1. Understand what you want. Too many businesses really don’t know what they want from their website. Not just a wish list of broad demands. Good web sites have an overall strategy for the entire site, plus a goal for every single page. Have you researched who your online customers are? Do you know what keywords they search for? Do you know what sites they visit? Do you know why they are looking for your site? If you don’t, they you don’t know what you want. You want happy customers. That’s what you want (and hopefully more income as a result).

2. It costs more and takes longer than you think. I can’t count the number of times I’ve been asked how long a website takes, but every time they are shocked at the average development time. However, nearly every time we have “wait time” with a website, it has been caused by the clients’ inaction (not sending in copy, not sending pictures, not signing off on part of the project, etc.) You can eliminate most of the wait time by having content, pictures, etc. ready for your developer to dump into the design.

3. A web site has several pieces; don’t cut corners. You should keep in mind the following aspects: Design – Does it look and act like my client expects?, Content – Does the site provide the information my clients are looking for?, SEO – Will clients be able to find my site once we make it live?, Future Additions – Have I adequately planned ahead so that I don’t have to waste time interfacing the new features with existing ones.

4. Balance glitz and guts. A good website mainly provides the information that people are looking for and does it in a pleasing way, but content wins out every time . Without high-quality content on your website you have nothing to market. Nothing.Your potential customers cannot see or touch what you’re selling. Sure, you can provide photos and samples, but you’ll need other methods to convince people. Words, for example. Bundle up plenty of high-quality, original material and put it on your website. Know your stuff-either be an expert or hire one.

5. If you build it, they won’t necessarily come. If you don’t have a unique value proposition you will not get any sales except from nice old Grandma Elna who bought something just to be nice. Something about your business must attract the more savvy online customers of today. If your value proposition doesn’t make sense, or if you’re trying to solve a problem nobody thinks they have, or if your service stinks, or if your prices are out of this world, or (insert your favorite business obstacle here) – you don’t stand a chance.

6. Avoid bit decay; the site needs maintenance. Technology is ever changing and hopefully your business is keeping up. You need a plan to update, maintain, and improve your website on a monthly, if not weekly basis. The desire to redesign is aesthetic-driven, while the desire to realign is purpose-driven. One approach seeks merely to refresh, the other aims to fully reposition and may or may not include a full refresh. Ask yourself, “How is my target audience changing, and how can I quickly adapt to their needs?”

7. Treat the web team as professionals. You and the designer both have specific roles you must fill for your website to succeed. This one is soooo very important.

Client’s Roles

• Success is a 50/50 mix. Recognize that the success of your web project is as reliant on you as it is on the web design agency.
• You know how to toot your own horn. Don’t underestimate the time you will need to put into the project, especially when it comes to preparing content. You know your business the best and who your customers are. You already know how to really communicate with them (or you wouldn’t have stayed in business as long as you have)
• Trust your designer’s design. You hired your designer because you liked their previous work. Try to avoid getting drawn into subjective design discussions. Rely on the expertise of your designer.
• Don’t become a feature creep. Always consider the bottom line and whether additional functionality will generate a return on investment. Not every “good idea” from others will enhance your website.
• Be willing to compromise and take on board the agencies advice. (We always strive to provide the information necessary for a business to make an informed decision knowing the pros and cons of a potentially harmful decision.)
• Clearly state your expectations up front. Don’t presume the agency will approach the project as you would expect. We do well at designing, but aren’t the best mind readers.
• The unfortunate truth. Remember, the customer is NOT always right!

Designer’s Roles

• Get expectations in writing. Use the kick off meeting to clearly understand any expectations the client has for the project. Don’t leave until you have a firm understanding of what they want and how you can achieve those goals.
• Speak on their level. Remember it is the design agencies responsibility to educate and inform the client about what works well online. If a client fails to grasp the logic of your approach it is a failure on your part to communicate it effectively.
• Recognize that designing a web site is about compromise. It is sometimes necessary to compromise design and usability for the sake of business drivers.
• Pick your battles! The client is ultimately paying you to produce a great website so don’t be afraid to stand your ground when their opinion undermines that objection. However, know when to back down.

8. Most people in the web industry are clueless. Just because your daughter’s friend’s brother built a website when he was in 4th grade, that does not qualify him as a web designer. Just because your daughter’s friend’s brother is a graphic designer, that does not qualify him as a web designer. Just because your daughter’s friend’s brother owns a pirated version of Frontpage, that does not qualify him as a web designer.

9. You get what you pay for. If you get something cheap, there is always a catch. The lowest bidder is the lowest bidder for a reason. Remember that. This also works in the negotiation process with your designer. If you tell your designer everything you want on your site, and he says “That’ll cost you 5 Kabillion dollars”, understand that if you get him to come down to $500 you probably won’t be able to get everything you asked for.

10. Don’t start your project by buying a CMS. A content management system is not the way to start. Ask your web designer first, they probably have a better and more customized answer for your needs. It may even be the same CMS that you were looking at yesterday, BUT, still have the discussion with your designer.