When putting together a well-formed, carefully planned business Web site, it’s important to understand that what visitors to our sites are looking for is information.

Yes, I can hear you now: "Well, I understand that, Smalley.  What are you talking about?"

Here’s the thing.  When planning the content and document flow of our site, we need to understand the kind of information our site visitors are looking for.

For example, if you sell books, the first thing visitors want to know is what genres you specialize in and which titles you sell.

We probably have all kinds of information about our business that we want to tell people, but the bottom line is that a site visitor’s primary interest is in finding out whether they want what you’ve got.

In keeping with out example of an online bookstore, secondary interests, although important once someone has decided to part with their cash, are things like:

• What is the ISBN?
• Information about the author
• Is this copy in hardback, paperback, new, or used?
• Where you ship to
• What’s your return policy?
• How do you keep my credit card and other information safe?

These are all very critical components of a well-formed, carefully planned site, but it is of no value to your site’s visitor until the decision has been made to make the purpose

Coincidentally, the information which is of primary interest to our site’s visitors is also what drives our return on investment.

Knowing When to Reveal

Any good magician will probably tell you that it is not as important to show your audience that the rabbit has disappeared, as it is to know when to show the audience.  If the magician is any good, you know the rabbit has disappeared.  The entertainment value for us comes in the way we are shown and the timing of the reveal.

Similarly, with a well-formed, carefully planned Web site, we need to consider when, in relation to the information which is is of primary interest to a site’s visitor, to reveal the important information which is needed in order to do business with us.

This is what we mean when we talk about document flow or flow of information.

The goal of supplying the potential buyer with the information he or she wants, must also be done in a logical way which can be followed by anyone. As part of the process, we need to determine all the components which make up the vital information which results in the financial transaction taking place. For the sake of simplicity, we will just refer to this as decision driven information.

Let’s return to the example of our book seller. When we plan the flow of information, the theoretical representation of the site might look like this:

Decision Driven Information

Because this is all information which drives the decision process for our customers, these details will be the most prominent on our site. Furthermore, drilling down to the Secondary, Tertiary, and Ancillary levels of information will be logical, straight forward, and easy. Of course, whether the customer is on a primary level or ancillary level, we will gladly provide he or she with an opportunity to easily and securely purchase the product.

Utility Information

We refer to this as "utility" information, because although it is important, it really is not as big a piece of the puzzle as getting the message across to a visitor that you have what he or she wants.

Managing All This Content

Your content needs to be easy to read. I am not talking about professional copy writing, although I always make a point of recommending that service to my clients. I am talking about the careful placement of text and meaningful use of images. Some common mistakes include placing text over background images or background colors which make the text difficult or impossible to see. Keep an eye on the size of your text, and the use "swirling script" as well. These can play havoc on a visitor’s eyes and concentration.

Next we need to be concerned about navigation.  I think I might have hinted at this when I was talking about document flow, but it bears speaking about in the context of content management.

It is very important to make sure your site’s navigation is consistant throughout your site.  For example, if you’re going to place your menu at the top of your home page, be sure to place it at the top of every page throughout the site.

One thing which will have a negative impact on your site’s navigation will be the use of frames.  These are an antiquated method of presenting a Web site’s content, and most Web and Internet professionals will not be implementing frames on your site.  This is because frames make it difficult ot bookmark particular information on your site, they are counter-intuitive for people with visual impairments who are using screen readers, and they are generally ignored, or at best misinterpreted, by the search engines.

In case you are not convinced to hire a professional Web and Internet consultant by now, I recommend that you find a way to avoid using frames in your site.

Other ways to manage your content is to maintain a consistent look and feel throughout your site.  This will help to build brand/corporate recognition for your business.  It also helps visitors to the site remain focused about what they should be looking: OUR PRODUCTS AND SERVICES.

Our sites should be easy to download (read: fast).  A good way to achieve this is to avoid using large graphics, unneccessary Flash animation, and music.

Conclusion

As you can see, there are a lot of things to be aware of when considering the accumulation, and presentation of content for a business Web presence.  No doubt you could think of more, but I believe these will help you to work your Internet and Web professional in preparing a dynamic site which is not only relevant to those who visit it, but will provide you with a measurable return on investment.

