Feel overwhelmed by the task of creating the a truly effective Web site for your organization? Not sure where to start? Perhaps you've gotten a "basic" site up, but are hung up on a redesign or adding more sophisticated features to your site.

While U. S. Health Care Reform has always been a strong advocate of building internal Web development capacity within your organization, we also believe that there are times when adding some outside expertise can be the difference between success and stagnation.

Here are some quick tips on finding a good Web consultant and build a strong relationship with them that will give your organization the Web site it wants at a cost it can afford.

When do I need to call in a Web consultant?

The basics of Web development are not very difficult, and anyone with an aptitude for technology--and enough time to focus on the project--can put together a simple Web site. However, implementing more advanced functions, and doing top-notch graphic design generally requires experience and expertise. While it is definitely possible to bootstrap your way to this level, time is often our most precious commodity, and time spent doing the nitty-gritty of Web design could often be better spent on bigger-picture Web site planning, and all of the other vital work that we do.

What can I expect a Web consultant to help me do?

1) Overall site planning.

Building an effective Web site starts with developing an effective Web site plan. A good Web consultant can help you think through the basic questions of audiences and goals, develop a good plan for site structure and content, and identify the right technology tools to get the job done.

2) Developing the basic design template for the site.

Let's face it; most of us aren't very good graphic designers. That's why we often rely on a talented friend/volunteer/employee when designing our print publications. The Web really isn't that much different. It's easy to do a mediocre job of Web design, but to design a truly professional-looking site requires someone with a particular flair for graphic design. It can be a great investment to hire a professional to help you develop a simple, effective design template and navigation elements for your site that you can continue to develop/extend with new content.

What should it cost?

Web consulting isn't cheap. But it shouldn't cost you an arm and a leg. Most skilled nonprofit-savvy Web consultants charge between $50/hr and $90/hr, depending on the tasks, their location, and a variety of other factors. The number of hours required for a given project can vary widely, depending on the scope and scale of your project. A "small" Web design project would probably take no less than 30-40 hours.

What should I do before I start looking for a Web consultant?

- The most important thing you can do before starting your search for a Web consultant is to develop some focused ideas about the *audiences* and *purposes* of your Web site. We recommend that you identify your primary audience and purpose, and up to four additional audiences/purposes. The more clearly you can communicate these goals to a Web designer, the easier it will be for them to help you translate your vision into reality.

- Pull together a comprehensive list of your existing resources related to your Web site. This should include any technical information about your current Web site (if you have one), as well as a list of your existing "raw materials"--existing photos, documents, or other materials that you might want to incorporate into your Web site. While you might not have all of your potential Web content available, the process of collecting and organizing your materials will help you identify the gaps in your content.

- Figure out what you can afford to spend on your site. While your budget may evolve as you work with your Web consultant to scope the project, it's very helpful to have a rough estimate in mind as you begin the conversation.

Five qualities of an effective Web consultant

1) Experience working with nonprofits
This is by far the most important qualification for a successful Web consulting experience. An effective Web designer must be familiar with the culture, values and needs of nonprofit organizations--which are substantially different from that of typical corporate clients.

2) Excellent communication skills
All the technical skills in the world won't help a Web consultant who lacks the ability to communicate effectively with non-technical folks in your organization. It's vitally important that your Web consultant demonstrate the ability to listen carefully to you and to understand your needs, goals, and concerns. An effective Web consultant will be able to explain the Web development process in terms of how it will help you achieve your site's mission/goals.

3) An interest in building your organization's internal Web development capacity
One of your goals for working with any type of consultant should be to increase your organization's internal capacity/self-sufficiency. Good consultants understand this, and will be willing to structure their work with to include teaching you to fish. In particular, a good Web consultant will focus on building your capability to manage and update the site after it's finished.

4) The ability to commit to costs and timelines
Effective Web designers can accurately estimate how long it will take them to develop a particular site with a given set of features--or do more work to better scope your project. We also recommend that you work with someone who can develop an ala carte pricing structure; e.g., a basic site design, with the option to add a online donation module, a multimedia component, or some other advanced functionality.

5) A portfolio of sites that are effective and appealing--to you!
Does the Web consultant have a portfolio of past work? Are the sites visually appealing and easy to use? Most site designers have a style. Be sure you like the look and feel of their past work.

Warning signs

Some signs that you might be talking to the wrong consultant for you:

- Excessive jargon.
While a certain amount of techno-babble may be unavoidable, beware the consultant who uses complex technical jargon without stopping to explain what it all means.

- Overpromising.
Good consultants know how to take things one step at a time. Beware folks who propose to build extremely complex sites in one fell swoop or promise magic bullet solutions to complex problems.

- Bells and whistles
Good nonprofit Web sites are usually simple. Watch out if your consultant's portfolio is too heavy on multimedia gewgaws or flashy "eyecandy" that doesn't help achieve the site's goals. Also beware consultants who are single-mindedly devoted to a single technological tool, and can't honestly assess whether a given tool is the right tool to apply to your needs.

- Limited time
Doing good Web design always takes longer than you think it will. Beware the consultant who is only available for a few months. This will eliminate most volunteers (and your board members' kids on summer vacation) as true Web consultants; however, we think that it's great to use skilled volunteers to help you articulate your needs, or to teach you to specific Web development skills, such as how to use Photoshop or how to develop a simple online form.

- Something just doesn't feel right.
Trust your gut. If you don't feel comfortable with a particular consultant, then they're not the right one for you, regardless of their skills.

Two closing thoughts

1) Don�t be afraid to dream big, and to ask your Web consultant for exactly what you want. It's their job to help you reality-check your dreams. On the other hand, don't be afraid to rein in a consultant if they go off on a flight of technological fancy that you can't follow. A good consulting relationship involves give-and-take, where each party drives the other ahead and serves as a check-and-balance in the process.

2) Always get at least two bids on any proposed Web consulting. Not only will this help prevent you from getting taken for a ride, talking to several smart people about your Web site needs will help you to focus and refine your ideas.

06/29/2001

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