Most of the agency Web sites you see today were built by an independent site builder service. For most agents, this option will likely be the simplest and most convenient way to create a Web presence.
Without spending much time on the Web, it quickly becomes evident that there is great variety in Web site design, appearance, utility, features, functionality, content, depth, credibility, and other variables. Realize also that behind all those Web sites stand site builders who possess different philosophies and approaches to Web design, different levels of site building skill and know-how, different levels of understanding about their clients’ needs, different levels of knowledge about the market they develop for, and vastly different ideas about what constitutes good taste. Finally, add to that mix a dose of uncertainty and apprehension coupled with a lack of knowledge and clearly defined purpose on the part of the Web site buyer. Is there any wonder why so many Web sites fall so far short of their mark?
If the prospect of finding a good Web site builder seems too ominous, you could opt to build your site yourself. We covered that option in our November 2001 issue. Last month we looked at the “kit-like” option offered by online site building services. This third and final part provides help for sorting through and finding an appropriate site builder to whom you can turn over your agency Web site project.
Before you start your search
In each part of this series and as regularly offered advice, Sounding Line has discussed the need for initial site planning on the part of the agency. No one knows better than you who your audience is, what your site’s purpose should be, what it should accomplish, what content should be included, and the other important considerations that must start with you. Before you even consider possible site builders, devise your Web strategy. Factor in your business goals and your marketing communication objectives. Consider the information you want to provide, the impression you want to convey, and the utility and service you want to offer. The more thought and planning you can do ahead of time, the more likely you will get the results you hoped for.
The preliminary site planning process serves two important purposes. First, it helps clarify important issues about your goals and expectations. Second, it forms the basis on which you can articulate your requirements and interests to the chosen site builder. Without such information the site builder will be left to his own devices and may regard your site as his next portfolio masterpiece. The actual Web site is the visual outworking of a predetermined set of ideas. You need to provide the set of ideas and agenda; your site builder provides the visual result. In short, it’s your Web site. The more you plan, the more control you maintain.
All kinds of choices
In looking for a site builder that suits your needs and interests, you have many choices. Just as agencies vary one to another, so do site builders. Here are a number of possibilities:
Web hobbyist: There are many people with just enough computer skill and imagined talent who fancy themselves as “wannabe” Web developers. While builders in this group might possess the know-how to get the job done, their hobbyist orientation usually translates into a limited ability to produce professional quality results and provide the long-term support and service an agency needs. Poorly conceived and badly executed sites that contain comical animation, excessive font selection, color clashes, confusing layout, mysterious navigation, and questionable content seem to typify many hobbyist efforts.
Freelance designer: Many freelance designers also offer Web design. Builders in this group often tend to be younger and recent graduates of an art school that offered computer training. While probably quite capable and eager to please, they may lack the professional orientation and maturity to fully appreciate your agency’s business, audience, interests, and needs. Young freelancers can be long on enthusiasm and talent, but short on experience and business savvy.
Graphic design studio: Thanks to easy access to technology, many traditional graphic design studios have broadened their offerings to include Web site development. If the designers are in their late 30s or older, they will have likely received more traditional design training and have acquired broad and varied experience that can be a useful asset. If your agency also uses collateral print media, a graphic design studio should be able to provide a coordinated package of Web and print services.
Web-only developers: Some Web developers do nothing but Web sites. As a group, Web-only developers probably tend to be more technically proficient than other groups, which may or may not be a helpful asset. Nevertheless, there is plenty of variety to be found in this group. Some handle the more complex technical development issues, while others focus on creativity. Some try to be all things to all people, while others focus on niche markets. Web specialists could be a good alternative, if they provide the right type of services you need.
Marketing communication firms: Marketing communication specialists typically offer a more comprehensive range of Web and print media services, including editorial content development, marketing support, and promotion. Many marketing communication companies work directly with their clients and provide a high degree of interactive service, unlike advertising agencies that often work through a series of intermediary account reps. If you need a variety of services over the long haul and appreciate a more consultative working approach, “marcom” companies can be a good choice.
