( This article was written by Justin Benner of Redding Designs Inc. Rob Redding, owner of the business, was kind enough to have this written for us! They’re very knowledgeable about what they do, so read on for some great advice – Sean K)

Gone are the days where businesses could get by without worrying about their digital presence. Studies have shown that consumers are overwhelmingly likely to research products and services on the internet before purchase, and if your business doesn’t show up, you might be missing out on some profitable sales.

As a business owner, there are a few things you should know and look out for when seeking an agency to build your new website. Follow these simple tips and guidelines, and you’ll find an agency that is the right fit for you and your business.

1. QUICK RESULTS ARE MOSTLY IMPOSSIBLE.
If an agency promises you instant results, especially when it comes to search engine optimization (SEO) and digital marketing, you ought to be skeptical of this claim. Agencies who practice “white hat” SEO – ethical, sustainable and in-line with web best practices – know that it can take weeks or months for changes to have an impact. Be careful of those who make outlandish promises. If they are doing their job right, you won’t be on the front page of Google in a week.

2. DESIGN FOR YOUR CUSTOMERS, NOT FOR YOUR PERSONAL PREFERENCES.
As a developer, one of the biggest hurdles I face is getting my clients to understand who the website is being built for.

Intuitively, they might think that, as the person paying for it, the website is being built for them. That isn’t true. Instead, it is important to recognize that the website is being built for your audience, and specifically, potential customers in that audience.

That means that while you may prefer a super-modern, crisp and clean style, your primary demographic might prefer soft colours and an “old-timey” look. A good agency will be able to help you establish what those preferences are, and an excellent agency will be able to make your site appeal to both you and your primary market.

3. YOU GET WHAT YOU PAY FOR.
This is just generally sound advice, but particularly so in the design world. If you want to spend $500 on a website, you will receive a $500 website. There are many fine developers out there who can work for that amount, and if you are looking for something simple like a
basic, one-page portfolio site, they might be a good choice.

Nonetheless, you should be aware that if you want something more comprehensive – something that will expand your customer base, increase sales and open up new markets – you will need to pay for it. This doesn’t mean more expensive is always better, but it does mean that high quality work comes with a price.

4. DESIGN IS A PROCESS, AND YOU CAN MAKE IT EASIER OR MORE DIFFICULT.
Once you have picked an agency and are starting to go through the design phases, please make yourself readily available for questions. Have your content ready, and have an idea of the information you’d like to present. It is not unusual for projects to be dragged out – sometimes for months – by a client who doesn’t respond to an important inquiry in a timely manner.

Conversely, before committing to an agency, make sure that they are able to respond in a timely manner as well. Nothing is more frustrating than waiting days to receive a response from your agency – the mutual expectation, going into a project, should be that both parties will do their best to get each other the information they need, quickly and efficiently.

5. CONSIDER OTHER FORMS OF MEDIA.
When meeting with an agency, bring in any other forms of media you use to advertise your business: letterheads, business cards, pamphlets, television or radio spots, etc.
One of the most important elements of building a brand is maintaining consistency, so that it is easier for your customers to know your colours, your fonts, your style and your general “look.” Ideally, your agency will be able to work with you to provide a website that not only “fits in” with your general esthetic, but improves on it.

CONCLUSION

Working with an agency to improve your digital presence is an increasingly important tool for small and medium-sized businesses. While the cost of developing a website may seem high, a properly-designed website will pay for itself pretty quickly. Have an idea of what you want your website to do, and look for reputable agencies and designers (with a proven track record) to help you do it. Good luck out there!