Take advantage of your knowledge

One of the biggest mistakes web designers make when building their own sites is that they take for granted what they know and figure everyone else knows the same information. Not always true.

Just as a designer would explain a client's business and products, so it is that the designer should explain his/her own. In some cases, examples are appropriate; in others, simply telling the story is all that is necessary.

Just as it is for a client's site, it is important to create a fast loading site, hopefully while showing the reader something early on to catch their interest.

Break down the various services offered and give enough detail to answer the more general types of questions potential clients may have. In some cases, a more detailed approach may be needed. It is important to anticipate questions potential clients may have.

It is also good to tell readers why those services are important and why you should be the one doing the work. That may sound like blowing your own horn, and it is, but who better to do that than you? By explaining how your expertise and talent is an advantage to potential clients, you also demonstrate their need to have you do the work. It is important for a client to know your strengths and for you to show confidence in those strengths.

At the same time, don't promise something you can't deliver. If you lack knowledge to handle .cgi scripts, for example, don't say you can. If you don't have the expertise to set up databases, don't say you can. Only promise what you can deliver.

Should I show samples?

Yes and no. Samples should be available, but how they are made available depends on what they are.

For example, if you are offering samples of small files, such as bullets, lines, and clipart of that nature, or even web sites that do not have major time-eating components, then go for it. However, if you wish to demonstrate large graphics, java applets, Flash^TM files, and other time-consuming items, it is best to describe those elements and offer a link to those who wish to see them in detail. Thumbnails with links can also do the trick.

Clearly, there are times when it's impossible to not include those time-consuming items. If a company designs and sells Java applets, then it should use the better examples up front and then link to other samples.

Nonetheless, it is recommended that the designer remember that not everyone has a super computer sitting on their desktop, and items that appear instantly on a powerful machine (or in their cache because it started there) may tie up others for what may seem like an eternity.

Use the site in your advertising plan

Now that you have gone to the trouble to build a site and get it the way you want it, use it to your advantage. When you contact potential clients - or they contact you - guide them to the site so that they can read more about what you have to offer. It's also a good way to get across such things as how much of the payment you want up front, what you are or are not willing to do, and other services they may find they want but not even realize you provide.

Any promotional material you produce should have your web site address on it. It should contain the same logo as the web site so that people immediately recognize your company and begin building name recognition in their minds.

Keep the site fresh so that people always have a reason to look at the site. Offer enough content to keep them there for more than a glance. The longer they are there, the more likely they are to come back when the need arises.

You may wish to surprise them by having a coupon on the site that they can redeem for a discount on the construction of their web site. It doesn't have to be huge, but it sure can get their attention if they are on a tight budget.

Make sure the site enables readers to realize that you can build sites that cover the cost spectrum, with varying degrees of features and sizes. The company that wants a small, simple site today may want a much larger one in the future - and the cost associated with customer retention is usually much less than the cost of tracking down a new client.

Conclusion

Of all the recommendations made here, perhaps the most important one is to make a decision and get started. Too often people spend more time mulling over what to put on their site than they do actually building it.

If the thought process is going forward, that's good. If you're spinning your wheels, that's not good. Make decisions and stick with them. Usually, a person's first impression is their best impression, but too often people do not trust their own instincts.

Once completed, get busy promoting the site and getting out to meet potential clients, guiding them to your site for more information. And, make sure you have your telephone number and e-mail address in a prominent position on the site. You worked hard to find them; don't make them work hard to find you.

The toughest site you will ever build