A Holistic Approach to Web Design: Q&A With Uchechi Kalu Jacobson of Linking Arts

YEC Next
Tue, 20 Dec 2016 13:26:29 +0000

Uchechi Kalu Jacobson, CEO and UX Designer, Linking Arts

Mini Bio

Uchechi Kalu Jacobson is CEO and UX designer of Linking Arts, a New Orleans-based company that helps startups, events, businesses, and everyday visionaries grow via creative web, mobile, and design solutions.

Name: Uchechi Kalu Jacobson

Title: CEO and UX Designer

Company: Linking Arts

Years in business: 14

Business location: New Orleans

Number of employees: 2

Chief product: Web and mobile app development, design, and marketing

Website: linkingarts.com

First of all, how is business these days?

Business is going well. Last year, our goal was to double revenue in 2016. We're almost there—we've experienced 70 percent growth.

What led you to start your own business?

My husband [Peter Jacobson] and I run our web development and design consulting firm together, but he started it 14 years ago. He was building applications and websites for film organizations, and wanted to take his skills to his own business.

Since we started working together six years ago, we've both been inspired by the desire to help businesses grow via strategic tech solutions. Tech is our medium, not our goal. We're interested in growth and finding the best tools (design, coding, social media marketing, content, etc.) to help our clients get there.

What sources did you use for startup capital?

We both invested our own money.

What do you think is your biggest business strength?

We've been on both sides of the table. We have our own startup and our own web development company. So when we build software products for startup clients, we understand what it's like to be in their shoes.

What do you enjoy most about owning your own business?

We really enjoy being able to create an office space wherever we want. Some days our office is on a beach somewhere.

What’s your least favorite part of running a business?

Finding the right clients. Every business needs a web presence, but not every business is the right fit for us. It's really been about finding our sweet spot.

What do you think are important entrepreneurial skills to have?

I think there are several. It's important to have the ability to talk to anyone and everyone—from walking into a major board meeting to talking to potential customers online. It's also important to be able to "think on your feet," be decisive when it's time to, or be patient and let things percolate when they need to. You should also have the ability to adapt to rapidly and arbitrarily changing project requirements and have the drive to constantly learn new things.

What are some challenges you’ve faced in business?

We've faced several. We've had to work with changing project requirements, difficult clients, and even periods when we've had little to no clients or income.

What do you wish you’d known before you started out?

Each day doesn't define you as a business owner. There will be good days and there will be bad days. Learning what you can, harnessing that and doing it again is what's really important.

What is the smartest move you have made with your business so far?

Our smartest move was switching from doing business as ourselves (a sole proprietorship) to forming an LLC. We've also really focused on personal branding. While my husband and I do own and operate Linking Arts, people care about the folks behind the company. We've individually positioned ourselves as experts, and it has helped boost the Linking Arts brand.

What makes your company different from others in your industry?

Our goal is to bring a holistic approach to web development. This is really a part of what distinguishes us; it's why we're committed to building, designing, marketing, and maintaining client sites. We take an integrated approach and understand that once we've built and designed a great website, we need to focus on bringing customers to that site via targeted search engine optimization and/or social media marketing.

How do you find new customers? What do you do to make sure they become return customers?

Up to now, we've been lucky enough to survive entirely on referrals. We're now beginning to market ourselves strategically because we want to be more intentional about the types of clients we work with.

What’s your management style with employees?

I like to ask a lot of questions. We have a global team, so I'm always curious to learn and understand how they approach things. I lead by example, but I also like to see how someone approaches something and give them the ability to run with it.

My husband, Peter, likes to give people as much freedom and responsibility as possible, and let them show their stuff. Basically—the principle being—you hired them for their skills and expertise, so get out of the way and let them get to work! Give them everything they need to succeed and give them the chance to do so.

What are some other companies or entrepreneurs you admire, and why?

As a UX design-focused company, we really admire great design and usability. The creators of Basecamp (formerly known as 37signals) have a great philosophy and company culture. So does Slack, from what we hear. We also strive to offer exceptional, personal, and responsive support to our clients and customers. That's why Zappos would be high on our list as well.

Do you have a favorite inspirational quote?

"Life expands or contracts in relation to one's courage."—Anais Nin

What new initiatives are you working on?

We've been focusing more and more on SEO and SEM as a tool for helping our businesses succeed. After 20 years in the business, we've got the web development part down, but launching a site is really when the fun starts. So we've been working to educate our clients about what to do once they're live.

What advice would you give to someone hoping to start a business similar to yours?

Study the market. Web development is interesting because there's such a range of skills. Everyone has a nephew who's studying CS, and it's easy to build a site on Squarespace. Figure out what excites you, what your competitive advantage is, and understand your market. Really, really work to nail the niche you want to own.

You should also consider opening your business in a second-tier tech market. Although we started in the Bay Area, we're now based in New Orleans. San Francisco is a great market, but it's saturated. Think about where you can make the most impact.

Lastly, don't start a business when you're broke. Make sure you have enough capital so you have the runway you require to succeed.