I was at a small business function about a year ago and there was one point where about 20 small business owners were huddled together discussing the trials of running a business. We talked about numerous issues involving employees, lease agreements, partnerships, expansion, and marketing. After our small group dismantled a little further, one gentleman reached his hand out and said "Hey, I'm Bill" as he squinted at my name tag.
"My name's John", I said. He then proceeded to tell me he was electrician and then asked what I did for a living.
"I'm co-founder of Belize Graphics; our specialty is web site development and branding for small businesses". He elaborated how he had his nephew design his web site, that he did "a pretty good job", was a whiz with computers, and did it for free.
Is website development for small businesses really that easy, especially in areas like Asheville, NC, where the demographic is so eclectic? In my 20 years of experience, the market has changed dramatically over the last 5 years. Computers are more affordable than ever as is desktop publishing software. People are taking a few classes (if any), running to their local retail store, purchasing a computer and labeling themselves professional web designers. Website code writers are taking a stab at the design end to help eliminate overhead and designers who have little technical experience are throwing out poorly designed sites (technically).
Even the estimates for web designs are confusing. Quotes for web design vary from a couple of hundred dollars to thousands of dollars and as a small business owner, you are faced with the tough decision of who to choose while at the same time trying to keep your business running.
The usual final decision to go with the cheapest guy, because of budget, or choosing the highest bid figuring they have to know what they are doing to charge that much, or an emotional decision based on their beliefs, lifestyle, or how much you like them. All these responses are understandable. After all, the terminology is confusing, there is little time for research, and a decision has to be made.
Although the field of web design is technical and confusing, these eleven tips should help get you pointed in the right direction:
- Experience - Discuss with each design firm/freelancer interviewed their experience level. You need to find a person who is technically savvy, understands marketing, and has an extensive design background. This is done by discussing their background, past projects, and small business relations. If you are looking at a design firm, ask the experience of their staff. Even some 50 year old firms, hire and use novice or college-level designers to stay competitive.
- Understanding - During your consultation, describe your business needs and expectations. See how receptive each designer is and if they have marketing and creative ideas to enhance your vision. Having a robot designer who just restates what you say usually leads to a website that is dull. It's not a bad idea to show each potential designer how you've marketed in the past and evaluate their responses. Remember you are looking for creativity to further your business, not a designer or firm who agrees with all the moves to date your small business has made.
- Incorporate Your Marketing Strategy - Businesses attract clients in numerous ways. Some businesses want to be found on the internet through Google, Yahoo, and other search engines. Others use mailers that direct customers to their site for more information or to make a purchase. Your target market and marketing strategy is a crucial aspect in designing your site. If your not sure about your marketing strategy when it comes your site, discuss this openly with the designer and look for feedback that is realistic and practical.
- Relationship - You need a designer that you can talk openly with. Being afraid of offending a designer or not being able to talk openly is a recipe for disaster.
- Package Offers - If you need multiple projects, such a logo development, brochure design, website design, postcards, etc. bundling work can lead to discounts. If you go this route, be sure they have expertise in each area of design needed. It won't help to have a brochure design added into a bundle if it's not effective.
- Branding Consistency - Your business should always present itself consistently. If the "look" of your business changes, it creates confusion to your customers. You should never be afraid to update the look of your business, but be sure to do it across the board when it's needed and do so strategically. Every designer should understand this aspect of your business and not try to make a website something is inconsistent with the rest of your business. If a designer sees a potential weakness in your current branding (and they have experience in branding businesses), it doesn't hurt to consider their opinions and ideas.
- Watch out for Extra Charges - Sometimes designers will hide extra costs for additional site revisions. Be sure to ask how many design drafts are included in the their construction process and how much each additional draft will cost if you exceed that number.
- Don't Let Things Get Too Techie - You need a clear understanding of what's included in the site design. If the language gets too technical, ask them to re-explain things in a way that you can understand it. The quote should be in practical, easy-to-understanding language.
- Don't Go By Price - Look more at the business's track record to make your decision. The cheapest or the most expensive is definitely not a way to gauge a designer's ability.
- Design/Marketing Firms are Not Always Best - Freelancers can have more experience and direct impact on your website. Firms a lot of times have a supervisor who you meet and discuss ideas with and it's passed to amateur designers and technicians.
- Physical Demographic - Should your website target a local area, a region, the United States, or the entire world. For example, an electrician only needs to focus locally, while an online store can market to a larger area. COMMON MISCONCEPTION: Your website has to target the whole world: The truth is you can market your website to specific towns, cities, or regions.
- Before choosing a designer, organize photos, text, business logos, and ideas so that you can convey everything in the initial meeting. This will assure that the designer has a clear understanding of your needs so their estimate is accurate.
