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You have the often unenviable task of finding someone to build your website. Chances are you know little to nothing about web design and, let’s face it, you don’t even know what you don’t know. Let’s change that, shall we?

Let me start by making a few assumptions about you and your business:

    * You either own or are part of a small business.

    * You’re not trying to do this on the cheap.

    * You’re looking for an experienced professional or organization. Your nephew or your neighbour’s daughter isn’t going to cut it.

    * You care enough about your business that you’re willing to invest some time and money to get the job done right the first time (see the above two points).

Regardless of whom you choose to build your website you need to have, at the very least, a defined set of goals or objectives for your website. In other words, you need to figure out what you want your website to do.

Forget about PHP, ASP, CMS or any other acronyms you’ve heard; the right web designer will figure all that out for you. It’s your job to create the wish list from the perspective of your business. Do you want the website to help sell your products or services? Recruit new employees? Stay in touch with clients? You define the problem and we’ll let the web designer propose the best solution.

(If your project is quite large you may want to write a more formal Request for Proposal document (RFP). But for the purposes of this article you’re part of a small business, so let’s not get mired down in RFP-land, OK?)

Armed with your high level requirements, here’s how to identify the right web designer for you:

1) Decide on Geography.
A local designer/company will have more invested in ensuring that you’re a happy customer. If things go poorly you can actually walk down the street and yell at them. That said, a web designer who has a good reputation or comes to you through a referral shouldn’t be overlooked if they’re not located where you are. Technology can greatly enhance communication and keep things running smoothly. Make a decision based on your own comfort level.

2) Locate Candidates.
This is easy thanks to the nature of web design and Google. Do a search for ‘web design city’ where ‘city’ is your city. Pay attention to two different areas of the search results:

    a) the first three to five listings in the natural or ‘organic’ results, and

    b) the top three to five paid advertisers. Create a list of between five and ten possible candidates.

3) Go Surfing.
Visit each candidate’s website and look for the following:

    * Quality content. Are they interested in solving problems? Does the writing make sense to you as a consumer rather than a geek? If yes, good. Do they offer up their services in ‘packages’ based on number of web pages and whether you want fries or a side salad? If yes, bad. The right web designer will be someone who understands your unique issues rather than trying to jam your business into a bronze, silver or gold package.

    * Presentation. This is not only the design of their website, but the organization. Does it make sense to you? Do you like it? Would your customers like it? The design and layout of a web designer’s website is typically indicative of their ’style’.

    * Happy clients. Look for testimonials, a portfolio and case studies. Do they show an aptitude at being flexible enough to work with different industries? Ideally their testimonials include full names, which means they’re not trying to hide anything. Web designers without some sort of portfolio or client list are either bad or lazy; either way, they’re not for you.

    * Contact info. Are you forced to fill out an online form to get in contact? Is there a phone number listed? A physical address (other than a PO Box)? You’ll need to speak to someone before moving forward, so be sure you can actually call and get a hold of a human being. Companies without phone numbers or addresses are typically located in a basement.

4) Revise Your List.
Based on your surfing adventure, choose your top three candidates.

    * Call. Ideally, don’t email or fill out an online form; pick up the phone. You want to ensure that you’re dealing with a professional, so call them up and see how they respond. A good web designer will get you talking about your business. They will listen to your problem, try to assess whether or not you’re a good client for them, and take things to the next step, which is:

    * Meet. Assuming your candidates are all local, meet with them. Sometimes this is referred to as a Needs Analysis meeting. The goal is to give the web designer enough information to prepare a proposal for you. You’ll also want to ensure that you’re comfortable dealing with them, and a face-to-face meeting is the best way.

    * Proposals. Get three of them. Any fewer and you’re not exploring your options, any more and you’re wasting your time. Three is the magic number. Ensure that the web designer gives you the proposal within a week of your meeting.

    * Assess. Here’s how to assess the proposal:

    * Problem solving. They need to have proposed a solution to your problem that makes sense to you and is relatively free of geek-speak.

    * Comprehensiveness. Did they cover off all of your issues?

    * Follow up. What happens when the project is over? Will they help you market it? Train you? What about on-going maintenance? Do they guarantee their work? For how long?

    * Ideas. A good web design company might have some really good ideas that you never considered. These can demonstrate creative, out-of-the-box thinking.

    * Timeline. Ensure that they tell you how long the project will take, and that you can live with that timeframe.

    * Budget. You don’t have unlimited funds, so be sure you can live with the costs.

Your ultimate goal is to get quotes from a few web designers that you feel good about. You want to compare apples to apples, and only by going through the above process can you weed out the oranges.

