How to pick a website designer for your small business
It’s 2024 and the world of small business has most definitively moved on line! And in today's digital age, your website is often the first point of contact with potential customers. It's your digital storefront - a place where your brand story, products, and services come to life online.
Given this pivotal role, selecting the right website designer for your small business isn't just a decision; it's an investment into your brand's future.
But how to choose the right web designer for your small business?
You have possibly heard horror stories of fly-by-night web designers taking advantage of small business owners who are not that tech-savvy and don’t really know anything about website design. We’ve particularly seen this in Ireland since the advent of the government funding for websites in the form of the Trading Online Voucher and the subsequent surge in demand for websites.
Fortunately they are few and far between, but I have rescued a couple of clients from some dodgy types who took deposits and were never heard of again.
In any case, here are my recommendations for how to decide which web designer to work with.
Firstly, get a few things straight in your own head, namely:
1. Define Your Website Objectives
Before you start searching for a designer, it's crucial to have a clear understanding of what you want your website to achieve. Do you want to increase sales through an e-commerce platform, or is your main goal to provide information and establish credibility in your industry? Your objectives will significantly influence the type of designer you need.
2. Do you have a strong preference for a particular website platform (WordPress, Squarespace, Shopify etc)?
Not all web designers work with all platforms, so check out their website first to see do they specify which platform they work with, if that is important to you.
3. Do you want to work with a web design agency where your main point of contact is an account manager and not the person doing the design work?
The benefit of an agency is that they often have several in-house services, from branding to webdesign to digital advertising etc This means you can deal with the one firm for all your requirements. The benefit of working with a micro business like me is that you get direct access to the designer, turnarounds are usually quicker, it’s invariably cheaper because you are not paying for pooled resources, bigger offices and overheads and above all, you get the one to one attention and personal support that micro-business owners tend to bring to their customers.
4. Think about how much you want to spend on your new website.
There is no industry standard for how much a website costs, so it’s important to have an idea of what you wish to spend. This will determine who you will get to work with. Your budget is a critical factor in choosing a website designer. However, it's essential to view this expenditure as an investment rather than a cost. Experienced professionals may charge more, but they also bring expertise that can significantly benefit your business in the long run. Determine a budget range that you're comfortable with but be prepared for some flexibility if you find a designer who can bring extra value to your project.
5. Think about the style of website you like and look at the designer’s own portfolio.
Do they have experience in your industry or do you simply love the work they have created before? While a diverse portfolio is a good sign, direct experience with your industry can be a significant advantage. A designer who understands your business's nuances can better tailor the design to meet your specific needs and preferences. They are more likely to know what works and what doesn’t, potentially saving you time and resources in the long run.
6. Do you want to be able to manage your own website?
Some website designers will train you on how to manage your site yourself, so you can make simple updates and edits. Others will only be interested in maintenance agreements whereby they manage your site on your behalf. So it’s useful to think about your preference here. We offer training to all our clients, as a matter of course. But we’re also happy to keep your website updated and on-brand for you, leaving you to do what you do best - run your business!
Once you have some clarity on these ideas, here are some steps to finding the best web designer for your business:
Read the testimonials on their site and on their Google My Business account. I try not to plaster testimonials too much all over my site as I want my site to be about you, not me! But I do have a page in my footer called Happy Clients where I have posted some recent testimonials. When people are happy to share their experience of working with a particular web designer, they are usually happy to talk about their positive experience.
Try and set up a call with the designer so you can ask all your questions and really get a feel for what they are like as a person. Ideally the designer will also ask you lots of questions about your business, your goals for your website and give you some tips for things to think about as you start to prepare your content.
Ask about their web design process. The web designer should have a well-defined process for how they work. This will give you clarity on who does what, what the timelines are and so on. A good process will take the guesswork out of how it’s all going to work and will also allow you plan for your website launch promotion because you will have a good idea of when it will go live.
Ensure that the web designer in speaking in layman’s terms too…you don’t want to feel overwhelmed or out of your depth with a whole load of tech or design jargon.
Look for a website designer who understands marketing. A beautiful-looking website is a priority, but a website that is designed to grow your business and increase sales is the number one goal. All good web designers will be marketeers too and will put your business objectives at the forefront of their mind when they design your site.
Don’t be afraid to ask for references. If you’d like to speak to someone who has worked with the website designer before, ask the designer for some names - they should have a list of happy customers that they know will give them a rave review.
Shop around until you find the one! Your website is a big investment in time and money, so you want to be sure that you are 100% confident that your designer understands your requirements, speaks your language and puts your mind at rest if you are unsure as to how the process is going to work. Don’t accept the cheapest offer - you get what you pay for. Also, if you want your clients to invest their money in your business, you need to show that you have invested in yourself, which includes your website. Your website’s design is a crucial part of your business and deserves your investment.
