Web Design

Creating an Author Web Site – How to Find the Best Web Designer to Sell Your Book Online

Why Are Web Designers Such Flakes? A Reality Check.

Circling the drain of unresponsive or missing-in-action web designers is a common dilemma. The question is this: As a self-respecting author with a plan and a purpose, how do you choose a designer you can afford and rely on?

As a small publisher or self-published author, you face the high cost of publishing a book. Your ever-growing budget includes editors, book cover and interior design, maybe a book coach or advisor, printing costs, fulfillment needs, marketing … my goodness, where does it end? When does the author start making money? Well, this is a question for another article altogether. The point here is, how much should you allocate to the added expense of hiring a web designer? Can you hire someone who can do everything and is affordable to boot?

World Scoop

Ah, therein lies the problem—the one-person show dilemma-freelance artists. A newly graduated artist (or even an established one-person show) can be a very enticing option for someone with a small budget, especially when they are often a third of the price you would pay with a full-service design house. They are typically hungry, excited, talented, reasonably priced, and can do everything. Yeah!!! So what goes wrong? Burnout. A freelance artist often overpromises and eventually under-delivers. They over-commit because of the opportunity to build their portfolio; they chalk it up to needed experience and maybe even their desire to help another artist. But at the end of the day, this is the perfect recipe for disaster. Why? Because it’s tough to do it all yourself, and when you finally reach that wall, you shut down and walk away, close the door, stop returning calls-you move on.

This does not mean that because someone is reasonably priced, they are a bad choice for your needs. The question we seek to answer is: How do you protect yourself? As you search for a reliable, talented designer, consider the fallout. As you become overwhelmed with the production of your book, you tend to need a learning post. That is, someone you can feel a partner, someone who cares as much as you do and will be there till the bitter end, or God willing, the glorious payout. But let’s talk reality, folks. Few people care about your project as much as you do. People will do what is best for “me.” If you lay something precious in someone else’s hands, you have to know that they will cherish it and treat it with the same care you would. In the business world, you pay them to appreciate their care; you praise them, create a rewarding environment, and pay them hard-earned cash. What you are looking for is a long-lasting relationship, someone who delivers, who knows their stuff, and someone who isn’t going to close up shop and leave you holding the bag.

A Sad Tale of Trust and Where It Went Wrong:

The Spark: You have just written a book! You are ready to meet your public. You are told you need a website. You look around, ask a few people for references, and weigh the costs; you’re not quite sure how it will benefit you, you’re just about out of money, or worse, you’re sinking further into debt. And then you meet Bob at a community function. Bob is great! He is dynamic, loves your book, has great ideas, is excited and talented, and can help you build a site for a fraction of the cost- this you can afford.

The Honeymoon: You get started on the project, and Bob really seems to listen. He’s working quickly, answering your calls, and having something for you to see right away. And it’s pretty good. You like it. OK, maybe it’s not great, but hey, it was practically free, and it’s something. It’s better than nothing.

The Fallout: You have a big signing at the local bookstore; you’re excited, but your site needs to be updated, and there’s that issue of those few spelling errors you haven’t gotten around to fixing. You know you need to talk to Bob. But Bob is out of town until next week. You call some friends to see if they know of anyone who can help, yes, but do you have access to the web files? Hmm, no, Bob has that. Bob doesn’t seem to be returning your calls or emails. Bob is MIA.

The Reality: So what if you find someone so excited and hungry that they are willing to do it for very little, or even better, for free? What happens when your designer needs a learning post, and you are pushing for more to start with this person? It would help if you had them to finish the job, and your marketing success depends on it…they stop returning calls. They are less and less responsive…you go crazy with frustration, getting a simple update to your site is maddening, you throw your hands up in exasperation, the love affair is over, and you are left to pick up the pieces.

You face the facts: you know you must find another web admin, search for people in your area, and are horrified by the high prices, your benchmark, and what you had come to rely on was so much less expensive. How can this be?OKK, fine, you find someone you think you can trust, and they tell you your previous web designer didn’t know what they were doing. Salt. Wound. Pain. They tell you you must start over, which will cost you. Yikes.

The Idiot: Was your last designer an idiot? Maybe, but probably not. First, it’s important to know that designing and programming are two very different art forms, and leaving each task to the expert makes sense. I once saw a very talented illustrator design the interior layout one page at a time instead of flowing all of the text into one document (which makes things easier when it comes time to make future changes). Was this guy an idiot? He didn’t know what he was doing, but he was sure he could get the job done. And boy, did he. Now the second edition needs changes…

With web programmers, another thing to consider is that there are numerous ways to build a website. Building a site is much like organizing your files because it is; web coders are a unique brand of person, and each has their naming conventions and ways of organizing files, which could be near impossible for someone else to decipher. Plus, numerous ways exist to code, programs to use, platforms, etc. Just as you might be baffled by my filing system, yours would likely confuse me. For a programmer to look at your site, it can take many maddening hours and cursing; the last,t person didn’t know what they were doing. No, they just did it differently. But why would I want to tackle that frustrating beast? Hmm, this is going to be pricey.

Synergy, Longevity and Web Designers; The Answer:

Finding the right Web designer is sometimes like finding a needle in a haystack. So what’s a savvy author to do? First, get referrals. Qualified referrals will save you a lot of time, especially if they are from fellow authors. For this reason, consider joining your local authors’ guild and attending authors’ conferences to connect with others in your industry.

