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INNOVATION
& DESIGN Home Page Architecture Brand Equity Auto Design Game Room SMALLBIZ Smart Answers Success Stories Today's Tip INVESTING Investing: Europe Annual Reports BW 50 S&P Picks & Pans Stock Screeners Free S&P Stock Report SCOREBOARDS Hot Growth 100 Mutual Funds Info Tech 100 S&P 500 B-SCHOOLS Undergrad Programs MBA Blogs MBA Profiles MBA Rankings Who's Hiring Grads | | JANUARY 2, 2003 WHAT WORKS New Year, New Web Site? It may be a good time to overhaul the face your business presents to customers and the world. Here's practical advice on how to do it
• Before hiring a designer, look at other sites in your industry and collect information about what you like and dislike. Pay special attention to your competitors' sites, and find ways to make yours stand out from the pack. • Define what you want changed in your site, and mark printouts of your current pages to show prospective designers, along with your logos, print ads, and other marketing materials. Tell them about your goals for the site and ask for suggestions. • Don't think the designer with the biggest name is necessarily the best fit for your needs, and beware of Web developers and designers who use computer jargon. Never forget: You're the client, the one who will be paying the bill, so don't hesitate to insist on explanations in plain, easy-to-follow English. • Get estimates from several professionals. Be leery if a redesign proposal seems too low or too high. The one that appears too cheap may be taking shortcuts, while an astronomical estimate may be a red flag signaling even more expense down the road. • Get the contract in writing, and make sure that it includes a provision stating that all logos, graphics, and content developed will become yours. You paid for it, so make sure it's absolutely clear that it's your property. • Be wary of any developer who insists on maintaining the site. You may be in for high maintenance costs. • Let your designer know that you expect to see the homepage and one underlying page as soon as they're created. This will save you much heartache and expense later on. • Remember, if you really want to tap into the power of the Internet, your Web site should be interactive. Think about using satisfaction surveys, quizzes, or follow-up reminders on the site, and include reciprocal links to other sites to help increase traffic. • Consider creating a directory page of useful links. Don't think of links as driving traffic away from your site. If your customers find it useful, they'll remember your site as a good resource, making them more likely to return. • Make sure the search engines know you exist. A free service called www.dmoz.org will get your site placed on the major search engines.  By Karen E. Klein Get BusinessWeek directly on your desktop with our RSS feeds.  Add BusinessWeek news to your Web site with our headline feed. Click to buy an e-print or reprint of a BusinessWeek or BusinessWeek Online story or video. To subscribe online to BusinessWeek magazine, please click here. Learn more, go to the BusinessWeekOnline home page  | | JANUARY |
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