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Fine artists sign their works. I get that. It’s art.

Apparently many Web designers are aspiring Picassos. There’s a trend initiated by Web design companies that I just don’t get. It’s the “signature line” they believe they’re entitled to place at the bottom of their clients’ Web sites.

“This site was designed by XYZ” with a hyperlink to the Web designer’s site is a prevalent footer on many commercially designed Web sites. I am here to tell you, as a client – just say no.

I have no idea how this trend started. Imagine seeing a TV spot and then, as part of the close, hearing: “This spot was created by Wieden + Kennedy. If you’d like to visit their Web site so you can hire them, visit www.wk.com.”

Or seeing the McLellan Marketing Group logo at the bottom of a print ad that one of our clients runs in a trade publication. Sounds ludicrous, doesn’t it?

And yet, clients across the land don’t blink an eye when the company they are paying to create their Web presence decides to use that site as an advertisement for itself!

I think the ONLY acceptable exception to this rule is if the Web design company donates its services. Then it deserves the credit line.

If you’re a client, check your site; if there’s a fine art signature at the bottom, e-mail your Web designers and ask them to remove it immediately.

If you’re a Web company, differentiate yourself in the marketplace by acknowledging that you understand you’re creating a business tool for your clients and you will treat it accordingly.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan