I get the occasional web design lead from my website. I wanted to find a company I could pass these onto. So I put an ad on a freelance site. It specified the programming qualifications needed, stated that the successful candidate should have good English, and was for companies only.

The replies I got were enlightening. So much so, I made a list of things applicants did wrong. Here it is.

I should point out I was initially prepared to give everyone a fair go. After the first twenty-odd emails, my attitude changed. I was looking for reasons to delete applicants. I only needed one successful one; with 100+ replies it was getting to be a headache, so I decided a brutal approach was needed.

Here are things to look out for when choosing a web designer:

1. Failure to read the spec.

Many applicants couldn’t write properly in the English language. Many were individuals only. Result: instant deletion.

2. Failure to address the spec’s criteria.

Applicants bragged about how great they were. Many copy-and-pasted standard marketing guff about ’solutions’ and ‘partnerships’ into their emails.

3. Lots of jargon.

You quickly tune this out. Anyone dealing with web companies probably gets a lot of this. Applicants should talk to the client about *the client’s* site and *their* needs, and avoid techno-babble.

4a. ‘Coming soon’ client-listing pages.

They say they”ve done work for lots of clients, then put up a ‘coming soon’ sign on the web page where their client list is supposed to be. Hmmmm.

4b. ‘Under construction’ pages on their company web site.

Something you’d see on an amateur’s site. Another reason to bin their application.

4c. They only put up pictures of sites they’ve done, rather than links to the actual sites.

I’d like to see some working example sites. Pictures can be faked, and they don’t show background programming.

4e. No mention of their main web site URL.

I tried guessing from the email address. After a while I didn’t bother.

4f. No hyperlinks at all.

Just a short email spiel saying “I am great designer, hire me”. Next!

5. Using Yahoo.com or Hotmail.com for their email address.

A pro designer wouldn’t use a freebie email address service. Basic web hosting costs $5 a month these days.

I can conceive that a web designer might use a freebie account for some special purpose, but their own domain name is a basic advert that could go out in each email they send.

6. Bad spelling and grammar.

Western civilisation is doomed, if using SMS jargon becomes the standard way to write to people. It doesn’t impress old frts lik me, fr strtrs Especially if they’re looking for work where good spelling and grammar are important.

7. Front-loading Flash designs.

I admit it, I don’t like Flash. I especially don’t like it when it loads slowly on my broadband connection. I suppose it might impress an ignorant client, who doesn’t know the economic consequences of having a Flash-heavy site.

8. Not phoning the employer.

If a web site designer can communicate clearly over the telephone, that, coupled with a good application, puts them streets ahead of the email-only applicant.

8a. Leaving unclear phone messages.

9. Too far away.

Most replies will come from from India, Ukraine, Romania etc. Anyone who is closer to home stands out.

10. Gives rates per hour.

Web design jobs can be clearly defined, in terms of time, work and software required. A definite price can be agreed on in advance. It’s called a contract. Otherwise, a web designer can leave you open to escalating bills, and themselves to mission-creep.

10. Delays applying.

The first few applications are more scrutinised. After that, fatigue set in. After one hundred, only an applicant who seems a real prospect should be given more than five seconds’ scrutiny.

Now, need to get a web site done quickly? Here are a few tips to keep in mind:

1. Define The Job.

What do you want the site to do? Successful projects are ones where the intent is well-defined. Avoid going off half-cocked buying software or services you don’t need. Changes mid-build can be very expensive; just like building a bricks-and-mortar house!

2. Suit The Design To The Purpose.

Do you just want a simple site, like a placeholder? Do you want something even an amateur can edit? Or do you want a CMS with Ajax and a coffee maker?

Get a web hosting account with Cpanel and Fantastico. Look for the ‘Wordpress’ option in Fantastico, and install it. Then get a search-engine optimised theme for your blog; the default install isn’t search-engine friendly.

Hey presto, you’ve got a Web 2.0 site! Blogs are good because Google likes them, and you can edit them easily from their admin panel.
Want something more complicated? That’s where a web designer comes in.

3. Use Freelances For Jobs You Lack The Skills For.

Is your budget tight? Try http://www.scriptlance.com or http://www.rentacoder.com. The key to getting the best work is to a) be as specific as possible as to what you want and b) write your specification in simple, concise terms. Your work will likely be done by someone who’s first language is not English. Most people give a vague specification and get work they’re not happy with.

Pick someone who’s had a lot of favourable reviews recently. Pay in stages. Use the freelance site’s escrow service. Don’t expect to get more than you paid for, and don’t be cheap; if someone does a good job, they deserve a bonus, not carping.

4. Promotion Is As Important As Content.

A site can only be good if people know about it. Promotion on the internet is mainly a) ‘Word of mouth’ and b) Links. The latter help you site move up the Search Engine Result Pages (SERPs). So you need a site which has something people really want (which will generate word of mouth) and backlinks to get free search engine traffic.

Links can be garnered from free articles, press releases and submitting your site to a few directories. Fire them off, then forget about them.

5. The More You Learn, The Better, But …

It’s good to learn how the software works. You can customise it, or fix it if it goes wrong. You can talk to a developer in his language.

But …

Try to keep your eyes on the prize; the end goal of the project. Avoid getting bogged down in minutiae. The internet if full of geeks living in their mom’s basement who know the ins and outs of every software you can think of. Their bosses are the ones making the _real_ money.

Focus on the end goal; you’ll make better decisions and the getting there will be much less stressful.

About the author: T. O’ Donnell is a website design consultant and web designer living in London, UK.