Top 10 considerations when choosing a web agency

It’s difficult to see beyond the gloss and glittering promises when you’re responsible for delivering a new website which will deliver on multiple commercial levels. Web agencies are renowned for bad working practises, poorly managed projects and false guarantees.

Here are 10 considerations you should seriously think about when evaluating an agency.

1. Invisible outsourcing
   Find out who will be building your website. Meet the design and programming team. Do they have the technical capabilities in house to complete the work or are some aspects of the project being outsourced? We’re not suggesting that partnerships between companies don’t work or that outsourcing is a bad thing. These can be based on a solid working relationship which works well for all concerned. But it’s amazing how many companies outsource without telling their clients. Open and transparent working relationships ultimately work better.
2. Cheap as chips
   Normally if you’ve received a cheap quote for web development there is a reason. Have they fully understood your requirements? Watch out for companies who outsource to cheap website developers abroad. This can lead to sub standard project management, design and development issues. The web company can quickly lose control of the project and potentially deliver a site which doesn’t meet your requirements.
3. Half baked solutions
   Check out the deliverables in the proposal. Are they exactly what you believe them to be? Should there be any doubt you should insist on a full technical specification and wireframe documentation to map out clearly the website functionality. This is especially important for complex website builds.
4. Stumbling on functionality
   Did the agency develop the system themselves? It may be that they are using a cheap off the shelf solution which they haven’t created themselves. This can be costly and restrictive when you ask for functionality that they are not capable of integrating into the system. Review the source of programming code and any licence fees which may be due.
5. Watch out for the extra charges
   Hidden costs can hit your financial planning like a steamroller. Avoid agency pricing structures that are not clear. A good agency will offer fixed rates and plans for budgeting for ongoing work.
6. Don’t be fooled by the jargon
   It’s easy to get excited or overwhelmed by all the trendy web and social networking terms. Think about how the agency will deliver sales and profit and try to cut through all the techno speak. Look for plain speaking companies who will help and guide you through the jargon maze.
7. Getting the right marketing mix
   Your website is only the window onto the world. You’ll need to market it effectively. Can the design agency offer you a complete marketing mix and have you determined a sensible budget? Does the agency understand your goals and have the resources to plan a strategy. email marketing from design and construction to successful delivery, engaging print and advertising campaigns, search engine optimisation and social networking strategies including blogging and news feed syndication.
8. Bending time around you
   Agencies should direct the flow of work and ask you to meet some deadlines to ensure smooth development. This will help them deliver the project on time but you may need them to be flexible with you, after all it’s your project.
9. Creative copy for commercial return
   Insist on a copywriter to create the web content. Unless you’re a natural wordsmith or have loads of time to spare there is a fair chance that the text you supply could either jeopardise the final commercial focus or increase the project timescale since you may be too busy to create the content. There is no doubt that money spent on a professional will be paid back many times over.
10. Love long term partnerships
    Agencies should be focused on creating sites which deliver commercial return and building a long term partnership. These relationships will be built on trust between the agency and their clients. They should both be accountable for the creative content and commercial objectives which will yield tangible results. Talk to their clients to get feedback of the true experience of working with them.