The Online Supplier Shopping Guide – Part 1 - Building a new website

I feel sorry for Businesses looking to build a new website with the hopes of improving online performance.  It is interesting how conclusions are made relating to the need for change.  It could be industry intelligence which has identified they are not keeping up with  competitors, or perhaps Senior Management has decided on unrealistic growth targets.

The result?  Someone from Management has been given the unenviable task of finding an outsourced Online Supplier to build something that works.  They don’t know what they want; all they know is what they got, ain’t working!! 

This is happening all over New Zealand, and it is time someone helps out and provides a guide on how to find an Online Organisation who can meet your needs.

This “Online Supplier Shopping Guide” has been created for you, the Senior or Middle Manager looking for help.  

One of the biggest challenges you will face is the ability (or inability) to compare Apples with Apples.  Many Online Organisations rely on this ignorance and it hurts the entire industry.  It has come to the point where we need to create a support group, BADS:  Businesses Against Dodgy webSites.  A little cheesy, I know, but you get the point.

This guide will breakdown what are the key elements you require when looking to build a new website.  Before we begin, you need to be aware of two common groups who say they can help, but have historically let their clients down:

The “Head Nodders”

“Head Nodders” are those who don’t ask you any questions in meetings.  All they do is frantically write down everything that you say.  Every once in awhile they will look up and say “Yeah, cool, we can build that man!”  This is typically your Development Company who employs a 23 year old Business Analyst who has a degree in Psychology, to advise you.  Their motivation is to get the deal, deliver as little as possible, and once the site is live, charge you for sneezing in their direction.  These companies are technically driven, have a business model geared towards making money on “license fees”, and feel justified to provide substandard ongoing customer support.

The Pretenders

Agencies are the Pretenders who are typically in a good position to offer online website building services, however, they struggle to achieve online success because this service is seen as an “add on”, not a focus.  This will never change or evolve because they are entrenched in old school print media culture, and cannot break free.    They will tell you they have an “Online Division”, but it is filled with Agency staff who have been promoted internally.  If the Agency advises they brought in online specialists, how would they know, they are print!

The Online Supplier Shopping Guide

Ok, so you know what not to look for.  If you feel you are in front of a reputable company who can build you a website which will achieve your online business goals, check out the following key elements to what makes your online channel a success.  Ask the Online Supplier if they can deliver the following.  If they boast they can make you money, they won’t mind answering a few questions:

1)  Pre Planning.  If you are serious about growing your online channel, there is a necessity to plan what needs to happen.  If you wanted to build a house, would you go directly to a builder and say,”I would like four bedrooms, three bathrooms, a kitchen which sits in the middle of the house, two living areas, and a den which sits off one of the living areas, see ya!  I don’t think so.  The web is no different.  Planning is critical to ensure your goals are delivered to a high standard.  A reputable Online Supplier should offer a Pre Planning service which understands.  Keep in mind, this service, if done properly, takes time, and is not free:

a. Your key business drivers and key strategies
b. Your customers
c. Your customers buying motivations, and copywriting requirements
d. Your vertical and competitors
e. The benchmarked performance of your current website
f. Brand positioning, and design layout strategy
g. Functionality requirements

2) Design.  Ask to meet the designer.  Get a feel for the individual who will be representing your brand, online.  It is critical you can work with someone who can take feedback, and is not motivated to make a work of art as opposed to a functional business tool which leverages your brand equity. 

3)  Project Management.  What is the process to deliver your project to a high standard?  Does the Online Supplier offer you clear sign-off benchmarks in the process to ensure you have control and a say in the process.

4) Technology.  If you want a tool to sell your products and/or services online, what do you look for when you approach the question of technology?  All the planning and designing in the world won’t save you if you select the wrong technology platform.  Think of the design as the outside of a car, and the technology is the engine.  You can have the best plan and the fastest looking car in the world; however, if you have two hamsters running on a wheel under the bonnet, you are in serious trouble.  Things to look out for when selecting a technology platform:

a. Future proofing.  Does the Online Supplier offer you free upgrades to all new modules?
b. Features.  What is the list of features offered with the platform?  Are you eligible to access the entire feature list, or must you pay a fee for every module you need?  If you answered yes to the last question, then you might be in some trouble (alarm bells are ringing).
c. What features do I need?   Based on the Pre Planning services, what features do you recommend I use which will achieve my business goals?
d. Roadmap.  What future modules have been planned and will be released in the next 12 months? 
e. Making Google happy.  Is the platform “Google Friendly”?  Does it confirm to all of Google’s requirements to ensure maximum visibility in the search engine?
f. Shopping Cart.  Are you given a choice of shopping cart?   Is the shopping cart configurable?  Can it be modified to suit your specific needs?   
g. Ongoing Technical Support.  If you call with a question, will your online provider answer the phone?  Will they charge you for answering the phone? What are the monthly fees and what do you get for your money each month?
h. Portability.  If you no longer wish to stay with the Online Supplier, can you take the website with you?  This is a good insurance policy for your intellectual property.

If you have found an Online Supplier which can achieve the above, you are in very good hands.  Good Luck! 

It may seem impossible to think no one company can deliver all of the above.  Don’t be so surprised, and don’t give up, the conditions above are the new standard.  Don’t settle.

Part 2 will look at what questions to ask your Online Supplier once the website is built and goes live.  What are the things to look for when you are ready to drive traffic to your new website?