Understanding the Need for Web Design

Most businesses struggle when expanding their online media presence. Gentle Media consults and partners with clients to design websites and produce media for businesses so they reach their target audience, wherever they are. With around 28% of small businesses in the US having no website, designing and developing websites represents an enormous need in the market. Businesses that have not updated their models to integrate with the latest center of collective attention (the web) will drift into the past. Those that take the time to show their audience how much they value their loyalty through increasing their accessibility through the web will see long-term returns on their investment.

For those of us who want to put our own businesses at the rise of the economy, this is a feat that would benefit us all to address. And with that task comes a lot of questions: how do businesses get online when they have never had a website before? Do stores who are successful with using social media exclusively really need a website? How much should I really pay for a website that is just going to sit there? And what even is the average cost of a professional website for my business?

Defining the Project Scope

If you opt to hire a professional to build your website, these are your top concerns as a customer:

1. “Website” is not an easily definable term - as orientations, function, design, style, and purpose all vary greatly within the structure - it’s the responsibility of the hired professional to perform the service while defining the undefinable to you by using expertise, methods, and partners to assess your individual needs through consultations and take action in addressing concerns directly.

2. How much creative control are you looking for? If there is a specific vision of what you desire, draw this out as soon as possible to ensure both the website design team and the client are on the same page before beginning the work. If you’re feeling ambitious, putting together a website wireframe will be helpful in making a reference for your design team to understand what your needs are. However, if you’re not sure where to start, that’s okay - just make a list of your needs, aesthetic desires, and requests to bring to your trusted design team, who should be happy to help you fulfill your vision.

Price Range for Launching a Website

• $0: do-it-yourself, free landing page with limited functionality (ideal for project testing)

  • Recommended for bootstrapping a startup or brand concept with very few contacts on the email list.

  • Services such as MailChimp allow you to host a landing page to begin taking interested sign-ups quickly, easily, and at no cost.

    • Primary Benefits: free, fast, and easy for most

    • Things to Consider: unable to incorporate custom URL, limited functionality and design options

• $50 - $250: do-it-yourself services, paid monthly to hosting providers (ideal for designers and tech-forward owners)

  • Recommended for those that have a very strong grasp of their branding and are comfortable with designing their own website.

  • Services such as Squarespace, Wix, and GoDaddy make this process moderately easy to set up - just buy the domain, find a hosting site, and connect e-mail marketing. However, an eye for design and the ability to maneuver the hosting site’s design tools for a professional-looking product.

    • Primary Benefits: fast, simple setup

    • Things to Consider: designing is time consuming, and tech-savviness is required

• $250 - $3,000: done-for-you services, paid one-time per project to freelancer (ideal for businesses seeking low-budget offering or creative partners)

  • While there are up-and-coming web designers who will offer full-scale work at prices in this range, be wary of any deal that appears too good to be true. The old adage of “You get what you pay for” rings true in the website design world as well! This amount could reasonably cover the cost of one freelancer taking a look at an existing website once a month to ensure traffic and keywords are being monitored and optimized but likely does not include a design overhaul. If it does, make sure the design professional has a strong portfolio with testimonials and client recommendations.

    • Primary Benefits: hands-off approach, can be time sensitive for an imminent launch

    • Things to Consider: typically will offer more limited access to design

• $3,000 - $10,000: done-for-you services, usually paid 50% up front, then 50% upon completion (ideal for startups with existing branding and media planning)

  • When considering proposals at this price point, look for opportunities to connect with the design/fulfillment team outside of normally scheduled meetings. Communication is key at the beginning of any sales relationship. At this price point, you should be able to voice your concerns and request revisions at design consultations or meetings.

    • Primary Benefits: thorough and professional-looking design work, highly customized to your needs and desires

    • Things to Consider: requires established brand materials

• $10,000+: end-to-end brand development, top-tier media production, and online presence management (ideal for established businesses looking to expand their online presence and media planning)

  • This price point delineates between vendors who are looking for a quick transaction and companies seeking creative partnership. When partnering with a media or design company for $10k+, it’s important to consider the timeline, project management style, and methods that will be used.

  • Performance reporting and metrics are the key measurements to determine success after project completion and they are best defined at the outset. A monthly retainer is often offered for additional consultation, monthly maintenance, keyword optimization, and creative services.

    • Primary Benefits: white-glove experience, greater variety of offered services, constant access to a dedicated team for questions and concerns & weekly status updates, potential to retain team on a monthly basis for continued maintenance and media planning

    • Things to Consider: higher price point, may take around 10 weeks to complete

What Am I Really Paying For?

It can be overwhelming to find a website design company that can quickly and professionally consult, assess, and deliver. Truth be told, going from idea to reality is a process that requires bravery and innovation. At its core, the process is one of communication between the guide (the professional providing website design services) and the pioneer in the industry (the entrepreneur - a.k.a. you!)

Most successful companies (who don’t pay top dollar to advertising agencies) establish a brand identity through marketing/advertising that direct traffic to the desired website. When receiving a quote from a web designer or media company consultant, be sure to ask about the items below.

Here’s a simple breakdown of some commonly used terms seen in web marketing services and by web design professionals:

• UX: User Experience (or UX) is determined by the ‘wireframe’ structure laid out to confirm user click-paths

• UI: User Interface (or UI) includes every design decision needed to perform the web design and deployment

• Domain Management: SSL/TTL Security Certificates prove ownership of websites and improve user confidence

• Cybersecurity: monitor and report malicious activity and security risks - tighter cybersecurity will also improve speed!

• SEO: Search Engine Optimization (SEO) occurs through researching and monitoring keyword performance

• E-Mail Marketing: Pre-written emails, approved and sent weekly, on a designated cycle-structure

• Graphic Design: any image or graphic that needs to be on the website that does not already exist needs to be created

• Media Planning (photo and video): sourcing stock footage, producing original content, and editing existing assets for producing and executing creative marketing campaign

• Copywriting: writing creative copy to capture the user’s attention while maximizing use of the limited space and incorporating relevant keywords requires skill and expertise

• Architect Systems: policies and procedures that optimize and organize workflows company-wide

In order to prepare for pricing your web design project to establish your goals, determine your budget then find an expert you trust. Be sure to ask them how much time is going to be required to work together on this project, what are the phases this project is broken down into, and for a timeline to show when work will be completed.

Gentle Media does all this and more, having years of experience providing web design, media planning, and security services for business owners in a variety of industries and who are at all stages of business. Contact us today for a one-on-one chat to discuss how we can help you take your business forward!