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How to Appraise the Value of
Web Design Services
By - Nicole McCullum
In today's competitive marketplace,
there are thousands of Web design firms, freelancers and agencies competing for
your business. Their prices can range from rock bottom to outrageous, but how do
you know that you're getting the best value for your hard-earned dollar? What if
you spend a bundle for your Website design only to realize that all the promises
your sales consultant used to lure you to his or her company were nothing but
hype?
Whether you're a novice to the
Internet-based business world or a technology expert, it's important to
understand what is needed to take your business online. This article is designed
to educate business owners on how to navigate the online process and assess an
accurate value to Web design services. By having greater understanding, you can
avoid paying too much for too little or for extras you simply don't need.
Website Design
Before you begin your search for the
right design firm, first consider your budget. Actually figure out how much you
have to spend on this venture, with the idea in mind that your Website will be
your actual online storefront--a true representation of your company, what it
does, what customers can expect from it, and whether it seems unique, exciting
and trustworthy. Few customers want to part with their money when they encounter
a homemade-looking Website, or one that contains lots of errors, is hard to
navigate or looks like a million others across the Net.
If a designer claims they can build you
a fully functional site for a couple hundred dollars, you can accurately presume
that your site will likely be built around a template created by a
fill-in-the-blank software application. If that fits your budget, fine--but
don't expect anything original, polished or fail-safe, because such
mass-produced sites litter the Web and are typically rife with problems,
including deadly slow load times, text bleeding into images, sloppy alignment,
dead links and frustrating error messages.
On the other hand, don't assume that a
company that charges $10,000 will necessarily be better. The anonymous nature of
the Internet makes it a breeding ground for charlatans, so do your homework.
Unless your site is extremely complex (for example, has a shopping cart system
designed to handle hundreds or thousands of products and images), you can get
amazing quality for a fraction of that price.
What to look for
* The first hurdle is contacting a
prospective company and seeing how long it takes them to return your phone call
or email. If you don't hear from them in a day or two, they may be too busy,
understaffed or disorganized to provide solid turnaround times.
* Next take a good hard look at the
company's portfolio, both its premium designs and its lower-priced examples. If
the sites in your price range look amateurish, cookie-cutter, bland or in any
way unprofessional, so will your business.
* Test the company's own Website for
design, content and ease of navigation. If theirs looks slick and works well, it
suggests they have the resources to create quality work.
* Find out how long the company and/or
its staff have been in business. Is the firm fly-by-night, or does its workforce
boast experts who have been in the business for years?
* Will they customize your site? A good
company can use your current marketing materials, including your business logo,
color scheme, literature and graphics to create a site that brands your business
perfectly. If you have no such branding material, do they have the talent to
create if for you?
* Does the company have sufficient staff
to work with you directly? A good firm will assign a project manager to discover
exactly what you want and how to implement it. They will also provide you a
written estimate of the turnaround time and keep you posted as the project moves
forward.
* Do they offer any sort of guarantee?
If you're not satisfied with their work, will the company return to the drawing
board until you are satisfied? Do they offer a no-strings money-back guarantee
if they can't please you?
We all know the old adage
"penny-wise, pound-foolish." Simply put, it's worth it to invest some
money in order to get quality work and reliable service. And if you enjoy a
comparative discount while getting exactly what you want, then you have found
the right company.
The Supporting Services
In order to take your business online,
let's forget about "bells and whistles" for now and get down to the
essentials needed to establish your company on the World Wide Web.
Domain Name - A domain name is your
online address (URL), and the right domain name is crucial in enabling your
current and prospective customers to find you. That's why it's vital to select a
memorable, easy-to-spell domain name. Try using your business name if it's
available; if not, try forming a name based on words that describe what you do
or otherwise associate with your business.
Untaken domain names can run from about
$2-30 or more--however if the URL you want is considered a "premium domain
name," which is typically a name in high demand due to its simplicity,
memorability and widespread market appeal such as homes.com, cars.com, food.com,
etc., expect to pay a premium price. Premium domain names are available from
Websites such as www.buydomains.com and others, but be prepared to find many
names already taken. Some companies will sell their domain names to interested
parties, but unless you're certain the investment (which could be in the
thousands) is worth it, you may want to brainstorm until you find an available
alternate.
Web Hosting - Web hosting is the service
of providing server space to Website customers so they can keep their sites up
and running. The server space size required varies from site to site--if yours
is large with lots of pages, graphics, traffic and/or shopping options, you will
require more space than a 1-3 page brochure site.