Advertising agencies: Ad agencies provide many of the creative services described above. Agencies may employ in-house staff, but often farm out projects to third-party vendors, which then get marked up and cost more. Because customers usually work through an account rep instead of directly with the creative/technical service provider, miscommunication can occur. Ad agencies also tend to be a more expensive option. I’d suggest caution, if choosing this alternative.
Insurance industry sources: While insurance industry Web building sources also come in all flavors and stripes, they generally offer one distinct advantage; namely, a level of knowledge about the insurance industry. For many agents, the ability of the Web developer to “speak the language” and be familiar with industry issues and concepts may provide a note of reassurance and comfort. Even if you limit your search to industry sources, you’ll have lots of variety to choose from — custom and semi-custom sites, site makeover specialists, all-inclusive package deals, sites which include pre-written content, sites which include optional services, and the list goes on.
Selection criteria
As you search diligently for potential site builders, you may end up feeling that the selection is a hit and miss proposition and that it may not really matter whose services you use. Here are some ideas for narrowing your list of site builder prospects.
Look at site builders’ Web sites: A site builder’s own Web site should be a real live example and advertisement of what the site builder is capable of and can offer. If the home page doesn’t attract your interest or pique your curiosity, that might be an important warning sign. But do look beyond the surface. Check out the site organization, content, navigation, linking, and other details that provide insight into the designer’s thought process and philosophy. If you’re sufficiently impressed on your initial visit, bookmark the site for future reference and comparison with other prospective site builders.
Evaluate scope of services: If you’ve done your preliminary site planning, you’ll have a better understanding of your needs. If you’ve also factored in your business goals and marketing communication plan, you’ll have a big picture view of what your ongoing needs might be. Armed with that knowledge you can narrow your search to those site builders that offer the services you need. If, for example, you want to find a site builder that also offers hosting services, you can eliminate those that don’t.
Check out the portfolio: Typically, site builders and designers are eager to show off their work. Look for a menu item or link that says “portfolio” or “samples of our work,” or something similar. Portfolios should provide a good idea of what you can expect. Since many Web designers also produce print media, check that part of the portfolio, too. And if the site builder offers content development services, read the content samples provided. Your main objective in viewing the portfolio is to make sure the site builder is capable of producing results that will satisfy your needs and tastes.
Price: Price is typically the trickiest issue to deal with. On one hand, some site builders offer ridiculously low, bargain basement package deals. On the other hand, other site builders won’t even talk to you unless you’re prepared to spend something approaching five figures. Like the premiums of the policies you sell, prices for Web site building services vary considerably for many reasons. In most cases, the adage that “you get what you pay for” will likely apply. In any case, however, insist on an explanation of fees and an itemization of services before you commit. Know what you’re paying for and why.
Gut-level feeling: As you objectively narrow your list of site builders, you may develop gut-level feelings about the prospects. If so, now would be a good time to talk to them over the phone. While talking to them, display their Web site on your computer screen. Try to develop a rapport. Ask pertinent questions. If things appear promising, request a proposal. If you sense that a positive connection has been made, you may be on your way toward finding the site builder for you.
Third-party recommendation: A third-party recommendation from a trusted source may diminish the importance of other selection criteria. It’s hard to argue with the testimonial of a satisfied customer. But because each agency’s Web site is a unique and individualized project, it would helpful to apply selection criteria to the recommended prospect to make sure the prospect truly measures up.
Finally…
If you’ve given plenty of thought and planning to your Web site strategy, goals, and needs, the site builder selection process should not be unduly difficult. As you methodically visit Web sites and apply your selection criteria, things will naturally fall into place. Take your time and do things right. That will increase your likelihood of finding a site builder you’re comfortable with and a Web site you’ll be pleased to post.
Pros & Cons
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A serious Web presence deserves a serious builder
When looking for someone to build your Web site, try to find someone who is more than just a technician or software jockey. Anyone, given the time and inclination, can learn HTML and other site building skills. But as we frequently stress, there’s more to a Web strategy than simply building a site.
If you’re serious about your Web presence, you should find a Web builder who shares your desire to create an effective site that serves the purpose you want fulfilled. Your Web site is for your agency and its customers’ benefit, not for the site builder’s creative ambitions and agrandizement. An effective Web presence takes time, effort, and money — something you don’t want squandered by a Web hack whose professional orientation leaves much to be desired.
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