Executionists - We Get Web Done

1. Social media isn’t just experimental; it’s real ROI and can be tracked and measured

• Similar to website analytics that come with most hosting accounts, there are tools and analytics applications that measure real-time activities within social networks such as Radian6, Infegy Social Radar, Scout Labs, and Alterian
• Free sites like SocialMention.com and HowSociable.com quickly measure your influence and visibility over a broad social media spectrum

2. Get intimate with smart phones

• Social network activity is becoming more local and mobile with GPS in smartphones
• Location based services and features create competition, promote offers, and reward participants. Examples include Yelp, Foursquare, etc.
• Localized results help people connect more intimately

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By Jansen Granflor

A common misconception about social networks is that you have to be on them 24 hours a day to see results for your business. The truth is, all you have to do is create a basic profile on a handful of social media networks, like Facebook, Twitter, and LinkedIn, that your clients or customers already log onto. It doesn’t have to tell your entire company history, just some basic information regarding what you do, links to your website, and solid contact information. Your goal is not to gain thousands of fans and followers on these sites, but to spread the word around to a more specific clientele. The average computer user now uses social networks like Yelp to find businesses and reviews on products and services from real people. By linking your website to your social media networks, you can leverage testimonials from actual customers to web surfers. One positive review from a happy customer can open the door for so many more.

Social media profiles and company blogs are often setup by small businesses, but never maintained. The truth is social media information is very simple to update and can be used for marketing, customer service, and feedback via comments. It can also make you, the small business owner, seem hip and trendy in the eyes of your customers. The fanbase you build with these tools will bring you more business, and if you run out of things to say, you can post updates by simply announcing limited-time promotions or discounts, or introducing new products or services. Remember to always improve your SEO (search engine optimization) by linking your business to as many online directories and websites as possible, as this will not only put you on the map in your neighborhood and field of specialty, but it might also get you some media coverage, further boosting you up in Google search results.

Placing social media links on your homepage will help you increase web traffic, but keep in mind you don’t want your potential customers to link to a social media profile that hasn’t been touched in months, so update early and often. You can also use social media to get to know potential customers, by listening to their comments, and responding to their inquiries. Sometimes, they will be upfront and ask for a product or service you don’t offer, or tell you your prices are too high. You can address and reward them directly, and get to know them by name, which leads to referrals, and more business. It’s a sales pitch that doesn’t feel like one. Use social networks to tell your customers who you are, what inspired you, where you started your business, and how you got it all started. Set up a blog as a way to speak to your customers indirectly, and they can read and comment if they choose to.

Socializing is only half of social networking – the other half is networking, so use your social hub not only to get more customers, but perhaps you can meet better vendors, and cheaper suppliers. Social networking sites increase competition, but you can embrace your competitors, and exchange tips and feedback since you both experience similar issues on a regular basis. If you have a problem you can’t solve, maybe a similar business has a solution, which you in turn can pass on to help another business owner. Social media creates buzz, helps networking, and, of course, increases business for everyone. It’s a genuine way of getting to know your customers, and it doesn’t take too much of your free time, and can actually be fun, and engaging.

Jansen can be reached at jansen@executionists.com

ICG Advisors is an independently owned investment management firm that acts as an outsourced chief investment officer for wealthy families, endowments, and foundations. ICG recently came to Executionists for a professional web presence so potential clients could learn about their services and current clients could log in and review their accounts. Executionists designed a site that conveys a feeling of trust, professionalism, and credibility. The integrated Client Manager feature elevates the site from an online marketing piece to an important business and communication tool between ICG and their valued clients.

A Brand Style Guide is a document that defines the guidelines of your brand/logo usage. The Style Guide serves as the instruction book to printers, web designers, publishers, and other media channels. Items covered in a Style Guide can be logo usage, appropriate color palettes, font styles, templates for printing, photography and graphic styles, even the tone of your written materials.

If you advertise your business over a variety of media channels, it is important that your brand is consistently presented. The Style Guide assures the investment you’ve made in your brand is maintained and not weakened through improper usage. For businesses that do not have a Style Guide, one can be reverse-engineered by taking your logo and other branded collateral and distilling the key components into a Style Guide document. Existing Style Guides should be refreshed as design and industry trends change.

How Much Does A Website Cost?

