Know your budget and make it realisticFor a start-up, it’s not outrageous to spend 10 percent of what you expect your first year’s gross to be on marketing.
For an established business, 10 percent of net is standard. You should expect to spend more than $5,000 if you want to work with a professional design firm.- Don’t expect to see a design “exactly” like what you want in your firm’s portfolio.
If the firm has already done a design that’s “exactly” like what you want, you will be getting a “used” design. You want to be unique. - When designing a web site, know that your site, not you, is the ultimate client.
A good design firm understands you need to get clients or customers to your site. Your site needs to appeal to them more than it needs to appeals to you. - Do some research on your own before you speak to a design firm.
It’s unrealistic to think that an established firm is going to do all the legwork for you. Don’t expect to see sample designs or a full outline of the job before you sign a contract. For example, if doing web work, be prepared to show half a dozen sites that you like and the same number that you don’t like. And have some reasons why. - Know how you intend to make money.
Just because you have a great idea doesn’t mean it will translate into a successful business or popular online store. Know ahead of time how you will earn money. Know how you will ship products. Know your costs. You can’t evaluate the effectiveness of a firm’s design ideas (and the costs) if you don’t know your own ROI. - How will you deliver your message?
Copy is more important than the design, but for different reasons. You need more than a catchy phrase. Do you plan to do pay-per-click advertising? You will be charged different prices based on the quality of your copy. Writing is usually an additional charge. If you intend to write, make sure you understand how to write for the web. - Who will provide your photographs?
If you sell a product or a visual service (interior design, house painting, pool installation) professional photographs are essential, not optional. The snaps you took with your cell phone will not be good enough. Be prepared to spend up to $1,500 per day for location shots. For products, it’s not good enough to put the item on a table and shoot. If you can’t get art from the manufacturer, use a professional photographer and a studio. - Have realistic expectations.
Everybody wants a deal. Everybody wants to make a ton of money. Know where to spend yours. If you want a deal, let your local newspaper make you a site for $249. Build your own blog site for free. Get hosting from your service provider (Optimum online, for example). If you think $1,000 is a lot of money, or eight weeks is a lot of development time, you do not want to work with a professional design firm. - If you’re already doing something that doesn’t work, let it go.
Don’t throw good money after bad, as the cliché goes. If you paid for a site or online advertising program that isn’t working, stop using it. Find a reputable company with good references and start again. You can update your web site as often as you want, and it’s a lot easier (and more cost-effecive) than reprinting 5,000 brochures. - If you work with a creative firm already, and want to use a different firm (for whatever reason) for another project, make sure your original firm knows what you are planning.
Don’t try to keep what you’re doing a secret. Let your agencies speak with one another. Having campaigns that are coordinated will enhance your image. This is business and you aren’t going to hurt a company’s feelings. Companies don’t have feelings. Companies have satisfied customers or companies have former customers.
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