We get asked this question a lot at StrategyNest from clients that need a new website. The idea of a new website is ideal but when it comes down to what they need, that’s where it gets murky. Today we will go through the process that we follow with clients that need a new website.
Cost is usually the first question that comes up from clients.
Although we understand that having a budget is important, without understanding your needs and wants it is almost impossible for anyone to give you a price estimate, let alone a set price. There are a lot of options in between.
Many clients do not set up criteria on how to choose an agency or a designer - making them base everything on gut feel and price.
My question to them is, how did that work out for you the first time you did your website? Did you get all of the functionality you wanted? Did you spend the time to look at what content your audience really wants to read? Did you look at where most of your audience spends their time so you can create the best pages for your audience?
Many times, the answers to these questions are no. And that’s okay for now; however, we do not want you to make this mistake a second time.
Let’s talk a little bit about what you must do before you even begin getting proposals from the agencies you just Googled.
Step 1:
Set some time aside with your team to go through what you want your website to do for your business. Do you want to drive your audience to a certain page? Do you want them to purchase something from your site? Do you want to educate them on something you do or make?
Step 2:
Check out your Google Analytics. It’s not scary, we promise. Look to see what pages people are visiting. When are they visiting them? How long are they staying on each page? What pages are they bouncing from? Take note.
Step 3:
Check out your competitors. Are there any pages your ideas that you like that they incorporated into their site that you like?
Step 4:
Begin to formulate a very rough plan based on what you just learned from your Google Analytics. What pages do you want to keep? Do you really need all of the pages you have today? Do you think adding a page would be important? Remember 500 words or less on each page is what is recommended by Google to keep your audience engaged and have good SEO.
Step 5:
Set up criteria for how you will measure the agencies you reach out to.
Once RFP (request for proposal) responses are received, each response must be reviewed and evaluated to determine the selected proposal. Using a pre-defined "scoring system", each element of the RFP can then be ranked according to the "degree" to which requirements and priorities are met. To meet these goals, RFP evaluation standards are organized into three actionable components: criteria, degree and priority.
Start with Pre-Defined RFP Evaluation Criteria:
Physical Requirements: To what degree does this proposal meet stated physical solution requirements (for hardware and/or software)?
Skills & Abilities: Does the bidder have the necessary skills and abilities to deliver this proposal? Does the agency have the internal knowledge to design and develop based on your requirements such as e-commerce, plug-in needs, content writers, etc.?
Service Requirements: To what degree does this proposal meet stated service requirements?
Pricing: How does the proposed price compare to the (a) planned budget and to (b) other proposals?
Delivery & Installation: To what degree does this proposal meet stated delivery and/or installation requirements?
Warranties: To what degree does the proposal meet stated warranty requirements?
Terms & Conditions: To what degree does the proposal meet stated contractual terms and conditions?
References: Does the bidder have a proven track record in this type of project?
Intangibles: What other factors can be used to evaluate RFP responses and select the appropriate winner?
Move on to Response Evaluation Scoring:
How will RFP's be evaluated? Using a standardized scoring system, "points" can be assigned to each criteria component according to the degree (extent) to which the proposed solution meets stated requirements. This is illustrated below:
5 points: Fully Meets
4 points: Meets, with minor gaps (no compromise required)
3 points: Meets, with moderate gaps (some compromise required)
2 points: Partially meets (significant gaps, compromise required)
1 point: Does not meet
Make Your Evaluation Priority Rankings:
The third element of the scoring system is the "priority ranking". In the course of the RFP process, bidders will be asked to respond to multiple requirements. The degree to which each requirement can be met will vary, even within a single proposal. On the other hand, since some requirements will carry more weight than others, wiggle room may exist. Priority rankings will help you to put requirements in perspective, helping you to identify the points at which compromise is possible. For example: You have received several RFP responses and you have identified the solution that best meets your technical requirements. However, this vendor is unable to meet your delivery and installation time frame. Can you compromise? Priority rankings can help you figure it out, as illustrated below:
High Priority: No Compromise Allowed
Moderate Priority: Moderate Compromise Allowed
Low Priority: Minimal Compromise Allowed
Step 6:
Get started!
Choosing the right marketing agency for your new website is not an easy task. Don’t be afraid to ask questions, get answers, and find the right fit for your business.