How to Choose a Web Design Company

1)  Assess your needs

You could hire providers to handle everything to do with your site, from the design and development to implementation, marketing and maintenance. Or, if your site will serve only as an online brochure, you might consider outsourcing the design and implementation, and then handle maintenance (e.g., fixing broken links) in-house. It is as simple as creating a short list of what functions you want your site to perform (i.e. your products and services). Be sure to keep in mind future expansion or change. Your own goals, requirements, and potential growth should guide you toward either a long-term or short-term web site provider.

2)  Do your homework

When you've narrowed your search to a few design sources (through recommendations, web directories, or your competitors' sites), evaluate their online portfolios and their rate structure. Remember, a web site doesn't have to be flashy or animated to do its job. Browse sites they have built, check ease of navigation, organization of information, overall cleanliness and visitor-friendliness. Also, consider hiring a firm that demonstrates some familiarity with your type of business.

3)  Evaluate their services

Decide if the web site developer meets your needs. If you want to sell your products online, look for proven e-commerce experience. If you're considering a single-person firm, does the developer have the skills necessary to create everything you need? If you're considering a larger design house, will you get lost in the shuffle among other clients? Determine what "extras" each prospective provider offers, such as copywriting, media materials, marketing and other services.

4)  Ask questions

Your web design firm, whether it's a one-person shop or a multinational company, is going to present your web persona to the world. You have to be able to work collaboratively. Have a meeting or teleconference with each prospect on your short list and ask yourself the following questions:

• Do they listen to my needs?
• Are they responsive to my suggestions and questions?
• Do they explain issues in ways I can understand?
• Do they share my general vision for the site?
• Are they interested in Return on Investment for the web site?
• Do they possess the skills necessary to achieve your goals?

5)  Think ahead

Over the past year, hundreds of web design firms of all sizes have merged, cut back their operations, or simply closed. Although it's impossible to know for sure whether or not a firm will be around in the future, you have a right to ask questions if you expect to build a long-term relationship. You should also ask whether a design firm will accept payment in stages or whether they'll demand most of their payment up front. Firms that aren't willing to link payment to their own ability to deliver might not be worth the risk you'll take to deal with them.

Finally, when you're done with your search and interviews, weigh the pros and cons of each contender based on the above criteria. Some points may weigh heavier than others, depending on your needs.