Your website is your business’s online home. It establishes credibility, educates potential customers, engages your audience, and–if it’s done correctly–it’ll work for you instead of against you. Unfortunately, with the introduction of DIY site builders, we’ve seen an influx of “web designers” (builders) enter the industry, charging low costs, using templates, and lacking strategy and genuine knowledge needed to create a site that works and not one that simply takes up space on the web.
Simply put, some website designers will hand you a sleek, high-performing site. Others will hand you a slightly modified template and a prayer.
So, how do you avoid disappointment and the need to redesign down the line?
Here’s what to look for when hiring a web designer (and what to run from, quickly).
There’s nothing wrong with a template—unless, of course, you want your brand to stand out in your market. Some designers build websites on platforms like Squarespace, which is great if you want a site that looks eerily similar to a hundred others in your industry. No joke, I can tell within moments of landing on a website if it’s a template from Squarespace.
If you are looking to stand out among your competitors, and have solid brand recall, you’ll want to look for a designer who builds from scratch and implements a strategy. This will ensure your website speaks to your audience and represents your brand appropriately.
A good website isn’t just about aesthetics–it needs to function. If a visitor lands on your site and can’t get an understanding of your value within the first 8 seconds, they will bounce away faster than you can say “high bounce rate”. A designer who understands UX (User Experience) ensures that your website actually guides visitors towards completing the goal of your website. That could be making a purchase, filling out a form, or booking a service.
Whatever that goal of your site is, it’s much more likely to be accomplished with an established user strategy implemented. Without a strategy, your site is just a pretty face that doesn’t do much.
Bonus Points: If you find a designer that prototypes your site prior to development, you’ve found someone who understands the importance of strategy and custom work.
You shouldn’t sign on with a web designer and be told to just “sit back and I’ll have something for you soon”. You should be involved and kept up-to-date on the project progression from start to finish. A well- structured process keeps the project on track, with clear communication and a step-by-step system that eliminates confusion. Project portals or project management systems are great ways to make sure you are always in the loop on the project process.
Common platforms that are used in this industry for project management or portals include:
When hiring a designer, ask about their project management process.
A great website designer offers more than just a nice layout—they build something that works, converts, and fits your needs. You’ll want someone who:
