Maybe your Web-design business is almost always swamped with more work than you can handle. Or maybe you're struggling to attract and retain clients, regardless of all your hard work and creative marketing. Either way, it may be hard to see the point of spending time and money to learn something new about the tools, trends and techniques of the trade.

But there is a point, and to demonstrate it, we've tapped the wisdom of a guru of the art of online design and a working Web designer.

Web Design 101: Why You Need to Bother

"I think you have to acknowledge that even if you don't have a budget, you still need to keep up -- continuing education is of supreme importance," says Jakob Nielsen, a principal of the Nielsen Norman Group, a Mountain View, California, consulting firm specializing in Web site usability.

Even though he's got many clients and projects under his belt, Web designer Jim Ricca sees the name need. When you begin working with a new client, "there are programs that you're not going to be familiar with, so you take a workshop," says Ricca, who runs a one-person shop, Pixelfire Design, in Chelmsford, Massachusetts, outside of Boston. "It's a cost of doing business," he adds.

What are the consequences of just coasting with your present skills? As your clients' competitors' sites take over the lead with new technologies and streamlined designs, your clients may lose confidence in your ability to project the right image -- and drive the most sales -- for their sites.

Web Design 201: How to Keep Yourself Up-to-Date

Now you've taken our 100-level course; you've seen the bad dream of making yourself obsolete. So what can you do to move ahead?

"I use a lot of different avenues," Ricca says. "I take online tutorials and courses on videotape. Sometimes I take courses at local colleges." On average, Ricca spends about one week per year on his own continuing education. "I also learn new software on the job," he says. "But it's on my time, not theirs," he hastens to add.

Ricca also finds that the very nature of his practice exposes him to a variety of design tools and innovations. "I feel like I get a lot more education working for several companies than for just one," he says. "You pick up something at every company you work at."

Hold that thought if you're a contract Web designer about to renew with your sole client for yet another year. Maybe it's time to consider diversifying your client base.

Web Design 301: Don't Neglect the Big Picture

Congratulations on passing Web Design 201. But remember, when it comes to your continuing professional education, you never get to put on that ridiculous cap and gown. Instead, it's time to move up to the next level.

For Ricca, this might mean taking a workshop to learn software that he may not even use himself. "I've taken courses in stuff like Macromedia's Dreamweaver, just to know what developers can achieve with my code," he says. This helps him work more closely with his frequent collaborator, who is a Web developer.

Design guru Nielsen takes an even broader view. "Go and read books, but not just to learn latest version of, say, Macromedia's Director." He recommends reading more visionary works that address the future of new media; some of these are listed below.

Free-agent designers should also "go to conferences," Nielsen suggests. "I believe in human contact -- in being with colleagues and having lunch with them, to have time away from the office. It's expensive because you lose billable hours and must pay registration fees." But he believes this kind of intensive, face-to-face contact with colleagues is critical to staying fresh.

And if you don't stay fresh, it won't be too long before your designs grows stale –--and your business heads for the compost heap.

Web Design Learning Resources

Training Sites:
eHandsOn.com
Lynda.com
SmartPlanet.com
WebReview.com

Books:
Collaborative Web Development: Strategies and Best Practices for Web Teams by Jessica R. Burdman
Designing Web Usability: The Practice of Simplicity by Jakob Nielsen
Web Style Guide: Basic Design Principles for Creating Web Sites by Patrick J. Lynch and Sarah Horton

Online Communities:
Delphi/About.com
MSN Web Communities
Yahoo Clubs