As modern day millennial consumers mature and younger generations grow up increasingly tech savvy and trusting of online commerce and transactions, the online marketplace shows no signs of decelerating its staggering growth. In other words - web commerce is here to stay and you need a website that can stand up to the task.
The case for retail businesses to move online is clear, but this isn’t the extent of the web’s commercial influence. Adweek’s online consumer statistics for Q3 2015 revealed that over 80% of consumers conduct online research before most purchases are made. This is true even for items which are eventually purchased at a bricks and mortar location.
Regardless of your industry, all the stats point to a clear and compelling argument for investing in a strong web presence. Simply taking your business online is the easy part of the process. Its success will depend on the design, the technology that powers your site, how you attract visitors to it, site usability, how adaptable it is - and of course, and consumer behaviour.
One of the most recent significant advancements of relevance here is the enormous growth of mobile web browsing. Google says that it now handles more mobile web searches than desktop ones. So alongside design prowess, tech know-how and price, there are a number of additional considerations which must be addressed when you engage a web developer.
With so much to consider in order to successfully take your business online, who do you turn to for assistance in planning, building and delivering everything you need? These tips will help you make the best choice when searching for your all-important web developer and online business partner.
Should you be searching for an experienced developer only?
Experience is subjective, but it is important to see demonstrable results when choosing the best developers. Picking an established company with a proven track record is what you will need here, to minimise financial risks and produce the best outcome long term for your business.
Ask for success stories and testimonials as well as examples of previous work – it’s not just about finding a developer who has done the rounds, you also want to know that you have a safe pair of hands at the helm.
Bespoke solutions vs ‘off the shelf’
There’s a titanic difference between an ‘off the shelf’ website and one that’s been custom designed to suit the exact needs of a business and for that matter, the needs of the business owner. If you want to arm your business with a site that’s polished, professional and unique, opting for a bespoke service is an absolute must.
There are a plethora of semi-customisable platforms available in the web development market. While some of these may suit your basic needs, the likelihood is there will be a limit on how much you can change. All too soon, there will come a time when you outgrow this solution. It’s also likely you’ll reach a sticking point that requires you to start the entire process again. Fully bespoke solutions from the right design agency are always worth the investment.
Multiple device development is a must
Modern day consumer behaviour shows a huge trend towards mobile web access. Even online transactions are becoming more mobile device orientated. A cutting edge developer will understand all of the various implications and complications of mobile device usage. Your chosen partner should have experience with cross device projects, so always ask to see clear examples of existing work in this field.
Mobile device consideration is no longer an afterthought and needs to be something your developer is considering right from the initial concept stage, carrying on throughout your project’s development.
Global development potential
Globalisation has dramatically transformed the face of business large and small. Now everyone from SMEs to multinational corporations has the opportunity to tap into foreign customer bases via the internet. You could be based in New York and easily sell to someone living in Edinburgh, or be based in San Diego and buy products from New Delhi, with nothing more than the click of a computer mouse. For businesses with their sights set on international expansion be sure that the firms you are considering to develop your new website offer all of their services across the nations your business needs to cover. This means they will need to be familiar with localization, globalization and international SEO.
Questions to ask include:
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Is there access to multilingual copywriters to get the various different language versions of the site online?
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Do you have a strong understanding of multiple country localisation techniques?
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Are currency conversion payment gateways in place?
All of these facilities will make life considerably easier and more profitable further down the line.
Do they understand online marketing channels?
All too often you’ll meet developers and development agencies who sternly state that they are 100% development and design focused. They are proud to not be a marketing agency. Now, while in principle we agree with having dedicated development and design experts as a web development business, there’s something alarming about developers who are completely detached from the marketing side of things. After all, you’re investing in a new website for a reason - you need that website to be visible and discoverable to recoup that investment. The only way to do that is with marketing.
When taking your business online, the web development side of the project is monumental and often this is first thing on a business owner’s list. Marketing channels are probably a lot further down the to do list. Unfortunately this can be a risky approach. Understanding the intricacies of digital marketing is part and parcel of building a strong commercially-orientated website. More importantly, your developer needs to have an understanding of marketing best practice in order to build a site that conforms.
Don’t overlook related considerations here. Understanding the journey of potential online customers (and having functionality in place to track it) will provide valuable insight when you come to use your new website. You’ll also want to make sure tracking and analytical requirements are taken care of and implemented as soon as possible.
What about content?
Many developers offer minimal or zero support with website content. As well as being a major factor for organic search success, you’re going to need content to fill and complete your site and turn browsers into buyers. The amount of content required will depend on your business and your goals. It’s easy to underestimate the work required to produce high quality, unique, web content so make sure content production is covered in detail - ask who is responsible for producing content and how much of it there will be.
The best web developers will either have in-house copywriters or a well-established partnership you can leverage. This will be of particular significance for retailers and those selling products via an online store where unique product descriptions are vital for good SEO and strong Google rankings further down the line.
In conclusion
There are two types of web developers, basic web developers who will build you a website, and online business developers who can work with you to build a successful, sustainable and future-proofed online business.
Deep industry specific experience, strategic guidance, profound understanding of digital marketing and the ability to contribute content to make your new design really resonate with your customers are a few of the big differentiating factors. You need to consider all of these when looking for the right partner to take you online.
That’s not to mention data management, the intricacies of organic search or the overall quality and understanding of the working day-to-day relationship. So yes, the list of considerations may seem pretty imposing, but don’t worry, there are some fantastic agencies out there who have nailed what it takes to be a best in class online business developer. You just need to ask the right questions.
