Here’s a secret: making basic Web sites ain’t exactly rocket science, and it’s getting easier. For a couple of hundred dollars, you can buy the editing software (or use free or cheap versions), get one or more of the “…for Dummies” books for background info, use a free or inexpensive design template, and voila! — you’ve got a site. Whoo-whee, that makes me giddy.
But wait: why then are there so many really bad Web sites? Why are so many businesses missing opportunities for sales, 24/7 service or better customer communication? Turns out, there’s more to Web success than meets the eye… and that’s where an experienced consultant comes in.
Problem is, web-editing and graphics tools may be getting easier to use, but they still don’t tell you what to use them for, which is where the problem starts. Imagine applying for a job as an architect, and under training and experience you put, “I walk through the front lobby of office buildings all the time, so I’m very experienced.”
To get value out of your Web site, you need to make decisions about:
- Web Hosting
- Domain names
- Search engines
- Development tools and platforms
- Design, layout, navigation & information flow (usability), including writing for the Web, photography and other artwork
- E-commerce — including payment processors, transaction gateways, shopping carts, accounting integration, fulfillment and shipping
- Advanced widgets such as e-mail lists, customer service forms, customer portals, etc.
- Custom programming as needed
Sure, you can do it yourself — in all that spare time you have.
And, after initial launch, you have a whole new set of worries:
- Marketing, including integration with traditional materials and online marketing
- Search engine optimization
- Service integration (e.g. balancing and streamlining phone/Web/in-person customer service)
- Content management and other updates
- New project integration and scheduling
- Monitoring and tech support
- Web traffic analysis and other services
A good consultant brings value to the front end of a project, by helping with brainstorming, project scope and timelines, prioritizing larger projects into manageable milestone-based timelines and keeping momentum going.
Bottom line is, the Dreamweaver part is the easy part. For the rest of it, hire an expert.