Web design as an industry is still very much in its infancy, so unfortunately this is not like shopping for a car or a pair of jeans. You’ll need to do a bit more homework to ensure that you find and choose the right web designer for your business. Good luck!

By Robin Eldred

As a full-time webmaster and site owner, figuring out just what Google wants has been the most challenging aspect of running an online business. For many webmasters Google is the eight ton elephant in the room and you only have two options: upset the elephant and get trampled or quickly find out what it likes to consume and try to feed it.

In order to keep Google fed, webmasters have to jump through more than one set of hoops. When it comes to getting top rankings in Google’s Index or SERPs, there are 200 of these hoops or ranking factors. And if you want to play in Google’s ballpark, you have to try and master the majority of them.

For years, frustrated webmasters have been guessing and searching for these ranking factors. Asking what does Google want? How does Google rank pages and keywords? How does Google want you to build your site?

Ten years ago it wouldn’t have mattered what Google thought of your site for it wasn’t even in the picture, but now when it comes to online search, Google is king of the hill. And as we all know, kings get whatever they want.

Besides, any webmaster worth his salt, knows Google is what counts when it comes to organic traffic – you can achieve #1 spots for a keyword in all three top search engines (Yahoo and MSN being the other two light-weight contenders) but Google will simply deliver the most traffic to your site.

Google doesn’t as yet have a monopoly on web search, but it’s getting close to 70% of U.S. traffic and in some countries it’s up over 90%. But it’s not only the search numbers which makes Google king – it is the prestige and power of the Google brand name. Google has truly permeated into popular culture and the public psyche like no other brand name in history.

Google brings respect and trust into the equation. Web users respect and trust Google to give them a quality answer to their question. That’s why it was rather ironic, that for years webmasters have been asking Google about their ranking system, their algorithm, their practices… for years Google remained for the most part silent. This was mainly to keep at bay, those who would like to “game” the system in order to get high rankings within Google.

Until now that is, maybe it’s just me but doesn’t it appear that Google is suddenly opening up about its whole ranking procedures and what they expect from webmasters. Maybe the answers have always been there, we just couldn’t find them. However, a more likely scenario is that someone high up within Google made the decision to be more transparent when it comes to webmasters and how much they would tell them.

In recent Webmaster live chats, Googlers Matt Cutts, Maile Ohye, among others… have been honestly answering questions about what Google requires webmasters to do regarding their sites. These are Q&A sessions dealing with the “burning questions” webmasters have had for years concerning Google and what Google wants. Do a search in Google for “Google Webmaster Help | Google Groups” if you want to find these sessions.

Since I run several modest sites on webmaster tools and Internet marketing I am approached by more than a few people who want me to help them build their online site or business. One of the major issues that always comes up somewhere in the process (usually phrased in different ways) is this question:

What does Google want? What does Google expect of my site? How do I get ranked high in Google?

Mainly because my chief goal is to help these webmasters understand Google better in order to build a profitable site; I have struggled and puzzled over this question for years.

What is Google’s Golden Rule?

Many experts believe it is related to relevancy – the key to getting high rankings is how relevant your content is to the question being asked? Maybe so, but in order to explain it to a would-be webmaster, I had to find the words that would most appropriately sum up Google’s prime directive?

After you go through all the SEO checkmarks, take into account the quality and uniqueness of your content, factor in the credibility and authority of your site and backlinks, and factor in the relevancy issue… this was the simple Google Golden Rule I came up with:

“Always think of your visitor first when creating any content for your site.”

This may or may not be what Google is expecting but all indications are pointing in the direction of the “visitor’s experience” and how good you or your content make that experience? Google is serving up a product, it wants the user of their product to be happy with the results. If they’re happy, Google is happy. And if everyone’s happy then the kingdom grows.

Still anything as simple and as complicated as getting top rankings in Google can’t be boiled down to a single catch phrase. You must do your homework and a good starting point would be to thoroughly read Google’s Webmaster Guidelines. Studying and listening to the latest Google webmaster chats may also prove beneficial and helpful.

However, there are still those 200 hoops you have to jump through and you must be extremely careful of how you build your site if you’re trying to please Google. Listen when the king speaks. Observe his rules. Be on your guard, and it helps to become just a little paranoid. And always, always remember, an elephant never forgets.

By Titus Hoskins

Dealing with website development issues can be an overwhelming task. There are many things your marketing team must consider, in fact, there are so many things to bear in mind that many of the most important ones never get dealt with, or are buried under competing interests.

