Untangling the Web

"An Organization Guide To Launching a Web Site"

(If your browser supports printing, we suggest that you print this form out and use it in your Web design firm interview process).

With advances in software and the growth of Internet Service Providers (ISP), launching a Web site is easier and less expensive than ever. But before you go Cyberspace and get your name out to 30+ million Internet surfers, there are some things to consider.

Because the Web is relatively new (the first browser was developed in 1993), new Web development companies are springing up all the time. Some are staffed by people with technical backgrounds, others are full service ad agencies who subcontract their Web work. And while some offer design services on-site, they may farm out the marketing or graphic design functions to other companies.

Prices are equally diverse. Some firms charge hardly anything for a basic cookie cutter, one size fits most page. But watch for other charges, such as monthly service fees based on the number of times people visit your page. Higher end companies take the opposite approach, offering you lots of bells and whistles up front that many browsers can't access because their software doesn't support the enhanced markup languages. And the fees for such enhancements could run into the thousands and thousands of dollars.

None of this is good or bad. It's just the current state of the market. But remember: Web sites aren't magical and they aren't that hard to produce. And, no matter what anyone says, a well crafted site still needs to be designed and managed by someone who understands basic communication, advertising, marketing and video principles.

Following is a checklist to help guide you in your search for the perfect Web site designer.

What business or marketing objectives would you like your Web site to accomplish? (Check all that apply)

[ ] Establish a Web presence, increase marketing and public awareness in the process.
[ ] Increase sales
[ ] Generate business leads.
[ ] Increase international presence of the organization.
[ ] Generate requests for information.
[ ] Support existing advertising, promotional efforts.
[ ] Offer customer service.
[ ] Build store or business traffic.
[ ] Provide latest information regarding new products/services, sales, special promotions, events.
[ ] Build a database for organization mailings.
[ ] Provide directions to consumers.
[ ] Survey customers/prospects.
[ ] Recruit new employees/post job opportunities.
[ ] Other

2. Is there information you would like to obtain from browsers who visit your page? (check those that apply)

[ ] Company products owned.
[ ] Competitor products owned.
[ ] Timing of next purchase.
[ ] Referrals.
[ ] Demographic information.
[ ] Media preferences.
[ ] Feedback
[ ] Other

3. What other information do you want to gain from your Web site? (check those that apply)

[ ] How many people are visiting your Web site.
[ ] When they are visiting your site.
[ ] How long they visit.
[ ] Which products or pages are most popular.
[ ] Name and comments (as a guestbook).
[ ] E-mail address.
[ ] Mailing address.
[ ] Telephone number.
[ ] Fax number.

4. Browser Compatibility

There are two basic philosophies regarding the ability of visitors to view your pages.

[ ] I want to reach as many people as possible.
[ ] I want my site to be as breathtaking as possible, even though some people may not be able to open it.

5. Which of the following is true regarding your ability to supply content?

[ ] All art and copy will be furnished.
[ ] I want the design company to do the Web design and artwork.
[ ] I want the design company to do everything, including copy.
[ ] Digital scanning of art/photos can be furnished.
[ ] Scanning of art/photos is necessary.

Researching A Web Design Firm

Now that you've got an idea of what you want for a page, it's time to start shopping. Since prices and services vary widely, it's recommended that you call three to five firms to discuss your site. Some of those will be Internet Service Providers that offer Web design in addition to their technical services and others will be design firms that deal strictly with the design and programming aspects of Web page design, and NOT internet connectivity issues. (Although the design firms should have a basic knowledge of the process.) Don't be shy about asking questions, particularly about technical issues. A good design house should be willing and able to walk you through the process, without sounding as if you're insulting their intelligence. Don't be too surprised if you don't have a phone call or two returned. In setting up our own Web site on a local Internet Provider, only one company out of three returned our initial call. If you call CommuniCreations, we promise we'll return your call promptly.

1. Does the design firm understand your organization's objectives and goals regarding a Web presence?

2. Do they perform the actual Web design in house?

3. Do they perform related services in house as well, such as graphic design for the pages (buttons, textures, maps, etc.) and marketing, or do they contract this out?

4. Are they willing to give you a firm estimate before proceeding with the design process?

5. Are there any hidden costs in the design and setup of your page, such as additional site storage fees on a server, logging your site onto major search engines on the Web, sending press releases out to key media, charges per hit on your page (often referred to as throughput), etc.?

6. How often can you update your page and what is the cost of making changes?

7. If there are technical questions, is there someone at the design firm who can answer them?

8. Does the firm post your page on major search engines or do you have to do it yourself? Do they hyperlink your site with their own home page?

9. Does the firm design pages from scratch, or do all their sites have the same look and feel (be sure to visit their home page and any clients they have to get some idea of their abilities)?

10. Is the design firm willing to make your page accessible to all browser software, even if it means the page won't have all the bells and whistles available on Netscape? Can they do alternate text files?

11. What do they charge for digitizing photos and artwork? Are these costs included in the site estimate?

12. What Internet Service Provider do they use for a Web server? Regardless if they have their own server or use an ISP, what are the monthly charges per meg?

13. What is the initial setup fee for a Web server site?

14. Can they handle the registration of your domain name, such as (http://www.companynamehere.com). The present NIC fee is $100 of the first two years to do this on your own. How much does the design firm charge for this service?

15. Is there an additional ISP charge per month for having your own domain?

16. Can you use your own ISP to house your site? Is the design firm willing to work with other providers to post your site on their server?

17. What other types of communication or marketing projects besides Web sites do they work on regularly?

18. Do they truly understand basic communication, marketing, advertising and video techniques and principles?

19. Are they willing to integrate your Web site into your other marketing/communication materials?

20. Do they offer on-site writing services in addition to design?

21. Can they support basic design services such as forms and e-mail hyperlinking?

22. What other enhancements are they able to offer you?

23. Can the design firm work in HTML2 (the current Web markup language) as well as with Netscape enhancements?

24. Can they explain the limitations of the current technologies, such as load time and the challenges involved with imbedding sound and video into your page?

25. Will the design firm assign account representatives specifically to you or will you have to wade your way through whoever happens to be there at the time?

26. Can they offer you marketing and public relations counseling and support?

27. Do they understand your business and/or industry?

Answering these questions should assist you in selecting a Web design company that meets your own unique needs. It's very important to find a company that can work with your own staff to develop a compelling, interesting and affordable Web site; one that will promote repeat visits and meet your own organization's goals and objectives. [Return to Services Page]

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Got a question or comment? You can reach CommuniCreations at ccreate@pacific.telebyte.com. We'd love to hear from you.....