It can be a
nxiety provoking to find a new auto mechanic. How do you know if you are getting accurate information or of if you’re just getting ripped off? How can you know how much things outside your own realm of expertise should even cost? I’ve heard from clients and others too many stories of sky-high quotes, ambiguous contracts and other problems. That’s not to say Web developers are inherently untrustworthy, but when it comes to technologies that may be a bit foreign to you, it’s difficult to evaluate objectively.
With inbound marketing becoming both increasingly popular and important to the sales building your sales funnel, your company’s Web site is more important than ever. It’s essentially the “hub” of your inbound marketing program. When it comes to your mechanic, you often can find one who a family member or friend has trusted for years; but when it’s about ever-changing technologies in Web development, not everyone has a developer they swear by. So how do you weed out the great ones from a firm who might take advantage of your limited knowledge? I spoke to one trusted developer to find out some tips for companies when accepting proposals from Web developers:
- Ask questions about strategy. A full-service developer (or marketing company that handles Web development) should have your firm’s business objectives in mind, not just a “pretty site.” Find out about their methods for building a strategic site as well: Do they research competitive companies? If available, will they review trends in your current site’s analytics to help with new design and development decisions? Can they tell you how the new site will help grow your business?
- Do they have an approach that’s custom to your needs–or is it one-size-fits-all? What CMS system are they recommending and why? Is it custom or a template? Have they asked questions to assess and then address your specific firm’s needs?
- Know what to expect in how the project will be managed. They should lay out an estimated timeline before beginning. Find out what information your company may need to provide upfront. If the development firm is writing content, what is the process? Are there team members they might need to interview? Knowing all the information from the beginning will make for a more streamlined process.
- Consider future campaigns. Keep in mind any technologies you may need for the future (e.g., integrating multi-media applications) and be sure the developer builds a site that allows for upgrades and integration.
- If you are not sure of the going rate, do some research. In addition to getting several bids, there are other options for research. Ask questions to Web development forums and LinkedIn groups. Tap your professional network to find out what different types of sites cost. I’ve heard of clients paying anything from a few thousand dollars to nearly fifty thousand dollars for similar type sites. Avoid using a company that only provides hourly estimates with no cap. It’s so important to find out rates from several developers to get a feel for what’s average, and be sure you get a concrete estimate prior to beginning work with a firm.
- Be sure you know which services are / are not included in the estimate. How many design schemes will they provide and how many revisions are allowed within the scope? Will they assist with developing the navigation? Does the proposal include writing or editing content? What about stock image selection? Is there a limit on the number of pages or content? Be sure this is all addressed in the beginning, so there are no surprises.
- What are the payment terms? Being required to pay a deposit to begin the project is customary, however be sure at what stage the final payment is due. It should not be until the site is ready to launch.
- Make sure you understand all the language in the contract. Beware of vague language or heavy use of technical jargon. If you don’t understand, ask for clarification prior to signing on. Use of jargon that is specific to Web, design or development, and not being able to explain what those terms mean can be signs of a scam.
- Define any on-page optimization practices that might be included in site development. This may or may not be included in the quote, but if it is find out what exactly is included. If writing copy is in the scope, will they be researching and including keywords? Does it include proper internal linking, internal site structure, navigation, sitemaps, keyword density, image alt text, nofollow tags, etc.? If you are not sure what this means, ask questions to find out their methods.
- Check into the third party services they will use and research them. Some examples might be MailChimp, Campaign Monitor, or hosting platforms they suggest. Learn how you can use them and what the costs are, as well as what these packages include in their service bundle. Sometimes cheaper isn’t always better.
Ensure you can have all the technical information to access the backend of the site. Once a developer has finished the site, you should have all rights to the site and be able to use other programmers for updates as needed. If there is pushback, I would avoid using the company. In short, know what is included in the scope and who’s responsible for what. If anything is unclear, ask. It’s most efficient and cost effective be thorough from the beginning, and have fewer surprises along the way. These are just some ideas of how to protect yourself and your company when making a major purchase when you may not be the expert in this technology. Most developers I have dealt with have been great, but I hope these tips can be a guide to make more a confident choice. I would love to hear any other tips readers can share. Thanks very much to Jonathan Ober for contributing to the tips above.