Today, anyone who wants to provide information, sell products or services, or simply promote a business or other organization knows that a well-formed Internet and Web strategy is vital to achieving those goals.  Unlike other forms of marketing or customer service outlets, a business with a well-formed Web presence has global reach and can be accessed 24 hours per day, 7 days per week.  However, unless we have the necessary design, programming, and Internet marketing skills to pull it off, the logical step to take is to hire someone who does have these skills.

If we consider for a moment how important a well-formed Internet and Web strategy is to our ultimate success in business, then, it makes sense that we give the process of selecting an Internet and Web professional an equal level of importance.

Initial Planning

A friend of mine quotes a musical by saying "It’s not how you start, but how you finish."  While I absolutely agree with this sentiment, I also believe that if you invest some time in planning a project at the beginning, how you finish will be so much better!

With the knowledge that planning will affect the outcome, let’s consider the following questions:

• What do I want to say to existing and prospective customers or clients?
• How much information about my business, products, services do I want to put on my site?
• How much in the way of automated customer service do I want to provide through my site?
• If my site will require regular updates, do I want to be able to perform those updates myself, or will I need on-going support?
• Do I want to (or need to) commit to a method of selling products or services?
• Will I need a database to store and retrieve data?
• Do I care about being found through the search engines?
• How soon do I need the project completed?
• Is my Internet business plan suitable for my relative who took a class in HTML?
• What is my budget?

I am sure there are more questions, but my experience is that these will certainly help you get off to a great start.

The Search for Professionals

So how do we create a short list of professionals if we are unsure as to what makes a professional Internet and Web consultant?

Do a quick a search on your favorite search engine using the term "Web Developer" or "Web Designer."  You will quickly see that the number of people calling themselves Internet and Web professionals far too large to create a short list.

When I’m looking for services, but I don’t know what characteristics to look for, I am reminded of the old saying, "I don’t know art, but I know what I like."  Finding an Internet and Web professional is a lot like that.  We may not know all the characteristics of a professional in this field, but we know the kind of professional we like to deal with.  Generally speaking, this is someone who has a good understanding of business, the challenges associated with being in business, and is prepared to invest time in discovering exactly what our goals are and the ways in which these may be met.

A great method of creating our short list of this kind of candidate is through referrals.  Often these happen over a cup of coffee with someone saying, "Who do you know….."  Although you may not be getting the very best Internet and Web professional on the planet, you can usually trust that you’ll get a solid performance.

Other methods of establishing a list of potential service providers include your local Chamber of Commerce, and other groups.  Often a business person is involved with several groups which will yield many potential candidates for you.

Once you’ve developed your list, there are a few things to consider.  The first one, and I know this may seem obvious but it bears mentioning, is to check their Web sites.  Try to get a feel for the attitudes and philosophy of the business.  Often you’ll be able to get a feel for how the proprietors and staff will treat you and your project.

Next, consider these points:

Positives

• Overall, the site makes sense.  There are some let’s say "interesting" approaches to data flow out there.
• The navigation system is logical and makes it easy to know where you are within the site in relation to each section.
• There are no broken links.  That is to say, every page you expect to see actually exists, and you do not get a “Page Not Found” error.
• The person used a consistent design approach.
• The contact information and site map pages are easily found.
• The information provided is adequate.  Does the company tell you enough about itself and its proprietors/staff?
• The site’s elements are symmetrically aligned to fit your browser, and it does not seem that certain elements don’t line up and cause you to scroll horizontally in order to view the site’s content.
• Text easy to read.
• The pages load fast and you are not forced to look at a "loading" graphic before viewing the site’s content.
• Links open into the same page.  If they do not, the link provides a tool tip to warn you that a new browser window will open.
• The site discusses a technical background, or attitude towards technology.
• The site makes use of the right colors.
• Page titles are appropriate and informative.

Negatives

• The site forces you to use a particular brand of browser, or download additional software just to view the site.
• You are required to "Click here to enter"
• The site requires you to look at a "loading" graphic before you can view the content

As you can see, there are really only a few negatives, but familiarization with both positives and negatives will put you in a knowledgeable position when choosing your Internet and Web professional.