No matter what your site's size or
ambitions, one important caveat when choosing a Web hosting provider is to make
sure that it provides 99% uptime--companies with long or frequent downtimes mean
your site is also down during that period, possibly costing you credibility,
customers and sales. How do you know a host's uptime record? Solid companies
will post it on their Websites or have a representative who can give you an
exact percentage. If they don't know or say it's 100%, pass them by. All
reputable companies have their stats available, and no company is up 100% of the
time, no matter what they say.
A host offering 99% uptime allows your
Website to stay up and running virtually 24/7, assuring your customers that your
Internet doorway is always ready for business.
Website Content
The content of your Website is a
combination of all the information and graphics on your site, most notably the
text. Apart from its design, your Website's written content is more important
than any other element because it serves two key functions: It represents the
professionalism, tone and purpose of your business, and it has the potential to
get you found above your competitors on the Web.
If you feel inspired to write your own
content, that's great. Make certain, however, that you include the important
elements of your business, such as what makes it special and why its products
and services are revolutionary, superior and/or necessary. Also make sure to
pack it full of the keywords and phrases Internet surfers are most likely to use
when they type them into a search engine's search field. All content should be
proofread by an expert in grammar and punctuation before it's
published--otherwise your business will look as if it cuts corners and lacks
quality. After all, if you don't care enough to make sure your Website is
professional, why would anyone trust your company to be?
If you're anything less than a
proficient writer, it is a good investment to have a professional writer create
and/or edit your content so that you know it will be an accurate and positive
representation of your business. You should aim to have at least 50% of your
content reviewed and ready before you begin the design phase so that your
designer can use it to create the perfect aesthetic and navigation for your
Website.
Website Marketing
Marketing your online business is
similar to any corporate marketing strategy, except it enjoys the benefit of
being more focused since it doesn't require a mix of traditional multimedia. The
first step is to figure out your action plan for overcoming the obstacles to
your business growth, such as: How will your site get discovered by prospective
customers? How will you keep their interest? What will set your business above
others in your industry? How will you satisfy your visitors so that they become
buyers?
Whether you do it yourself or hire an
expert to do it for you, some important tasks are as follows:
1. Get your site listed in the top
search engines - Internet surfers typically use the most popular search engines,
like Google, Yahoo, Ask, etc. to find what they want using keywords specific to
a service or product. This random audience is far more likely to find you among
your competitors if your site is listed in all the major engines, and your
Website is packed with appropriate keywords.
2. Place online advertising in relevant
places. If you have the funds, you can pay search engines like Google to place
your company at the top of certain keyword lists, so that a random search for
say, "running shoes" places your site up top and in bold print. Less
expensive options include placing banner or text link ads on the Web pages of
companies whose products or services compliment your own. Many companies are
anxious to affiliate, meaning they will trade ad space with you at no cost.
Also, don't forget to put your URL (Website address) on everything, from your
business cards to stationary to the company car, anywhere it will be seen.
3. Write newsletters, articles, blogs
and other Web-based material so that your name is out there. This low- or
no-expense practice can get your message dispensed throughout the Web and
establish you as an expert in your field. If you're not a writer, hire a
professional to write this content for you. People who find value in your posts
will forward them to others, who will in turn forward them, and so on. As you
know, word-of-mouth travels fast on the Net. Take advantage of people's love of
sending forwards to generate some free publicity for your company.
Maintenance
Now that you understand what is needed
to take your business online, you'll want to make sure that the cost for each
necessary element doesn't end up depleting your overall budget. For example, you
might find a Web design service that touts its low prices, but always inquire
what that low price includes. Oftentimes such "deals" are like
ordering from an à la carte menu--once you include everything you want, the
price can end up being an unpleasant surprise.
Ask up front if your design company
offers everything you might need, such as search engine submission, hosting
services, marketing consultation services, ad campaign creation, copywriting
services, tech support and other elements your company may require to launch
your online business. How are the prices for these services structured, and what
do you get for your buck? One company may give you a break on your Website
design, then charge you a whopping $50 a month for hosting. Does their
bargain-priced Website include any other services, like customization, graphics,
branding elements or Flash animation if you want them? Will they allow updates
to your site when you need them? If you encounter technical trouble, will there
be anyone on staff to help you? If so, do they charge for the service? All these
so-called extras can really pad your final invoice, so find out before you sign
on the dotted line.
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About The Author:
Nicole McCullum is the Director of Business Development for Captivate Designs (http://www.CaptivateDesigns.com) a leading Web and Graphic Design and Internet Marketing firm dedicated to helping small and mid-size businesses achieve online success. You may reach her at Nicole@captivatedesigns.com.
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