Once you decide you need a Web site, it’s time to decide who will build it. But if you’re like most small businesses, you’ll want to outsource the work. Be careful who you hire, though. A poorly designed Web site can cost you money, drive away customers, and hurt your reputation. Follow a few basic steps to increase your odds of hiring a creative, technically savvy, and cost-effective design firm.
1. Self Analysis
A good Web development firm or Needs Analysis? Does the development firm have structure and expertise in Information Architecture? Avoid selecting an individual designer, on a freelance basis, to design and develop your organization’s Web site. It is rare to find a single person capable of handling the combined visual and technical elements that make an effective Web presence. Additionally, by depending on an individual, your organization is at risk of losing its investment should anything occur to that one individual – or down the road they simply can’t find time to help when you need it.
Determine what other products/services the Web design company can offer
What kind of value-added products or services can the design firm offer? Product Marketing, Pay per Click (PPC) and Web site promotion? Newsletter or email campaigns? If your organization is not currently dealing with a print design agency, for example, this might be a factor for dealing with one group over another. Similarly, can the firm provide database and software development should your organization wish to Web-enable some of its existing systems or processes?
During this stage, your organization should make contact with the candidate companies that are on your shortlist. If any of the above information is not readily available, be sure to ask the potential Web development firm for specific examples as close to your needs as possible. Make sure you understand their scope inclusions, terminology definitions etc. If they don’t have a glossary, get them to explain it in detail.
2. Get proposals
Once you have selected your short-list of top Web development firms, request that they send you a proposal. Ask that their proposal include an overview of your requirements and their proposed solution. This will help to determine which Web design firm understands your requirements best. Also ask that each Web design firm include a description of their development process and a price breakdown for the various aspects of the Web site project.
3. Evaluate and select a partner
Start off by examining each proposal individually. Before dealing with the content, evaluate the format and presentation of the proposal. The winning Web design firm will be creating your organization’s image on the Internet, viewable to millions of Internet users. How do they present themselves? Do they communicate with you using their Web site and digital documents?
Maintain a list for each proposal, consisting of its strengths and weaknesses, and the strengths and weaknesses of the respective Web design firm based on its other materials (Web site, portfolio, brochure, case studies, etc.). Alternatively, make a grid for easy comparison. Example: in an ecommerce project, compare the competing product features and costs side-by-side.
Importantly, weigh each firm on its ability to be a long-term partner. Have they been in business for several years, being stable and profitable? Do they have a list of clients and projects that you can confirm? Having an outsourced interactive agency as a partner has many benefits: expertise and experience in Internet marketing/SEO, software development and integration skills, and the flexibility of resources on tap. (This still applies even if you have on-staff marketing resources.)
After your organization has reviewed all proposals, compare them with each other. How do they fare in terms of presentation? How do their processes appear in terms of project management? Do they present scalability and/or upgrade paths for your project, that go beyond the needs of the immediate goals outlined?
Once you have made a decision, contact the firms that did not win the contract, and share with them the strengths and weaknesses of their proposals and the reasons (in general terms) why your organization selected the winning firm. Lastly, contact the top Web development firm and let them know the good news.
4. Meet face-to-face. Your Web design firm, whether a one-person shop or a multinational company, is going to present your Web persona to the world. You must be able to work collaboratively. Ask yourself these questions and rely on your gut reaction:
* Do they listen to my needs?
* Do they explain issues in ways I can understand?
* Do they know my industry?
* Do they share my vision for the site?
5. Check references. Browsing a company’s work is helpful, but you also want to know how they work. A Web design firm can be the most creative in the world, but if it never finishes your site, it won’t do you much good. Call past clients and ask if the design firm:
* Adhered to deadlines
* Met their requests
* Was responsive to suggestions and questions
* Fixed problems promptly
* Worked within the original budget
6. Think ahead. Over the past year, hundreds of Web design firms of all sizes have merged, cut back their operations, or simply closed. Although it’s impossible to know for sure whether or not a firm will be around in the future, you have a right to ask questions if you expect to build a long-term relationship. You should also ask whether a design firm will accept payment in stages or whether they’ll demand most of their payment up front. Firms that aren’t willing to link payment to their own ability to deliver might not be worth the risk you’ll take to deal with them.
For help finding a Web designer, be sure to check out Simple Steps to Finding a Web Designer.