You can narrow the field even further by exploring whether the candidates you are considering have helped other businesses in your industry.  If so, were they able to present the business in a professional and meaningful way?  If the answer to these questions is yes, they are probably strong candidates.

Lastly, when considering companies and individuals who include Web design as a part of their business, but perform mostly graphic design work in print media be sure to investigate the strength of their skills in the following areas:

• Programming and coding for the Internet
• Graphic creation for the Internet
• Cross-browser compatibility
• Web site accessibility
• Database modeling, and
• Internet marketing and promotion

A healthy approach to outsourcing for the skills required to deliver a satisfactory project is a good sign that this company or individual may be a strong candidate.

Sole Proprietors vs. the Big Internet Firm

There is a lot to be said for using a large firm which "does it all" for you.  There are usually a lot of people who have to work together in order to meet the customer’s needs, and some people feel secure in that.

Sole proprietors are freelancers who can take on all the design and development responsibilities, and work very closely with others to complete the project.  This kind of colaboration usually means consistency throughout the project, a single point of contact during the production and deployment phases, and greater dedication to completing projects to the satisfaction of clients.

A sole proprietor, or small office, may also provide better value money, because there are usually no hidden fees and overhead is low.

Pricing

Do the candidates you are considering charge by the hour, or by the project?  Generally speaking, a firm which is prepared to offer "project pricing" is confident in its ability to determine a project’s scope.  When Sonoma Tek makes a bid, for example, we make it clear to our clients that the project price will only change if the project itself is changed BY THEM.  We avoid as much as possible the occasions of increasing a fee because of unforeseen occurrences during the project.

An hourly price may be necessary, however, if you’ve got a small project which involves some very occasional maintenance of your site.

References

Assuming you have pared your list down to a small corpse of strong candidates to work on your Internet and Web project.  It’s now time to call them, ask questions, and ask for references.  While speaking with your candidate, was he or she a good listener?  Was he polite over the phone?  Was she helpful?  Did he welcome your questions, or make you feel like you were imposing?

I think you know what to do if any of your answers were in the negative.

When a professional is asked questions, that professional will always respond respectfully and with the knowledge that you are spending your valuable time to inquire about his or her business.

Lastly, when you ask for references, actually call them.

To Wrap it Up

You will find it is worth the effort to follow these steps. When you consider the financial investment you will be making, along with the importance of the role that the Internet will play in your business, a little planning and research on your part will mean that your Web project will stand a greater chance of success.

I was recently speaking with a business owner who understood the concept that his website needed to be an asset. In fact, you could say he was a dream client because he soaked up all our advice and made several decisions based on our findings and subsequent reports about the web-based portion of his business.

Part of our advice was to update the design of his site. Since neither the design, nor the methods used in the development of the site had not been altered since the 1990’s, this seemed like a good time do it for several reasons. First, that the site was not attracting the search traffic the business deserved, and second, we needed to give the site a look and feel which spoke to people’s expectations of professionalism in 2008.

The client felt reluctant to do this, however, because he believed he was enjoying some success with the consistent design. Of course, I would naturally concur with his reluctance if we were talking about a site which had been deployed within the last 12 months, but we’re talking about a site which had been around for more than 10 years.

I can see some of you nodding in agreement with our client.

While you think about whether to re-design your website, or to just spruce it up a bit, consider your audience (this is a common theme to all our discussions about website development), and ask yourself this question:

"If I was looking to spend money with a business after researching its services online, how much faith would I have in a business which did not appear to invest in its website?"

Although existing customers are always the best source for advice on how we should present our business, or in areas we could be doing better, an honest appraisal of the above question should not require a customer survey.

Areas which typically require investment are in the look and feel of the site, user interaction with the navigation and input, and of course "search engine friendliness."

This is a truth in almost any area of business. For example, I don’t know about you, but I’m not walking into a restaurant which looks like the owners don’t hire enough staff to keep it clean.

The same can be said with our web presence.

If you were researching your own business online, how would you judge the investment in your web presence?