May 21, 2007
How to Avoid Cowboy Web Designers
In a recent article for Ulster Business, Paul takes a look at some of the difficulties in selecting the right supplier to work with..
Everyone understands the problems that hiring a cowboy builder can cause – substandard work, expensive “extras” you thought were part of the job, and the cost of hiring a professional to put things right are all par for the course.
Choosing a supplier to design your website is a bit like finding a good builder and unfortunately, many companies suffer from these very same problems. With the website now a key asset for many companies, its increasingly important to get it right. So how can you avoid these pitfalls when getting a new website?
Before You Start Out Make sure you are clear about what you are looking for before you start the process of selecting the right supplier. As with any project, you must be clear on the benefits you expect your website to deliver and then budget accordingly. It’s often useful to look at competitors (both locally and elsewhere) to see examples of best practice and ways your website can help you compete more effectively. You might also want to consider prioritising your ideas into distinct phases of work as breaking a large job up into smaller projects will make things more manageable, with better visibility and lower risk. Deciding on what the website should achieve isn’t a task to be delegated to IT or marketing. If the web has any place in your strategy, then the business outcomes from the project need to be driven and owned by senior management, otherwise you run the risk of hiring the wrong people to carry out the wrong job. Bring in the Experts? Once you’re ready to get moving, its time to bring in the experts. Whilst an existing in-house team will have a better understanding of your organisation and your vision, few companies have access to the range of skills needed and an external agency can often bring a fresh perspective as well as depth of expertise. Putting your thoughts down on a sheet of paper is often the best way of clarifying your requirements and helping potential suppliers understand what you’re looking for. Knowing how to hire the right company can be difficult, but its always easier to decide on your evaluation criteria before talking to potential suppliers, otherwise you can face a difficult job comparing apples with oranges. Look at the benefits you want the website to deliver and use this as a starting point. For example, if you want the website to establish your brand and help acquire customers, then compare potential suppliers on the evidence of their design work. Don’t be Afraid to Ask Questions Whilst the technical details may not be your area of expertise, you shouldn’t be afraid to ask questions – after all, you’re going to be parting with a considerable investment of time and money.- Does the supplier really understand what you’re looking for? Checking that the supplier is familiar with your organisation and the challenges you are trying to solve is key to success
- Does their proposed solution make sense to you and are they actually going to do what you wanted? Proposals that talk more about the supplier than your project should be treated with extreme caution
- What relevant experience do they have on similar projects? Examples of work and customer references are good evidence but make sure that they’re relevant to your project. Talking to previous customers will give you a much more rounded view.
- Who will actually be doing the work? Many projects run into trouble when the senior individuals attend the sales pitch and the juniors are left to deliver the project. Look for a breakdown of the project team, explaining roles and responsibilities, lines of reporting and the total effort planned for each person
- Does the proposed cost represent value for money? The cheapest solution is rarely the best and you need to make sure the headline price covers the things you are looking for (so that these don’t become changes later on). Generally, getting it right the first time is always cheaper than buying twice.
- What support will you have once the project is delivered and the website is live? An effective website needs to be monitored and evaluated so that customer feedback can be incorporated and improvements made. A good rule of thumb is to allow 15 – 20% of the initial cost for ongoing support.