Almost every potential client asks this question. I’ll get to the answer in a round-about way but first some obligatory back story. Over the past 13 years we have developed hundreds of website with budgets ranging from $1000 to $50,000. We have also worked on Fortune 500 company websites in conjunction with other development companies, these total budgets have been $100,000 – $1,000,000. For websites of this scope the team can consist of 10 or more people working full-time for six months or longer.

Websites just don’t happen, they are the result of the execution of a methodology or process that arrives at a successful result. Our website design methodology is based on 13 years of experience, starting with a website for FootLocker.com back in 1996. Our methodology has evolved over time, to make the process more streamlined and flexible. Our basic approach is:

1. Discovery
2. Planning
3. Interface Design
4. Integration
5. Testing
6. Launch/Maintain

This simple 6 step process can be modified to fit a smaller project by reducing the amount of effort spent on various steps. For example the “Discovery” process can involve just one simple phone call with the client to learn about their brand and goals or it can involve several all-day meetings. The “Planning” process can involve a short document that addresses the creative and technical requirements or it can involve days of research into the competition and building matrices of features and functionality. So you can see that each step in this process is flexible and can be modified to fit a target project budget and requirements.

Flexible process = Flexible Effort = Flexible Cost.

So, how much does a website cost?

It depends on what you are trying to build. Here are some of the key elements that we need to consider:

• Online Marketing Strategy: Do you have one? Don’t think that “if we build it they will come”. It’s important to have an understanding of marketing channels and how your business will use them.
• Branding/logo: Do you have your logo developed? Do you have a style guide for your brand?
• Interface Design: How long will it take to arrive at the look-and-feel that you envision for your business?
• Features and Functionality: This is the meat of the website, what features do you want (online portfolio, media downloads, etc) and what functions do you need (ecommerce, interactive forms, etc.)? Although ecommerce, search and membership are commonplace on the web – that does not mean that this is easy to develop. There are a lot of pre-built (open source) solutions but they invariably have to be customized and that effort can be time-intensive.
• Hosting: This is usually a small cost but still an important part of the process. Will your hosting company allow us to easily configure the options we need for your website?
• Testing: The more complex your website, the more testing is required. Also what browsers do you want your site to work on? If you want IE 6.0 or Safari that could take a lot of additional time to test and troubleshoot.

The above list illustrates that there is a wide difference in requirements for websites and many questions that need to be answered.

More Requirements = More Complexity = Higher Costs.

So how much does a website cost?

When we estimate a project we try to get a good understanding of the project requirements and then estimate the number of hours required for the following 3 primary tasks:

• Interface Design = Design for all site graphics and page layouts, may also include Flash animation design (if required).
• Programming = Hosting setup, database setup, application design and programming, testing, technical project management.
• Project Management = Primary point of contact with the client, project schedule and milestones, communication, consultation and testing.

Other tasks like Logo Design, copywriting, and Marketing Strategy can also be added to the requirements if needed.

Once we have estimated the number of hours for each task we multiply that by our hourly rate which (at the time of this article) is approx. $90 an hour for most services. We then provide the final project estimate to the client and if accepted, our in-house team strives to keep the project within the approved budget. During development, if there is danger of the project exceeding the budget due to unforseen circumstances or new client requests, the issue is brought to the client’s attention so that the budget can be adjusted or compromises made.

Note about our rates: If you search for website design and development services you will find a wide range of fees. Offshore companies may have rates as low as $17 an hour. Students fresh out of school may charge $15 an hour, boutique development companies range from $75 – $150 an hour, larger national firms can easily charge $250 and more per hour. Keep in mind that there is a world of difference between the experience of a $17 an hour developer and a $150 an hour developer. Our rate is based on what we believe is reasonable for the bulk of our clientele which are small to mid-sized, Los Angeles-based businesses. Our methodology has been tailored to deliver design and development services based on that cost.

So, how much does a website cost?

Let’s walk through a few brief client scenarios to help you get an understanding of costs:

Client One: MJ Associates

This small, professional services business needs a website primarily for marketing purposes. They have an offline brand/logo and some website design ideas. They will provide the content for their website which consists of text, headshots, logo and a video of their CEO. They provide a short list of websites they like during a meeting that our Project Manager and Art Director have with them in our/their offices. They don’t require any databases but we will hook up a 3rd-party email management tool for them so they can collect client inquiries and send out email blasts. There will be approximately 8-10 pages.

