Advice on Hiring a Professional Web Designer

When looking for a design professional to build your website, you should be guided by this basic principle: design matters. Anything you put out into the world to represent yourself should look as professional as possible … because good design conveys professionalism, even to those who know nothing about design. This article is intended for those who will be seeking the services of an experienced web designer — instead of doing it yourself. If you fall into the latter category, brace yourself for a steep learning curve, a large investment of time, and results that may not turn out as well as you'd hoped.

Don't experiment
Choose a web professional who comes recommended and who can show you work that demonstrates the ability to design and build your site to your satisfaction. Don’t hesitate to ask for references whom you can call or email.

Know the difference between web production and web design
Among web professionals, there are differences between graphic designers who have made the transition into web design, and those without a design background who got into the industry from the technical side. Sometimes a designer lacks the technical savvy of a programmer, and a programmer lacks the design savvy needed to make your site really shine. Consequently, it is not uncommon for some designers and production people to tram up. Whatever the mix, be sure you have a designer on your team. Designers are experienced in working with images, typography, visual order and user interface issues — the very skills needed to create great websites.

Participate in the process
Choose a designer who makes it a policy to show you preliminary designs at several stages throughout the process. This allows you to participate in the process and decide if the site is shaping up the way you want it to before it is fully constructed. What you don't want to do is meet with a designer, turn over your materials, and not see your site until it is completed and operational a few weeks or months later. That is a very expensive way of proofing!

Ask to see printed JPEG or PDF examples of what the home page and a typical interior page will look like before final construction begins. This gives you the chance to evaluate the color set and conceptual approach and offer feedback. When the pages are finally constructed, there should be no surprises. You may also request to see a few different conceptual approaches of the site design.

Hidden costs
You should receive a written estimate, not a verbal approximation. That could leave you open to a lot of unexpected fees. The estimate should cite exactly what's included and what's not. This makes sense for both you and the designer: it ensures that you get what you ask for and that the designer isn't asked to do extra work he or she isn't contracted for. Some websites use various types of interactivity like complex menu systems, reply forms, questionnaires, or shopping carts. These all require customized programming beyond basic HTML. Be sure this is accounted for in the estimate.

On the cheap
Whether you're an established professional or a startup without a huge marketing budget, there is a realistic need to keep costs down. Get the best site you can with the money you have. But be aware that the site you design for yourself, or the site your brother's 17-year-old son will do for $300, will not equal the results of an experienced professional.

Spreading out the expense
Websites have some great advantages over printed materials. They can be updated relatively easily (without "reprinting") and they can be built in stages. If budget is a concern, you may be able to spread out the expense by bringing various sections online over time. Discuss this option with your designer, as he will need to account for these future sections in the preliminary site map.