One thing that amazes me is that most people that want a website have no concept of a budget for their project, or a realistic timeline for getting it done. It's common to ask for an estimate for one project, and the project turns into something else entirely, by the time it's done. There's a word for this in the business - scope creep. Items are added, dropped, and changed as the site unfolds. Often costing more than it should had the site requirements been presented better. Part of the reason is most clients are unsure what a project typically entails. In addition to graphic design and programming which can vary widely, a web site requires an annual domain name registration, and hosting services to house your files. Hosting services can vary wildly depending upon your needs. While a domain name is only a few dollars a year, that's just the beginning. A simple site might just be a few dollars a month - but a site with using lots of back end programming, video or audio files, or mailing lists can be much much more. On top of this, you may want to eventually have search engine optimization done to help you market, research, and deevelop the best way to rank well in the popular search engines. You may even need to have us write or develop content for your web site. The reality is that the cost to create a web site can run from free to tens of thousands of dollars.
So how can you decide a budget when the range is so wide? Well, you could determine what your dream web site would offer and go from there. The problem is that clients often end up desiring a site well outside their budget. If you like a site like Coke.com or Nike.com, and want something similar, keep in mind that they had an extremely high end budget. Another approach would be to do some research as to what is required for your industry to be competitive, and decide what you can get for that price. Another method would be to start small, and increase features and information as you can afford to until you have the site you want. Personally, I feel this is the best method for most start-ups. One of the cheapest methods is to use a template - which can be quite cost effective - however they do tend to have a cookie cutter look to them and in my opinion. If you can be organized and prepared when submitting materials, you can get just as nice (or nicer) custom site for about the same price.
One thing you need to do is have realistic expectations as to how long it will take to develop the site you desire. If you want something complex, and NOW, it's going to cost more because your project will be deemed as a "rush job" - incurring additional fees. On the other hand, when you decide to go ahead with your project, do it. Don't wait months to submit copy and answer emails as this will also drive up your costs. Just like every other industry, our costs for software, labor and bandwidth go up as well. Waiting a year to complete a job that should have taken a couple of months is a guaranteed way to go over budget.
Determining your Web Site's Purpose
Companies want web sites for many reasons. Some want a simple brochure site, others want very dynamic, interactive sites to sell projects or offer downloads. Some need strong security, some just want an easily accessible company Intranet. Looking to expand business outside the local area, or just a tool to keep up with competition, it's crucial that you consider all the ways a web site can benefit your company. This will help you understand the size of your project, target your resources appropriately, and determine how much outside help you'll need.
In determining a purpose, consider both the long and short term value of your site. If you are a political candidate you are going to need a very different focus than someone who has an online bookstore. Keep in mind as you plan your site, the amount of future expansion you expect. Once you have determined your purpose, budget & timeline, you'll need to select the tools for your site.
Web Site Tools & Software
Tools are items on your site that make it attractive to visitors. Anything from a blog to a shopping cart to a newsletter is a tool. First start with tools that are necessary to your site. When selecting tools, be aware of the requirements needed (licensing, legal restrictions, ongoing costs) associated with that tool. For example, if you are selling retail products, you will need a shopping cart and payment gateway. Security will be critical to safeguard your customers' financial information. You will probably want a cart that looks and feels like the rest of your site as well, and this will require some graphic design and programming to accomplish.
When selecting tools, the more you can offer visitors, the more they will keep coming back. Whether you want a mailing list, a forum, live help, or a photo gallery. Integrating any software will require licensing fees. There are all kinds of software that is free to use, but many come with little or no support. They also may have limited functionality or be more difficult to customize or install. Keep in mind that if you have little or no programming skills, this can be difficult to set up and customize.
Another thing to consider, is what platform you would like your site to work on. Often this is determined by the software and tools you choose. Some require Windows hosting, some require UNIX hosting. Windows tends to be a little more costly, but they also integrate more easily with Windows applications such as Excel or Access. Also, some feel Windows programming is more robust and secure than Unix compatible programming, such as PHP. This is a debatable area, so it's best if you ask for recommendations from experienced developers and other business owners.
Determining Size & Growth
When you are first starting out, this is often difficult to gauge, so it's important your host is upgradeable should you need it. Other considerations are will your visitors be downloading or uploading products or images? Will you have a hundred visitors a month - or thousands? This will affect the amount of data transfer and storage you will need. If you expect to add a Tool at a later date, make sure you let your web developer know so they can arrange for hosting that supports that tool - otherwise you may be forced to change hosting services and recreate or make changes to existing tools to add the new one.
If you are delaying advanced features for the time being, it is important to consider what tools you will want in the future when selecting a host. Just like writing a business plan, it's important to think in terms of one-year, two-year and 5-year goals for your web site - or in the case of a short term site, what do you want to accomplish in what time period.
Who is your Target Audience
Driving traffic to your site is only accomplished when you discover the demographics of your potential site visitors. Who will likely use your products and services offered online? How are those services typically offered? Will they pay for some things, or expect them free? How often do you expect them to visit, and why? What is their psychological make up? Creative/methodical? Energetic/complacent? Rebellious/conservative? Considering your audience will allow you to choose the appropriate tools and design to bring them back. It will assist with keyword choices and search engine optimization. Also consider your visitors' level of comfort with technology.
Site Themes
A central theme is critical in helping you create and organize content within your site. You might also want to match the them of your site to other materials you use in your business - printed materials, business cards, brochures, menus, or anything else. You will also want to consider the niche you hope to serve. You want to stand out from others in your field (but not be so far out as to be perceived as odd). A properly targeted theme will effectively help you choose a look and feel for your website that properly portrays your business and it's message.
Layout & Architecture
Sometimes the most difficult part of completing a website is having too much or too little content. It helps to organize your content in categories - perhaps even using an outline. It's quite common to have tons of information on one page, and nothing on another. So plan ahead - don't just send what you happen to have lying around. Organize! If you expect to be adding more pages in the future, make sure you leave room for that information. The best way to plan this information is with a flowchart. On a large site, your developer will do this for you or together with you. One place to start is to go to other web sites and see what your competitors are offering on their website's.
One of the great things about the Internet is it offers many different kinds of web sites - visual, written, and even video and audio. The choice is endless and visitors will seek out your site if it offers good, solid well written (or otherwise displayed) information. People go to the Internet looking for information and the hope is they will find YOU. Once they find you, the second hope is they'll want to stay and find out more about your products and services - eventually contacting you and allowing you to make the sale.
If planning your website sounds like a lot like starting a new business - it is. If you are just expanding your business to an online presence, the pressure isn't as great - but it still needs to be successful. Planning is the key to staying within your budget and creating a website that will serve you well.