- Instead of using graphics just for the sake of pizzazz, does
the designer use graphics purposefully to organize the page and
to direct a visitor's attention to important points?

- All sites should motivate a visitor to do something, whether it
is buying a product, filling out a quote request form, signing up
for a newsletter, etc. Does the designer do a good job of
visually showing visitors how to take action?

- Does the designer design sites that are easy to use?

- Instead of asking, "Does this site look good?" ask, "Would this
site make me want to buy a product if I was in that site's target
market?

2. Talk with references.

Don't just peruse the sites in a designer's portfolio. Get in
contact with some of the designer's past clients and question
them on the specifics of their experience. Ask how long it took
to complete their website, as well as how easy it was to work
with the designer.

Also, be sure to ask how effective the client's website has been.
How many visitors do they get? By how much have their sales
increased? How well has the site accomplished the client's
intended goals?

3. Have a basic knowledge of good web design techniques.

It helps significantly in evaluating a prospective web designer
if you know at least the basics of good web design. This way,
you'll be in a better position to judge good techniques from the
not-so-good.

Before you get ready to hire a designer, spend some time browsing
the web and the shelves of your local bookstore. If possible, try
to get a feel for the basics of usability and online marketing.
Also, glean information from a variety of different sources. The
experts often disagree, and it's helpful to hear from a variety
of perspectives and understand why they hold particular
positions.

4. Don't necessarily go for the lowest bidder.

Remember, it's not just about getting a website; you'll need a
website that will actually perform. Price and quality usually
have a direct relationship, so you'll get what you pay for.
Designers who are overly inexpensive ordinarily lack experience,
are difficult to work with, don't understand much about online
marketing, or don't truly have a grasp of good web design
techniques. A website from such a designer won't be beneficial.

5. Look for a designer who asks good questions.

Astute designers should probe you for specific answers to such
questions as:

- What is your primary goal?
- By what standard will you measure the success of your site?
- Who is your target audience?
- What are the primary benefits of your product or service?

Look for a designer who obviously understands marketing, not just
graphic design.