Whenever you start a new web project you are stuck with the problem of web design. From one point of view, it is is simply a nice-to-have – a secondary aesthetic aspect next to the primary function of your site. From the other, it is the decisive part that makes the customer experience work from the initial impression to someone subscribing to or buying your product.
That leads you to the second problem: should you hire someone in-house, choose a freelancer, or go with an external agency?
Science shows clearly that web design is a key factor in the success of a site, app, or service. With the caveat that the precise effect depends on your audience.
So your first smart move should be to narrow down your selection criteria to agencies that focus on your audience. Stellar, for example, only focuses on BioTech companies:
Then, next, you need to know what are some of the red flags and also some of the green flags when it comes to agencies.
What is a Web Design Agency
Before diving into the details, let’s start by defining a web design agency.
A web design agency is a company that specializes in creating and designing websites. Its primary goal is to help businesses make more money. To do that, a web design agency handles all aspects of website creation, including layout design, user experience, and functionality.
To a degree, this is a simplification. But it is a necessary one to have a long-term professional relationship. So what do I mean by “making money”. Here are the three key metrics for a website agencies success go way beyond winning awards and are:
- Improvements in organic website traffic numbers for new users and sales from new users.
- Improvements in the engagement rate and engaged time people spend on your site.
- The rise of repeat visitors and recurring revenue you generate from your site.
While it is true that there are any number of ways to define web design projects, if you understand what you are after in terms of these initial three categories – you will have a clearer picture of what you are after. Your agency partner will likely appreciate that.
Also, you get the unique benefit of avoiding the frequent complaint of many customers of agencies that their work is unquantifiable. Everytime an agency rep or director talks to you about “brand” or something you cannot quantify you can pretty much bring it back to these three numbers.
There’s More to an Agency Than Meets the Eye
A web design agency is not just a group of designers and developers who create visually appealing websites. It is a team of professionals who understand the nuances of user behavior and deeply understand the ever-evolving digital landscape.
So agencies define themselves more as creators of digital products rather than just websites.
A good web design agency combines creativity with technical expertise to create websites that look great and perform exceptionally well.
Real-life practical tips
- Avoid agencies with designers that are transitioning from print media and traditional advertising to the web. Getting design deliverables only in Photoshop is a huge red-flag.
- Avoid agencies whose leaders come from a traditional ad or media buying background. Because they are unlikely to understand or be able to manage digital or mobile-first projects.
- Look for agencies that use tools like Figma, Sublime Text, and other modern tools.
- Work with agencies whose leaders and client-facing people have actual experience. Who come from front-line digital creative work and understand and resonate with their workers. Because those are agencies who can deliver.
- Avoid teams who have the habit of getting work and then finding freelancers to do that for them for a fraction of the cost.
Avoid the middle-man overcharing you
Ask and probe if an agency works with freelancers and add to your contract with them clauses that this is not allowed unless they specifically mention they have well-built pool of freelancers they use and are happy to introduce to you. Define
This protects the interests of innocent freelancers and yourself: they do not overwork and get underpaid and you do not overpay and get an unsatisfactory result because of an agency simply acting like a middle-man.
The Role of a Web Design Agency
To find the best web design agency you need to understand its inner workings. The role of a web design agency goes beyond simply designing a website.
It involves conducting thorough research on the target audience, understanding the client’s business goals, and creating a website that aligns with these objectives.
A web design agency also considers search engine optimization (SEO) best practices so that the website ranks well in search engine results and attracts organic traffic.
Finally, after conducting customer inteviews – it gets the emotional reasons why people buy from you.
The agency can articulate and define a better buying experience that leads to three things:
- more new sales at a better customer acquistion cost for your company.
- an higher average order value
- more repeat purchases from existing customers leading to a higher customer lifetime value.
Beyond these three numbers, their work has to have a touch of visual brilliance that can lead to secondary benefits that we will discuss later.
Services Provided by a Web Design Agency
A web design agency offers a wide range of services to meet the unique needs of businesses. These services may include:
- Website design and development
- Responsive web design
- Custom web application development
- E-commerce website development
- Website maintenance and support
Each service is tailored to meet the client’s specific requirements, ensuring that the website is not only visually appealing but also functional and user-friendly.
Accessibility matters
Furthermore, a good web design agency also focuses on creating websites that are accessible to all users, including those with disabilities. Look for your partner’s track record on that.
If they also code your site, they adhere to web accessibility standards and guidelines, ensuring that the website can be easily navigated and understood by individuals with visual impairments or other disabilities. This commitment to inclusivity sets web design agencies apart and highlights their dedication to creating websites that are accessible to everyone.
Keeping up with design trends
In addition to their technical expertise, web design agencies stay updated with the latest design trends and industry best practices. They constantly research and experiment with new design techniques, ensuring that their websites are visually appealing and engaging to the target audience. By staying ahead of the curve, web design agencies can provide their clients cutting-edge designs that make a lasting impression.
Have a look at the first few pages of these resources and note that down a few interesting design trends and pick the brain of your agency how those could fit their work with your project:
Focus on what could work in your specific context for your customers rather than randomly picking trends. Even within those boundaries, giving your agency examples of what you’d love to see helps them to understand your expectations as a picture tells a thousand words.
