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 unavailable; 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.
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 .