We've already talked about the advantages of custom web design and what it brings to your web presence and your brand. A well-executed custom web design is not only with a your face to the world, but potentially the primary source of revenue for your company since 70-90% of shoppers today use the Internet to shop for and research products.
While many businesses understand how important a web presence is to their growth, they are often trying to keep costs down. Though hiring temporary freelance designers or developers might seem like tempting route to take from a cost-savings perspective, it will almost certainly cost you more in the long run. Some things require investment, and here’s why your web presence is one of them:
Dedicated web development enhances your brand.
There's really no way to work on a web presence without working on your company's brand. Your brand has an influence on everything from the look and feel of your website, to the content that goes on it, to the way your products and services are presented. And usually, in order to maintain consistency, your other marketing efforts will end up retaining the same look and feel.
Likewise, the design of your web presence will affect your brand, and can either enhance it or detract from it, depending on how well the design is executed. That's why working with a developer who “gets” the long-term vision for your brand will translate that to your web site and vice versa, which is something that a stream of random freelancers will have trouble replicating.
Dedicated web developers learn to love your brand as much as you do.
A funny thing happens when you work with a dedicated web developer—they usually invest so much time in your web presence that they end up becoming every bit as much of a protector of your brand as you are!
Freelancers make their money through volume and they need to “turn” a lot of projects to make a living. Even if you work with the same freelancer repeatedly, their primary focus will be to complete your project quickly and to a minimum level of acceptability.
A dedicated web developer is focused on the bigger picture as it relates to your company and your brand. They look at every proposed change through the lens of what's right for your brand, not what can be quickly implemented for a fast buck. To the dedicated web developer, custom web design is a process of enhancement, not expediency.
Dedicated web developers are more efficient.
Your website is like any other application: It has its own code, its own applets, and it interacts with other sources and widgets in order to accomplish various tasks. As a result, it grows and changes over time.
If you work with a succession of short-term web developers on a custom web design, it's going to take them a lot more time than a dedicated developer to make changes because they'll have to familiarize themselves with the existing site, code, and functions before they can make any changes. (Plus, the bigger your site is, the more time they’ll have to spend making sense of it.)
Dedicated web developers not only protect your brand, they protect your site.
Every developer has a unique approach to building sites and even though there are standards and best practices in web development, it still leaves a lot of room for interpretation. If different developers make changes on top of other changes without fully understanding what they're doing, it could have a major negative impact on your site. Worse yet, if these freelancers don't practice good change control, it might be very difficult to get your site back to a useable state.
At New Possibilities Group, we understand the value of a dedicated approach to custom web design projects. If you're looking to create or expand your web presence, we'd love to talk to you!