Interview with Roman Káčerk, founder and designer of KACER STUDIO.
This interview arose out of a recurring situation that a surprisingly large number of women entrepreneurs encounter today. They have quality service, a functional product, often years of experience – but theirs website, visual identity or e-shop they do not correspond to it at all. Customers then hesitate, are not sure and very easily go elsewhere – to a competitor that can better explain and demonstrate its value.
It is with these situations that in KACER STUDIO we meet most often. Whether we are working with a sole proprietor, a medium-sized company or a non-profit organization, the basis is always the same – to clarify the strategy and set up communication so that it is understandable and consistent.
KACER STUDIO is based in Brno, but has long-term cooperation with clients from all over the Czech Republic and Slovakia. Thanks more than 500 implemented projects and with more than two decades of experience, today we look at brands and websites mainly through the prism of functionality, comprehensibility and long-term benefit. These experiences are also the main reason why this interview was created.
Design is not about being liked. It's about making it work
Roman, when you look at the projects you handle at KACER STUDIO today, what do people come to you with most often? What typically doesn't work and why?
Very often, clients come to us with the feeling that something is not working, but they cannot name exactly what. They have a website, a logo as well, sometimes they also run ads. Despite this, inquiries do not come or customers quickly leave the site. In most cases, it is not a single mistake, but the fact that the whole does not make sense – it is missing clear strategy and the mark then appears unreadable.
Nowadays, many people still see the web as just an online business card. Something simple that “must be”. And they naively hope that visitors will come there on their own. We try to show clients that a website is not just an obligation or a thing to have. It is a tool that has active to help, explain the value of the service, facilitate decision-making and promote customer confidence.
Maybe you recognize yourself in that
You have a website in which you have invested time and money, but:
- customers often ask about basic things that the website should explain itself
- the website does not deliver queries and you don't know why
- the competition looks more professionalalthough it basically does the same thing
- or feel that yours the brand does not match the quality of your work
These are not exceptions. These are situations that we encounter with clients all the time.
Customers don't want to read your resume. They want to know how you can help them
Many businesswomen build a website mainly on themselves and their story. What do you see as a problem and where does it break down from the customer's point of view?
The story is important, but only when the customer is already clear that you are relevant to him. At the beginning, he asks himself a very simple question: Will this help me, will it solve my problem? If the site does not respond to it within a few seconds, it leaves.
That's why we emphasize simplicity, clarity and a unified direction so much. Without them, the brand cannot function in the long term – whether it is a small project or an established company. As soon as you understand this, the whole way of communication will begin to change – not only on the web, but also in marketing.
“Professionals in the right place. After several collaborations, we finally feel confident that our websites are in good hands and managed by a team that we can rely on 100%. And that is valued these days. Proactive approach, trust and certainty that every problem will be solved.” – Martina Novotná, Women of Action
Visual identity and design is the first filter of trust
How big a role does a logo and corporate identity play in whether people trust a brand and stay on the web?
Fundamental. Even before the customer reads a single sentence, he subconsciously evaluates whether the brand looks professionalconsistently and reliably. Outdated or inconsistent visual identity often causes people to leave before they even get to the offer. Consistency across the website, content and visuals is one of the main prerequisites for trust.
This is where the difference between simply completing an assignment and a true partnership becomes apparent. We cooperate with a number of clients for a long time and develop the brand gradually over time – with some projects it takes years, at To the Vrba Foundation even after more than ten years of daily cooperation.
“Feeling for design and respect for the subject. Exactly what our projects needed.” – M.Sc. Petra Glosr Cvrkalová, Vrba Foundation
The biggest mistake is to take the website as a given
When the word web comes to mind, most people think of design. In your opinion, what all needs to be solved today in order for the website to really work in the long term?
The web is not a once-and-done project. It is part of a wider brand strategy and must evolve with the business and customer needs. And that's why design is only one part. Equally important is the technical processing. For websites, we mainly deal with user experience, speed, security, technical SEO and content. If the website loads slowly, is confusing or is poorly read by search engines, it cannot function for a long time.
We build websites on WordPresse-shops then on Shoptetebecause they allow clients to manage the website easily and independently. At the same time, we also offer an option web administrationso that clients do not have to deal with technical matters, updates or security. The client has full access and control, but at the same time the certainty that someone is taking care of the technical side in the long term.
What role does design, structure, and UX work play in whether people can make up their minds on the web?
Fundamental. UX is not about making the website interesting for the designer, but about making it understandable for users. We often explain to clients that good design is not the one you notice, but the one that doesn't stop you.
We dealt with this, for example, with the Czech brand NITLEwhere it was not just about the e-shop, but about the brand finally appearing confident and premium across all channels.
“The new logo, identity and e-shop accurately describe the style of my brand. I appreciate the flexible approach, quick responses and clear communication.” – Lenka Činčalová, owner of the e-shop Nitle.cz
Marketing as a natural continuation of the web
When do you think it makes sense to start dealing with marketing and advertising so that money is not wasted?
When the brand has clear foundations. It often happens to us that clients want marketing, but then we find out that they need it website redesign. Marketing can't save a bad website or an obscure brand. If there is a lack of strategy and consistent communication, advertising will only amplify the problem. Advertising just drives more people to a place that doesn't work.
That's why we deal with clients marketing only when the website and the brand make sense, only then does the strategy follow, managing social networks or PPC campaigns.
What does cooperation with clients from the Czech Republic and Slovakia look like?
You work with clients from different cities and countries. In practice, does it even make sense to solve the location today?
Most collaborations today take place online. We work with clients from the whole of the Czech Republic and Slovakia, from Prague, Ostrava, Pilsen, Bratislava and Žilina, and distance does not play an essential role.
It is not important for us where the client is from, but whether we can understand his situation, business and goals. It is the ability to quickly orient oneself in different fields that allows us to propose solutions that make sense in a specific context.
The size of the project does not matter. On strategy, yes
Do you think the same principles apply to a start-up entrepreneur, an established company and a non-profit organization?
In principle, yes. A clear strategy, understandable communication and a consistent visual language are always decisive.
That is why we start the same with every project. Not by form, but by what should the customer understand first and what story should the brand tell in the long term. Only on this basis does it make sense to solve design, web, e-shop or marketing.
If you feel that your brand does not match the quality of your work, we offer a free, non-binding initial consultation. During a short call, we will look at your website, brand or e-shop, we name the main problems and we will suggest further meaningful steps. No pressure, no hidden fees and transparent access to prices.
If you too are trying to take your brand further, we'd love to talk.
Photo: KACER STUDIO