Many businesses today will drop a few thousand dollars on a website, and then it will just sit there looking pretty with no return on investment.
Web design as a pre-packaged service is often treated like a commodity. The only difference from one web designer to another becomes the price they charge. The website they deliver is exactly that: a website.
When this happens, web designers fight to win contracts by lowering their price to beat the next proposal. Nobody wins. The designer gets paid next to nothing, and the customer gets a lower-quality product. But hey, it was cheap.
Going with the lowest bidder for a website is usually not what you need. In many cases, it is a waste of money.
Think about the main reason you need a website. You are probably looking for more sales, more leads, better credibility, better support for your marketing, or a smoother way for customers to understand what you do.
If that is the goal, then the investment should be in those outcomes, not just in “a website.”
Look for a web designer who wants to understand your business and goals. You want someone who cares about the result and has the knowledge to help you reach those goals, not someone who only wants to deliver a pretty layout.
A lot goes into designing a website that can deliver real results. The objective and marketing strategy need to be considered before the design phase begins.
Discovery and Planning Phase
The project should start with a real discussion about the goals and plans you have for your business. This can happen in person, over the phone, or on a video call.
This is where most of the important information is exchanged:
- What the website needs to accomplish
- Who the audience is
- What services or products matter most
- How leads or sales should be captured
- What marketing campaigns the site needs to support
- What content, images, offers, or integrations are required
Making sure this phase does not get neglected gives the project a better foundation and helps the process run more smoothly.
Considering the marketing strategy in the design is also important because that is how the objective will be achieved. A landing page or sales page designed for a specific campaign can increase conversion rates, make more sales, or capture more leads.
Design and Development Process
During design and development, the project goal needs to stay in focus.
The designer should be comparing the work against the plan, checking whether the structure still supports the objective, and making sure the project does not drift into something that looks nice but does not do the job.
Lots can happen during the development process that can pull the project away from the original plan. That is why the objective needs to stay high in priority at all times.
When hiring a web designer, it is smart to discuss flexibility in the quote. Give yourself room to change things as the project is being developed. The designer may not include that flexibility unless you ask for it.
Without that room, you may be stuck with only what has been outlined in the contract, and any changes may be considered scope creep. That is not a fun place to be while the work is going on. Everyone needs to stay focused and moving toward the goal.
Post-Launch and Testing
This is another item you may want included in the quote.
After all is said and done, you may have a shiny new website that is tuned like a race car. Then you launch it, run your marketing campaigns, and real-world issues start showing up. Sales pages may need to be adjusted. Funnels may need to be rerouted. Forms, calls to action, tracking, and content may need changes once real users interact with the site.
You need your web designer to help with this on the fly.
Do not lose momentum after launch. Reserve time with the designer so they are available when you need them during the launch process. This can be included in the same quote as the website design or handled as a separate support contract.
Either way, make sure you consider post-launch support before the project begins.
Final Thought
Keeping these things in mind when you hire a web designer will help you avoid wasting money on a website. Instead, you can invest in an asset that supports your marketing, improves your customer experience, and has a much better chance of bringing a return.