Be sure to choose a designer who is familiar with your industry. A successful Website goes beyond the nuts and bolts of programming and coding. Your designer should understand what you are trying to accomplish and a definitive plan to reach that end. For instance, your navigation should lead your visitor toward a sale-think of it like a funnel. It would help if you implemented an effective call-to-action to guide your readers through the funnel and convert them into sales.

A successful home page will appeal to varying personalities in different ways. Use both imagery and text to say the same thing. This will reach the analytical and the visual; no matter how you say it, both will lead to the same place- a sale. A marketing-savvy firm will understand the importance of this element and provide valuable insight.

Ask for testimonials. Do they complete projects on a deadline? Designing and building a typical site should take two to five weeks. Also, ask to see samples, including live sites. Test them for ease of use, loading time, and the general feeling you get from the sites you view. Chances are, if you dislike everything someone has done, you will also be unhappy with what they produce for you.

Do they listen to your needs? Viewing their samples is a good way to tell if the company designs for the client or themselves. If all of their samples are similar, this could be a red flag-unless, of course, that is exactly the style you want in your design. A good designer should listen to and translate your needs into a workable site that exceeds your expectations. Ultimately, your site should reflect your personality- not theirs.

Make sure your design team is easy to communicate with. Do they speak your language? Remember: this should be your vision, not theirs. Ego can often get in the way of your goals. When it comes down to it, they work for you. They should be able to set their artistry ego aside and follow your thinking, providing you with valuable insight and ideas you hadn’t considered.

Ask Questions-Expect Answers

Ensure that your designer and the person coding your site are two different people. They have very different jobs requiring different skills, just as your architect and contractor are two other people. That’s not to say that you should hire two different firms—quite the opposite: a well-trained team works smoothly together and can handle anything you throw their way.

A good firm will provide you with at least three “comps” or design samples. This is the part of the project where you will have the most involvement. That’s not to say that you should be able to stare over their shoulders as they create for you. It would help if you were given ample opportunity to verbalize your needs. You should approve the design before it goes to the programmer. Also, find out their policy on additional changes once you have approved the final design; you do not want to get stuck with hidden costs halfway through the project.

Always get a contract. Know exactly what to expect. A contract protects you as much as the design house. Read your contract thoroughly. Be sure that you own the rights to your site, the design, all the images, and your copy. When it’s all said and done, your designer should provide you with a disc containing all your design files and your Web files; keep this disc and all your passwords safe, and make backups. If something happens to your design house or goes out of business, you should seamlessly transfer everything to a new firm. And remember: this is a relationship; if you are not happy with your team or are not getting the expected results, don’t be afraid to find someone else.

Don’t rush it. Costly mistakes are made when people rush. Once your site is up and running, you can change it, but it will likely mean starting all over and costing you twice what it should. Often, this can be the straw that breaks the marketing camel’s back. It is easy to get discouraged when you have invested so much of your heart and soul into a project only to find out you are back at square one. From a coder’s perspective, starting over is less costly than giving your site a changing color and navigation, and your site’s overall look and feel aren’t as easy as they may seem. Avoid expensive mistakes initially, even if it means stalling your project a little longer.

How Much Should a Web Site Cost?

While industry standards are typically followed, prices vary widely. The Graphic Artist’s Guild Handbook: Pricing and Ethical Guidelines is a sufficient reference guide for industry pricing standards illustration and design, giving you a firm place to start.

It’s possible to pay anywhere from $200 to $44,000 on a Web site; this depends on your site’s size and your programming needs (and who you hire). What you want to concentrate on is your relationship with your designer. Meet with this person and see if you like them; after all, you will likely work very closely with them. You should develop a relationship that will help you and your book shine.

Keep in mind that just because your site looks great doesn’t mean it’s effective. Discuss these elements and see what ideas your potential designer may have to elevate your project. Use someone who understands books and the publishing industry. While one firm may design and build an incredible site for real estate agents, they may not know the first thing about selling books.

All these things are crucial elements you must consider before signing that contract. Always ask for a contract; no matter how much you trust this person, business is business-be professional. Building relationships and friendships in this business is OK and necessary, but never forget your end goal: You are an author with your own business, and only you will look out for yourself.

Make a List-Check it Twice.

Before you start shopping for a design house, jot down a list of your expectations; that way, if it comes down to one or two firms/designers, you will make an educated decision based on all your needs.

Lastly, follow your gut feeling; listen to your instincts. If something doesn’t mesh, move on.

Finding a design team can be an emotionally overwhelming process. The following checklist will help you find the right team for your needs. And remember: just because the price is right doesn’t mean the fit is, and vice versa; an expensive squad may be just that expensive. You want to choose the best designer for you and your book. Believe me; you’ll be glad you did.

1. Do they listen?
2. Are they responsive?
3. Do they explain things in a way you can understand?
4. Do you like the other sites they have designed?
5. Are all of their design samples the same? Do they have the feel you are looking for?
6. Are their sites easy to navigate?
7. Do they have experience in your industry?
8. Do their sample sites load quickly?
9. Will they give you recent testimonials and references? Do they have happy clients?
10. What is their timeline?
11. Do they provide more than one design sample for you?
12. Are the designer and the programmer different people? Does the design firm have a specialized team?
13. Do they offer hosting services?
14. Do they offer E-commerce solutions?
15. Do they understand Internet marketing?
16. Do they have a company Web site?
17. Do they provide a contract that outlines your rights?
18. Do you get to keep the rights to every site element, including design and images?
19. How much do they charge for Web site maintenance?
20. Do they employ a solid backup system? If so, do they keep backups offsite for added security?
21. will they provide you with all your files and passwords upon completion?

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