In sports, coaches and managers often remind fans that certain things just can’t be coached: speed, height, and raw physical talent are all things that certain athletes are inherently born with, and that teams can’t win without.

Believe it or not, it’s the same with design professionals.

Some are more talented, patient, and harder-working than others… and if you don’t take the time to find the ones with the right qualities, your business web design and marketing materials will suffer. That’s because no amount of coaching, prodding, or pleading on your behalf is going to change a designer who isn’t talented or open to suggestion into one who is.

That means that finding the right creative team isn’t just part of getting a great finished product, but one of the most important steps. Like you, your customers can tell the difference between design that’s decent and something that’s truly compelling. They might not be able to put a finger on the exact reason, but they know an eye-catching layout when they see one. What’s more, they respond to it on a deeper level than they do something that’s just not as imaginative or well-thought out.

The bottom line is that a great designer or design team can give you an enormous return on investment for your marketing budget, but the wrong one is likely to leave you wishing you had made a different choice, and there isn’t a lot you can do to change that after you’ve made your decision. Sales skills, or the ability to use design software and smile in client meetings, can all be taught and learned with experience. There’s no substitute for talent and perseverance, though, so make sure you choose the right creative team the first time around.