Recently I have been told by potential clients that they had 'sticker shock' when they saw what we proposed to them for either building a web site or doing search engine optimization work for their company. I always ask what is their frame of reference. Too many times they have had an experience with a web developer who did not have a business. They did web design on the side, they are a graphic designer, or had a little knowledge in either programming or 'Front Page'. The other experience clients often have is with specialists in their area of expertise. For example, lawyers want a firm that has done law firms, or chambers of commerce prefer companies who have software for 'chambers'. What each group does not realize is that web sites with database driven backends over the last 6 years has gotten very complex. To be an expert in the areas that make one site valuable to a company is not that the developer understands the client's industry, but that the developer understands what it takes to create a successful web presence for that client. The developer needs to understand what the online competition is doing, understands the online marketing mix that will help that client be a player in his industry and more importantly help the client take advantage of the online strategies that will keep them in front of their clients and potential new clients. This does not even address the whole back-end issue of providing functionality, usability, infrastructure architecture, and eCommerce merchandizing issues that a company needs to use their web site as an integrated tool in their business.
I look at sites in 3 different categories. The first category is a Promotional Site. The client needs a web presence to send clients to. This site can have value. First it can be a lead generator. A client that says, I don't need marketing, I will be getting my own clients to the site. I ask then what message do you want them to come away with? Do you want to educate, demonstrate a product or service, communicate, etc? Why have it, if you haven't figured out what value it will serve.
The second category is an eCommerce Site. This client wants to sell product. It seems so simple. Would you build a brick and mortar store just anywhere? Wouldn't you check rent, location, competition, price structure, merchandizing, feasibility, yearly cost to get it going, etc? Many clients think an online store is cheap and easy. From the calls we get to analyze why their online store is not successful, we see that it takes a lot more than just opening up your doors online to be successful and make money.
The third type of site is an information/customer service site. For example, you are a University, Bank or Insurance Company and you need your clients to get on your site to find information, go into their account for transactions, etc. Even for sites like these, you need to build the site carefully so navigation issues are key, internal search functions need to be thought through, user experience has to be orchestrated and users that don't know the address (
www.)need to be able to find it in the search engines.
Many sites are combinations of all three of these types and take a company who has the knowledge to translate that companies needs and build the best site to serve that company. The clients should be the best in their field and the web development company also has to be the best in this translation.
Another issue that is often overlooked is the content on the site. Here is another area that clients often think is measured equally, apples to apples. Some web developers ask the client to supply the copy. They may edit or manipulate it or not. They may use an outline and completely write the content. The client may hire a content writer so that will affect price. All of this has to be understood when comparing the price of the final product. In addition the client needs to be aware that the marketing message on each page needs to be thought through because once you have a visitor on your page, whether you have paid for that eyeball, or not, you don't want to lose them. What is your call to action, on every page? It can be as simple as having a large phone number in every place someone might have a question or want to call.
In essence, when someone tells me they have 'sticker shock', I know that they are coming from a lack of knowledge of what it takes to build a successful online venture. You see it is not that hard to build a web site, it is much harder to build successful companies online
Buzz it!
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