(originally published in The Jerusalem Post, February 2003)

Choosing a Web Designer

Good news: now more than ever, there are many Web design firms trying to attract your business. It's truly a buyer's market. But with this abundance comes the difficulty of choosing. Go to the Google search engine, type in the keywords “Web site design Israel” and you’ll be given a list of 223,000 sites. So how do you find the designer best suited to you? Design shops vary widely in price, quality, and services offered. What follows is a checklist to help narrow the field and find the best match for your company or organization.

ATTITUDE

Web design is a collaborative effort. When purchasing a commodity, like a sofa, you plunk down money, take it home, and the transaction is finished. But attaining an effective site is a process, not a purchase, and this requires ongoing communication between you and your designer. Make sure there is rapport. Does the designer take the time to understand your company's character and needs? Does he explain Web matters well, in terms you understand? Furthermore, can he advise you on aspects of site design that you may not have considered?

REPUTATION

Make sure that the firm you're contemplating doing business with is reputable. Look for a proven track record and satisfied customers. As with all services, start by asking for referrals from family, friends, and business associates. Read the text on the designer’s site. Does it show a strong customer care attitude or is it simply self-promotion? If the design project is to be conducted entirely via electronic communication, check for a verifiable address and phone number. You don't want to make a down-payment only to have your designer vanish into thin air.

CUSTOMER SERVICE

Can you reach the designer quickly and easily? How much time elapses before you receive a response to questions? Can he complete your project within a reasonable period of time?

NICHES

Design houses tend to specialize in particular markets. Look for one whose portfolio shows effective sites that are appropriate to your business regarding the following features:

• Appearance. Some designers stress whiz-bang effects, others a minimalist look, while many run the gamut between these extremes. Choose according to what would most appeal to your target audience.
• Function. On-line shopping, interactive games, database integration, etc. -- all come with a hefty price tag and require proven programming ability. Building a mega-site with information that changes on a minute-to-minute basis (think of Ben Gurion airport, with constantly updating flight information, or Amazon, with its fluctuating stock and ability to securely handle credit card information) demands keeping a large number of employees with varying skills on the payroll, increasing overhead and therefore prices. If you need a similar heavy-duty site, these prices are totally justified; you should not try to "save" money by having such a site designed by someone who may be unequal to the task.
• Size. Often large Web design firms cater to huge companies with deep pockets. But what if your mid-sized business needs a simple "brochure site" of less than 20 pages? You may find that a smaller Web design firm or individual designer can give you equal quality for a lower price. Consider, too, whether you want to be treated as the smallest fish in a very large sea--or whether you would benefit by the more personal attention that a smaller firm can supply.

ADDITIONAL SERVICES

Ideally, your Web site should be one element in a comprehensive marketing plan. Look for a designer who can provide these related services:

• Visual identity. Coordinating the site with the company logo and printed collateral is very important for branding. If you don't yet have a logo, look for a designer who can produce an effective one.
• Graphics. If you don't already have appropriate photos and artwork, choose a designer who can supply them.
• Search engine optimization. When done correctly, a site is not merely registered with search engines, but is structured from its inception to conform to very specific -- and constantly changing -- rules.
• Maintenance. Sites have the shelf-life of milk; content must be continually refreshed. Make sure that the site is planned for ease of upkeep.

Your designer should be able to advise you on planning for all these services.

PRICE

Odd as it may sound at first reading, this may be the *least* important factor when selecting a designer. While an effective Web site is not cheap, it will eventually pay for itself by boosting sales. On the other hand, a poorly designed Web site will make your business seem unprofessional and can actually turn potential customers towards your competitors.

ADDITIONAL CONSIDERATIONS

Once you've narrowed down the field to a manageable number of designers, contact each of them and give them a description of what you want. Here are a few more things to consider before making your final selection:

• Make sure that you'll be able to keep a paper trail of all agreements, deadlines, time schedule and payment schedule.
• The designer should certainly listen attentively to what you want, but should also be capable of advising you about adding (or omitting) site elements in accordance with what is most suitable for your target audience.

BOTTOM LINE

Be willing to invest in quality. Look for a good match between your particular needs and the designer's skills, but don't overlook the element of rapport. Choose someone who you feel confident will be willing to give your project the time and attention it deserves.

Do you have any questions? Contact me and I'll try to answer them in upcoming articles. Also, you may subscribe for free to the AtarTec newsletter, which consists of new articles as well as notifications of critical Windows updates and relevant virus information.

Request a free estimate for your web site project.

to top