Once you’ve determined that Internet presence will benefit your business, you must decide how to handle the design and implementation of your website. You get one chance to make a first impression, especially on the Internet, as it grows and users’ attention spans shrink. Are you going to “do it yourself”? You’re busy with your business–now you are going to add the tasks of website design, creation, hosting, registration, maintenance, and promotion to your already burgeoning list of projects? Having a website is an ongoing process–you just don’t plop it out there, then sit back and wait. That’s not the nature of this ever-changing medium. You will have to be as flexible–if not more so–than the Internet.
With that in mind, it is most likely that you would be better off letting experts tackle the additional work required to make your website successful. A tempting and often initially inexpensive option some hurried business owners take is having that second cousin once-removed who’s good with computers build the site. While there have been success stories from that situation, it is more likely that this person will not be able to provide the care and feeding the new website will require, and you’ll have an ultimately expensive false start.
Consider that the right web production company can make online presence most useful for you and your services. The Internet is nothing more than another tool–albeit an effective one–to promote your business. A competent web production company is the craftsmaster to help you utilize that tool to its fullest extent. One thing that is essential to know is that having a website should still be only a PART of your company’s mission and promotion plan–not just an individual business project. You will still want to pursue previously successful advertising and promotion means. With your new website you will be cultivating “intermedia synergy”–traditional promotion and communication methods support the new technology and vice-versa.
When seeking a web production company, become aware of the variety of organizations claiming to be such. A caution about the “single webmaster” production company: despite this person having more skills than your second cousin–and even a professional reputation–the inability of the best-intentioned individual to keep up with all the tools and technology of Internet design and promotion can hurt your plans in the long run. A web production company has the full-service design and marketing capabilities of a number of people. Beware the ad agencies, as they are usually subcontracting and that may hinder the development of the necessary relationship between you and the web designer that will make and keep your website effective. There are also graphic design firms/studios passing themselves off as web designers, as they incorporate code and programs in their arsenal. Code is not enough–knowing HTML does not a webmaster make. The accumulation of industry software (such as the web authoring programs Frontpage, PageMill, and GoLive) does not mean that expertise grows as well. You want a company that is web-based–not stuck in print media mindset. There is a big difference between the creation of paper vs. electronic brochures. Make sure the web production company knows it.
There are several more things to keep in the forefront of your mind and plans in your search for a legitimate web production company. A good start is to look at THEIR website, which for obvious reason they had better have! Do you like the look of the site? Is it easy to navigate and find out what the company is about? See if you can tell whether they have a marketing or computer programming background. Companies that came up through technical backgrounds tend to be weak on visual appeal and effectiveness. It should be a simple matter to contact the web production company to ask any questions that may arise from checking out their site.
Do they have an online portfolio? You want to see some of the work the web production company has already completed and get a feel for their abilities thus far. Do you sense that they will continue to learn and improve their skills as the Internet grows and changes?
You want high traffic hosting–is the web production company situated on an Internet backwater in which your site will be hopelessly lost–or a busy portal/content destination that is already picking up and handling a large amount of traffic?
Do they have any awards or recognition? The Association of Webmasters and Designers awards for web excellence and a logo should be visible on approved companies’ websites. See if the web production company has any local business affiliations. No company should be too big that they can’t work with their community. How do they rate with their local Chamber of Commerce? Some women’s site affiliations to seek are those with the National Association of Women Business Owners (NAWBO) and Business and Professional Women International (BPW). Finally, look for testimonials–the best viewpoints come from people who have already worked with the web production company.
Find out if it is a PC or Macintosh shop–that can be relevant to the construction process and compatibility of machines and materials. PC operations are usually geared toward office tasks and database management while Mac systems tend to allow for greater design and user interface sense. Find out which platform will serve better for the mission of your site.
A variety of website design and development packages should be available, based upon your needs and goals. Does the web production company offer copywriting, marketing, and advertising services in addition to website design? During the initial meeting with the web production company, observe their location and office arrangement. Do they make you feel comfortable and assured of their abilities? Are they capable of answering your questions or willing to find answers for you? You have to get along with them, as you will be interacting for more meetings and maintenance. The website design process will be discussed in another article.
Will the web production company provide timely maintenance once the site is constructed? Don’t think for a second that your site will never require changes and updates. If it doesn’t, you may wish to reevaluate your business–it will assuredly require tweaking at least once in a while.
What is the web production company’s marketing and promotion plan? You know it now–there is more to “making it”–you must “market it.” The web production company should work with you to determine the best marketing strategy–is there “niche marketing” available?
Is there additional support available from the web production company –cybrarian services, research, continued site promotion, homepage remodeling? The web production company should work with you no matter what the future holds as being well-connected takes on a whole new meaning.
Finally, while we all like to get a bargain, the lowest price might not be the best deal–the web production company should be keeping up with the fast changing new technology–not leaving you stranded with those that can’t adapt.
You have every opportunity to take full advantage of this exciting marketing and communication medium–make sure you consider all the previous points, don’t be afraid to ask questions and choose carefully your chosen conductor on the Internet Express. With the proper preparation, it will be a wonderful journey.
- Article provided by The Women’s Business Institute (WBI), Taneytown, Maryland and written by Bonnie Raindrop and Stacy Meyn
One of the founders of the web production company DoubleClick’d Publications, Bonnie Raindrop has over 25 years of experience in marketing, graphic design, print media, and now 6 years in web publishing. She and DCP produce WorldWide Wellness, a health and wellness site; and Voices of Women Online, targeting women’s concerns. DCP services over 350 web clients. Additionally, Bonnie has published Baltimore Resources Journal, a popular health and wellness quarterly serving the greater Baltimore area for over twelve years. Bonnie can be reached at 410-337-8644.
Stacy Meyn is a freelance writer/critic and web developer. Her business Space Ltd. keeps her occupied writing and editing for music, media, film, health, and healing magazines, journals, and websites. She is a founding partner of Worldly Remains, a pop culture publication taking a deeper view. Stacy has worked with DoubleClick’d Publications since 1995 as a webmistress, cybrarian, and media editor.
Click here to enter the Information Exchange area, and go to the Hosted Message board “The Web Development Process”, hosted by Stacy Meyn and Bonnie Raindrop, from January 24 – February 4, 2000.
What is the easiest way to trade stocks:You should join a penny stock newsletter. These tell you when to enter and exit the market. One that I highly recommend is Microcapmillionaires. For a start they are Offering 3 Free Stock Picks For a Limited Time. This Offer Will End Once a Reasonable Amount of Subscribers Have Been Reached. So go HURRY try them for free...