Don't Let Your Web Designer Sabotage Your Online Success
by Nicolette Beard
Most of my writing is inspired by experience and real life examples. Many
businesses are trying to do right by the Internet, but often don't know the
questions to ask or are simply misguided by their misconceptions about what
a good Web site should cost.
While I advocate seeking out
affordable Web site design, cost is usually driven by the size of the
Web site. The elements that go into creating an effective Web site, large or
small, however, are the same. That being said, if you receive a $100,000
quote, your site ought to be a site with hundreds of pages. If not, you're
being gouged.
The Cost of Not Optimizing Prior to Launch
A potential client came to me with his completed Web site and was now ready
to discuss Web site Marketing. Had I consulted on the initial
selection of the design firm, I would have made sure that basic search
engine optimization (SEO) elements were factored into the bid.
Alas, they'd already made their decision to go with someone local who was
less expensive than an out-of-town firm. Six months later I was being asked
to consult on SEO and had to turn him down.
Why? Because developing a Web site without SEO is like building a
house without plumbing. No reputable builder would work that way, nor should
a reputable Web site design firm. I can't, in good conscience, market a
Web site that search engines will not find and visitors cannot navigate. It
would be like framing a house without nails.
I've said it before, but it bears repeating:
Web developers are not Web
Marketers and Web designers are not usability experts.
Search engine optimization drives every element of Web site design:
navigation, file structure, on-page content, internal linking, meta tags,
HTML and CSS code.
The design flaws of this Web site were so complete that I recommended a
complete redesign. Now he's stuck. Does he throw good money after bad or
press the current design firm to go back and do the work correctly. At this
point, the client knows that every change will cost him.
Creating an effective Web site takes a lot of forethought, but the plan
must begin before the work.
To help you avoid wasting time and money,
here are essential questions every business owner or marketing department
needs to ask his Web designer before signing on the dotted line.
- What technology will you use to build the site? Beware of Flash, frames and
excessive JavaScript.
- How will the navigation work? Insist on text links using keywords where
appropriate.
- Does this include unique meta tags (title, description, keywords) on each
page?
- What browsers and resolutions will you test the site in? The answer should
be 3 each: The current versions of Internet Explorer, Firefox, and Netscape
and 1024x768, 800x600, 1280x1024 resolutions.
- Will the graphics be optimized for minimum download time?
- Will the graphics include an alt=image tag with appropriate keyword(s)?
- For database driven content like a catalog, will you build a landing page of
250+ words for each category?
- Does your design work include keyword research?
- Do you include copywriting as part of the project? If not, who can you
recommend?
- Will you rewrite our Home Page content to include 300-400 words of keyword
rich copy?
- And finally, who owns the content? Don't let your Web designer hold your
Web site hostage.
The best search engine optimization begins before the Web developer ever
puts two lines of code together. Most business people just don't know the
ins-and-outs of Web site design, Web site Marketing or SEO,
but a Web site
design firm with any experience should and must!
Search engine optimization is a specialized area of knowledge that requires
both analytical and creative skills. Often it's an intuitive process based
on reviewing hundreds of Web sites over time.
If you don't want to be caught playing catch-up, recognize that your Web site
design (or redesign) is a strategic business decision and give it the same
due diligence you would if you were building out commercial office space or
promoting your brand worldwide.
If you would like a full and complete quote for your project, please read
more about our ethical SEO business practices.
For content creation or online
copywriting, please review our affordable
Web site pricing.
