The cheap website myth

If you’ve listened to commercial radio recently you may well have heard of at least one web development firm spruiking loudly about their sub-$1,000 websites and how they are the best thing since sliced bread.

But don’t be misled.

What they are likely to be offering is simply the design of the website, which while important, is only a very obvious tip of the website iceberg.

Those of you who have read this blog before will know well that design is a small (and arguably easy) part of what it takes to create a professional website.

The following diagram clearly illustrates the key components of a professional website.

Coordination and management refers to the important time spent in liaison with the client and gathering and preparing content in readiness to be integrated into the website and ensuring it is executed correctly.

Tools and technology refers not only to the website ‘platform’ upon which your website is built, but also the various functional capabilities like content management system, secure shopping cart, email marketing system, etc that allows you to manage your website beyond the initial ‘build’.

Content refers to the actual communication tools your website uses to communicate your messages, including text, images, animations and so on. Essentially the ‘words and pictures’ your site uses to tell visitors about your organisation and what it does.

I include search engine optimisation as a content task as it essentially means manipulation of content to attract search engines.

Graphic design is the important ‘look’ of the website. Essentially the graphical appearance that not only provides a distinctive and professional appearance but entices you to explore the site to find out more.

The next component is a highly contentious one. Just because a website looks good (its graphic design) doesn’t mean it’s a good website. A website has to be able to assist the visitor complete one or more tasks. Depending on the objective for the website, that might be to add credibility to your organisation, or provide information on your services, or compete a form.

Site design is essentially the layout of your content to ensure that visitors can easily undertake those and related tasks.

Where the contention lies is that some graphic designers automatically assume that expertise in graphic design translates into expertise in website design. The reality is that they are two different but complementary skills. Occasionally a good graphic designer can become a good web designer but often the two disciplines can fight against each other, requiring them to be managed by different people.

Once a website is built, it will require ongoing maintenance and support to ensure it keeps changing in line with both internal and external content and other requirements.

In this country, correct, professional execution of these tasks in combination with tools for the ongoing maintenance of your website is not feasible for less than $1,000.

The exception is where the business operator or staff member is so skilled that they can do some of this work themselves.

Whilst this element of DIY is an attractive proposition, it rarely eventuates that employees of smaller organisations have the breadth of skills required to complete all tasks to achieve truly professional results.

So take care when shopping for professional website providers as their rhetoric may take advantage of your limited knowledge about websites and not provide you with a truly professional, optimised and scalable website.

Better still, get genuine independent advice on your web presence.

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Craig Reardon is a leading eBusiness educator and founder and director of independent web services firm The E Team which provide the gamut of ‘pre-built’ website solutions, technologies and services to SMEs in Melbourne and beyond.