News & PR

Milwaukee, WI - March 26, 1999
Written by Carlise Newman
article information »

Excerpted from The Business Journal, March 26, 1999

Some small businesses may see choosing a Web site designer as a simple task. However, every business has different needs and objectives for its Web site, and design companies have different specialties.

Other small companies may view choosing a Web site as an insurmountable task, with technology being expensive and complicated. Most small businesses don't have an information technologies staff that is often available to large companies.

"Many businesses are hesitant to work with small design firms because they are concerned about longevity", said Conrad Ayala, co-owner of The Spin Group, Inc., a Web design firm in Milwaukee that has a partnership with Rockwell Automation.

"Most businesses ask, ‘How do we know if you'll be here?' " Ayala said. "Businesses like ours do tend to fold if not managed effectively."

"Small businesses also should consider the range of services offered by Web designing firms. Designers should have employees with both programming and creative backgrounds", said Gary Wong, also a co-owner of The Spin Group.

Too often, if the design firm is heavy on the creative side, a business will end up with a visually attractive site that doesn't accomplish the tasks needed by potential customers.

"Or, if a design firm employs mostly computer programmers, a functional site could be created very quickly, but it often lacks visual appeal", Wong stated.

"Look for Web designers that are creative, but understand business," Wong said. "What's really important is for designers to understand and investigate why the business wants a site and what they want it to do for them."

The Spin Group, Inc. designed a site for Techna Tool & Machine Co., Inc. in Hartland. The machine tool design company had interviewed three or four design firms before making its selection.

"They gave a great presentation and asked us a lot of detailed questions about the business – what our goals were with the Web site, what we wanted to achieve," said Steven Murphy, vice president and general manager of Techna. "Then they came back and had actually set up a sample site for us."

The Spin Group set up an Internet seminar for Techna employees and explained how the Web site could help the business. Murphy said he and Techna's president, Bruce Behling, were very impressed with the service.

"Lots of businesses don't understand what the Internet will do for them, and their Web sites reflect that," Murphy said. "You have to go to the design meetings with suggestions and a clear idea of what you want."

Techna's site needed a lot of explanation and information because of the nature of the business, which is complicated to someone not familiar with the tool industry.

"They came to us with the idea that they just wanted a site at first," said Spin Group's Wong. "But their products are so technical, they need good explanations."

The Spin Group designed the site in a presentation format, so Techna's products were presented in a way to educate those visiting the site.

"So many businesses have made the mistake of throwing their information on a site and then getting no results," Wong said. "Communication between us and the client makes sure we understand their business, so others will too."