Letting the Pros Do it

Dale H Tincher

November/December 1999

You can build your own Web site if you have the time, inclination, and are willing to learn (and to make mistakes while doing it). Or you can hire a professional to help you. Whatever you decide to do, you want to make sure that your site projects the image of you and your firm that you want to project— not someone else’s vision.
How do you find a Web designer? One that projects your vision and your image of you and your firm?
A Web site is too important to leave to chance. According to a survey, “recent estimates of Web users worldwide put the number at 40 million and growing fast. By 2002, most analysts agree that more than half of U.S. households and 32 percent of European households will be online.”
I recommend asking designers for reference sites, then checking the sites against the following criteria. I also recommend that law firms with existing sites measure their sites against the criteria. You can assign a point scale to the following based upon their importance to your firm.

Evaluation Criteria

Initial Consideration. It is difficult to find a designer with all of the necessary skills. These skills include cosmetic and programming design expertise, business knowledge, and site placement experience. Good aesthetics designers often spend less effort on search engine placement and services promotion.

Success. Ask reference accounts if the sites have been successful. Unless they are competitors, they will proudly share the information. A site that brings in new clients, retains and informs existing clients, reduces administrative burden, serves the community, etc., is a successful site. Side note: Too many firms consider it a competitive obligation to place a site and do not end up receiving the benefits that just a little more effort could achieve.

Content. You’ve got them there and they are interested. Do you have something to tell them? This is critical. I’ve seen poorly designed and poorly indexed (in search engines) sites spread like wildfire by word of mouth.

Search Engines. Many sites are attractive, but can’t be found. Visitors don’t go further than three to four search engine screens if they find a potential firm. Test the site in major search engines such as www.altavista.com, www.hotbot.com, www.yahoo.com against target terms such as law firms or elder law attorneys in your state, etc.

Aesthetics and Layout. The site should be informative, while being compelling. An attractive site interests viewers, making them want to see more. The layout should be designed so the viewer quickly understands the site’s mission. Graphics should complement the site’s layout and content. The site should be designed for the target market, not to impress other designers or surfers.

Creativity. It is exciting to find a site that has something new or dares to be different. The Webmaster should combine style with the content and mission. For example, while tradition dictates that pages be similar, some Webmasters are using color tabs that link to different color pages. “Prudent” use of JavaScript and CGI scripts can add to a site. With the exception of navigation aids, you will see a reduction of the mouseovers and fancy graphics due to their slow loading time, incompatibilities, and lack of novelty. Sites will move toward classic brochure appearance with the exception of techniques that the Web makes available such as interactivity.

Ease of Navigation. The navigational structure has to be cognizant of the specific needs of the content with which it is dealing and the intended audience. The viewer should be able to navigate to a desired location within two or three clicks. Links should be readily available to products, people, feedback and all main sections.

Browser Compatibility. Microsoft Web page editors, such as FrontPage, have some issues with Netscape Navigator and other browsers. A site that looks good in Explorer may have problems in Netscape and vice versa. How well has the Webmaster addressed these issues? Look at the finalist sites on different browsers, different browser versions and old and new computers.

Loading Time. Surveyed viewers comment that slow loading sites are one of their top frustrations. Busy visitors won’t wait long. A site should be attractive, but still load quickly. If your area of practice is family, look at finalist sites on dial-up, 28.8 baud modems. If your market is corporate, loading time is important, but not as critical.
Extra Features. A site can be enhanced with forms, bulletin boards, search software, download/upload features and much more.

Price. Shop around. You don’t have to pay $10,000 to $25,000 for a great site. Many designers design attractive sites for $2,000 to $5,000. Go to legal Web sites that you like and click on the designer’s name at the bottom. Many designers have prices on their Web sites. To save money, have your content prepared ahead of time.

Ownership. Avoid a “template” site that retains ownership. The Internet is explosive. You will have many needs and opportunities in the near future and you want the flexibility to move your site as desired.

Location of Designer. I’m not sure this is important as long as the designer has ties to your industry. A generalist designer of Web sites in Chicago (or your home town) isn’t as concerned about your satisfaction as is a legal-oriented designer. If you are a person who works better face-to-face and prefers handholding, however, you may prefer a local designer.

Legal Expertise. A legal oriented designer knows the standard needs of a firm. Hours can be saved and many helpful recommendations will be made by the legal oriented designer. You can concentrate on your unique features and desires.
 
Working With a Designer
If you plan to design your own site, acquire a few hours of a Web designer’s time to discuss your ideas. Although this will cost money at the outset, you will save in time, money and frustration down the road. It’s no fun to redesign a site due to something of which you weren’t aware.

If the entire process is intimidating or too time-consuming, have a Web oriented consultant help you choose a designer or at least help narrow the field to two or three. Large firms should place Request for Proposals for major enhancements rather than putting together a quick-study committee to shotgun the effort.
  
Mr. Tincher is the owner of
Consultwebs.com, a Raleigh, North
Carolina, Web and technology consulting firm.

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