To avoid project paralysis you should focus on certain key areas of concern from which all other issues flow. Whether upgrading your existing website or developing a new webmedia initiative from scratch, consider these four vital questions that need to be answered:

    1. What content should be included?

    2. How should content be delivered?

    3. How is your website going to be marketed?

    4. What will visitors remember?

What Content Should Be Included?

Content is a function of purpose. Unfortunately many websites don’t have a clearly thought-out realistic purpose; and orders alone, is not an adequate website objective. Obviously every company needs sales, that’s a given, but sales are a result of all the marketing elements you put in place, and the degree to which your presentation distinguishes you from your competition.

There is a prevailing view that traffic translates into sales; this viewpoint may be valid for websites whose economic model is commodity or advertising-based, but businesses that don’t compete on price alone, or are more than an excuse to deliver advertising, must be structured around a purpose that is more meaningful, and far more compelling than ‘give me an order or don’t bother me.’

An over-emphasis on search engine friendly site design ignores the fact that when someone does a search for what you do, they’ll not only find you, they’ll also find many of your competitors as well. And even if you appear first in the search, nothing will stop potential clients from clicking on any of the other organic or advertised listings, or even the numerous Adword links on the side of the page.

The biggest website design problem companies have is not the amount of traffic generated from search engines, but rather how visitors react to your content. Are visitors engaged, enlightened, and entertained so that they stay on your site long enough to get your marketing message, and is that message compelling enough for them to remember it?

There are many misconceptions about advertising content, one of the biggest is that people hate it, but the truth is, what people hate is bad ad content; qualified clients actually look forward to good advertising because it presents a relevant problem, and provides a believable solution, in a distinctive memorable presentation.

If your content doesn’t engage your audience with a persuasive, memorable presentation then you’ll never achieve whatever website marketing goals you’ve set.

How Should Content Be Delivered?

We know the vast majority of people don’t like to read text on a computer screen, so they scan for relevant information concentrating on bulleted points, captions, and headlines, but does that truncated information really get your message across? Website text is really designed for search engine spiders, which is fine, but how about paying a little attention to people and how they absorb and remember information?

We also know people are impatient and are ready to abandon your website with the click of mouse, often in mid sentence before they ever get to the point you are trying to make. Your clients are sophisticated media consumers raised on video games and television, and are used to making quick decisions on limited information; this kind of leap-of-logic protocol demands a clever focused presentation.

Your audience will be gone in seconds no matter how convincing you think your content is, if it is not presented in a media-savvy manner that holds viewer attention, otherwise your website is nothing more than a glorified Yellow Page ad.

Audio and video has the potential to deliver information in a form and format that attracts and holds viewer interest while it makes a memorable impression. But even audio and video will fail if it is badly conceived, poorly written, and amateurishly performed.

How Is Your Website Going To Be Marketed?

Everyone is concerned with traffic and how to drive it to their websites. Search engine optimization is only one marketing technique, and it’s one that ignores the impact of content on your audience in favor of attracting the attention of search engine robots. By all means, build search engine friendly elements into your site but don’t ignore people-friendly elements as well.

Having text-based articles on your site is an excellent way to provide search friendly information, but presenting that same information as a professionally produced audio option, or a lively video presentation is certainly more memorable.

An entertaining webmedia presentation makes a lasting impression that viewers are more likely to recommend to colleagues, thereby increasing your traffic and reputation. Word-of-mouth is the best way to generate qualified traffic, and the best way to generate interest in your site is to make your site’s presentation a rewarding experience.

What Will Visitors Remember?

In a brick-and-mortar environment, visitors are more likely to make a decision to purchase on the spot, simply to avoid driving halfway across town to save a few dollars, but on the Web jumping from New York to California is as easy as the click of a mouse. People are just more likely to shop-around because it’s so easy.

Of course what people think they want is the lowest price, but providing the lowest price only attracts the least profitable buyers and ignores the biggest obstacle website businesses need to overcome, and that’s credibility. Who are you, and can you be trusted? And after visiting ten different websites all selling the same thing, can they even remember who you are?

Your presentation has to be memorable and establish credibility so that when all the searching and browsing is finished, your site is the one they remember and go back to; your site must be the one visitors can trust to deliver what’s promised.

How to Hire A Web Video Firm

The ability to produce an effective video or audio presentation requires more than the possession of some cool hardware and software. Owning an expensive camera doesn’t make you a producer, and even the technical ability to edit doesn’t qualify you as a commercial marketing expert. When the time comes to hire someone to add video and/or audio to your website what should you be looking for? Below are eight things you should consider when hiring someone to create webmedia.

