Web Design Considerations

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I've lost count of how many times I've been approached to fix a design that was first started by an overzealous business owner or amateur web designer. They had entered the prospect of designing a site with great confidence only to stumble over hurdle after hurdle in the process. A few skinned knees and bruised egos later, they gained a whole new respect for the web design process. All be it a little later than they would have liked.

Searching for a competent and talented web designer can be quite a daunting task, especially if you don't understand the nuances behind a successful design. Anyone with Front Page, Dreamweaver, or even Word (as destructively ugly as it can be), can hang a shingle as a web designer. But just because someone has the tools, doesn't mean they know how to use them properly.

So what's a business owner to do? Do you toss up a few pages so you can say you have a web site or do you make the move for something more professional? Do you go on the cheap and order a pre-made template or do you turn to a pro for a custom solution? Every decision has its pro's and con's, and here's a quick glance at a few of the decisions my clients had made prior to scrambling to me for help.

When anything will do...don't.
If you just need a basic one or two page brochure-style web site, then perhaps tossing up a few pages will work for you. But if you plan on using your web site as an extension of your business or as another marketing channel, then a haphazard approach is completely impractical.

A poorly designed site, or even a beautiful site that fails in its usability, will distort a visitor's perception
of your business. A web site is often the only exposure a person will have to your company, so it's incredibly important that they're left with a positive impression.

If you don't have one already, imagine for a moment that you owned a storefront or office. If your floors were cluttered, hallways confusing to navigate, and your walls in desperate need of repair, what kind
of message would this send to potential customers? The same rings true with web design. Online visitors will no longer pardon a poor web presence. There are just too many other appealing websites out there for someone to worry about fighting through yours.

Cookie cutters...leave 'em in the kitchen
If you've ever been tempted to use a cookie-cutter design to save a few bucks, now is the perfect time to squash the idea. The thought of buying some pre-designed template from a site farm might sound appealing at first, especially if you're blinded by the price. But let's look a little closer at what you're really getting into.

Perhaps you've seen these sites? If you haven't, I'm not afraid to point you in their direction. Take TemplateMonster.com for example. They promote complete web site template packages for anywhere from $50 - $150. Sounds great, right? Well, I'll admit that the designs look fabulous, but when you probe deeper than price and aesthetics, it's actually quite a raw deal.

First, while their designs look all nice and pretty, you'll have to conform to their navigational style, layout, and text areas when customizing it with your own information. What if you need more navigation buttons? Then what? How are you going to get your own company logo in there? What about expansion and marketing? And what if you need to change a few graphical elements on the template? Uh oh.

Second, when you purchase a cookie-cutter template, you are sharing this design with dozens or even hundreds of other web site owners who shared the same cost-saving vision. Considering that these templates are theme-based, the odds increase that you'll bump into a competitor using the same design. Because the template is sold over and over again, you really won't have something that you can call your very own. Something that complements your company's personality, products and services, while maintaining your own identity, is vital to online success. And only a custom design approach can accomplish this.

Third, you will still have to spend a considerable amount of time customizing the template and adding your own information if you are going to make it all come together. From the start, you'll be at a great disadvantage because you'll have to conform to their design throughout the process. In short, you'll be building your business around the template and not the other way around.

Fourth, unless you already have an html editor or program like Dreamweaver, you'll have to go out and buy one if you're going to build out your pages. From the moment you open your turnkey template, you'll feel as though you're right back at square one. How do I know this? Because several clients went down this same road and these examples are drawn from their own experiences.

A rose by any other name...
Many business owners make the mistake of thinking that web design is web design regardless of who they hire. When I tell people I'm a web designer, I'm often met with, "oh, my son does that after school", or, "I dabble in that myself". That or they get this look on their face as though I had just told them I was homeless. The truth is that just like any other industry, there are professionals and there are amateurs.

Saying web design is web design is just like saying that a hairdresser is a hairdresser. Or that an accountant is an accountant. Would you let someone cut your hair just because they owned a pair of scissors? Would you let someone do your taxes just because they owned a copy of TurboTax? Then why let someone design your web presence just because they owned a copy of Front Page?

Too many people base their decision on price alone when it comes to web design, and this often leads to more problems than it's worth. There's no doubt that you can find someone willing to design your web site for little more than a bag of peanuts, but what will you really get in return?

Will the designer be able to help you determine the right architecture for the site? Can he help make sure that your marketing messages are heard loud and clear? Will he be easily accessible when you need tweaks or changes, or will he be too busy hunting for another nut to crack?

The fact remains that you get what you pay for. If you go on the cheap, be prepared to receive something of equal quality.

How to break out the checkbook without breaking the bank
I don't mean to say that paying more is the key to a great web presence. There are plenty of designers who charge a ton and provide very little in return. The key is finding someone you are comfortable with, someone who displays the talent and expertise you seek, and then securing his or her services if the rate is affordable and fair.

I've seen pricing for a web page range from $25 to $300 and up. Of course, depending on your needs, you'll probably be able to tell when a price is right. If the page is comprised of nothing more than a couple of pictures and a few paragraphs that you are providing, then $300 is highway robbery. However, if the page requires content writing, SEO, database interaction, advanced scripting, and custom graphic design, then $25 isn't even in the right ballpark.

You do your job, I'll do mine
You are great at what you do. I'm great at what I do. Unless building and maintaining your company's website is a better use of your time, you'll want to consider using a professional to take your online presence to the next level. After all, wouldn't your time be better spent running your business?

Every minute you spend struggling through tasks that aren't related to your key responsibilities detracts from your business. If you want to be a web designer, then be a web designer. But if the focus of your business is selling widgets, then it's quite obvious that your time would be better spent building widgets, not a website.

If you make a commitment to your company's online future and recognize the web design process for what it is, you'll open the door to new opportunities and better support the ones you already have. The key is finding a solution that you can afford and be proud of without damaging your company's image and credibility in the process.

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