Web site developers come in all sizes and shapes, have different orientations and preferences, and possess varying levels of skill, expertise, and experience. In my view, the better Web developers also distinguish themselves in four important ways: 1) they can articulate an Internet philosophy that lays the foundation for what they do; 2) they have or acquire specific knowledge of the market they develop for; 3) they produce credible results that emerge from mastering the tools and processes of the medium; and 4) they demonstrate a professional, workman-like approach to doing their job. Artizan Computing so distinguishes itself.
Some background
Artizan Computing, located in Phoenix, AZ, is owned and headed by industry veteran, Tim Woods. Tim is well known in several vendor product development circles. For about 20 years, his road to Artizan followed a somewhat hop-scotch path of ownership of several tech businesses and involvement with a number of agency management systems. As a young man Tim gravitated to computers because they were fun and because he discovered he had a knack for making them work.
From its beginning nearly five years ago, Woods molded Artizan as a provider of Web-based services. While at his last vendor job with Delphi (now ebix), Tim developed a Web-based “find-an-agent” insurance directory. That was in the mid-1990s when insurance-focused Web services were in their infancy, and Tim’s idea was ahead of its time for the vendor’s plans.
Believing that the Internet was virgin territory for the insurance industry, Tim returned to his roots in the small tech business sector and started Artizan, saying, “I saw the market crying out for simplification of many of the long-standing problems associated with client-server applications. I felt the Internet offered potential solutions and new opportunities.” Over the last year, Artizan Computing has carved out a respectable niche in the online customer service market with its iCSR/CSR24 product, and is the technology partner of Simsbury, CT-based idNET.
Artizan’s view of agency Web sites
Woods has some definite ideas about what Web sites should strive to accomplish. He also recognizes that many, perhaps most, agencies fall short in developing an effective and credible Web presence. Tim observes that the industry is plagued by too many Web sites that amount to nothing more than brochure-ware, and adds, “An online brochure has its place, but you should be aware of its limitations and realize that it won’t tap into the Web’s full potential.” He notes that even larger organizations that can afford a “nice looking” Web site often stop short of developing their site’s possibilities. Another critique is the large number of sites that lack customer service and self-service features, something his CSR24 product is trying to combat.
Reading between the lines, Woods seems to attribute the underdeveloped industry Web landscape, in part, to lack of industry-sponsored education. He also notes that agents often fail to view their Web site within the larger business context and never fully grasp the concept that their site is a resource with a specific purpose.
When asked what agents need to do to re-orient their thinking, Woods suggested, “Go back to how you present yourself in a face-to-face situation. What an agent does and says in a one-to-one sales context pretty much forms what they need to bring to the Web.”
Artizan’s market
Woods explained that Artizan aims to attract the large agency market, the “top 100.” These agencies and their automation systems are the ones he developed a familiarity with when working for Delphi. Tim says that large agencies present an interesting challenge because they have larger budgets, a broader vision, and a more sophisticated technology scheme to work with. They also have, he added, much higher expectations of his company‘s performance and actual Web site results. To date, Artizan has created about 60 or so custom Web sites, many of them falling into the larger agency category.
Tim also mentioned that working with larger agencies usually means working with the agency’s Web development committee, which can be something of a double-edge sword. On one hand, a committee can bring lots of ideas, knowledge, and energy to the process, but on the other hand can become bogged down in overcoming diffuse, and sometimes conflicting, interests that detract from focused objectives.
Development process
Artizan’s site development process is typical of what the better site builders do. In broad terms, that involves arriving at a clear idea of the site’s audience, purpose, organization, and content through a consultative process. That also includes establishing a budget and defining expectations before actual site building begins. Woods added, “We try to help the agency think about what’s possible. We often use their existing site as a starting point in the discussion process. At the end of our dialog we like to have things well-defined and tied up ahead of time. That way we have a high degree of assurance that we will be able to meet the agency’s expectations.”
Budget advice
Woods believes that agencies need to regard their Web site as an investment. In some cases, especially where custom programming and higher-end technology requirements are involved, that investment can be quite large, extending into the five-figure range. Tim expressed realization that return on investment issues are “tough to define” when it comes to building a Web presence.
In addition, Woods tries to educate his clients that a successful Web site is an ongoing process (a familiar Sounding Line axiom), not a once-and-done project. With that in mind, Tim advises agencies that they should also budget for regular site maintenance and updates as well as for a periodic overhaul or make-over.
Other suggestions
Artizan takes the view that an effective Web presence needs to be promoted. Artizan handles the various details of search engine placement, key word development, and site description. Woods also suggested that while site promotion is an important element in site success, it’s also something akin to “voodoo or the black arts,” and advises customers that there are no guarantees.
You be the judge
A visit to www.artizan.com will provide ample information about this provider’s service offerings. What’s more, perusing Artizan’s portfolio will reveal many clues about the Web builder’s approach to design, structure, content, navigation, and other details. If your agency needs the kind of Web presence that Artizan appears to prefer building, you shouldn’t be disappointed. Artizan isn’t for everybody, but those who have an Artizan-built Web site will have one that reflects the company’s slogan — “old world craftsmanship for the information age.”
© Copyright 2002 by Sound Internet Strategy. All rights reserved