Spot the web design cowboy

The sad fact is that cowboys still roam the plains of the web design West. I rather optimistically assumed that the industry had grown out of blatantly ripping the client off, but time and again I hear horror stories about agencies both large and small. I suppose our industry is no different from any other, but I am amazed at what some people are still getting away with, and it really gets my goat.

So, if they’re still out there, how does the client tell the rootin’-tootin’ rip-off merchants from the genuine article? Here are some guidelines:

Lock-in

This is a classic trick (and some would argue that it’s simply good business sense – I cannot stand it). By some method, they ensure that you cannot leave them without severe financial pain. The usual way is to develop your site using an in-house-built system. This means another designer cannot quickly or easily take up the reins if you decide you want to leave. Normally the site will have to be re-built from scratch which is so prohibitive that the client is likely to stick with the cowboy rather than make a clean break.

Another way is to refuse to give the client direct access to the site (via FTP for example) and then charge a ridiculous fee when you want to leave. Always insist on your own access to the site’s files – not just a CD-ROM. If they say it’s because you might break something, tell them you’ll be very careful.

Yet another way is for the agency to be the registrant of the domain name and/or the sole administrator for the hosting package. If you don’t have the password for the hosting (or, even worse, ownership of the domain name), you are completely at their mercy.

Of course, I have nothing against in-house systems per se – just make sure that your contract has no exit charges and includes access to the files that make up the site. If they won’t give you access to your own website, ask yourself why.

Promising the earth

Remember the old mantra – if it sounds too good to be true, it probably is. Make sure everything you ask for is down in black and white. If the person you meet makes out that everything is easy, be careful. The same goes if they don’t ask you many questions – there is no way they can fulfil your needs unless they really understand them. Some have a tendency to say yes now and worry about how later. Again, some might consider this good business practice – I disagree.

Always make sure you can have as many proofing rounds as you want. One big agency I have seen presented the client with shoddy work and then told them that this was the only proof. Another left the first proof until the day before the go live date (which could not be moved).

If you’re told that the website will only take a couple of days – unless it is incredibly simple (and even then) – your spider senses should start tingling.

One more thing – be wary if you never meet the people who are going to do the work. You need to talk through your ideas with the designer, not the project manager. At best, general apathy will result in something that has no imagination. At worst, chinese whispers will result in something that meets your requirements but is nothing like what you described.

Smoke and mirrors

If you were feeling bewildered after the last meeting with your web designer, it’s not a good sign. Web design is chock-full of jargon and acronyms, but it’s simply not necessary to expose the client to it. A good web designer will be only too happy to explain how something is done. After all, they weren’t born with the knowledge – they’re just like you – they don’t have two brains or three nostrils. Well, not all of them.

Jack of all trades

It may sound obvious, but be wary of the “full service” agency. I’m sure there must be exceptions but, because the web is still this new fangled thing, the chances are that it’s on their list purely because it’s a licence to print money. They may tell you that they’re passionate about “new media”, but they will probably sub-contract to a freelancer who you’ll never meet. Stick with a specialist.

Overcharging

The oldest trick in the book, and possibly the most difficult for the client to spot. It varies from charging thousands for open-source software (that’s free to you and me) to simply quoting ridiculous figures for the most simple of jobs. The only way to defend against it is to shop around, meet with them and choose the ones you trust the most.

On the subject of money, if they are charging you to register your site with search engines or to “tune” the site so that you appear at the top of search results, watch out. Registering your website with Google takes a couple of minutes (and its free) and the best way to get to the top of the search results is to create a kick-ass website. Link-exchanges may sound like a magic bullet, but when your site is predominantly links elsewhere, who is going to stay around?

Poor workmanship

Perhaps not a deliberate cowboy tactic, but bad news all the same. It’s also one that’s very difficult for a client to spot. Probably the only way is to make sure they have a portfolio – and to check that the sites haven’t been re-designed.

Exploiting their staff

This is not unique to the web industry, of course, but it can be forgotten. Everyone assumes that web designers and developers are raking it in and living the high life: pool tables and bean-bags in the office – you know the score – but it’s no different to any other industry. To be honest, I’m not sure of the best way to tackle this – but meeting the designer is a good start. Happy and enthusiastic: good. Doe-eyed and malnourished: bad.

Finally…

If in doubt, ask for the contact details of one or more of their previous clients. If they aren’t very forthcoming, look elsewhere.