People believe that literally anyone can build a Web site?

Many people believe that literally anyone can build a Web site. There are many software programs, wizards, and templates to make it easy. There’s nothing to it. Web design is often viewed just like word processing or creating a flyer using a basic graphics and text software program. We get our brothers, uncles, and kids to design our professional Web sites. We hear it all the time: “His nephew is getting paid $50 per page and he does it in the evenings… there can’t be that much to it.”

Reality: “Not many do it right.”
It may be easy to build a Web site, but it’s a little more difficult to do it right. Our teenage kids may be quick with typing and be able to use graphics programs, but we wouldn’t consider having them develop our corporate brochure or marketing materials. Why, then, do so many people assume that these kids are capable of developing their corporate Web presence just because they can type and use a Web development software program?

When developing your Web site, you ideally start with the clear identification of your Web site objectives, your target market, and your products and services. Without identifying your primary and secondary objectives and articulating them to your Web developer, it is impossible for the developer to design and develop a site that is going to achieve your objectives. The site should be designed for your target market. If you don’t identify your target market to the Web developer, it will be tough for her to develop graphics that appeal to your target demographic.

In an ideal world, your site will be developed with input from several different disciplines. For instance, you will have input from a graphic designer. Your site needs dynamite graphics that “speak” to your target market. You will also have input from an individual with a public relations or advertising background. Your site needs succinct text that grabs the reader’s attention, gets the intended message across, and encourages the reader to take action, all in a screen or less. People in advertising are experts at this. You will have input from an individual who is great at programming. Your Web site should be robust and browser friendly. Most sites today include some Java, and possibly Macromedia Flash. If you have databases, it is very important that they be designed and built by someone who has expertise in this area. You will have input from an individual with expertise in Internet marketing. Your Web site must be search engine friendly. An Internet marketer knows what it takes to optimize each page of your site to achieve high ranking in search results. The Internet marketer also knows which repeat traffic generators, permission marketing techniques, and other elements are appropriate for your target market to help you achieve your online objectives.

So in light of all this, although our kids may be able to use a Web development program, I think we should leave this job to the experts. Your Internet presence provides you with an enormous opportunity. Do it right! You don’t get a second chance to make a first impression.