Mix talented designers, marketers, web lovers, code-heads and creative writers, stick them in a studio at the back of a sleepy high street and watch the ideas fly.

IceBlue Marketing & Design Ltd is quickly outgrowing its Black Country beginnings: visit our stand to find out why…

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IceBlue buyers’ guide to getting the perfect business website


1. Get an accurate quote.
First things first: decide what you want your website to do. Will it simply raise brand awareness, or work as an all-singing, all-dancing selling machine? Being specific will help prospective web companies quote you accurately, saving you time and money.

2. Ask about future developments.
A web company worth their bytes will advise you on the pages and categories you need, taking into account scope for future developments and new content. You might want a content-managed solution, allowing you to update it yourselves, or entrust them with all changes. Make sure they’re people with whom you can build a long-term relationship.

3. Know your audience.
A good web company creates good designs – a great web company creates great designs AND considers your end-user. Before you set your brief, research the type of people who (you hope) will be visiting your site. Are they web-confident or computer-shy? Design conscious or sticklers for tradition? Remember it’s not just about your preferences, but your users’ too.

4. Make it look attractive.
Obvious, really! Ask to see portfolios and check you’re singing from the same stylesheet.

5. Make it sound attractive.
Will you be able to write your website content yourself, or is it worth hiring a professional writer to bring out your best points? If so, then look for an agency with a copywriter on their books – preferably one who is search-engine savvy to make the most of your keywords.

6. Make sure it has great usability.
There’s no point having a sparkling website if it sends people down virtual cul-de-sacs or makes it hard for them to contact you or fill up their shopping cart. Grill your prospective web company on their understanding of accessibility and check they’re into World Wide Web Consortium (W3C) compliance.

7. Get an understanding of SEO.
And there’s no point having a website at all if it can’t be found. It’s useful if your web company has a thorough working knowledge of search-engine optimisation (SEO), to build you a site that is friendly to real people AND search-engine spiders.

8. Don’t worry about geography.
There are people doing amazing things outside of the capital – and often they have lower overheads than their London counterparts. Don’t worry too much about location when sourcing a web company: you can specify and view everything online. Just go for people you like and trust.

9. Make it sell.
A website built well can sell while you sleep, acting as a 24-hour rep for your business. Make sure your web company is up on sleek navigation, cross-selling products (if relevant) and well-placed, thoughtful call-to-actions.

10. Consider pay-per-click
A brand new website will take a while to be indexed by search engines, and even an SEO-friendly site could take months to appear anywhere remotely profitable in the natural rankings. For instant visitors, stats and feedback, consider hiring a web company who can manage a pay-per-click campaign (like Google AdWords) for a period.