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KOHLMYER COX GROUP Writing & Outdoor Photography
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Do homework before choosing a Web designer: There's no such thing as a stupid question if you're ready to take your business online Brenda Kohlmyer Cox The Northern Lights Web site opens with a stunning example of Eric Sartoris' work as a wedding photographer. The site didn't always open this way. The company's first foray onto the Internet opened with a fairly standard text and graphics-based home page. Then it didn't open at all. About six months after Sartoris first took his wedding photography business online, the Web designer he had hired abruptly closed up shop, taking Northern Light's Web site with him. Some people would have written off their experience as a lesson well learned and gone back to traditional ways of reaching their customers. Sartoris, however, had seen how successful his site was as a business tool and tried again. The second time around, he started by educating himself about the Web, thinking that he could design his own site. What he discovered from reading and studying other sites is that, even though he has an artistic background and the basic technology was simple enough to use, any site he put together would not have met the new standards he'd set for himself. So, armed with an understanding of what he wanted, he followed in the footsteps of countless other business people who've needed outside specialists to design their stores, create catalogs and print their brochures. He went in search of a reputable Web site design specialist. This time he knew which questions to ask and how to evaluate the firms and their work. Choosing the creative team Technology aside, the process of choosing a Web site design firm is not drastically different from choosing an architect for a glass storefront or a graphic design firm for a new packaging solution. The overriding process is to study the firm's existing portfolio of work, ask questions and check references. Chris Berthold, owner of the Seattle-based Web design firm Out of Web Site and the designer Sartoris eventually chose to build his new site says the first question potential clients often ask is "How much do you charge?" It's a valid inquiry, but in an industry where quality is not always dependent on price, it may not be the best question to start with. Instead, he suggests potential clients start by looking at the designer's existing portfolio. A list of five existing sites is not too many to start with and will provide a good example of the firm's use of graphics, text integration and user-friendliness. User friendliness can be everything from fast download speeds and a color palette that doesn't give users a headache to "Home" or "Back" buttons on every page and a logical flow chart that's no more than four or five layers deep so users don't get lost. Sara van Worden, who also chose Berthold to rebuild her Web site, stresses that first impressions are very important in the online world. In deciding to rebuild the site for her luxury linens catalog, B & B Homes, van Worden evaluated Berthold for his ability to create a site that "went for an initial 'Wow,'" and the delivered consistent quality through the following pages. Along with questions about the designer's technical abilities, van Worden asked questions about the designer's ability to understand her business objectives and translate those onto the site. She also suggests that the contract should specify a time line. Even though dates may slip, it gives both parties a common frame of reference. And a lesson learned on her first site translated into a question about who has access to and control over site content. Because she runs a catalog business she wanted to have direct access to the pages for product and pricing updates. Checking references When the portfolio review is complete, all clients should ask themselves, "Do I like the designer's solutions?" said Sheri Hauser, director of marketing at David Lemley Design. If the answer is yes, get a list of references and contact each one before signing a contract. Berthold stresses that because the industry is still in a phenomenal growth period, reliability is an issue that can't be ignored. He suggests asking questions such as:
The last question is especially important if the designer is working on a part-time basis. Many part-time designers have other full-time jobs that keep them busy during the day. Others are students working odd hours and some are professionals who have short work weeks with regular office hours. In these cases, response time to phone calls and e-mail is an important key in gauging the expected level of service. Hauser has one other comment about the choice of any design firm. She suggests clients determine if the partnership will be a short-term fix, where they essentially "hire a style," or a long-term solution where the design team plays an integral part in the venture's future. -END-
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