Results on Internet (Roi): Secrets of Successful Business Websites

By Andrew Kucheriavy

The only book you need to produce, manage and market your company's website and achieve your business goals.

• Language: English
• Publisher: AuthorHouse
• Release date: Oct 27, 2014
• ISBN: 9781496933515

Andrew Kucheriavy

Andrew Kucheriavy is the Founder and CEO of Intechnic, a leading web design agency with offices around the world. With eighteen years of experience and thousands of completed websites, Andrew’s team has worked with some of the world’s largest brands, including Google, Microsoft, Facebook, Disney and Sony. Every day millions of people use websites developed by Andrew and his team. The “results driven” approach described in this book helped many companies worldwide reach their full potential. For more information and downloadable materials, visit the book’s website: www.ResultsOnInternet.com

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© 2014 Andrew Kucheriavy. All rights reserved.

Edited by Diane Pearson

Illustrations and cover design by Alex Noio

No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

Published by AuthorHouse   10/10/2014

ISBN: 978-1-4969-3353-9 (sc)

ISBN: 978-1-4969-3352-2 (hc)

ISBN: 978-1-4969-3351-5 (e)

Results On Internet® is a registered trademark of Intechnic Corporation. The company, product and service names used in this book are for identification purposes only. All trademarks and registered trademarks are the property of their respective owners.

All characters in this book are fictional and any resemblance to persons living or dead is purely coincidental.

This book is presented for informational purposes only. The information presented herein represents the views of the author as of the date of publication. No warranties or guarantees are expressed or implied by the author. Neither the publisher nor the author shall be liable for any damages, including, but not limited to, special, incidental, consequential or other damages.

Due to the nature of the Internet, recommendations, all websites, URLs and links in this book may change without notice. Due to the rate at which conditions change, the author reserves the right to alter and update his opinions at any time.

While every attempt has been made to verify the information in this book, the author does not assume any responsibility for errors, inaccuracies, or omissions, whether such errors or omissions result from negligence, accident, or any other cause.

Library of Congress Control Number: 2014914537

TABLE OF CONTENTS

Why This Book?

Who Should Read This Book?

How to Use This Book?

About The Author

Part I:

Starting Your Website Project the Right Way

Chapter 1 – Choosing the Right Partner

Cutting Corners May Lead to Costly Mistakes

What Type of Web Developer Is Right for Your Business?

Out of Country and Offshore Development

Ten Things Every Company Must Do Before Hiring a Web Developer

Chapter 2 – Defining Business Requirements

Setting S.M.A.R.T. Business Objectives

Deciding on the Budget

How Much Should You Pay?

What Can You Expect to Get with Your Budget

Chapter 3 – Writing an Effective Request for Proposal (RFP)

Business Overview

Website Business Objectives

Target Audience and Experience

Website Requirements

Proposals Requirements and Vendor Guidelines

Chapter 4 – Searching for Web Developers

Setting Baseline Qualification Criteria

RFI (Request for Information)

Asking for Recommendations

Competitive Research

Chapter 5 – Hiring the Right Web Developer

Communications: Pay Attention to Early Signs

Sending Out Requests for Proposal

Protecting Your Confidential Information

Asking for References and Examples of Work

Evaluating Website Proposals and Making the Decision

Chapter 6 – Executing a Written Contract

What Is and Isn’t Included?

How Are Changes and Additions Handled

What Are the Milestones and Deliverables?

What Are the Payment Terms?

Is There a Warranty and What’s Covered?

Who Owns the Website?

How Is Confidential Information Protected?

Legalese and Fine Print

Part II

How to Produce a Results-Driven Website

Chapter 7 – Fundamental Principles of Creating a Successful Website

How You Name a Boat, is How it Will Sail

Content is King

Effective Design Strengthens Your Message

Simpler is Always Better

Experiences that Help Your Customers

Mobile Support is No Longer an Option

Remaining in Control of Your Website

Choosing a Reliable Host

Content Marketing = Customers

Organic Traffic is the Healthy Choice

Chapter 8 - Things That Drive Everyone Crazy in Website Projects and How to Avoid the Stress

Not Having a Clear Objective and a Solid Plan of Action

Micromanaging and Doing your Web Developer’s Work

Designing for You or Your Boss

Making Assumptions and Lacking Proper Communication

Changing Your Mind and Getting Hung Up on Details

Nickel and Diming

Allowing Feature-Creep

Chapter 9 - Managing Your Website Project the Right Way

Understand the Project Management Methodology

Define Steps and Project Components

Set Deadlines and Define Deliverables

Agree on Project Roles & Communication

Set Up Channels & Tools for Collaboration

Discuss Project Changes

Address Quality Assurance

Understand Warranty Limitations

Agree on Training & Support

Chapter 10 - Which Technology is Right for My Website?

