I launched my second generation website last year and found the process of replacing my original site fascinating. It’s only been a few months but I’m already tinkering with plans for updating my capability and strategy – there’s always more to learn.

Web design is available through numerous channels and if you don’t have in-house capability it can be tough to pick a supplier that fits your business model and your budget. The area is sometimes poorly understood and the pace of evolution means determining value can be a challenge.

Here are some thoughts on a few different website development channels:

1. Full Service Marketing Firms. A full-service marketing firm should be able to develop your brand identity, marketing strategy and website through in-house staff or partnerships with key players. They’re costly but the dollars buy sleek convenience and, often, technological excellence. There is no guarantee that a marketing firm is up on the intricacies of search engine optimization (SEO) or social media marketing (SMM), so ask for references and find out what others have found in terms of results and experiences.
2. Graphic Designers. Your typical graphic design firm might not be focused on the SEO, architectural and writing issues that are key to successful web marketing BUT an experienced designer can provide you with a visually rich site that supports your brand identity and appeals to your target audience. If a graphic designer whose style you admire does not directly provide web marketing, writing and other affiliated services, ask if they can partner with people who do.
3. Web Designers. Many web designers are enthusiastic, knowledgeable and technically adept but they’re not all talented graphic designers, writers or web marketing experts. Ask if you can see some of the sites they’ve designed and find out as much as you can about the response to their work. Check with other clients to see whether previous projects have been successful. Generally speaking, a web designer can do things reasonably inexpensively and some have terrific ideas for site architecture – but you’ll probably need to independently hire in the other experts to complete the package.
4. Web Marketing Agencies. There are numerous agencies out there – I turned to WSI in Milton, Ontario, for the overhaul of my site because I was impressed by their professional approach to web marketing, the solid graphic sensibility of other sites they had created, their extensive understanding of the technology involved and the fact that they were personable, knowledgeable and practical.

Websites have changed dramatically since the early days of the internet and new developments are unfolding quickly – it’s tough to know it all and it’s tough to stay current. As the internet facilitates more online marketing activities I think we’ll find that the people who truly understand and embrace the technology are the ones who compete most effectively – and if you’re not in that camp, make sure you’re connected to someone who is!

I’d be interested to hear your experiences, tips and observations about web design – please leave a comment below to share with other readers!

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