May 27 2008 | posted by Samuel Fox | comments [0]

Web designers come in all shapes and sizes - from freelancers working from home to glossy new media agencies and there is as much variation in prices and service as there is in quality and size.

Freelance designers need to be able to do it all: designer, programmer, multimedia artist.  This is the most cost effective route and having a single point of contact who is personally involved in each and every aspect of your website can be reassuring but capacity will be the major issue and this route is generally best suited to smaller web projects.

Specialist new media agencies often have an IT bias, with cutting edge technical skills that lend themselves to complex database driven web sites, online systems and content management. They should also be able to provide online marketing, e-CRM, newsgroup management, search engine registration and optimisation, viral and email marketing solutions.

A broader communications agency that offers web design and online marketing services, on the other hand, can offer a wider view, drawing on the knowledge and expertise of its other departments to integrate the website into a combined marketing strategy. The advantage is being able to see the “bigger picture” and to understand the requirements of the website, emailer campaign or banner advertising along side public relations activity, advertising and direct marketing.

Once you have decided which type of supplier would best suit your requirement the following pointers should help you narrow down your search.

1. Take a test drive

   The portfolio is the quickest and easiest way to get a feel for a company. You will get a much better idea of capability if you can test drive their products yourself. Have they successfully created anything similar to what you have in mind?  This is the first step to deciding whether this is a company that is right for you. You need to be confident that, as well as looking great, the websites work well as marketing tools and that the user experience is as frustration free as possible.

 

2. The marketing strategy

   Your marketing strategy should drive the web development process. When choosing a company to work with you need to make sure that you are going to get maximum effectiveness and the highest return possible on your web investment. You need to be happy that the end result will integrate with and support your overall marketing effort.

 

3. Directing traffic

   Think about driving the audience to your website. You could develop the greatest site ever, but unless people know about it, it is useless. Ask to see examples of email campaigns, online banner adverts, search engine optimisation, and, if possible, direct marketing and press advertising that point people in your direction.

 

4. Industry knowledge

   Look for a company that gives advice on latest industry trends, current internet-related issues such as accessibility, usability, web standards, best practice, legislation and the implications of these on your website and other online activity. Wider knowledge of new developments in technology, hardware and software will also bring added value.

 

5. The working relationship

   Websites are living things that over time grow, develop and adapt as your business does.  With this evolution in mind you need to be comfortable that you will be working with a company that understands you, your business, sector and ultimately where you are heading.  Don’t be afraid to ask about existing long-term clients and how the working relationship has fared over the years.

The web has been around for a short time, has come a long way and is gaining momentum. A constantly evolving thing, with penetration levels in homes soaring and widespread availability of broadband, it is finally becoming an essential part of any business. Making the right choice in choosing a partner in developing your website and online marketing is more crucial now than ever before. We hope the above tips help in you making the right choice.

Established for 21 years, CIB Communications are PR, Advertising and Web specialists for the construction industry.  We would be happy to discuss your online marketing requirements with you - please contact Gavin Tadman on 01372 371 800 or .(JavaScript must be enabled to view this email address)  to arrange an appointment.