03/21/2005
For every
competent web design house, there are dozens of alleged designers who
offer little more than minimal HTML skills. When considering who to
hire to create or revamp your site, bear in mind that a poorly designed
or executed website can cost you money, alienate customers, and damage
your organization's reputation. When it comes to web design, not all
things are created equal - huge disparities exist between a site that is
well designed and user-centric, and one that is uninspiring "brochure-ware."
Here are eight significant risks you assume if you fail to hire a top-notch web design firm to execute your Internet strategy:
1.
If your website is not thoroughly integrated with your business goals
and marketing strategy, you risk spending good money after bad. Beware
of developers who don't take the time to learn about your business and
where it is heading before they start to develop your site.
2.
If your site's navigation is not thoroughly planned with target users
in mind, then it will be difficult to use and this will reflect poorly
on your company. The single most important brand element on your
website is not your logo or graphics - it's your navigation, because
that is what is carried through on every page of your site.
3.
If your site is not programmed correctly, the pages will load slowly
and frustrate users. Poor programming can also limit handicapped
accessibility and stop search engines cold (as can Flash sites).
4.
If your Content Management System (CMS) is cumbersome or doesn't work
properly, then it will be a frustrating experience to update your site,
instead of a tool to increase efficiency. A good CMS should be designed
to fit your organization's specifications and unique work flow. If not,
staff members won't use it and you will have wasted your money.
5.
If site testing is skipped or done without a clear plan and system in
place, it will lead to embarrassing site errors, browser
incompatibility and usability issues. This will adversely affect users'
perception of your organization and leave the door wide open to your
competition.
6. If solid project management processes and tools
are not in place, then your project could quickly go over budget or be
delayed (or both). This is something you should discuss thoroughly with
your prospective web designer before signing a contract.
7.
If there is no clear methodology for interface design, then you will
likely get a site that misses the mark with your target audience. Make
sure the firm you're choosing has a solid, yet flexible, design
process. Depending on your budget, this may include conducting a design
inspiration session, creating user scenarios and wireframe sketches,
and testing designs on sample users before the design gets finalized.
8.
If the pricing sounds too good to be true, it probably is. To meet
client budget parameters (that are sometimes unrealistic) designers
often skimp on key elements - and what gets cut is usually the time
needed to properly plan, design, program, and test a site that has
organizational goals and user needs in mind. Make sure you're
allocating enough money to do the job right. Otherwise, you may end up
putting your site in the hands of a firm that either simply doesn't
understand what it takes to build a truly outstanding website or, even
worse, one that takes the job even though they know the budget is
unrealistic.
In the end, a good web developer must have
professional design skill, technical know-how, and a passion for
usability. Because when it comes down to it, meeting your organization's objectives, delivering a return on investment AND driving user satisfaction will be the true test of your company's online success.
About the Author
Jason
Mark is President and Founder of Gravity Switch, an award-winning Web
design and interactive media firm. A senior professor of Website
Solutions at Marlboro College's graduate Internet Strategy Management
Program, Jason has immersed himself in interactive media development
since the early 1990's.
Gravity
Switch is an experienced web/multimedia design firm with a
knowledgeable and friendly staff. For information about working with
Gravity Switch please call [413] 586-9596.