Taking Your Business OnLine: Tips for Launching a Small Business
Web Site
In this day and age, your business card is a Web site. When
people hear of your company or wish to seek further information
on it, they want to do so on their own time, online. From there
they can e-mail you with questions, or place an order if you
offer products online as well. In fact, with the amount of trade
that can be achieved through a Web site, it's no wonder that so
many "brick and mortar" small businesses have made the jump to
E-commerce.
The decision to launch a Web site for a business owner has gone
from "if" to "when," in just a decade. However, the expectations
of your average site visitor have also changed in that time.
Cheap, home-made Web sites are no longer acceptable. The site
you create for your business is a stamp on its credibility;
therefore the process of designing and launching one must be
taken seriously and considered to be an earnest business
investment.
If you were to invest in new equipment, new vehicles, or even
new employees for your business, you would take the time
necessary to seek out the best, most cost-effective,
most-qualified selection. You certainly wouldn't buy the first
truck you saw at the dealership, or hire the first person who
walked into your office. The same time and care must be taken
when choosing a Web designer. Here are some tips to finding the
right designer, asking the right questions, and what to expect
when launching a Web site for your business:
Do not race to find a Web designer. What's the rush? Finding the
right Web designer is like finding the right architect to build
a new business office. The time you spend looking at Web sites,
asking friends and colleagues, and viewing portfolios is well
worth it if you consider what it would cost to rebuild your site
with someone else when the designer you hastily hired fails to
meet your needs.
When you see a Web site you like, check out who designed it.
This information is usually available in the bottom of the page.
Or, contact the business and ask. If they are happy with the job
done by the designer, they'll be more than willing to refer you!
When you do narrow your decision down to a few designers, check
out their Web sites for look and feel and thoroughly examine
their portfolios.
Bring samples. Surf the Web and determine the kinds of things
you like and don't like before ever walking into the office of a
Web design firm. If you have an idea of what you want your site
to look like, express it - even if it means providing an
embarrassingly rough drawing on your own. Web designers are very
creative people, but if you don't give them some direction,
they'll create without your input.
You have to be specific. Don't tell your designer you want a
"cool" site. While it's true that you may want a cool site, you
should bring to the table the types of things you imagine to be
cool. Your designer is there to help you determine the best
style for your site, so don't be afraid to provide specific
examples of how you'd like your site to look.
Get it in writing. As with any other business partnership, you
must get everything in writing. This means going beyond the
initial contract you and your designer sign. Keep notes during
meetings and save every e-mail and written communication. There
may be times when things are decided during "casual" meetings,
such as when certain site elements will be completed, or
something as simple as adding a graphic or two. By tracking
these conversations, you will have a record to return to if
things go off track or off schedule.
Web Design Firm or Independent Programmer? Web design firms are
not your only option when it comes to launching a Web site.
There are many independent programmers out there who can provide
the same service as a design firm, and for less money. Most of
these programmers worked for design firms before striking out on
their own.
There are advantages and disadvantages, of course. Independent
programmers may be less expensive, but you are limited to
receiving only the service that particular programmer is skilled
in. If you decide to add a component to your site that your
programmer cannot develop for you, you'll have to pay someone
else to do it. Most design firms employ programmers of all
capabilities in order to meet customer requests, and their
services are part of the deal when you hire the firm.
Independent programmers are harder to locate than design firms.
Part of what makes an independent programmer less expensive is
the fact that he or she does not have the same overhead as a
design firm. Advertising is expensive.
If you think you would rather use an independent programmer than
a design firm, return to your friends and colleagues and ask
around. If you resort to an online directory or your local
telephone book, use the same process of selection as you would a
design firm: ask to see samples and a portfolio. However,
getting a programmer recommendation from someone you trust is
best. Not all programmers are created equal and an impressive
portfolio does not convey an individual's customer service
skills.
Making Edits and Changes: the waiting game. When you hire a Web
design firm to create and launch your business's Web site, you
are at the mercy of their busy schedule. You must request edits
and changes be made for you, and they may not be made as quickly
as you'd like them to be.
Some Web design firms provide customers with site administration
tools that allow you to make simple changes and updates as
needed. This type of technology can be more expensive, but worth
it if it gives you more control of your site.
Understand what you're paying for. Determining the look and feel
of your Web site (the design) and actually building the site are
two different processes of launching a Web site. Be sure to
understand what is included in your contract and what will cost
extra. If you wish to add an eNewsletter sign-up, will it cost
more? Will you be charged for every E-commerce transaction? What
will it cost to accept credit card payments on your site? These
are the questions you need to ask when negotiating prices and
deliverables.
You may be responsible for setting up your own business's and
then work with a programmer to incorporate it into your site.
Web hosting fees are an additional cost you must consider, as
well.
Find out if your site is being built from scratch or from
templates. Many designers use pre-made templates, which can
bring down the cost of building the web site. Designers who
create your site from scratch may actually own the source code,
which limits your ability to move the site later on, if you wish
to. Be sure to ask your designer up front how he or she intends
to build your site and get written or legal documentation of the
ownership source codes so you don't run into disputes down the
road.
Be patient, but attentive. Designing a professional Web site is
not an overnight project. It takes time to create and construct
the Web site you want. However, every day you and the designer
spend tweaking the site is another day you are unable to
advertise the site, attract visitors to the site, or sell
products online. Be patient with your designer, but keep track
of the agreed schedule.
I also recommend hiring an attorney who is versed in E-commerce
businesses. You will need one to write the "Terms and Policies"
for the web site, as well as proofing the site for any legal
complications that may come up.
Imagine your Web site as a storefront. If you were building a
brick and mortar business on main street, you would: 1) find the
right contractor; 2) have an idea of how you want your business
to look and what you want it to contain; 3) expect the project
to take time; and 4) be prepared for set-backs in scheduling.
These are the same responsibilities and obstacles you will
encounter while designing your business's Web site.
Creating a Web site for your business is an exciting and worthy
undertaking. Take the time to do it right the first time,
because there is no fun or enjoyment in having to do it all over
again if you don't. For some additional tips, review the Web
Site Starter Kit at HYPERLINK "http://www.inc.com" www.inc.com.
To view "cool" and award-winning sites for ideas, check out
HYPERLINK "http://www.designfirms.org/awards/"
www.designfirms.org/awards/.