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A Web site is the public face of modern business. It projects the look, attitude, ease of use, sophistication, and professionalism that customers--or potential customers--associate with a company. Therefore at least as much effort should go into creating a Web site as choosing a business location. Selecting the right Web design service is the key to doing this properly.

While many people can create a Web site, there are a select few who can make it dynamic and impressive enough to truly distinguish a company. Two key elements in creating a successful Web site are deciding what Web design elements the company needs and working effectively with a Web design service.

Web Design Elements to Consider

There are many possible features for a Web site, but it is important to match the composition of the site with the needs of the company, rather than just throwing in every "gee whiz" feature that is available. Consider the following elements:

• Navigation. The ease with which users can move around the Web site and find critical information may be the most important element of good Web design.
• Screen view. Users do not like to keep scrolling down to read long tracts of information. Most content should be divided into screen-sized segments, with links to additional information or related topics.
• Accommodating different equipment. Users have varying screen sizes and Web browsers. Good Web design accounts for different user experiences accordingly.
• To flash or not to flash. Flash content--typically, moving and changing images--can make a Web site look dynamic. Or, it can drastically slow down response time, especially for users who don't have state-of-the-art equipment and Internet connections. It is important to anticipate the computer capabilities of the audience.
• Lead/transaction generation. The majority of Web sites are still basically electronic billboards, but the most profitable ones are those that generate leads or initiate transactions.
• Live features. Keeping content fresh is always a challenge, but there are services that can incorporate live features like weather or stock quotes into a Web site.
• Ease of updating. Ideally, the company should be able to make basic information updates in-house.

Working with a Web Design Service

To create a successful relationship with a Web design service:

• Interview multiple vendors.
• View prior work.
• Talk to references.
• Have vendors compete on--and commit to--both pricing and timing
• Own the domain name, rather than letting the vendor register it.
• Use mock-ups to communicate the vision for the site.

Choosing the right Web design service is very much a matter of finding the right fit, which is why looking at multiple vendors is such an important first step in the process.