Website is A Cake of Many Layers

Content Management System (CMS)

Commercial versus Open Source

Chapter 11 – Why Mobile is no Longer Just an Option

You Do Need a Mobile Website

Responsive Design to the Rescue

What Can Be Done with Responsive Design?

Do I Need a Mobile Website or an Application?

Chapter 12 - Is Your Website Built to Sell? Proven Ways to Convert Visitors into Customers

Always Know Your HVC

Use Customer-Centric Messaging

Create Effective Calls to Action

Provide Validation & Support

Maximize Conversions by Making it Easy to Buy

Don’t Forget International Customers

Analyze Performance & Continuously Improve

Chapter 13 – How to Accept Payments on Your Website

Credit Cards Merchant Account

PayPal

Google Wallet

ACH or eCheck

Chapter 14 – Earning Revenue with Your Website: Common Monetization Strategies

Selling Advertising

Membership-Only Content

Service as a Software or Online Services

Downloadable Digital Products

Affiliate Marketing

Selling Your Website

Chapter 15 – Making Your Website Part of Your Business Ecosystem

Analytics & Marketing

Sales & Customer Relationship Management

Accounting Automation

Process & Project Management

Document & Asset Management

Inventory Management

Shipping Automation

Fulfillment & Production Automation

Customer Support

Hiring, Recruiting & Training

Custom Solutions

Chapter 16 - Hosting Your Website: What You Need to Know

What to Look for in a Hosting Company

What Type of Hosting is Right for My Website?

What Hosting Essentials Do I Need?

How Much Should I Pay for Hosting?

Changing a Hosting Provider: What You Need to Know

Common Hosting Mistakes to Avoid

Chapter 17 - Recommended Website Project Flow: How to Stay on Track and Achieve Results

Phase I - Project Initiation

Phase II - Planning

Phase III - Execution

Phase IV – Closing

Monitoring & Controlling

Part III

The Website is Live – Now What?

Chapter 18 – How Well is Your Website Really Doing?

How to Measure Your Website’s Performance

Measuring KPIs with Google Analytics

Acquisition-Behavior-Conversion (ABC)

Behavior KPIs

Audience Analysis

Acquisition Analysis

Behavior Analysis

Conversion Analysis

Real-Time Analysis

Intelligence Events

How to Get the Most from of Google Analytics

Additional Tools

Chapter 19 – How to Get the Most from Your Website

Schedule Ongoing Reviews with Your Web Developer

Be Ready for the Future

Follow a Goal-Oriented Roadmap

Collect Customer Feedback

Fine-Tune Your Website for Better Results

Stay Ahead of Your Competition

Chapter 20 – How to Grow Traffic and Market Your Website

10 Common Online Marketing Mistakes to Avoid

How to Put Together a Marketing Plan for Your Website

How to Measure Your Marketing Results

Chapter 21 – Inbound Marketing as a Proven Strategy for Promoting Your Website

Inbound Marketing 101

Content Recipe for Successful Marketing

How to Blog Like a Star

Chapter 22 –Search Engine Optimization Strategies Guaranteed to Work

Search Engines Basics You Should Know

SEO Mistakes to Avoid

Best Ongoing SEO Practices for Your Website

SEO Strategy that Will Always Work

Tools to Help Your SEO

Chapter 23 – Effective Social Media Marketing Strategy

Common SMM Mistakes to Avoid

Proven Social Media Marketing Tactics

Facebook Marketing Tactics

Twitter Marketing Tactics

LinkedIn Marketing Tactics

Google Plus Marketing Tactics

Other Social Networks to Consider

Useful Social Media Tools

Conclusion

Special Thanks

This book is

dedicated to my parents

Why This Book?

Read this book before you begin your website project. You will be glad you did.

