Getting Started

When a web site fails or disappoints, it's often because it was commissioned for the wrong reasons, or by a client who doesn't really know what they want, what they can have or, most importantly, what they actually need.

Your web site is a strategic investment in your business. But commissioning one is not always easy. You need to plan carefully. Here are some of the things you should think about.

Why do you want a web site?

Think about how one could fit into, or even change, your business model. How might it enhance, complement or replace any of your existing activities or channels? Don't assume it will make money. Consider how it might save you money.

Your site is not for you, so put your personal preferences aside. Don't confuse what you want with what your business needs. Think about your audiences. What will they want from the site?

What sort of site do you need?

There are many ways to develop a web site, but often the technologies are misused. There are few occasions when intro screens, animations and loading sequences can be justified.

If your site is about giving visitors an engaging, immersive brand experience, then 'wow factor' is important. But if it's about information, on-line sales or web-based services, it needs to be simple, quick and easy to use.

The most effective sites are often applications rather than brochures – tools for the benefit of either you or your visitors. Such sites may not be cheap to develop but are often a much more cost-effective investment in the long run.

Content is not an afterthought!

For most business sites, design and technology should serve purely to deliver the content. As with the drums and bass in a typical pop song, they're not there to be noticed. But your content must be good!

Don't just rehash your existing print brochure – write for the medium. Think about your visitors and use the content to help guide them through the site.

Writing good copy for the web is a specialised skill. Think about who will do this and allow plenty of time for it in your schedule.

Your content will have a huge influence on your site's design and technology. Plan it from the outset.

What else do I need to think about?

How will you promote the site? Search engines are a good starting point, but don't rely on them alone. Also consider on-line and off-line marketing activities.

Your search engine and marketing strategies will strongly influence your content and the way your site is built; so plan them carefully in advance.

Think about how you will maintain the site after launch. There are various options, requiring differing levels of technical skill. Consider your in-house capabilities. Your maintenance programme will influence the technologies used in the site.

Don't underestimate the human resource that will be required. Content management systems can help but you'll need to carefully anticipate your future needs if you want to avoid further costs later on.

How do I get my site built?

Resist the temptation to do it yourself – you're likely to be disappointed. By all means ask friends and colleagues for recommendations, but don't take them at face value . Make sure they're right for your needs. After all, what's more likely to get you fired – not using the MD's web designer friend, or wasting £15,000 of the company's money?

Put the project out to tender. But first, take the time to be clear about your requirements. Even the best agency will disappoint if you give them a vague, ill conceived, unrealistic or uninformed brief to work from.

Keep your pitch list short. Ask a maximum of five (preferably three) companies to pitch. If you're having trouble narrowing the field, invite one-page expressions of interest first.

Review potential suppliers' portfolios, but don't rely on looks alone – assess how well the sites actually work.

Ask about their experience of designing to web standards and accessibility guidelines. These are increasingly important, but not everyone understands them.

Remember, there are many different types of web agency, each with specialist expertise, preferred technologies, design styles and service offering.

How do I choose a supplier?

You may find that what is offered in the proposals varies so much that it is impossible to compare like with like.

Look for evidence that they truly understand the medium. Anyone can build a web site given the right software, but not everyone knows how to do it properly.

Firstly, don't expect to see finished designs or a fully worked-out solution – this is jumping way too far ahead. It takes time and familiarity with your business to develop that level of detail, and agencies normally charge for this work. They may include some initial ideas and sketches, but you should be concerned if they are giving away too much in the pitch.

Secondly, look at their proposed approach. An experienced agency will most likely focus on their processes and how they expect to work with you. They may not answer all your points but will respond with issues or questions of their own. Don't be surprised or offended if they challenge the brief and suggest that certain aspects might need re-thinking. This is usually a sign that they know their stuff.

They may also have suggestions for additional services they can offer you. Don't view this as a blatant attempt to get extra business – it can be a good way to assess their understanding and capabilities.

Don't be afraid to appoint several agencies

You wouldn't hire a builder to improve your home and expect them also to act as architect, structural engineer, bricklayer, plasterer and interior designer. Appoint specialists as required, but be clear about who will manage the project, and ensure roles and responsibilities are clearly defined.

And finally...

Don't worry if all this sounds rather daunting! If in doubt, get help. Before you commit to the whole project, hire an independent consultant to explain your options, help define your requirements and locate appropriate suppliers.

Follow the links below to find out how HirschWorks can help you:

Alternatively, contact us to discuss your needs.