Choosing a web designer is one of the most important decisions authors make, right up there with choosing an accountant or lawyer. Authors must ask the right questions when interviewing designers; authors should look beyond the obvious.

Looks can be deceiving

Authors have unique needs that go far beyond the aesthetic.

Traditional web designers whose clients have primarily been local businesses may not be used to the content-intensive and e-commerce orientation that provide authors with the platforms they need to promote their books and their careers.

Look for what the web designer stands for and can do beyond simply creating a good-looking site.

Thus, when interviewing web designers, authors should not be overly concerned with the designer’s portfolios of client work. All designer’s have good-looking samples in their portfolios!

Instead, the author’s perspective should resemble the attitude of agents and editors who assume strong writing abilities as a “given,” and who quickly move on to a discussion of practical issues, like Who’s going to buy this book? Why will they buy it? and Why is this book better than other books on the topic? etc.

Questions authors should ask designers

Here are some of the questions authors should ask web designers, and the reason they’re so important.

1. How much experience have you had setting up blogs? Authors need websites they can update themselves. They need to prove their thought leadership on a daily basis. They need to post new content, announce new events, set-up landing pages, and test offers throughout the week. Today’s blogging software makes this possible, but many designers have not worked with clients whose site’s content needed to be constantly updated.
2. Would you be willing to set up my blog, and show me how to add graphics and additional pages? Authors need flexibility and control. If a designer isn’t willing to set you up with a self-maintaining platform, you might want to look elsewhere. The day of “hostage” websites that author’s can’t update themselves is over. It’s entirely reasonable for web designers to charge more to help authors operate independent on day-to-day issues.  Their flexibility on this issue will result in authors who will want to hire them for other projects.
3. How often do you set up autoresponders and shopping carts? Successful authors believe in permission-based marketing, which involves offering incentives that invite visitor sign-ups to receive weekly newsletters and tips. Red flags should appear if a designer can’t easily set up a 1ShoppingCart of aWeber account, and show the author how to make weekly mailings.
4. What’s your favorite autoresponder and shopping cart program? This is a control question, to verify the designer’s understanding of the leading alternatives and ability to help you make an intelligent choice.
5. Do you do your own programming? Surprisingly, there are still many print-oriented designers who rely on others to set-up the websites they design. This is bad, as it introduces another variable into the equation, and less accountability. Plus, websites based on blogging platforms, like WordPress, don’t need “programming.”
6. What do I need to know about search engine optimization? This is another “control,” to ascertain where the designer lies on a continuum from “aesthetic” to “functional.” Watch out for designers who delegate search engine tasks to others, or who assume the authors will take care of search engine marketing. A good follow-up question; “How did you search engine optimize your site, and how is it working out?”
7. What happens when you’re traveling or on vacation? Many designers don’t have any elasticity to cope with unexpected illness or temporary work overloads. Look for designers who have contingency plans in place for the unexpected. And, if possible, independently verify the contingency plans.
8. What about back-ups? A great deal of your business equity is likely to be the content you add to your blog and website. Find out if the designer can provide, on a consistent basis, weekly and monthly back-ups of your blogs. Off-premises back-ups that get done as a matter of routine are better than on-premises back-ups that you “intent” to do yourself.

Learn more about choosing designers  this Tuesday

Learn more about what to look for when choosing a graphic designer during next Tuesday’s free  teleclass, an Author Guide to Choosing the Right Designer.

You’ll gain a new perspective on this crucial topic, and a better understanding of what you should be looking for, and the best ways to work with web and print designers.

The call takes place Tuesday, December 15, at 4:00 PM. I’ll be outlining a 3-step process that help you ask the right questions and choose the right designers.

Attendees will be able to download a note-taking sheet as a learning aid during the call. I will also be distributing a Designer Qualifications Worksheet plus a Design Glossary of useful terms.

After my presentation, there will be time for authors to share their previous experiences with graphic designers, as well as comment and ask questions and receive specific coaching on design issues.

To attend Author Guide to Choosing The Right Designer…

The call is open to all Published & Profitable friends and members.

To attend, call 218-486-1616 anytime after 3:50 PM EST, and enter PIN 513391#. You’re also invited to submit questions for the call as comments, below. Plus, what are the questions you ask when interviewing designers? Have I omitted anything?