I’ve been building websites for over eighteen years. Intechnic, the Chicago-based agency that I founded in 1997, is responsible for thousands of successful websites. We are also known for pioneering a results-driven approach in web development – something we call "Results on Internet" or ROI, which also happens to be the title of this book.

Over the years, I became increasingly frustrated with industry methods used in building websites. I also realized that most business people don’t understand what it takes to produce, manage and market a successful website. Through their lack of experience they directly contribute to these failures by hiring the wrong web developer, micromanaging their work or taking an insufficient leadership role on the project. Poor decisions are made, important steps are overlooked and mistakes are made along the way, all resulting in websites that underperform and will never realize their true potential.

You don’t need to be a web developer to guarantee the successful outcome of your website project. You must be informed and educated. You should understand what works and what doesn’t. This book was written to help you make the right choices, manage the website project correctly, and avoid costly mistakes.

Read this book, and let it guide you toward achieving your own Results on Internet.

Andrew Kucheriavy

CEO and Founder of Intechnic

Who Should Read This Book?

If you own or manage a website, you should read this book! It gives you the building blocks to successfully produce, manage and market your website. Whether you are in management, marketing or IT, struggling with an underperforming website, or starting from scratch, this book will ensure your new website meets your business objectives.

This book is written in plain English. You don’t need technical or creative skills to take full advantage of the recommendations in this book. It is not written for web developers, and by reading it you won’t become one. However, you will learn everything you need to know to select the right web developer and properly manage and market your website to produce successful results.

How to Use This Book?

I encourage you to read Results On Internet as you progress through your website project. The book is written in sequential order and is designed to guide you through each step to build an effective website. There are hundreds of recommendations and examples to apply to your project. Also included are mistakes to avoid. Keep this book handy, and use it as reference tool throughout your project to ensure the successful outcome.

This book is organized into three parts:

• Part I shows how to set proper business objectives for your website and helps you choose the right web developer for your project.

• Part II outlines the best methods to manage your project, maintain deadlines, operate within your budget and ensure that your website is built to meet and exceed your business goals.

• Part III provides methods to measure the performance of your website, offers marketing strategies to multiply traffic, and focuses on increasing your website’s performance following its launch.

About The Author

Andrew Kucheriavy is the Founder and CEO of Intechnic, a leading web design agency with locations and clientele in North America, Europe and Australia.

With eighteen years of experience and thousands of completed websites, Andrew’s team has worked with some of the world’s largest brands, including Google, Microsoft, Facebook, Disney and Sony.

Every day millions of people use websites developed by Andrew and his team. The results driven approach described in this book helped many companies worldwide reach their full potential.

For more information and downloadable materials, visit the book’s website:

http://www.resultsoninternet.com/

Part I:

Starting Your Website Project the Right Way

Today’s websites are complex and sophisticated systems that can take many months and considerable resources to produce. Unfortunately, many websites are set up to fail before their production begins. Lack of proper research and planning can result in websites that do not deliver business results.

The purpose of Part I is not only to prevent disaster caused by underperforming websites, but also to set up a foundation into a powerful business tool that contributes to the growth and success of your business. This part of the book will guide you through every step—from setting proper business objectives to hiring the right web developer.

Always do right – this will gratify some and astonish the rest.

Mark Twain

Chapter 1 – Choosing the Right Partner

A successful website can literally turn your business around. It can help boost sales, build awareness, enhance customer experience, reduce costs, improve workflow, and grow your business beyond your wildest dreams and expectations. On the other hand, a poorly designed website can cost your company more than your initial investment. It can cost you your job or lead to your business’s failure.

No one person can successfully achieve all aspects of planning, design, development and maintenance of a modern business website. Having a reliable and experienced web development company by your side is critical to the success of your business. You want someone who is experienced, dependable and vested in your success. You want a reliable partner who will work hard as an extension of your team.

Finding the right company to build and manage a successful business website may not be easy, but if you invest the time and follow the advice laid out in Results On Internet, the efforts and research you employ initially will save you from headaches, disappointments and financial losses down the road.

Cutting Corners May Lead to Costly Mistakes

A web development company is one of the most important vendors you will ever hire for your business. Selecting the wrong web developer is an expensive, time-consuming and sometimes irreparable mistake. Businesses often underestimate the potential consequences of choosing the wrong web development partner. Worse, many settle for mediocre results. Consider this example:

Meet John and Jen. They work in the same industry and in similarly sized companies. They were each responsible for their respective company’s website. A year ago, it became clear to the business management of both companies that their websites were underperforming and were ineffective in generating leads and in converting visitors into customers. John and Jen were each tasked with having their websites redesigned.

