Learn about the pros and cons of using website development services for your small business.
Investing in website development is one of the leading moves made by modern businesses. In fact, a recent Capterra survey found that 32% of business service purchasers gave their money to web or software developers. And over an 18-month span, these investments averaged $121,600.
Baruch Labunski, founder of Rank Secure, notes, “Many SMB leaders think they can save money and do all their web development versus outsourcing it… the problem is that building a website is more than picking a template.”[1]
This is why, for many small and midsize businesses (SMBs), outsourcing website development is the way to go.
In-house web development vs. outsourcing web development
As with all services, there are pros and cons to sending your web development outside the walls of your business.
Pros of in-house web development
Granular control: The primary benefit of in-house web development is a high degree control over the process. When you outsource your development, you also have a high degree of control, but collaboration is more difficult. You can't can’t skip down the hall to your dev team and say, “Hey, I just thought of something.”
Saving money: You can also save some money, especially if you need a relatively simple site you can DIY with builder software. While the people-hours you invest towards in-house development can stack up to a hefty sum, if you can delegate it to one or two talented individuals, you may be able to reduce your site’s price tag.
Cons of in-house web development
Time sink: The biggest con of in-house web development is it can be a time sink. It’s easy to spend many hours fiddling with website details, trying to get the look and feel just right—only to go back later and make more changes. As a result, the cost of in-house development—at least when it comes to hours spent by paid staff—can easily climb out of control.
Opportunity costs: If your in-house talent is solely focused on this project, you may experience opportunity costs as they can't focus on other revenue-generating initiatives.
Lack of expertise: Another drawback is you may not have the talent among your staff, which could ultimately mean settling for a subpar site. On the other hand, by outsourcing, if the site isn’t up to your standards, you can request a revision.
Pros of outsourcing web development
Saving time: At the top of the benefits list, outsourcing your web dev can save your company a significant amount of time. Even if you were to use a template, the time spent tweaking and adjusting each image, font, navigation tool, and video can add up quickly.
Increased quality of your site: Another key benefit is the quality of the site you get. As long as you clearly convey the look, feel, features, and functionality you expect from the get-go, you can expect a top-of-the-line site.
Cons of outsourcing web development
Lack of control: The development process happens in phases, and it’s common for business leaders to only get updates after a phase has been completed. If there’s any kind of miscommunication, you could end up with an entire phase that doesn’t meet your needs.
Cost: Another considerable con can be the cost, but that’s usually due to scope creep when you have to include things that weren’t originally planned for in the budget. Clear communication upfront can keep expenses under control.
How to outsource web development
Web development outsourcing comes down to defining the goals and budget of your project, identifying potential web development companies, and interviewing your top candidates.
1. Define project goals and budget
Defining your project goals and budget typically involves combining minds with key stakeholders and listing what you need and how much you’re willing to pay for it.
Here are some things to keep in mind during this process:
It’s better to list too many features than not enough. A feature you may feel is complicated or challenging (or that you think may be too expensive) may be as simple as incorporating an application programming interface (API) for a web developer.
Try to come up with an overall budget instead of one that breaks down site features, piece-by-piece. In this way, you can avoid scope creep driving the final cost too high.
Divide your goals into a few phases. For example, phase one may involve a site that raises awareness about your offering and generates leads through gated content. Phase two may incorporate eCommerce features so customers can purchase directly from your site.
2. Research potential web development companies
You want a development company that has experience in your business sector. That’s key. Because you’re so busy running your business, it’s easy to miss a design element that could make a big difference. But a website designer with experience in your vertical is much more likely to include something you could overlook.
For example, in some industries, such as retail and the “as-a-service” sector, potential customers appreciate pricing information upfront. In other businesses, such as manufacturing, customers don’t expect price info until they speak to a rep. Your developer will understand some of these more nuanced decisions.
Also, as you research candidates, you’ll want to take a close look at their portfolios. It’s best to focus on those that have recent, excellent work. An older (even if impressive) site could be an indication that the company doesn’t use the latest tools or has experienced a slowdown due to customer dissatisfaction. Good companies will always have plenty of “wow” examples of their recent work from within a year or less.
3. Interview potential candidates
The interview process is your chance to get a feel for how the company deals with you as a person and get answers to the kinds of questions their site may not address.
Here are some things you may want to ask during the interview:
What are some key factors that may influence how long the development process takes?
If we change our mind part way through the process about a key element, how may that impact the final price?
Are you willing to develop the site in two (or more) phases, testing each one before moving on to the next?
Could you please provide three examples of sites you’ve developed for our business sector?
What’s the biggest design challenge your company has overcome in the past two years, and what did you learn from that experience?
Is your company’s skillset skewed more towards the front- or back-end of development?
Each time you ask a question, ask the developer to provide examples to support their answer. For instance, if the company says they can “do it all equally well,” both front- and back-end development, you should ask for examples that demonstrate this to be true.
You also shouldn’t be afraid to ask follow-up questions. For instance, for the question regarding key factors that could influence the development timeline, you could follow up with, “OK, what can we do on our end to reduce that delay?”
The objective is to have an honest conversation that leaves you feeling well-informed—even if some of the questions feel awkward.
Resources for choosing a website development company
Website development outsourcing may be the best choice for your business if you’re short on time and/or development talent. When you outsource, there’s a chance you may have to give up some control over some design features. In many cases, you can minimize the number of communication challenges by clearly outlining your goals and expectations from the get-go and making sure you get all questions answered before and during your engagement with the developer.
Your next step is to start looking for an outsourced web development solution. Even if you’re still on the fence about whether to do it yourself, seeing what they’re capable of and the cost of their services can be eye-opening.
Narrow your search for web development companies with our list of companies in the following areas:
Here are some additional resources you may find helpful: