Website development and design is part art and part science. Let me explain.

A website must be built not only for human consumption but also machine consumption. It needs to read one way to humans (i.e. be aesthetically pleasing, easy to read, accessible) but also needs to read another way to computers (i.e. properly structured, easy to navigate, good technical framework). Nowadays, not only does your website need to work on a computer but it actually needs to work on different types of operating systems, browsers, mobile devices, etc., depending on your target audience’s reach.

Unfortunately, to most small business owners’ chagrin, a comprehensive marketing plan doesn’t stop at hastily posting a website on the internet and leaving the core of content up to someone up to pen together. How does a small business owner overcome some the hurdles of a new website build without breaking the bank?

• Make sure that you get to know the person who is working on your new site. Do they understand basic design principles as well as the technical build itself? Be weary of commissioning someone who is a specialist in one and farms out the other aspect elsewhere. If you can find someone to integrate the process (ideally, one person or at least a two-person team) that would be ideal.
• Is your developer pulling their WAIT or pulling their WEIGHT? Sticking to the original proposed budget (both in money as well as timeline) will save you both headaches. If your designer/developer works odd hours (most do), make sure you give them all of the information they need beforehand so that they don’t have excuses!
• Never assume that the designer/developer is working on just one project at a time. Most of them juggle at least five or six simultaneously. If you expect exclusivity you will have to pay for it.
• Try not to get too involved. I know, I know, you’re paying for it and deserve to have your say. However, you have to understand that you have commissioned the help of an expert. So, let your expert do their work! If you have a question or concern, ASK. Designers/developers generally left to do the good work they are commissioned to do will naturally gravitate towards the projects that lack “helicopter” clients. If you give them room to breathe, they will generally do amazing work!
• Don’t assume that your designer/developer can read your mind. If you already getting a sense that they are not a good fit for either your aesthetic or work style, ask what the severance terms. Some may be happy to release the work for the price of a down payment, whereas others will try to keep working with you until you’re happy with your product.
• Send the shortest emails you can. If you can send your revision requests in a short, bulleted emails there will be less room for interpretation and more time for working! If designers/developers see an incredibly long email they generally shelve it until they finish their myriad of little tasks first so that they can focus their energy. Unless you want to be LAST in their priority list, I advise against sending epic emails.
• Unless you’ve enlisted the help of a communications or marketing agency, don’t assume that your designer/developer can do it all. Although Unicorn Press specializes in the design, marketing, and branding process, not every freelancer or company does. Screen their references and scrutinize their portfolio before asking.

The website design process can be tenuous. Hopefully these tips will help it be a little less stressful!

I came across a great Facebook wall post today while managing some Facebook ads. In 22 minutes they got the attention of at least 200 people…just by being simple and appealing to a basic interest.

We can all learn something from this minor success. How will you build the appeal of simple everyday pleasures into your social media campaigns?

More than a few times the topic of social media trends have come up in discussions with my clients. A common concern is the rapid turnover of social media technologies. Will Twitter or Facebook really matter in five years? What about ten?

Whether or not it exists in even one year doesn’t really matter. What does matter is its root concept.

Let’s take, for example, Twitter. Twitter not only forced us to pare down our messaging but to convey its essence. It forces us to be more concise and to communicate the message clearly and effectively. You only get 140 characters to make or break your message. You have to learn to use your words carefully and wisely!

Another example is Facebook. It serves as an escape and connector for many of its millions of users today. Does your content provide as an informative escape? What type of voice do you use to communicate with your audience? A popular marketing study noted that people are more likely to listen to their friends than they are commercial marketing and advertising messaging. Are you positioning your social media voice for success?

It is not so much the individual technologies you should learn in-depth but instead their driving forces and the way they shape your marketing communications. Learn to hone these skills and your message will transcend even the most fickle of Web 2.0!

Say what? “Vlog?”

In a sea of tweets, email newsletters and banner ads, you may need something a little more dynamic to set you apart from the rest. Vlogs are great for quick updates, short informational pieces or interviews with industry leaders.

For those of you who need that broken down, a vlog is simply a video blog. It is simple to execute for recently purchased computers equipped with webcams and decent microphones. There are tutorials on how to record video with a PC and with a Mac in case you need to get familiar with the hardware first.

We’ve got a few suggestions for anyone considering taking the vlog route:

• Be confident on camera
• Try not to wear white or other bright colors
• Find natural lighting if possible
• Choose your backdrop wisely. Find an interesting location and mix it up!
• Look into the camera, not into the screen
• Upload it to a video sharing website and cross-post to your Twitter, Facebook, email newsletter, Stumble, Digg etc
• Don’t forget to tag and properly identify your video online
• Keep it between 45 seconds (announcements) and 5 minutes (interviews).

Here is my 7th logged vlog. I break a few of my rules, but hey–I’m still learning too. Enjoy!

The vendor-client relationship can be difficult and tumultuous, especially if the client does not understand the design process. It can be even more difficult and frustrating if they outright refuse to understand it or refuse to work in a linear fashion to complete projects.

I recently had the unfortunate duty to terminate a client relationship based on that problem. When I began the project it seemed like a great opportunity to work with this client. However, my great intentions were met with contention, waffling and an insatiable desire for change. There were multiple deviations from the originally agreed upon terms: from deadlines to CMS systems to back-end functionality. The continued delays were caused by a lack of commitment by my client to a design that was built, from scratch, per their specifications. It was not the work of Unicorn Press they were unhappy with, but rather the translations of their requests and the manifestations of the designs they requested. Now after 137 emails and 80+ hours worth of work, and one attempt to salvage the working relationship, I have had no choice but to terminate this project and forfeit my losses.

Here are a few things I have learned from horror stories and experiences like these:

1. Design your estimates and agreements from a “worse case” scenario perspective
2. Be open and honest every step of the way
3. Stay in regular communication with the client
4. Be strict in documenting all emails, phone calls, and hours worked
5. Be willing to walk away

Here is a smart video tidbit of what I’ve been experiencing with this client. If it weren’t so true it’d actually be funny.