Estimate is as follows:

Interface Design: 20 hours – will include some Flash design
Programming: 32 hours – HTML, PHP and CSS
Project Management: 18 hours
Total: 70 hours = $6,300

Deliverables:

Following is a semi-complete list of the deliverables from our team:

• Planning document that lists creative and website goals
• Content checklist and schedule
• Access to our project management tool (if desired)
• 2 home page design options that get modified based on client input to arrive at one  approved design
• Design for website pages (based on the home page design) and all associated graphics
• Flash design elements (usually a promotional animation)
• Programming for the website and integration of 3rd-party email management tool
• Integration of all client content
• Integration of Google Analytics
• Upload to client’s hosting server and setup of email addresses
• Testing and Launch
• Proactive submission of site to the major search engines
• At the end of the project we provide the client with a complete copy of all our original files on CD (.PSD, .FLA, HTML, etc)

This type of project accounts for about 1/2 of the projects we do. Post-launch, these companies often come back to us for content updates and enhancements. We bill these at our regular hourly rates or fraction thereof. Clients who require regular edits can save money by getting one of our Retainer Plans that offer discounted rates.

Client Two: Ecommerce Website

This mid-sized business needs a marketing website and ecommerce for their product line. They have an offline brand/logo and some design ideas. They will provide the content for their website which consists of text, headshots, logo, product photos and PDF downloads. They provide a short list of websites they like during a meeting that our Project Manager, Art Director and Tech Director have with them in our/their offices. They have a merchant account.

Estimate is as follows:
Interface Design: 24 hours – will include some Flash design
Programming: 60 hours – HTML, PHP and CSS plus integration and customization of Php-based cart for online shopping.
Project Management: 30 hours
You can expect to pay a little more for the hosting and an SSL certificate
Total: 114 hours = $10,260

Deliverables:

Same as client one above but add a few hours for training on the ecommerce solution.

Client Three: Membership Website with CMS

This business needs a marketing website for a new brand. They also need membership and email marketing components. They will provide the content for their website which consists of text and video clips. They provide a short list of websites they like during a meeting that our Project Manager, Art Director and Tech Director have with them in our/their offices.

Estimate is as follows:
Branding design and online style guide: 36 hours
Interface Design: 60 hours – will include some complex Flash design
Programming: 140 hours – HTML, PHP and CSS plus integration and customization of Drupal or similar CMS and membership modules.
Email template design and programming: 16 hours
Project Management: 48 hours
You can expect to pay a little more for the hosting and an SSL certificate
Total: 290 hours = $26,100

Deliverables:

Same as client one above but add a few hours for training on the CMS solution.

Cost of Website Add-ons

There are a thousand add-ons you can use to enhance your website. The estimates below reflect the general requirements we have seen, however there are many factors that can push these estimates higher. If you don’t see your add-on here just give us a call and we can provide an estimate.

• Custom Content Management Systems- For clients who want to manage their own content we integrate and customize  content management systems (CMS). We work with PHP-based open-source CMS solutions like Drupal. Costs for integrating and customizing Drupal can range from $4,000 to $20,000 and up.
• Custom Blog- Many clients want a WordPress blog within their website customized to their website branding and design. This ranges from $1,250 – $3,000 and up.
• Email Marketing Campaigns- Clients that want to gather emails and send out branded email blasts for announcements or newsletters require an Email management tool. We integrate the 3rd-party tools (graphicmail, mailchimp, constant contact,etc.) and create an email blast template design, we can even manage your email blast. $720 and up.
• Branding/Identity Development- Logo design is something we are often asked to do. We start with an 8 hour process that generates about 6 rough logo concepts. If one of these is chosen we go through several rounds of edits to arrive at a final version.  $900 – $3,200
• Style Guides- An online styleguide is important because it establishes brand consistency and provides a guide for all your print collateral and online marketing. Basic styleguide $1,440.
• Targeted Landing Pages- Landing pages are pages that promote a specific product or service. They are usually part of an email, social media, or banner ad campaign. We can design and create these pages starting at $650.

So that’s how much a small business website costs.

One final note: If this website will be a significant part of your business please don’t skimp on the design and development. If you’d expect to pay $100,000 for a brick and mortar retail shop (inventory, interior design, furniture, rent, utilities, staff, equipment, insurance, etc) – then don’t balk at paying reasonable rates for the creation of your online business.

Feel free to send us your requirements or call 310-754-3807, and we’ll get back to you quickly to let you know how much your website will cost.

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