Ten Best Tips for Designing Your Web Site

Lan Nguyen

After two years, Amy Gross of Little Hearts CPR wanted to overhaul her Web site. She wanted to upgrade the site to be more professional, easier to use, and more likely to turn up on search engines. Two months and $1,500 later, she got what she wanted. But the process with First Page Inc. could have gone smoother if she had understood more about Web design, she says. Still, she notes, "I've gotten tons of fabulous feedback on the new site, so it's all been totally worth it."

To stay on track and keep costs down, here are 10 things she and other experts say you should know before designing -- or redesigning -- your Web site:

Think of the Big Picture

Before you even start interviewing Web designers, Internet consultants, or other online experts, put together a plan of what you want to achieve. Will the Web site have e-commerce? Will it use search engine optimization? Do you really need to use splashy tools like Flash to sell yourself when many users find them annoying. Who's going to host your Web site? Who will maintain it after it's up? What are your favorite Web sites and why?

The best small business Web site is "one that tells potential customers and clients how your product or service directly benefits them, and what sets you apart from the competition," says Nick Francis, founder and chief solutions officer at Web development firm Project83.com. "Think of each page as a 30-second elevator pitch, because that's about all the time you have."

Study Their Resumes

Depending on what you want your Web site to do, you need to hire the right person. According to Web Business Ownership's founder Chris Curtis, there are several types of Web experts. Web designers are more interested in the look and experience of the site, while programmers are concerned with function. Web marketers think about how to get as many people as possible to the site based on features.

For someone whose experience spans all these areas, consider an Internet business consultant, she says. But, whomever you go with, make sure the experience fits with what you need.

Get It in Writing

Since your Web site may be how most people will first learn about your company, take the design of it seriously. Uzman "Ozzy" Farman, managing director and partner of Internet agency LOLZ , recommends having your lawyer write up the contract. Otherwise, you could spend more than you planned.

For example, Little Heart's Gross didn't realize search engine optimization implementation, one of her main reasons for updating her site, was not included in the fee First Page quoted. That fee only covered site design and programming.

Get Wordy

No expert can design a site without an idea of its copy and other pieces of content, like photos and video. Unless your contract includes a copy developer, you're responsible for all the words and images on the site. Also remember the Internet is a global community with a diverse audience, says Curtis. Deliver on time and your Web site will be up and running sooner rather than later.

Plan for the Future

You think you'll want to add another function to the Web site but you're not sure what yet. Just because it's online doesn't mean it can be done easily and quickly. Every Web site element takes manpower. Allow time in the schedule for you and your team to make adjustments and additions.

Collaboration Is Key

While a plan is necessary, designing a Web site is also a creative process. So unless you majored in programming or Internet marketing, you should keep an open mind about what your expert is recommending. After all, says Farman, "You hire us because you trust us and you want our work, our perspective and experience. You wouldn't tell a doctor how to diagnose you." But if they haven't done the proper research into your business and industry to help guide you, it may be time to move on.

Keep It Simple

The more complicated the design, the harder it'll be to update and maintain it, warns Lisa Lopuck, author of Web Design for Dummies (For Dummies). Unless you're setting money aside to keep someone on retainer, you should be able to handle uploading new pictures or updating the list of events or promotions. A simpler design is also more user-friendly.

Don't Forget Security

Security should be one of the cornerstones of the process, advises Kent Anderson, CISM managing director of Encurve LLC, a provider of informed risk management strategies. It's essential if you plan to be an e-commerce site. Be sure to ask about their security experience. Are host systems and firewalls periodically scanned for security violations? If there is a security problem, how will it be handled? How often are sites backed up?

Anderson recommends that security patches be done as soon as possible and scans be conducted once a year or whenever a major upgrade is done.

How Much Will It Cost?

Most experts say that a basic Web site can run you about $2,500. But Lopuck says a realistic budget for most small businesses is about $10,000 to $20,000. Adds Francis, "As in any business, if the price seems too good to be true, it probably is. Great work takes a great deal of time and effort, so be willing to pay for it."

How Long Will It Take?

If you have your content on hand, then you can go from the information architecture stage, which is when the Web site's blueprint is laid out, to testing the site within two months. But always pad the schedule. Chances are, during the process, you'll want to tweak your wish list. Lastly, don't forget to schedule an upgrade in two years, say the experts. Technology changes; your business needs to change, too.

Got a story idea? Email Lan.thestreet@hotmail.com.

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