OCTOBER 2005

October 2005

Creating an online presence, choosing color palettes, and developing layouts aren't the strong suits of most small business owners. Luckily, options are available to make the web design process simpler, like Yahoo! SiteBuilder, a free tool that can help you launch your site within hours. Freelance design professionals are also available to help, but finding the designer that is right for business can be tricky.

Remember, this is an important step for your business. Just as you would not rush out and make rash purchases for your office, don't rush yourself into making a snap decision about hiring a web designer. Be methodical when making your decision — it will save you time in the long run.

Where Do You Begin?
First, start by assembling ideas about your new web site. Ask yourself what your short- and long-term goals are. If you already have a site and it needs an updated look, think about what's currently not working and why. Jot down your thoughts. Then, spend some time looking at web sites in and out of your industry. Note colors, layouts, imagery, and messaging. Put together a short list of URLs with your notations about why you do or do not like the web sites.

Next, consider the following questions:

• Will your site have any special programming requirements?
  
• Do you have a budget in mind?
  
• Do have a projected due date for the site to be completed?
  
• Do you have a rough idea of how many pages you'll need?

These questions are meant to jump start your mind and get you thinking about your web site. Don't be surprised if the questions trigger even more thoughts and ideas — write them all down! You'll need the information you've gathered to help you communicate more effectively about the project with your web design candidates.

Location! Location! Location!
The next step to hiring a web designer is finding the web designer. You may decide the physical location of your web designer does not matter. Virtual business relationships can be just as powerful as teams that work face to face. If you prefer someone local, Yahoo! Local has an easy-to-use local "professional services" search function. Try using keywords "web design" or "web design company."

Word-of-mouth and recommendations from friends, business partners or organizations can also generate solid leads to great web designers. As a rule of thumb, select designers that have their own web site and online portfolios — contacting web designers or web design companies that do not have their own sites wastes valuable time.

Narrowing Down Your List
After you make an initial list of designers, whittle it down to about three candidates. You can do this by a process of elimination. Weigh the following characteristics of each designer against one another:

• When you look at each portfolio, which designers have created sites that are fast loading, graphically appealing, easy to use, and look professional?
  
• Are the sites in the portfolios easy to comprehend? Use the "three second rule" — if you can't tell web site's purpose in about in three seconds or less, move on.
  
• Does the designer offer all or most of the services you are interested in obtaining, like Yahoo! Store building, Flash animation, etc.?
  
• Experience matters. Look for information about awards, training, and how long they have been in the web design industry. If this is not listed on their site, make sure you ask them about their experience during your first phone call.

It's time to get a pen, a notepad, and dial the phone. When you make the call, get right to talking about your project. This is where all the preliminary research you have done will give the web designer a better idea of what you are looking for and if they will be able to help you.

Once you have discussed your project, turn the conversation toward the designer. Much like an interview, focus on their skills, services and what they can do for your company. Ask them the following questions and take notes:

• What type of HTML editing software do you use, and can you hand code?
  
• What is your level of expertise for the following software programs: Photoshop, Ilustrator, Fireworks, Flash, Dreamweaver, and/or HomeSite?
  
• Do you perform cross-platform and cross-browser testing for web sites?
  
• Do you bid per project or do you have an hourly rate?
  
• Do you have any references?
  
• What is your availability?

If you like what you are hearing so far, request to have a sample contract emailed to you, a business reference, and a rough estimate for the cost of the web site. Each designer you speak with may need to contact you for more information about your project to provide an estimate — keep yourself available for phone calls or emails.

Recapping, Reviewing, and Your Gut Reaction
After the information you requested from each designer arrives, begin recapping the conversations you had with each, reviewing the bids and sample contracts.

When you review the estimates, keep in mind that they are just rough estimates. However, if you see a bid that goes way beyond your budget range, cut the designer from your list. Spending more does not always mean getting more.

Make sure the sample contract clearly states your ownership of the site and working files upon site completion and payment in full. If you have a contract that does not clearly spell this out, request a new one or find a new designer. You are purchasing web design services and the web site.

Lastly, what is your gut reaction? Who did you find engaging and easy to understand? Which designer took the time to get to know you and your project? Who explained their services clearly and went into detail about what they could do for your company? If you feel like you could not communicate well with the designer or the designer did not communicate well with you, they shouldn't be on your team. Choose the designer that not only has the graphical and technical capabilities that appeal to you, but the one that feels right, too.