How do I choose the best web firm?

Hiring the best website development firm to achieve your marketing goals

Website development and redevelopment is a big job. There are many moving parts that all have to be properly connected. To have total confidence in your website project, defining what you want your site to do is a great starting point.

The first thing you need to know about this article – it’s intended for folks who intend to hire a website development agency. 

Websites are like cars – the better they are made and maintained, the better they will run

Would you build a car from scratch without a plan or sourcing all the parts in advance? Would you make sure all the parts fit correctly together before you buy them? Websites are no different. While the requirements to build an excellent site are many, here are some basics to consider:  

1. Function. What do you want your site to do? You might be able to use out-of-the-box software for your theme, or you may require customization. Create a list of all the things you want your site to do. 

2. CMS. What content management system should you use? This is tricky, and unless you have expertise in this area, you should ask the agency about their preferred platform, and why. We prefer WordPress, as it is well-supported, fully extensible, and can perform most tasks. Plus, about 1/3 of all websites in the world are made with WordPress.

3. Branding and design expertise. This is an area that is often neglected, but it’s critical to success. What if you drove up to a customer in a 1978 Ford Pinto with rusted fenders and smoke coming out the back? How you present your business to the world matters. Expertise in design is essential to making your best impression. 

4. Content and user experience. Content is the foundation of everything on the web. Every word matters – what you say, how you say it, and to whom the message reaches must be developed in advance. Content that is an afterthought will fail to communicate the right message and your customers will go away. Messaging, and how it’s used on the website is important to getting customers to take an action that leads to connection. 

5. SEO. Search engine optimization is essentially selective content, thoughtfully applied to your site, and in specific locations to help the search engines find your site. It’s content that is searched by people everywhere, and how it’s applied will determine who finds you, and how easy it is to find your site. It’s very important to add organic content to your website so you can naturally be found when people search for your business. 

Preparing for engagement with an agency 

• Communication. Do you have a communication strategy or plan? If not, you will want to develop this so you can define a scope of work.  
• Interactions. When a visitor interacts with your website, what types of actions would you like them to take? Email opt-n, phone call, form fill, fill a shopping cart? Ask the web team about the solutions they provide that will allow visitors to seamlessly interact with your site.
• Content. Do you have a content strategy? If you don’t, ask the web team if they write web copy
• Design. Do you have a design strategy? If you don’t, ask the web team if they have professional designers on staff.
• Integrations. What are you planning to connect to your site? Will you need social media and email marketing tools, a pop-up sign-up form, e-commerce tools, or merchant services? 
• Site Examples. Find examples of sites you like so you can share with the web team. This will help them understand your vision. 

Use these prompts to learn about the web firm’s approach to doing business:

• Process and Planning. If this all feels like too much, ask the web team to show you their website process from planning to completion. 
• Ask for a website analysis. Some are paid while others are free. The web team will assess the form and function of your site. The information they provide will tell you a lot about their level of expertise and professionalism.
• What is the length of time for an average build? Ask for estimates if (a) they create all the assets, or (b) you create all the assets (content, design, logo, user experience, technology logins), or (c) both parties collaborate on all assets
• Site construction process. How do they handle development and staging? Will you be able to see the site as it’s being built, or once it reaches certain stage gates?
• Get examples of sites the web firm has built. Pay close attention to details. In website work, detail is everything.

Evaluate recent site builds

Let’s consider that last bullet in more detail. If the firm ticks all the boxes on services you need, it’s time for a more granular review of their site builds. Always ask for a recent list of sites to review, preferably that are both created and maintained by the same company.

• Notice what they do well and take notes.
• Ask about each site and the client’s goals for that site – they will likely all be different. Take notes on this too. This will help you in planning

Here are some things to look out for as you assess their recent builds:

• Formatting. Do the words line up nicely in modules and feel contiguous throughout the pages? Do content blocks lead you from one point to the next without distraction?
• Content. Is the content professionally written and engaging? Do you feel like the information presented solves problems, answers questions, and directs you into more action? Are the keywords on point and related to the subject? Has SEO been applied to the site (ask them, as you may not be able to identify it)
• Site Construction. Do their sites load fast upon the first rendering? Are all the links working? Are forms working? Does it appear thoughtfully designed and lead your eye down the page?
• Branding & Design. Are the fonts, colors, and other style choices used consistently across the website? Are images properly sized? Do all the colors work together and feel connected? Are the fonts easy to read? Does the logo match the vibe? These are indicators of a company’s design ethic.
• User Experience. If the user experience is lacking, the site may not feel like it’s finished, and yet you may not understand why. Good UX will move your eye to the right place and lead you smoothly through the experience.

As a result of this exercise, you should have a good sense of your prospective firm’s quality control and attention to detail.

A few more questions you can ask

1. Is SEO included in the content process?
2. Who will manage security and hosting? Are you buying your own or using the development team’s hosting for ongoing monthly management?
3. Ask for methodologies, processes, and timelines.
4. Ask for a professional proposal to include all the particulars of your investment, including stages to completion.

Your business deserves to shine. Take the time to find the right web firm that will treat your project professionally, prevent gaps, and give you a superlative result. Have questions? Feel free to reach out.