Website mistakes and misconceptions & What to look for in a designer.

The last few weeks have really revealed a lot about what people understand about their websites. I met with Will of Page Marketing and Ernest of First Friday Hawaii, and each of them really reminded me about some serious misconceptions people have about what they need and what they get in their websites. Each of these guys have a lot of experience with databases, SEO, and coding. So when they speak, I listen carefully. SO I thought I would share my revelations with you.

The reason Leslie and I decided to add website services to our portfolio because we found that was one area that clients really needed help with. The biggest issue was that most of our clients had already been ripped off by a designer that took advantage of an excited new business owner with start up cash. By the time they come to us for help, it is too late, and they have already shelled out the cash for something they either can't use or is not meeting their needs. I couldn't find anyone to help them because no one was going to build a website for the amount they were left to work with. And because we were already providing services for them, and I am a designer and have experience with creating websites with a zero budget, I found myself "helping out". But one site, led to two and then ten and then twenty, and now we offer it regularly. We have gotten quite good and getting people sites up fast and affordably. We do a lot of non profit work and we take on one pro bono a month. However, all of this work has really made me aware of several problems with the way small businesses look at their sites. As I tell all my clients, just getting that website up is not enough. This leads me to my first point.

MISTAKE ONE-TRUSTING THE PORTFOLIO: I enjoy building websites. The design aspect anyway. I get excited at the beginning of everyone. But when it comes to any technical work or SEO work, not so much. What I have found is their are really great designers out there with no technical experience. Then there are the "techies" who have poor design skills. That is why you will see all of these gorgeous sites out there performing poorly, and crappy looking sites performing well. Rarely do you see both and if you do, chances are it was a high dollar site made by a company with separate departments. One for design and the other for databases and SEO. So looking at someones portfolio is not enough. As Ernest pointed out that a webdesigner needs to have experience in all areas to really serve their clients. I totally agree. Sadly this isn't usually the case. I can't tell you how many really great sites out there I have come across, where the person made some very obvious mistakes or who completely did no SEO work at all. Most clients I talk to thought they were getting this either because they were promised or they thought it was an automatic thing. I dont' know if the designer doesn't know what they are doing, is lazy, or they just don't care. I would tend to think it is that they don't know how. Because It is really shocking to see sites that look professional from designers who don't even know html. SO when interviewing a designer, you want to ask what they are experienced in. The best designers are the ones who can do it all such as designing your logo or brand, your website, photographing your staff, writing your copy, hosting and domains, designing your supporting marketing materials, converting or editing your videos, editing photos, SEO, assist with business listings and linking, and more. Basically they take it a step further than just getting your website up so they can charge several thousands of dollars and then leave never to be heard from again.

MISTAKE TWO-THINKING IT ENDS THERE: People tend to think that once they get their website up, it ends there. It doesn't. That website has to be maintained. It should be updated at least monthly. This is where the SEO guys come in handy. All they do, is keep an eye on your positioning and make sure your site is performing. Most designers are not equipped to do this full time because it is really job all by itself. Search engine optimization is complex. To move up in the listings on Google and other search engines, you may want to hire a professional, especially if your business relies heavily on generating business from the Web. When we do a site, we do get you started by adding keywords, submitting you to the search engines, making sure your content is stacked right. But unless you are paying someone to maintain this (do not confuse this with your hosting fee) then your site is dieing on the vine. Usually this is a budget issue. So it is important that when budgeting for your site, that you consider this service. Not only is content time-sensitive, so is format and design. There will always be new tools available to make Web sites better looking and better performing. It is not cost-effective to create a Web site and let it sit. Update content regularly and take advantage of (appropriate) new technologies to make the site look better. Will at Page Marketing has a great section that explains all about SEO. http://www.pagemarketing.com/seo/index.html

MISTAKE THREE-IGNORING STATISTICS: Detailed reports of visitor traffic are available for your Web site. This service may be offered by your hosting provider or obtained through a third party. By monitoring your statistics (such as visitors-turned-customers, users on broadband, etc.) you can tailor your marketing and design toward those who visit most or find weak spots based on who you are not attracting. We use google analytics and add this as a part of all of our webdesigns for free, and we show you how to use it. I would say only 20% of our clients actually use it though. Will has an impressive portfolio he is tracking. And it works for him.

I am not going to pretend to be some kind of internet marketing expert. But I would say I have a pretty good grasp on the overall picture. Everything I know is from my own experiences and the people who I pay attention to who I do consider experts. I would say I am a good artist and graphic designer, a great marketing person, writer and photographer, and therefore I make a fairly well rounded web designer, offering a little of everything, willing to go above and beyond and still excited to go to work everyday. I know that for what we charge, we offer more than most, and if something is out of our range of experience, we will pass the work on not try and do it ourselves. We generally help new businesses, small businesses, artists, non profits, sole proprietors, basically people who need to get as much as they can for a reasonable rate. And in return we can sleep at night knowing that we are charging fair rates, (not like a certain designer who I have had to clean up after who is charging people $150 a month for a domain name!!!!!). When I replace a website that is better than the prior one for half of what they paid, I know I have done what I set out to do... Provide an ethical and useful service for the small business owner. And as I get more experience, I will probabley start charging more, but I think I will always have a soft spot for the little guys...after all I am one!