Recently I was asked to review the existing web site of a potential client. It was built using a free site template from a major business software provider, and it had all the tell-tale signs...generic graphics and an unsophisticated layout, a restrictive and bland content area...in other words, it could have been any site for any company and was completely unmemorable.

Worst of all, the site had no search engine visibility! Because of the numerous search engine optimization faux pas I discovered in the coding, I was not at all surprised by the business owner's complaint that no one could find them on the web. Web site templates can be based on outdated code and standards and not built for web accessibility, W3C compliance or cross-browser compatibility.

Further investigation into the "free" website service revealed that users are locked into hosting on the software company's servers only, e-mail is extra, and should a site grow to more than 5 pages, then additional costs begin to add up dramatically. The bottom line is, the benefits of the free website were skewed toward the software company and not the small business.

In contrast, a custom-designed web site is designed and built around a business' brand and it's unique personality, taking into account the purpose and audience of the site. It provides a company with the visual appeal and flair that their customers want to see. A custom site offers flexibility to incorporate the functionality that the business will need to keep their site growing, useful and productive for years to come. When site issues arise, a client can call their web designer for support. How responsive do you think support for a free site will be?

Recently, this software company has been running TV ads touting the benefits of using their free site design tools over hiring a professional, alluding that web site designers are unreliable, over-priced and slow. I don't doubt there are such designers out there, but there are also many who will do a wonderful job for you at a fair price and in a timely manner. Read my blog on "How To Hire the Right Designer for You" for tips on how to hire wisely.

At JS Graphics, we have the resources of expert designers, writers and other professionals ready to help a company achieve its web site goals through custom-crafted communications. We deliver fresh ideas daily!

Even for small sites, custom web site design is really the way to go. A cookie-cutter site will never make a business stand out from its competitors. If a site looks generic and cheap, then so does the business it represents.