A good set of tools
Lastly, a web design agency understands the importance of collaboration and communication. They work closely with their clients throughout the website creation process, seeking feedback and incorporating their ideas and vision into the design. This collaborative approach leads to a final product that meets the client’s expectations and exceeds them.
During your discussions with your agency, check if they use tools like:
The Inner Workings of a Web Design Agency
Creating a website is a complex process that involves various stages and requires a collaborative effort from different teams within a web design agency and within your firm.
The Process of Web Designing
The process of web designing typically begins with in-depth research and planning.
The web design agency will gather information about the client’s business, target audience, and competitors. Based on this information, they will create a design concept and present it to the client for feedback. Once the design is approved, the development team will start building the website, ensuring it is responsive, fast-loading, and optimized for search engines.
These design concepts are usually either wireframes or mockups:
- A wireframe is more of a basic skeleton of your website or digital product.
- A mock-up has more meat on the bones, offers a more detail and accurate depiction of your final product and the cutomer’s experience with it.
There’s more to it
But what goes on behind the scenes during the research and planning phase? It’s not just a quick Google search and jotting down a few notes.
Web design agencies deeply understand the client’s business goals, brand identity, and target market. They analyze the competition, study their websites, identify strengths and weaknesses, and brainstorm ways to make the client’s website stand out.
The agency considers factors such as color psychology, typography, and visual hierarchy to create a design that looks good and guides the user seamlessly through the website.
The Team Structure in a Web Design Agency
A web design agency consists of various professionals with specialized skills. These professionals may include:
- Web designers: They are responsible for creating visually appealing website layouts and user interfaces.
- Web developers: They handle the coding and technical aspects of website development.
- Content writers: They create compelling and engaging content for the website.
- SEO specialists optimize the website to improve its visibility in search engine results.
- Project managers coordinate the different teams and ensure that projects are timely and within budget.
However, the collaboration between these professionals goes beyond their roles. Web designers work closely with web developers to ensure the design is implemented accurately and functions seamlessly. Content writers collaborate with SEO specialists to create content that engages users and ranks well in search engine results. Project managers are the glue that holds everything together, ensuring effective communication and smooth workflow among the teams.
By having a diverse team with expertise in different areas, a web design agency can ensure that each aspect of website creation is handled efficiently. The collective effort of these professionals results in a website that looks great and performs optimally.
Client Interaction and Project Management
Effective client interaction and project management are essential for the smooth functioning of a web design agency.
Project managers act as a bridge between the client and the agency, ensuring that client requirements are understood and implemented correctly. They also facilitate effective communication between the client and different teams within the agency, ensuring that projects are delivered according to the client’s expectations.
However, project management is not just about keeping everyone on track and meeting deadlines. It involves a deep understanding of the client’s vision and goals, translating them into actionable tasks for the team.
Project managers also play a role in understanding your expectations, making sure that you as the client understand the limitations and possibilities of web design and development.
But more than that, if they do their job well, they build a relationship based on trust and open communication. They “get” your ideas, concerns, and aspirations. They value the client’s input and collaborate to create a website that truly reflects their brand and resonates with their target audience.
The secondary impact
Beyond the initial first measurable criteria of (a) new user and revenue acquisition (b) increased average order value, and (c) increase of repeat visitors and recurring revenue – and giving you a visually striking website design, here are additional benefits of working with a good web design agency:
Impact on Business Image
A well-designed website creates a positive impression on visitors and helps build credibility and trust. By creating a visually pleasing and professional website you can shape the image of your business that the public has of you. Ultimately, in the long term, that can reflect in your brand.
But do not rush into making bold claims about a changed brand or believing those claims, if they are made by an agency. Remember, your brand is definied by your customers, not by you.
Let alone not by your agency. No matter how friendly or professional they seem.
A brand is a reflection of how the market and your customers view you.
A Better User Experience
By understanding user behavior and incorporating user-friendly features, a web design agency can give your visitors and customers a more positive and engaging experience on your website, increasing the chances of conversions and customer retention.
A Summary of Factors to Consider
When choosing a web design agency, consider their experience, portfolio, and reputation.
Look for agencies that have worked with businesses like yours and have a proven track record of delivering high-quality websites. Additionally, consider their communication and project management processes to ensure a smooth collaboration.
Understanding Your Business Needs
Before hiring a web design agency, it is crucial to have a clear understanding of your business needs and goals. Consider what you want to achieve with your website, what features and functionalities you require, and how you want it to align with your overall branding and marketing strategy. Communicate these requirements clearly to the agency to ensure that they can meet your expectations.
Final Note on Evaluating the Agency’s Portfolio
One of the best ways to gauge the capabilities of a web design agency is by reviewing its portfolio. Look at the websites they have created in the past and assess their quality, design aesthetics, and user experience. This will give you a good idea of the agency’s style and expertise and help you determine if it aligns with your vision for your website.
By considering these factors and thoroughly evaluating potential web design agencies, you can find the right partner to create a visually appealing and highly functional website that meets your business goals.