Jen took the time and followed the steps fully explained in this book to hire the best web developer her company could afford. After creating a comprehensive plan, Jen’s company retained a web developer for $100K and worked closely with the team to build and market a website that was specifically designed to increase the company’s sales within six months following its launch.

John took a different approach. Without doing his homework, he quickly looked at a couple of firms and selected a developer who offered a simpler solution at the lowest price of $10K. John thought the web developer he selected was adequate to achieve expected results.

After six months, Jen’s new website had generated $500K in additional sales, where John’s had generated an extra $10K. The difference in their website-generated sales was due to the sales and marketing performance of the websites. Remember, Jen took the time and effort to select the right web developer and worked hard with them to design an effective website that targeted John’s ideal customer base. John used a hands-off approach, deferring completely to his sub-standard web developer, who gave him a generic, template-based website, which ultimately did not deliver expected results.

At first glance, after spending $10K for the website it might appear that John broke even. In reality, John’s company suffered a significant loss. When Jon’s lost sales are brought into the calculation and the cost of redesign by a better website developer, the actual loss is clear in the analysis below:

At this point Jen is enjoying a $400K return on investment, where John’s haste has cost her company $140K. The difference in their bottom lines is a staggering $1 million. Beyond the monetary loss, John has realized an irretrievable loss of time, reputation, his company’s stunted growth, and countless lost business opportunities.

What Type of Web Developer Is Right for Your Business?

Throughout the book I will be referring to your website partner as a web developer. While terms web developer and web designer are often used interchangeably, there is a subtle but important difference between these roles. Web designers traditionally focus on the design and visual aspects of the website, where web developers also focus on the underlying technology in addition to web design. Often web designers come to web developers to help turn their vision into a technical reality. Since most websites today are complex systems that require a great deal of technical skill, I prefer the term web developer as a more encompassing description of the right vendor for your website.

Before you start your search for a web developer, it is important that you understand the fundamental differences among types of firms. If you don’t understand how web developers are designed to operate, you risk hiring a firm that is not compatible with your project’s needs. If you hire the wrong web developer, the company will not meet your expectations, and you will incur additional overhead—bridging gaps in qualifications and communication.

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It is important to understand that there is no right or wrong web developer style or type. Your decision in selecting a company should be based on a number of factors, including the skill set and capabilities your business requires to reach its objectives, budget, and compatibility between the main contact of this firm and your project manager.

Let’s compare types of web developers so that you can determine which one is the best match for your project:

Freelancers vs. Full-Service Agencies

Building a world-class website requires a team of experts with many areas of expertise. One person simply cannot do it all (or cannot excel in all areas). Why? Here is an example. Would you hire just one person to build an entire house for you from the ground up: obtaining permits, architectural design, foundation, plumbing, electrical, roofing, painting and decorating? Can you imagine the finished home at the hand of one individual attempting to fulfill all these elements of construction?

A world-class website, the kind of website that can actually achieve your business goals, is not a one-man job. It takes a small army of professionals, each with their specialty, working compatibly over an extended amount of time.

Successful business websites require business-minded project managers who can delegate projects effectively. They work with market research professionals who study the needs of your customers. The team often includes copywriters, who design customer-centric messaging based on conducted research. Usability experts create user-centric experiences. Following this phase, art directors and designers transform these plans into effective designs. Coders and programmers convert designs into a functional website, which, in turn, is tested by quality assurance teams. Driving traffic to a website is the job of Search Engine Optimization (SEO) and Social Media Optimization (SMO) specialists. System administrators ensure the website is fully operational around the clock, and account executives manage client communications. Some projects may require additional services from photographers, illustrators, videographers, voice-over artists, post-production specialists, animators, data entry personnel, mobile marketers, IT strategists and security experts. The list of specialists grows depending on the complexity of the project.

Similar to building a house, building a world-class website requires at least a dozen professionals, each hand picked for their expertise. Most projects require even more skill sets and resources. While it is feasible that one person can be functional in all of these areas, it is unlikely that this person will be an expert in all and able to multi-task effectively and efficiently. Professionals devote their careers perfecting one skill, and when they are placed in a team, the collective talents of these world-class skills blend into a world-class website creation.

