10 Questions to Ask Your Website Designer
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You're not an expert on the process of working with a website designer, and nor should you be. However, like any service you only buy once in a blue moon, you can be at a disadvantage, if you have no inkling of smart questions to ask.
Here are 8 questions you should ask, plus 2 more that might be revealing. No professional designer should object to answering them.
The best questions to ask your website designer
1. What technology / platform will you use, and why is it right for me?
Some designers work on different platforms for different clients, but many specialize, for example, in WordPress or Squarespace.
I work with:
Squarespace, which is an excellent choice for a modern, customized website
and sometimes Carrd, which is good for simple websites without bells & whistles
Choice of technology can be confusing, but be aware that options are changing fast. Just because a friend mentions one platform, this might not be the best solution for you. WordPress enjoys considerable market dominance but I no longer recommend it for anyone who isn't technically adept.
For more information on evaluating a website platform, you can:
Your website designer should be able to explain why their suggested platform is right for your needs. This is a good moment to check they have asked you plenty of questions to understand those needs!
Related: Your author website: why Squarespace is ideal
2. What will my ongoing costs be?
You need to know not only your upfront costs for getting your website built, but the monthly or annual fees you'll incur indefinitely. These can include the ongoing cost of owning your domain name (approx US$12 per year), hosting (the online space where your website files live), and any continuing help or maintenance you need from your website professional. This last category can be pricey, and once you've made a significant upfront investment, you'll probably be reluctant to switch. So if maintenance is going to cost you, say, $80-100 per month, you need to budget for it.
Related: How much does an author website cost in 2022?
3. What commissions do you make from my project?
Often called affiliate income, this can be an important source of revenue for many online professionals. There's nothing wrong with them making a commission from referring you (for example, for a hosting service), but you want to be sure they love what they're recommending, and don't simply stand to make a nice fat fee from your purchase. For example, when I refer a new client to Carrd, I make less than $6. Squarespace pays me more. In every single case, though, I recommend the platform that is best for my client.
4. What extra costs might I incur during our work together?
Hopefully, you've agreed a project fee that you feel is reasonable. But look carefully at the scope of what's included. Some designers charge extra for additional pages, and some even restrict the number of photos they'll upload for you, before costs rise. They're not setting out to nickle and dime you: "scope creep" is a problem for all kinds of projects, and every extra that you request will eat into your designer's ability to pay their own bills. Although you might not intend to mess them around, it's likely you won't truly understand all that you need, until you see it coming together. So it's worth asking what additional items other clients have ended up paying for.
Related: 6 Ways of making a more affordable website
5. What's your background and skill set?
In my opinion, the ideal website designer has a combination of technical ability, design flair, and marketing expertise. If you can find an individual with all three talents, you'll be getting extra value, and their fee will likely reflect this. If you hire someone and can tell them exactly how you want your site to look and function, then you only really need a "pixel pusher". But, you're not an expert in effective website layouts that prompt visitors to take action, so you'd probably benefit from some advice here.
If you have a consultation before you sign on as a client, notice what questions the web designer is asking you: there are clues here on whether they'll simply implement your wishes without question, or whether they'll add value as a strategic marketing partner.
I specialize in author websites because, having written and published 6 books myself, I have first-hand insights into marketing your book and growing your author platform.
Related: Want the best author website? Don’t build it yourself.
6. Who will actually build my website?
If you are impressed by your initial conversation with a designer, it's worth checking to see if they themselves will build your site, or whether they will then pass it to a sub-contractor. Whether or not that person's first language is English, there's plenty that can get "lost in translation" when the person doing the work is not the person in touch with you. If a sub-contractor is involved, it's more likely you'll be in that "pixel pushing" territory, with less strategic value added.
7. How will I maintain my website?
As mentioned already with ongoing costs, you should be clear whether your website designer expects to hand it over to you to keep fresh, or whether you'll be paying them for ongoing edits and updates. There are pros and cons to both approaches, but if you're reliant on someone else to make changes, be sure you understand both the costs and their availability. In times of urgency, I believe every small business owner should be able to make basic updates to their website themselves.
8. How long will it take for you to build my website?
Website designers follow different processes. Some work with several clients at once, and your website project will last several weeks, or months. I work with one client at a time and (after careful preparation work), I design, build, and launch your website in 2 weeks. Other designers work at lightning speed to offer a done-in-a-day product.
Whatever the answer, building a website is a collaborative project. You, the client will need to provide extensive material to your website designer, and then you'll need to review & approve work in progress, make decisions on integral features (like an email list provider, for example), and sign off the final result.
Take account of your preferences in whether you need a website fast, or whether you prefer to work at a more leisurely pace. It’s vital that you know what to expect in terms of timing, and prioritize the rest of your work and life accordingly. Be realistic, also, about holding yourself accountable for the preparation that’s needed. Most designers ask for an initial payment to reserve time for you in their calendar, and if you are late, there will typically be financial penalties.
Questions that are less helpful:
There is no harm in asking these questions, but the way in which a website designer responds may tell you more than the answer itself. You'll get clues here about the nature of the working relationship your designer expects.
9. Will my site be SEO friendly?
Every professional website developer should take basic steps to make sure your website will be found by Google. However, they absolutely should not promise you certain results: there are far too many variables, including the proliferation of similar websites, your niche (or lack of), the advertising budgets of your competitors, and the vagaries of search algorithms.
They're also doing you a disservice to imply that once your website is optimized for SEO, you can simply sit back and wait for business to roll in. That's unlikely: unless you are in a tiny niche, you’ll need to use your website as a tool to underpin your other promotional efforts. It's not a replacement for you spreading the word about your work.
For my author friends, especially if you write fiction, it’s important to accept that your readers might not be using Google to find their next read. This study from Penguin Randomhouse gives great insights into book discovery methods.
Be aware also that SEO is a specialized topic and most website packages do not include a full search engine strategy, implementation, and tactical maintenance. You might need to add SEO to your website project, and/or check out a specialist like Sara Walsh.
10. Will my website look good on a mobile device?
If your website designer even blinks at this question, move on. These days, this is like buying a car and wondering if it comes with brakes. Your website must be viewed easily on phones and smaller devices. Note, however, that every browser and device takes a slightly different approach to how your content appears, so you will not have perfect control over the placement of every item. For example, line breaks will occur in different places, images will stack, buttons will resize, and spacing between elements will adjust. Nonetheless, your site should look good and function without glitches, on all screen sizes.
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Hopefully, these questions will spark a useful conversation with your intended website designer. You'll get more sense for that person's philosophy and approach, and a better idea of whether you'll be a good match to work together. And naturally, I'm happy to discuss these points during your free consultation with me.
