The First Question to Ask a Website Designer
The first question to ask a website designer is, “How hard will the website you build work for me?” They are likely to answer, “Huh?” Website designers are just not used to thinking of a website as an employee. Often they think of them as a beautiful design or creation, with little regard to how effective the site will be in bringing you new or returning business.
Your Website is an Employee
Many designers who design websites do only that. They design websites that look pretty, but do little work. Many web designers used to design for print. Some even say they will make you look as good on the web as on paper. Well, long ago we learned it wasn’t good enough to just look good. Printed materials need to turn a prospect into a client, they need to ring up sales.
We all know simply looking good in print, or an employee that is only good looking or only tries to look good, is not valuable for a business. You want an employee that actually does work, not just look good. We have not transferred that understanding to web pages.
Some years ago a pretty website might have been enough. That is no longer true. The internet has expanded your market reach, but it has also increased the number of competitors for your business. There are so many sites out there selling the same thing that you are that you have to distinguish yourself. When someone is looking for what you offer, you need to be at the top of the search results.
There is nothing wrong with having an attractive site. In fact you need one. But it must be more than good looking, it must take you to the top of the heap. It must have the content on the page, in the code and off the page that will enable people who are looking for what you are offering to find you.
Written by David Walrath
Ajalon Printing & Design