Your website’s production is only as strong as its weakest link. If you hire a single individual to complete your entire project, it is likely they will have to outsource some of the tasks. If they focus strictly on cost-effective measures and cut corners on talent and resources, the unfavorable result will fall on your shoulders. You may find yourself managing efforts in an industry where you lack expertise.

A classic conundrum is a company trying to improve its website by tasking an in-house all-around website expert, who will be responsible for the entire website. Let’s call him Bob. Bob is tasked with all aspects of project management from inception to completion with little or no assistance from other staff or outside professionals. Would you trust Bob with all the vital functions of your business? Many businesses make this mistake.

It is wise to hire outside professionals for the expertise you don’t have in-house, but don’t do it blindly or hastily. Ensure clarity on courses of action in all phases of project management and full skill sets of all parties involved, including vendors and subcontractors.

Unlike freelancers, agencies are full-service strategic communication firms that employ a range of professionals with top-notch levels of expertise to achieve a successful website. A full-service agency should capably manage all your site development needs, allowing you the time to manage your company operations.

Working with an agency is typically more expensive. An agency has employees and a greater overhead, so more expense is incurred, but in doing so, you are hiring a managed and controlled team of professionals who should deliver professional results. Because agencies typically offer the greatest depth and range of experience in multiple disciplines, it is well worth the investment.

There is a third course of action. You may choose to act as the project manager of several freelancers. In this scenario, you will hire, supervise and trouble-shoot all aspects of the process. Project Management is a skill itself and requires sound communication, resource management and technical expertise.

The bottom line: Many brilliant people possess the above-mentioned skills, but cannot effectively create a world-class website on their own. If you want spectacular results, you must insist on stellar qualifications in all aspects of your web project. When Intechnic was in the start-up phase, I was building websites from ground up. I had skills in design and programming, and created websites from inception to launch, but I quickly learned that there were subject matter experts who were better qualified in specific areas. I started to delegate some phases of the process in order to grow with continued success. I had to find and retain these experts and then manage their efforts. As a result, our collective body of work has thrived, we have grown exponentially, and each new endeavor produces websites that deliver business results. The most important advice I can offer is to acquire an experienced team, where all members possess empirically superior skills.

Graphic Designers vs. Technology Firms

Have you ever heard people say they are more right-brain or left-brain thinkers? The theory of right-brain/left-brain dominance was presented in 1981 by Nobel Prize winner, Roger W. Sperry. His theory¹ claims that creativity, communication and marketing tend to be right-brain activities, while technology, analytical thinking, and programming are more left-brain functions.

Although the theory was recently debunked², many professionals in the industry state that they are more creative or more technical. The same applies to cultures within web development firms. There are creative companies that specialize in design, marketing and communications and technical companies that specialize in programming and technology implementation. This is largely due to companies expanding their teams by hiring people who think and perform like their leaders.

My company, Intechnic, began as a strictly technical company. As we expanded, we hired right-brain thinkers to improve our design and marketing capabilities.

Let me begin with creative companies for the following reason: with the growth of the Internet, many design firms that traditionally specialized in print became web designers overnight. Designing for print versus designing for the Web are quite different. What looks great on paper does not necessarily look and function well on a website. This is especially true for websites that require interactive, advanced functionality. Because of their extensive experience designing for static media (paper), many graphic designers struggle to master working with dynamic media (the Internet). They often lack the fundamentals for creating online interfaces and the technical skills required to create what cannot be done on paper. For example, a website designed with the print ideology may appear great on the graphic designer’s printouts but will not display well on smart phones and tablets, and conversely, an e-commerce store might take on the appearance of a paper catalog. You can often identify such companies by their own websites. They focus on design and marketing and look more like online brochures as opposed to having interactive functionality.

The dirty little industry secret is that technical work is often outsourced to freelancers or partnering technology firms outside their clients’ knowledge. Although a graphic design firm might fully understand the marketing and communication aspects of a website, behind the scenes the technical implementation may be outsourced.

