But
It May Not Be the Best Choice
I
am asked by many people, “Can I do my own Web site?” Despite my obvious self-interest
on the subject, my answer is always a qualified “yes.” For every company I have
known that has had success in creating their own Web site, and I do know some,
many more have had their efforts fail. I have seen Web sites that have been “down”
for months at a time and “Coming Soon” pages for Web sites that never arrive.
If you are considering doing your Web site “in- house,” here are 5
questions to help you determine if this is the best choice for you:
1. Do I have the proper resources at my disposal to achieve professional results?
Do you have enough time to invest in the project or the right type
of person to execute it? Creating a Web site takes time, and you will need lots
of it – especially at the beginning when target audiences, navigation considerations
and optimization schemes are first being established. Talented people exist
in many companies, but often their time is already committed to other crucial
areas of the business.
2.
Will someone be held accountable for the results?
This
seemingly small consideration can have a big impact on the success of the project.
It is not fair to add this responsibility to some poor soul’s job description
with the direction that he or she should "do the best you can." Or, if the Web
site is being done by a friend, a relative or the boss’ nephew, it may be awkward
to push for results, especially when it is being done as a hobby or a favor. Someone
will have to take responsibility for taking care of the details. Without accountability,
it is very common to see an initiative fade as the buck is passed.
3. Can I afford delayed results based on a learning curve?
Simply
put, if the person you are putting on the job has no experience, it will take
longer to get results. This may not be a consideration if you aren’t counting
on new business from the Web site any time soon. However, if you are losing
business to your competition due to their professional initiatives, time might
be a larger factor.
4. Will it cost me less to do it myself?
Often, companies will attempt to create their own Web site in order to
save money, and sometimes this works out as intended. However, to make an accurate
cost comparison, don’t forget to factor in the tasks that your staff people
are not able to perform because they are involved in Web site creation or maintenance
time.
5. Do I believe that the result I’ll get will be equal to
or greater than the results I would get from a professional?
If
you believe that “in-house” resources will achieve professional-looking results,
then it may be worth a try.
However,
one clear advantage that a professional has is the benefit of the experience that
comes from creating and managing many different Web sites over time.
A
professional Web designer has the resources, the time, the expertise, and, most
importantly, the experience, to create and maintain a Web site that will have
a positive effect on your bottom line.
