Web design = front end. Web development = back end.

It’s that simple.

Or is it? Especially when you are choosing a web design company.

A website has a whole load of facets – at least the following and this list is in no way exhaustive:

* accessibility

* browser compatibility

* colour

* content creation

* content management

* css

* databases

* development language

* domain

* fonts

* forms

* hosting

* html

* images

* information architecture

* javascript

* layout

* load time

* navigation

* payments

* programming

* screen size

* search engine optimisation

* shopping cart

* testing

* usability testing

Some are, clearly about the graphic design and front end and some are clearly about the programming and back end, but many are about both.

CSS (Cascading Style Sheets) is a set of instructions that defines the style and layout of web page elements and enables separation of document content from document presentation.

This improves accessibility, flexibility and control and reduces complexity and repetition. CSS can also allow the same page to be presented in different styles on-screen, in print, on mobile devices etc.

So is it a graphic element or a technical element given that badly written css can affect usability and site performance?

Most web designers know at least some technical information about how a site works or how to write or use JavaScript, PHP, or HTML – enough, generally to make a basic site.

Most developers are well aware of the importance of design, navigation and usability to a website. So, there’s plenty of overlap and integration is needed between web design and web development.

Where is all this going?

By now you may well be wondering where all this is going? All that has been illustrated so far is that finding an individual or team that can design, write copy and programme is a challenge!

Well, simply put it helps you to assess what to look for when you are in need of a new or redesigned or developed website and choosing a web design company (or web development company). If you know a bit more about what is involved then you can be better prepared and what sort of person or team you are likely to need and avoid some of the common pitfalls such as:

Using a graphic design specialist with no web experience, a consequence of can be that the site is poorly coded or invisible to search engines.

Using a technical developer without search engine optimisation understanding, who uses one script to generate multiple pages that cannot be optimised individually, meaning your site needs re-engineering.

Questions you should ask

So how do you choose a web design company? Well here are some questions that will give you an edge.

* Ask what business results they get for clients. Look for case studies about how they helped their clients. For example,something like “18% of all leads from website; 20% of all sales from website; average conversion rate but lowest time to convert to business producing 26% of gross income at a sale value 39% greater than average.” (Yes, it’s real!)

* Ask who you will liaise with and what you need to supply to get started. Know the project manager and how it will work and be sure you are happy with it. Find out if they have a questionnaire to go over with you which will help to create a site that will look good and optimize your RoI.

* Ask if they analyze your current traffic before making decisions. Analyzing a site’s metrics can help identify the current site’s strengths and weaknesses so a better site can be designed.

* Ask if they have sales/marketing experience and if this is their full-time job. Make sure you hire a sales and marketing expert to be your designer and not a part time ‘wannabe’ who really does not know what they are doing.

* Ask for experience of similar projects for similar businesses.