The technology-oriented companies often have the opposite problem. These companies usually specialize in the implementation of IT strategies, infrastructure and software development. IT companies have strong backgrounds in technology and programming, and unlike design companies, they are quick to incorporate the latest and greatest technology, but they are lacking in design and marketing skills. If a website was designed by a programmer (left-brain dominance), the website will function flawlessly but will not provide results in operational growth or increased revenue. You can recognize such companies by their own websites; they understand the functionality, but they don’t know how to make the visceral or emotional connection with the visitor.

Technology companies also try to compensate for what they lack by outsourcing their design and marketing work to creative firms. The problem with this approach (and the converse as well) is that two separate teams work on your project, and the end result is directly related to how well these entities communicated. Unfortunately, communication is often lost in the abyss. Sometimes right-brain and left-brain differences are so vast that teams don’t even understand each other, let alone produce effectively as a cohesive team.

Consider this analogy. Imagine having an artist (Susan) and a rocket scientist (Frank) working on John’s new website. Jen tells the team she wants a world-class website. There is only one problem—Susan and Frank have different pictures of a world-class website. Susan is inspired by the opportunity to create a masterpiece. She already has visuals and contemplates styles, colors and aesthetics for a true work of art website. Meanwhile, Frank is thinking horsepower. His website must be powered by the latest propulsion system—exactly what will make it world-class in his opinion. Frank needs room for his big engine and is annoyed by Susan’s artsy stuff bogging down his speed. They both want to do a good job for John, but their visions are polarized, and they struggle to find common ground. Susan’s arguments are not well received by Frank because he insists the website should be powerful and functional (like NASA’s rockets). Susan perceives the visitor’s experience as joyful and aesthetically rich (like a museum piece). Eventually Susan or Frank will have to bridge this chasm, but, will compromise on both sides produce a website that is ugly or dysfunctional…or both?

Many creative and technology company partnerships do succeed. They establish effective lines of communication and deliver effective results. This level of communication often comes at a price, which is ultimately transferred to you. Prepare to pay for redundancies like multiple project managers and account executives on both sides. You will have two sets of managers working on the same phases of production, and the challenge of merging their work results in an additional expense because of these duplicated efforts.

Full service agencies have left-brain/right-brain issues as well, but they are on the same team and under the same management. They follow the same procedures and protocols, which facilitate cost-effective management and produces better results. In fact, that’s the whole idea about full-service agencies. They specialize in cohesively managing creative and technical people under the same roof.

Local vs. Remote

The obvious benefit of a local vendor is that you can meet face-to-face with their team. Some people prefer to do business locally. It promotes a sense of confidence in the project to be able to view the on-site operation and meet staff.

There is added benefit to shopping for a vendor out of your geographical area in that the pool of candidates is virtually limitless. There may not be a web developer of the right caliber in your area. Do not settle for a company because it is geographically convenient. Websites are tools that allow your business to communicate with customers internationally. Website developers need to be specialists in communicating effectively. They must have online systems for project management, file sharing, customer feedback and project delivery, so close proximity to your company is not an issue.

While many prefer doing business face-to-face, the savvy business owner must make a choice based on the caliber of the developer he selects. Peace of mind is directly proportionate to the effectiveness of the team you select, regardless of location. My agency, for example, has experience delivering results throughout the U.S. and internationally, with no compromise in product or service quality.

If face-to-face communication is required, international travel is well worth the investment of both time and money.

Out of Country and Offshore Development

If your business is in North America, hire a developer in the U.S. or Canada. There is also great work done for U.S. firms by web developers in the U.K. and Australia.

When working with companies overseas, consider the following important factors: a firm in India may offer top-notch talent and a phenomenal price for your project, but these savings may accompany significant risks. Cultural differences are vast. If your target market is a customer base in Mumbai, an Indian firm would best serve your needs. Can a web developer in Mumbai create an experience that will cater to customers in Boston, New York, or Chicago? Do they fully understand the nuances of connecting with customers across cultures? The price of that question can be the cost of missed sales opportunities. Great websites are created by overseas companies that conform to the very letter of the contract, but depending on the product or service, they may not make a connection with American customers.

Another important issue often overlooked is legal protection. In the U.S. your company’s interests are represented by the contract you sign, and you are protected by state and federal laws. If a legal matter arises in the business relationship, you have the option to defend your interests in court. This may not be feasible or affordable in another country. While there are services that offer international mediations, if litigation cannot be avoided, favorable settlement can be challenging.

