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Dot-Dot.Com Web Solutions Free Delivery Magazine: "Selecting a Web Developer" by Becky Barnett, July 1998 |
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Selecting a Web Developer The 'Net Opportunity Online Marketing Services Portfolio Customers |
In my last article in
using the Internet for profit (March 1998), we discussed the four key elements of a
successful Web site: content development, design and branding, programming, and web site
hosting. For each element, we weighed the pros and cons of doing the work yourself or
outsourcing it. Let's say you have a good sense of your specific outsourcing needs. Web firms and consultants abound. How do you find the right Web development partner for your business? As in any other sort of outsourcing process, the most important criteria for you to establish is the stability of your Web development partner's business. How long has the business been around? Since the explosion of activity on the World Wide Web, countless firms and independent consultants have jumped at the opportunities the Web has made possible. But in many cases, the experience those consultants can bring to your Web development is quite thin. The Web is young—a product of the 90s—but if a Web developer hasn't been in the business for at least three years and can't produce a list of long-term clients, consider him or her relatively green. When you're reviewing a potential Web partner's client list and past work, look for evidence that the firm understands your business as well as its own. If the firm has already confronted the particular set of issues associated with the way someone in your field makes the most of the Web environment, so much the better. Do the Web sites they've developed offer features very similar to those you plan to offer? If the sites don't demonstrate the kind of competence you're looking for—in the site's specific functionality, the quality of the design, the ease of navigation, and the logic of the site's architecture—then back away. What else establishes credibility? Inquire about the business's background before the birth of the Web. Web expertise typically develops in firms that already have a stake in communications technology; e-mail systems, MIS experience, and CD-ROM development, for example, are likely to be found in the "former lives" of Web developers, many of whom have retooled for the Web by bringing in graphic design and marketing talent. Many public relations and marketing firms now are claiming Web expertise, but a good many of them actually farm out Web development to a subcontractor, which means you're paying extra for the privilege of "passing through" a firm that knows little or nothing about Web communications. At some point in your search—and probably sooner rather than |
later—you'll have
to confront the issue of whether to hire a Web firm or a freelancer. The obvious advantage
of hiring an independent Web developer is in cost savings; with minimal overhead, an
independent consultant can bid lower on your Web project than a full-service firm can.
And, depending upon the size of the consultant's business, you may also enjoy more
personal and more responsive service. Where a Web firm may leave you in a holding pattern
for a day or two before they fix a broken link or attend to some other issue, an
independent consultant may be immediately accessible. On the other hand, the adage "you get what you pay for" holds true with Web design. If you're looking for a breadth of competence in graphic design, programming and marketing to make a success of your Web site, you're better off trusting the job to a full service Web design firm. Also, if you anticipate a lot of Web development activity over the course of a year or longer, a firm is more likely to be around to see the job through—and more likely to keep up with the latest technology and the newest Web capabilities. The Deal after the DealOnce you've chosen your partner, recognize that you hold a wonderful bargaining chip that you can use creatively to make a good Web development deal even better. Web site developers love to advertise their abilities—and your brand new Web site, the latest example of their talents in all of cyberspace, is a prime place for an ad. So after you've made your best deal for the development of your Web site, propose a cash payment, a discount, or some freebie from your Web partner in exchange for the right to advertise on your site. As a general rule of thumb, no Web developer should expect an image greater in size than 10k or bigger than 40x160 pixels, and the message should be as simple as "This site developed by X." Refuse an animated image. After all, it's your show; nothing should distract your audience from the message you've worked so hard to put in front of them. After selecting a Web developer, you are well on your way towards building a Web site for your business. But a successful Web site requires much more than just a home in Cyberspace. Your prospects must be able to find you. Consequently, my next article will be on successfully marketing and promoting your Web site. My next month's article will focus on selecting a Web site developer, and explore in greater detail the four main "Web site development" elements. Until then, I wish you as always great prosperity and 'Net success! |
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