abilities, SSGs (static site generators), headless CMSs, APIs (application programming interfaces) and CDNs (content delivery networks), you can build websites and applications that are not tied to a specific framework/technology/stack. That by itself is easily the biggest benefit JAMstack brings to the table for your client.
However, busting your ass explaining in tech details why this matter won’t help you much with your prospects and clients. It might even leave them feeling overwhelmed, lost, and frustrated.
Instead focus on how this helps their businesses. It usually boils down to either revenue and/or better experience for them, their developers, and their audience.
Over 50% of people will abandon a site if it takes more than 3 seconds to load. This translates directly into lost revenue, decreased lead conversion, and a poor user experience (ThinkWithGoogle).
The speed of your website can win-or-lose engaged visitors which are more likely to be, well, exploited for business goals, whether you are looking for sales, ad clicks, and/or traffic increase. Not only that, today people all over the world expect brands to deliver fast and frictionless website experience across multiple devices.
Here lies the first great selling point for JAMstack: better performance. By serving static pages over CDN you are improving page load speed and website performance. Speed has become a hugely important ranking factor. For your client that means better search engine optimization which may lead to higher ranking in organic search results and more traffic.
More traffic on the other hand, means more opportunity to turn your visitors into leads. Being that lead conversion rate is closely tied to website performance (as quoted above) having a faster delivered webpage directly influences clients revenue.
Higher Security and Easier Scaling
Nobody wants to have a website prone to a major security vulnerabilities. By serving static pages you significantly reduce surface for malicious attacks and potential exploits. Not only that but in case you experience an unexpected traffic surge you can make the CDN on which your files are hosted seamlessly compensates.
For your client that means much less dev maintenance time and potential hack recovery time. In other words cost reduction.
We have a potential revenue growth thanks to improved performance. Then we have cost savings thanks to less dev time spent on maintenance, security and performance issues. Finally, your clients hosting costs will reduce substantially because CDN hosting for static files is much less expensive than traditional hosting.
Explaining JAMstack To The Client
When dealing with clients the challenge of clearly and effectively communicating benefits, goals and results can be overwhelming at times. Even more so if you client is not that tech savvy.
So, how do you communicate all of the benefits with your client?
Ask Questions and Educate Your Clients
Start by asking your client a lot of questions in order to understand their motivation, business goals, tech and marketing proficiency. Ask them what tools, apps or technologies they are using at home and in business. Listen to the feedback. It’s sort of like building a buyer's persona for just one client.
Then level the playground for your client so they too can understand what you are talking about. How? Educate your client. Help them understand the JAMstack in a language they would understand it much easier (remember that’s why you asked a lot of questions).
Make analogies between known tech to the client and your solutions. For example if WordPress is what they know make a case with pros/cons of WP and why static site generators are an amazing alternative and how different or similar those approaches are.
Use Case Studies
Case studies are one of the most effective ways to turn hesitant prospects into customers. Use case studies of your previous work, not to show off, but to help your prospects and clients realise there is an elegant solution with JAMstack for their problem. The closer you can align your case study with the problems your client is facing, the more impactful the case study will be.
In case you don’t have one, make use of the internet. This way you additionally familiarize your client with the JAMstack, it’s possibilities and drawbacks, and make them more approachable to the idea.
Give Them Options, Let Them Choose
In case you used your initial talks to educate the client and get them familiar with the JAMstack once you start working on stack you’ll be using give your client a choice and tech decision voice. Make them feel heard and valued. Reach continuously for their feedback and involve them in the process. In turn this will create more interest and shared responsibility from clients side.
Clients more often than not, want the world for their money. However, what the client wants and what they need are often two entirely different things. JAMstack is basically a proposed set of tools so make damn sure it is the best toolset for your client before you propose it.
It is your job to ensure they get what they need and understand the logic and the tech behind it.