When communicating internationally, there is the inconvenience of time zones. It can mean a wait of several hours to get responses or feedback.

Finally, language barriers and cultural differences can pose a problem in communication and writing style. If your website developer speaks English as a second language, it is imperative that the copy be written by an expert writer with a full command of English grammar and sentence structure. Stilted or awkwardly composed text clearly shows the reader that the copywriter does not have command of the English language. Poorly written copy (even the slightest nuance of incorrect wording) kills the credibility of the website, and worse, may offend or mislead the reader.

Ten Things Every Company Must Do Before Hiring a Web Developer

Listed below are solutions that address common mistakes that people make when starting their web developer search. Identifying these pitfalls before embarking on your research is key to your success:

1. Research several companies. Many companies rush into hiring the first web developer they find without due diligence. Sufficient time and effort must be invested in the beginning of the project to insure against lost time and money in the end.

2. Define clear and specific business website objectives. A business owner needs to be fully cognizant of what is expected from the website, or it will fail. Building a better-designed website is not a specific objective. Website objectives must always be specific and measurable.

3. Create a thorough written RFP. A request for proposal (RFP) helps you define and outline your business objectives. It communicates your objectives to prospective vendors and provides a benchmark for selecting the appropriate web developer. If an RFP is not in place, the selection process may be more time-consuming and less effective.

4. Establish a full understanding of your web developer’s methods of operation (freelancer vs. agency, creative vs. technical, local vs. out of area). There must be a clear understanding of the variables in web developers and details showing how these variables may affect all aspects of the project. If clarity is lacking on this level, the results may not be cost-effective and efficient, and may cause additional recuperative overhead.

5. Retain a developer with a full range of qualifications and expertise. Building a successful business website requires a team of experts across multiple fields. Your website is only as strong as its weakest link. Hiring someone who lacks the proper expertise or experience will result in either the project’s failure or additional resources and time in reparation.

6. Invest sufficient time and research in making this important decision after fully determining all qualification criteria. Making a decision purely on a proposal while overlooking other important factors (such as web developer’s own website or recommendations) may result in hiring a firm that is not the best match for your project. You should always set your own criteria for objective evaluation and an effective decision making process.

7. Hire a company that has a broad range of specialties. Beware of a web development company that specializes in just one or two industries and builds canned and generic websites. Many such companies are one-trick ponies that use templates and offer cookie-cutter solutions.

8. Ask for recommendations. How can you be sure that the experience promised in the presentation will be the same after the contract is signed? Your prospective web developer’s previous clients will agree to provide references if their experience went well.

9. Get it in writing. A written contract protects both parties and helps ensure there are no surprises or potential disasters as you embark on this working relationship. A contract is necessary to prevent exposure to risks.

10. Budget appropriately to your expectations. While the budget is a major concern, it should not be the main criterion for selecting your web developer. The old adage is true: You get what you pay for. Do not make your decision solely on price, but hire the best professional within the constraints of your budget.

Chapter 2 – Defining Business Requirements

Long before you choose a web developer, the fate of your website is determined. Knowing your organization and setting clear goals are prerequisites for success. There must be clarity in your goals and desired results from your website, or it will fail.

Setting S.M.A.R.T. Business Objectives

Saying I want a website is like saying, I want a house or I want a car. This mistake was illustrated in the previous example of John’s experience. Would John ever shop this way for a house or a car? Probably not, yet many managers make this hasty mistake their business websites.

Your website, like any other business tool, must consistently produce a Return on Investment (ROI). A great website will not only pay for itself through the increase in traffic, conversions and sales, but it will also help your business grow and prosper. Unless you are building a website simply for the sake of having a website, there must be a clear objective in place.

John learned the hard way that simply stating he needed a business website was not an adequate objective. To set a business objective you must determine the ways your website can grow your business, enhance customer satisfaction, improve workflow, support your brand, and reduce expenses. Be as specific as possible.

A good test for your website’s business objectives is the S.M.A.R.T. Model, which is often used for goal setting in project management. S.M.A.R.T. is a mnemonic for Specific, Measurable, Attainable, Relevant, and Timely. This Model guides you to in setting goals in a way that promotes achievement.

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If we go back to Jen’s website objective—simply creating a website, the S.M.A.R.T. objective would be "I need a website that will increase my sales by $60K in 12 months by