Despite Web Page Software, You May Need the Help of a Professional

If you’re thinking about creating or updating a Web site for your business, your first decision should be whether to design it in-house, rely on a professional or do some combination of the two.

Creating Web pages is easier than many people think, thanks to software programs like Microsoft FrontPage, FileMaker HomePage and Adobe PageMill. These programs work like a word processor or desktop publishing program to generate the HTML (hypertext markup language) files you need.

I’ve used all of these programs, and each makes it relatively easy to place text and graphics on Web pages. Before you spend any money for a program, check out the free Web page design programs that come with Microsoft Internet Explorer (FrontPage Express) and Netscape Navigator (Composer). Also download a free trial copy of Adobe PageMill (https://www.adobe.com) or AOLPress (https://www.aolpress.com or AOL keyword AOLPRESS).

But saying it’s easy to build a Web page is like saying it’s easy to take a photograph. Just about anyone can take a picture, but some people are a lot better at it than others.

Darcy DiNucci, coauthor of “Elements of Web Design,” (Peachpit Press, 1998, $39.95) believes that most people who are setting up a site to represent their business should hire a professional designer. “Just like any of your marketing materials, you want it to present a polished and professional image,” she cautions. But Priscilla Mistele, product manager for Microsoft FrontPage, argues that small-business owners can do an excellent job using her product. “A lot of small businesses want to have a Web presence but don’t have the budget to hire a professional,” she said. “So they get FrontPage and find that they’re able to create their own site.” FrontPage comes with design templates that let you select from a number of pleasing design options.

Rick Brown, product manager for Adobe PageMill, takes the middle ground. He wants people to purchase his product to design and maintain their own pages, but he admits, “There is more to setting up a Web site than just the mechanics. . . . You have to be prepared for the fact that you might need to get help.”

PageMill and other good Web design programs give users a lot of control over how their pages will look, but Brown admits that page authoring tools can’t always give you exactly the effect you want. “HTML doesn’t always behave the way you might expect,” which, according to Brown, is why experts sometimes have to resort to “tricks to make pages look just right.”

I know what Brown means. I’ve been maintaining my own Web pages for about three years and there are times when I’m baffled about how to place an image in a precise spot or how to get text to appear exactly where I want it to. When I’m in that situation, I either make a compromise I can live with or call in an expert.

There isn’t one course of action that’s appropriate for every small business. What you should do depends not only on the skills and resources of your staff but also on the type of site you want to build. If all you need is a site, with information about your company, than you can probably build and maintain it yourself. But if you need something complicated, then you might need some serious professional help.

Although it often makes sense to have a designer help you with the look and feel of your site, it’s a good idea to be able to make changes and additions in-house. I like the fact that I can update and fix my Web sites at the spur of the moment. The ability to update your own site means you can quickly respond to market conditions or correct errors without delay.

If you decide to hire a designer to help you with the initial site layout, be sure to inform him or her that you plan to do your own updates. Make sure the designer knows you want a site that is easy to update using software tools such as FrontPage, PageMill or HomePage.

Whoever designs your site, it’s essential that it enhance your business mission--not the designer’s desire to impress colleagues. Think about what you want to accomplish and provide information that your customers, clients and suppliers will need. It’s great to put in a link so people can send you e-mail, but also make it easy for your visitors to find your phone number, fax number, street address and, if appropriate, directions to your place of business.

If you sell products, you might want to consider setting up an Internet store that lets people order online. But even if you’re not ready to set up a sophisticated e-commerce site, you should still consider setting up a site that describes your products and services and provides some way for people to buy. One option is to post product descriptions and prices along with a phone number, fax number and e-mail address that customers can use to order products or get more information.

Web page design fees are all over the map and you don’t necessarily get what you pay for. I’ve seen great sites designed by students and horrendous sites designed by high-priced studios. When picking a design firm, check references and look at other sites it has designed. Are they accessible, friendly and pleasing?

While visual appeal is important, the way you lay out information is critical.

“Spend time thinking about information flow, says DiNucci. “The key to a good site isn’t graphics or layout but how easy it is for people to find the information they’re after.” Make sure you know “what you have to say, what people want to know and how you’re going to make that information clear to them.”

If you check out some of the Net’s most visited sites, like Yahoo, Excite and Amazon.Com, you’ll notice that they’re sparing in their use of graphics, which take longer to load than text. How quickly your page loads can be a lot more important than how pretty it is.

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Lawrence J. Magid can be reached via e-mail at [email protected].