| A little while back I had a
bit of a discussion about a certain profession that I won't
mention here in case someone from the industry in question takes
it the wrong way. Don't get me wrong, every major profession is
there for a reason and adds a tremendous amount of value to
society. The fact of the matter is that every industry and
profession has good aspects and bad. When you think of a doctor,
lawyer, architect, accountant, etc, you tend to have a personal
frame of reference, as well as a more widely held stereotype.
There are usually some aspects of that profession that irritate
you, or that you think could do with some improvement. Perhaps
you don't make use of certain professional services because of
these perceptions, whether or not they are commonly held or
based on fact.
That got me thinking about my own industry, and what it is
about the internet consulting and web design and development
industry that drives people nuts, and that if things were
different, people would utilize these services more often. What
would people change about the industry if they had a magic wand?
What would you do differently if you were, for example, a web
developer, to differentiate yourself?
These are some of the things I've been told hold people back
when discussing this topic with some small businesses:
- Web design and development is too expensive for the average
small business
- Apprehension over how qualified an internet professional
really is
- There is too much jargon in the industry, which makes it
confusing to assess as a non-technical business person
- There is a shortage of internet programming skills relative
to visual design skills in the industry
- Personally, my big wish is that a certain level of
qualification (a degree combining computer science, design and
business) was a requirement to practice, the same way that older
professions are required to, like accountants, doctors, lawyers,
etc. The low barrier to entry makes it difficult for businesses
to distinguish experts from hobbyists. Imagine having to choose
your doctor based on what he tells you he knows how to do for
you!
- So, how then does one assess a potential internet partner,
who can and should be a long-time partner in the online success
of your business? Here are some things to look at carefully when
choosing a web designer, web developer, internet business
consultant, or related service provider, from my experience:
- Technical and business qualifications and experience. Is
the business comprised of an inexperienced person with a web
design hobby, or has the business got people with tertiary level
business, programming and design skills in-house? Make sure they
have real-world business experience in developing e-commerce
solutions, and look into how far back that goes.
- What online business applications has the business
developed previously, and how does this match your requirements?
Some web design businesses will give you a very nice looking
static brochure site, while others will be able to offer
advanced functionality, such as a database and content
management capabilities, e-commerce functionality, internet
business consulting services, site promotion, site management,
web hosting, domain registration, design, application development,
site optimization, newsletter systems, form processing
capabilities, logging of user activity, online surveys and
polls, user registration and authentication, advertising
management, content syndication, and the like. Check how many of
these are optional extras an how many are included in the price
you are quoted up front. You should always get a detailed
proposal up front, and compare apples for apples rather than
being too subjective initially. RealmSurfer, for example,
differentiates by bundling over 250 enterprise-level
applications into our small business package, at a lower price
than most web designers will charge just for the design and some
basic functionality.
- Long term cost/benefit. What is it going to cost you the
next time you need to make a modification? I've never yet come
across a successful website that was designed and left as it was
created on day one. Your site needs to change with your
business, so make sure you know how you will be billed for those
changes, and what the time frame for them will be. Every site
also has hosting, bandwidth and maintenance costs that most
people don't think of when first creating a site. Look into what
these will be, and what you get for them, so that you can budget
for them when starting your project. Also keep in mind that a
cheap solution with one or two features will probably not serve
you as well as a slightly more expensive one with extensive
built-in capabilities.
- Personal style and preference. Different businesses will
bring different styles and methodologies to the party. Make sure
that the one you go with suits your personal preferences. If
your internet specialist loves graphic-intensive Flash-based
sites, they will probably develop your informative content-based
solution, just not as well as someone who specializes in your
preferred style.
- Online promotion. Make sure that the business you choose is
good at promoting their own online presence. Google, Yahoo, and
MSN are the three most popular search engines, so make use of
them when choosing a provider. If you are looking for a web
developer in your local area, search for the terms you find most
important and include the name of your area. For example, I
optimize my services for the Joondalup area, so a search for
"web design Joondalup" or "web development Joondalup", or many
other internet-based services, brings me to the top when people
are searching for local service providers. An internet business
that is no good at promoting itself online will be worse at
helping you get yours up to full potential.
- Satisfaction guarantees. No website can make a flawed
business model work, but an online expert should be able to help
you make it everything it can be over time, much the same way a
personal trainer can't make you fit overnight, but they can help
you become a top athlete with focused ongoing attention. Find
out what guarantees, if any, are provided. This is a real
differentiator, because, understandably, many web design
businesses won't do this. Those that do are at least serious and
confident in their abilities to ensure that their clients are
happy and successful.
- Management of expectations. Any internet business that
claims excessive short term success rates is probably
overselling themselves. Make sure that they (and you) are
realistic about the time frames in which your online presence
will start producing results.
- Consulting skills. Make sure that you are dealing with an
internet consultancy, not just a web design house. Experienced
internet consultants have the business experience to help you
make your business successful online in ways a web designer will
probably not.
- Find successful web sites online. Many will have the site
developer's details in the footer, or in a credits section of
the site.
About The Author
David Malan is an internet and e-commerce expert, with over ten
years experience in the industry. He owns and runs RealmSurfer
Consulting, an internet business consultancy based in Perth,
Western Australia.
http://www.realmsurfer.com.au
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