Web Site Marketing
Strategies: Business Building Articles
HIRING A
WEB DEVELOPER
Hiring a web developer is a tough task, especially
for someone with no web development expertise.
If you know nothing about the web, how can you
possibly know whether a web developer is honest
and trustworthy, let alone competent?
The answer is simple: You ask the right questions
upfront. If you get the wrong answers, you keep
looking.
To be certain of hiring a web developer who is
honest, competent and, just as important, right
for you, ask these five key questions:
1) Will I have control over my web site?
The course of the web site should be set by
marketing experts, not coding experts. The client
and the client’s marketing experts ultimately
should direct the web developer’s actions.
Beware the developer who proposes all the latest
“bleeding edge” technology. Underneath all the
glamour and glitz, web sites are basically
marketing tools for your business. If your web
development team does not employ a marketing
specialist, then be sure you provide one.
It’s also appropriate to ask the web developer to
provide a basic timeline spelling out what is to
be done and when it will be completed. You should
also receive regular updates on the work being
done.
2) What will this cost me?
The contract and the billing schedule, including
the precise nature of what you pay for and when,
should be made clear at the outset. Don’t even
consider a web developer who won’t provide cost
details, and don’t make assumptions that aren’t
based on specific information.
Make sure your web developer takes care of such
minor details such as where your web site will
live or web hosting, optimizing and submitting to
the search engines, and maintenance. One important
note: Make sure your web developer doesn’t
register your domain name under his/her name. YOU
should register your domain name so that you’re
certain it’s in your name.
Many developers will register a domain name under
THE DEVELOPER’S name. If at any time you decide to
change, you’ll find the domain name you’ve been
promoting is not your own. While you’re free to
leave, the domain name will stay with the
developer and it’s all very, very legal since the
developer regis tered it initially under his/her
name.
3) Does the developer know what he/she
is doing?
Unfortunately, knowing a developer’s rate provides
no clue as to the level of expertise.
It’s important to realize that no one individual
possesses ALL the necessary skills to create an
exceptional web presence. Since designing a web
site is a blend of art and science, it usually
takes a team to create a web masterpiece. For
example, many several graphic artists who are
brilliant visually are entering the world of web
design and development, but most are lacking when
it comes to actual coding skills or understanding
how the search engines work. They create a
beautiful web site that no one ever sees and ends
up gathering dust.
I recommend that clients ask the questions, “What
are your strengths?” and “What are your
weaknesses?” Beware the individual developer who
has all strengths and no weaknesses. The ideal
answer is a developer who admits to both strengths
and weaknesses. Then listen for the developer to
tell you who he or she has brought in for support
in the admitted weak area.
Any developer who doesn’t acknowledge that
building the site is a “team” effort doesn’t know
enough about the web to be doing your web site.
Another “red flag” is the designer who can’t seem
to find someone to “help” them with their weak
area. For example, if your web designer complains
that she’s been through four HTML coders and still
can’t find one with whom she can work, it’s time
to run for the hills. As you ask about the
developer’s support staff, find out how long
they’ve worked together.
Am I comfortable with the web developer’s
style?
This is not
about the clothes the developer wears. It deals
with the style of web sites the developer
specializes in developing. Experience speaks
volumes. If your chosen developer has never set up
a shopping cart before, then you should either ask
for a reduced rate for this project or find a
developer for whom this will not be a maiden
voyage.
It’s also important to find someone who not only
will communicate with you regularly, but whom you
can understand. Some web developers are so used to
technical language that they use it with clients
who don’t understand it. If your web developer
can’t explain what’s going on in easy to
understand terms, then keep looking.
Web developers are individuals and it’s tempting
to go with the person with whom you like the most.
While it’s essential that you and your web
developer “mesh”, make sure you don’t get trapped
in the “halo effect”. The “halo effect” is a term
used by human resource professionals for decisions
made based on a candidate’s personality rather
than their qualifications. It’s essential that you
look for the combination of personality AND
expertise when dealing with web developers.
Are the web developer’s expertise and experience
compatible with my needs?
You can find someone who is honest and competent
and whose style appeals to you - but that doesn’t
mean you’ve found the right web developer. You
also need to determine that they’re experts in the
area of the web most applicable to you and your
business.
During your initial consultation, ask the web
developer to enumerate some of the cases he has
handled that are similar to your situation. Don’t
hesitate to ask for the names of other clients and
for their contact information.
Any web developer who refuses to let you talk with
past clients has just raised a red flag.
4) What if I’m unhappy with the service I
receive?
Asking this question up front is better than
finding out at the end of the process that you
have no where to go. Ask if the contract contains
a "bail out" clause. .
For example, many graphic artists who are
brilliant bringing ideas to life visually are
entering the world of web design and development.
Unfortunately, many absolutely brilliant designers
are lacking when it comes to actual coding skills
or understanding how the search engines work.
AFTER
YOU'VE BEGUN....
Once you've
hired a developer, keep communication on track by
using the “StAR” method for optimal
communication with your web developer/designer:
- State the situation
- Action : What you need other people to do or
what you plan to do
- Results: Define the results
If you find you're unhappy along the way, first
try to identify why you are unhappy. Is the
developer more interested in communicating his/her
vision than yours? Has this turned into an
opportunity to show off programming or design
skills? Or has it just been a case of it seeming
there is NOTHING being done on your behalf.
Usually,
when a developer "stops" mid-project, it's because
he/she is stumped and doesn't have enough
information to move forward. Does he/she
have enough information? Have you changed
directions several times previously?
Sometimes a developer will stop working on a
project because he/she has learned that in 48
hours you have had a change of heart/mind and
he/she must go back to ground zero.
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