No matter what business you are in, there is probably a web design firm out there that specializes in it. There are solo designers and companies who focus on working with doctors, accountants, realtors, and any other profession or industry under the sun. In fact, you are likely to run into these types of firms when you’re thinking about putting together a new website for your business.
But, is working with one of these companies really a good idea? And will you get better value, or improved marketing results, by choosing an industry-specific creative team?
To get to the answers you need, let’s look at both sides of the coin…
The Advantages of Working with an Industry-Specific Web Design Company
The big upside to working with a web designer who specializes in your type of business is that they are likely to immediately understand who you are, what you do and what you’re looking for. Also, they’ll have lots of samples within your industry, so you can get a sense of what their style is like, and how it might relate to your web design project.
At the same time, you could save a little bit of money when it comes to the design of your website itself, since a specialized web design firm should be able to do the job in less time than a creative team that is starting from scratch.
What Industry-Specific Web Design Firms Won’t Tell You
For all of those advantages, there are some important downsides to be aware of, as well. For one thing, a web design company that specializes in a certain type of business isn’t going to reinvent the wheel every time around. That means they’ll work from pre-existing templates. That saves time and money, but it also gives your website a generic, cookie-cutter feeling that makes it hard to separate yourself from your competitors. In addition, they may offer you “canned” content that sounds like everyone else’s.
And for another thing, industry-focused web designers tend to charge higher monthly and maintenance fees. So, while you spend less up front, you also end up with a somewhat generic website that costs you more in the long run.
So, is There Value in Choosing a Specialized Web Designer?
While there might be situations where it makes sense to choose a specialized web design company for your project, the reality is most business owners and marketers should prioritize unique, custom work over industry background. That’s because learning about you and your customers is just the beginning – giving your website that can help you appeal to those customers and grow your revenue is far more difficult (and important).
The point of your website is to help you stand out from the competition. You can’t do that if your pages have the same look, feel, and messaging that all of your competitors are using. Don’t get so distracted by the short-term benefits of a specialized web design company that you miss out on the things that really matter when it comes to launching a new online presence.