The phrase: „Karl, find an agency and sort out a new website
,“ can be the start of many sleepless nights and misunderstandings.
How can you avoid the most common pitfalls and make sure you don’t overlook anything important? What do you need to consider before saying:
„Sure
,
Tom, I’ll handle it like a pro!“?
The 5 most common mistakes when commissioning a website
We’ve compiled a list of the mistakes we encounter most frequently during initial meetings with clients.
Mistake No. 1: RUSHING
“Getting it done quickly” is not a good goal at all. If someone claims they can build a great website in two weeks that will genuinely benefit your business, they are either a magician or a liar. The time invested in preparation and strategising will pay off tenfold.
Tip: Don’t promise your colleagues a deadline that agencies have hastily promised you over the phone just to win you over. Take the time to consult with professionals and plan all the steps carefully. Allow for a buffer in case of setbacks. Only then should you make a promise – and even then, do so cautiously.
Mistake No. 2: PRICE
Before you type “cheap website” into a search engine, consult an independent professional about what a quote must include so you don’t get ripped off. At first glance, a low price may seem tempting, but only upon closer inspection will you realise what the quote doesn’t include.
Competitor analysis, SEO analysis, market research, user testing, the option to comment on the design… you may not need everything, but you’ll certainly need some of it. When you add it all up… will that cheap agency still be cheap?
Tip: Get a quote from an agency you wouldn’t normally approach because it seems more expensive. Then you can better compare what you can get for your money.
Mistake No. 3: FORM
Do you have a clear idea of what your new website should look like? Photos at the top and a quote from the owner below? Many websites are doomed to failure from the outset simply because the client has a fixed idea and the agency lacks the courage to challenge it. They’ll go along with you, ask no questions, invoice for the work and walk away. But a website like that might not help your business at all.
Tip: The design is one of the very last steps. Stay open to the expertise of professionals and choose someone who asks plenty of questions first and only then proposes a specific design. Treat the brief as a research project: “What are they asking me about that I hadn’t even thought to address?”
Mistake No. 4: NO INITIAL STUDY
At AITOM, the initial study is the most essential element from which all subsequent steps stem. Creating a website without it is like building a house without foundations.
That is why it is the best investment you can make in your new website. A carefully conducted initial study will often tell you more about your website than you previously knew. Sometimes even about your entire company. It will answer key questions and provide a comprehensive overview with all the relevant context and proposed solutions. Who? What? Why? Where? How?
Tip: The world is full of websites for which, clearly, no one carried out a preliminary study in time. Beautiful, appealing, with excellent copy, but… non-functional. Don’t make the same mistake – find a provider who devotes as much care to this as to the actual creation of the new site.
Mistake No. 5: THE SUPPLIER
How do you spot one? One who’ll go the extra mile for you, understands their work and cares about your success? There’s no simple formula, but here’s how we see the 5 most important traits of a good agency:
- A good supplier asks, asks and asks.
- Then they ask again, and only then do they provide answers.
- They don’t try to dazzle you with a polished presentation and don’t resort to platitudes. They base their work on facts and data.
- They aren’t afraid to disagree with you, and their opinions are backed up by demonstrable experience.
- They have invested time in getting to know you and are preparing a tailor-made solution for you. You feel that they are thinking about your website as if it were their own.
There are no shortcuts. Only pleasant and less pleasant paths. That’s why you should choose carefully who will guide you on the journey to your new website. A well-defined brief is the first step to success.
Would you like help with your new website brief?