1. Can the webmedia provider deliver a turnkey solution from concept to implementation, or do you have to act as your own producer hiring different people with different skills complicating the project and creating both technical and conceptual implementation problems?

2. Can the webmedia provider produce everything from scripts to custom music in-house, or do they have to farm-out some of the work increasing costs?

3. Does the webmedia provider understand how to use verbal and visual performance to create a convincing, memorable presentation, or do they substitute expensive production techniques for cost-effective psychological persuasion?

4. Does the webmedia provider just shoot video, or do they have the ability to analyze your offering and purpose, and focus it into a consistent, meaningful, branded presentation?

5. Does the webmedia provider have the ability to think strategically as well as tactically? Can they implement and repurpose your investment into your existing website, create a targeted mini campaign site, and provide alternative versions ready for ad implementation?

6. Does the webmedia provider have the ability to create lasting campaigns that can be rolled out and built upon, or are they just interested in making a quick buck from a one-off effort? Are they willing and able to be your ongoing webmedia marketing advisor?

7. Does the webmedia provider have the ability to turn advertising into content, and content into an experience, or can they only produce nondescript infomercials?

8. Does the webmedia provider understand business, marketing, branding, and what can and can’t be achieved so that you have appropriate achievable expectations?

Commercial presentation production requires a multitude of skills and talents. Big companies solve the problem by hiring advertising agencies that drive the cost of production beyond what most businesses can afford. By understanding what’s needed to create an effective webmedia presentation, you can look for a firm that possesses all the necessary talents in-house; an approach that keeps costs down, while producing an exciting Web video campaign that achieves corporate marketing objectives.

By Jerry Bader

In preparation for an initial meeting with a new client, we were asked to preview their website to see if we could come-up with some ideas for re-branding the company, and invigorating product sales.

The client was suitably impressed with our thoughts but there was one problem, the product line that we stressed was not the focus of the company. The client explained that despite the fact most of their current website was devoted to a particular product line, it was not the product that differentiated them from the competition, nor was it the product that made them the most money. Once this was explained our entire focus shifted, and we were able to develop a website concept, and webmedia presentation that focused attention where it belonged.

The experience drove home the fact that many websites confuse potential customers by inadvertently leading audiences down the wrong path, hindering profitable sales rather than promoting them.

In simple terms, magicians use a series of psychological mind-bending techniques, to convince audiences to believe in something that is simply not possible; so imagine how powerful and persuasive a sales presentation could be by using these same techniques to deliver a presentation where the product or service actually performs as advertised.

We are not talking about cheating people, or misrepresenting products, but rather teaching people the benefits of an offering by focusing attention, sharpening awareness, and altering perception, the three main ingredients in any convincing magic act, and any effective sales presentation.

With an audience predisposed to hair-trigger decision-making, the ability to attract, hold, and direct attention is vital to effective Web presentation, a skill-set refined by magicians over years of practice.

One of the three techniques mentioned in the article “Psychology of Magic: 3 Critical Techniques” is ‘psychological misdirection, a technique illustrated in an illusion called the ‘vanishing ball trick,’ performed by Dr. Gustav Kuhn of York University.

The psychological principles employed by magicians are very similar to the ones used in effective sales presentations. The Internet is capable of delivering the kind of compelling video and audio webmedia that changes audience behavior and purchasing patterns. Business must get rid of the digital flip charts and start communicating effective, meaningful presentations that deliver magical results.

By Jerry Bader

Since the new year is right around the corner, bloggers and marketers alike are posting their predictions as if a psychics convention has come to town.

(Near the end, however, this post will culminate in what I believe will be three major trends to watch out for and dive into, if you want to make some serious money in 2008 and beyond.)

First off, let me state that you may or may not agree with me on these. But something is definitely going on right now that points to these three trends. All the clues are pretty evident, and you’ve probably seen some of these yourself.

According to Moore, between the niches and the mainstream, there’s a gap. A chasm, as he calls it, especially with technology. It’s where things seem to slow down once a product has saturated the early markets.

But then, after a while, something happens.

Clayton Makepeace listed his own predictions recently , and I not only agree with them wholeheartedly but also view them as part of this crossing of the chasm. To me, the most salient point is that only 18% of the world’s population is online – but it’s growing at a rapid rate, particularly in Asia.

It’s a presentation by a statistical researcher about income distribution around the world, and how quickly some countries are growing in terms of wealth and gross national product, once the Internet enters them.

Until next time, thank you for your support this year. I appreciate you and wish you a peaceful, healthy, profitable, happy, and prosperous new year!

  By Michel Fortin