Should you do it yourself?
Some business owners create their own Web sites as a way to save money. While there are tools available for do-it-yourself sites, bear in mind that the results are often unprofessional looking. A substandard Web site is worse than none at all. Unless you're a Web professional, I don't recommend it. Remember, your time is valuable, and the image you're putting at stake is priceless.

Where do you look?
Naturally, you can look for a Web design firm on the Web. But you may find the search overwhelming because there are so many. Yahoo lists more than 360 in Massachusetts alone. You can go nuts sorting through all the various design-firm Web sites. It's like trying to find a dentist. Sure, you can pick a name in the phone book, but how comfortable are you with that?

Bring some sanity to the process by asking colleagues for referrals. Ask around. Don't know anyone with a Web site? Pick a business site you admire. Ask them who did their site and if it's someone they would recommend. They'll probably be flattered.

User communities like MassWIT are another great resource for referrals. With a minimum of effort (a single email) you can get a dozen or so responses.

Downtown agency or the woman working in her bathrobe?
You may find that you get referrals for a variety of firms, ranging from individual freelancers working out of their homes to large agencies with dozens of staff members.

The decision to go with a large or small design firm to create your Web site is usually dictated by the size of your project and your budget. If your site is going to be large and require special features such as personalized pages and database feeds, then you'll need a firm staffed with enough employees with the varied skills that will be required. Your team will include a project manager, designer, HTML developer and, if your project dictates it, developers to code special features such as Javascript, database interactivity, Flash, etc.

Depending on your budget, you may want to consider a smaller design firm or even an individual freelancer who can pull other freelancers in to the project as needed. Many former large-agency designers were laid off and now work on a freelance basis, so the quality you get is the same.

Be wary of taking up Cousin Joe on his offer to make you a Web site "real cheap," because he learned how to use FrontPage and wants to moonlight as a Web designer. It takes a lot more than knowledge of the technology to create a Web site that communicates effectively and enhances your professional image. Homemade sites stick out like a sore thumb.

The right mix of skills
Web developers come with all sorts of different skills. While one developer may come from a background in print design, another may have been a software developer. When you interview a prospective developer, be sure to ask about his or her background so you can be aware of the pitfalls.

A graphic artist may convince you that you need a Flash-enhanced Web site that, by the way, will look great in his portfolio. A programmer may convince you that the site needs the latest technology, which, by the way, she's been waiting for someone to pay her to learn.

Make sure you find someone who puts your business needs first, not his or her own agenda. Many freelancers and agencies partner up with other providers to fill in gaps in their skill set, so there's no reason you should have to compromise.

How do you decide?
Once you've got your search narrowed down, you'll want to take a good look not only at the designer's own site, but also at the portfolio of other client sites. Does the designer have experience with other businesses that would demand the same level of professionalism as yours? Do their sites reflect an appropriate image? Do the businesses appear credible, trustworthy and solid?

How easy is it to use the other Web sites the designer has created? Can you quickly find a way to contact someone? Learn who owns the company? View all the products or services they have to offer?

Unless you found the designer through a trusted referral, be sure to check out his client testimonials. Consider asking if you may contact one or two of them to ask your own questions about their working relationship, something that really can't be gleaned from viewing a Web site.

Content is the killer
The most important part of your Web site is going to be the information you put on it, so think about your content before choosing a design firm. A graphic designer probably will never tell you this, but even if a site is gorgeous, poorly written content will leave your users frustrated and unimpressed.If you've already got a set of professionally written marketing materials, you have a head start on your Web content. Even still, think about either hiring a writer who knows the intricacies of writing for the Web, or choose a design firm that has an experienced writer on staff to help rework your content for the Web and determine the "information architecture" of the site.

I'll write more on how to prepare content for the Web in a future article. In the meantime, avoid just posting your printed materials verbatim on the Web. It's a different medium and people absorb information from it in a totally different way than print.

Now that you have an idea of where to look and how to choose someone to create your Web site, it's time to think about what goes on your site. That will be the subject of my next article in this series.

Andrea Harris, publisher of The Minerva Minute and owner of Minerva Solutions, Inc. helps businesses achieve professional, effective online and printed marketing communications. She previously worked at Compaq Computer, where she managed Web marketing for the server division. Contact Andrea at andrea@minerva-inc.com.