Many years ago, I remember reading, “In just a few years somebody will offer products that will allow anyone to create a professional looking website.” The prophecy was made with a view of tools like Adobe GoLive and Macromedia Dreamweaver on the path towards turning the art of professional web design into a simple commodity. As a user of Dreamweaver since 1999, I can say that it is a much more complex product now than it was then. Many things have been dramatically improved for the professional web developer, but it is certainly not a product that will one day render the developer unnecessary.

The overall confusion faced by the business world when it comes to how to interact with design firms is born out of the oft-forgotten infancy of the industry. As soon as anyone can create a product or service that either solves a market problem or delivers an innovative new specialty, technology changes the game again. One has to only look at the phenomenon that was MySpace to see how quickly things can change. In 2005 it had the highest membership of any social networking site. In a span of only a few short years, that title has been given to Facebook with over 300 million users (as of early 2010). This seismic shift is an unsettling reality to most businesses who are faced with trying to understand how their businesses should interact with their customers on the web.

Blame(?) it on Google

It would be easy, and somewhat correct, to point to Google for much of the shift of behavior that is driving the uncertainty that businesses face when it comes to how to correctly use the web. In the early days of the web, it was somewhat easy to be found using search engines: pay for it. Web developers worked around every loophole that was offered to them by search engines that were seemingly engineered to be manipulated for profit. This led to customer distrust and backlash against the web as a viable medium to do business.

As a response to this distrust, Google has monitized searches using advertising instead of a paid search results model. By not publishing its search algorithm, they separate themselves for the potential conflict of interest. While an entire industry (SEO Companies) have been created to try and offer advice and services to get a business found by Google search, the full details of page ranking is unknown. The reason for this is simple: Google wants us to behave. They want us to create content, and let them index it. Pretty simple.

But not to be considered rude, Google offers us simple advice to create search-engine friendly sites, and one of the first things to be mentioned is simply “provide high-quality content on your pages.” That’s it? While there are many more things that have an effect, this basically sums it up. After all is said and done, Google wants to give their users the best results possible. If it sounds too good to be true, think again. While this may sound simple, it makes it virtually impossible to create a website without planning for the current and future content needs.

Another way that Google has changed the web is by separating paid and organic search results. This separation has introduced trust back into the picture, as this means that the results that you see on the first page are more helpful than ever. Google has established itself as the undeniable leader in this area. Years of finding what I’m looking for has lead to my customer loyalty, and Google is continuing to refine this puristic approach to search.

Again with the content! If it seems like a dead horse is getting beat, it is. While this seems like a simple thing, believe me, it’s a hard sell. It seems that many business people are just not interested in spending the amount of time and ongoing effort needed to have a successful web strategy. And this isn’t just small companies, there are many large organizations that still think that they can just paste some generic marketing message on their site and be done. A typical response to a discussion of web content strategy is “let me pay you half for a quick fix, and we’ll address it later.” A web developer can create the most beautiful website in the world, and it will simply not be found by Google if well-written, relevant content is not present.

While I’m a huge fan of technology, I am also continually reminded that while business moves at the speed of light, not every business owner is on that train. While at FORGE, I worked with clients that are in every category of technology sophistication, and that’s something that I enjoyed. It’s great working with people to understand the complex world of technology, especially how the web is effecting business. At least until it all changes tomorrow.

NOTE: This post originally appeared the FORGE blog. I have since moved on, but I thought it would be good to share this article.

So I was wondering what it would be like if FORGE treated potential clients like we treat prospective employees.  Instead of us selling ourselves, we would let potential clients know if THEY fit the bill. Here’s my first draft:

INDUSTRY: Any

POSITION: FORGE client

JOB DESCRIPTION:
FORGE is looking for a client with a solid understanding of the world of business, and how design and the web effect their brand as touchpoints. This company must have relevant needs and be willing to discuss these needs with FORGE. This company must also be willing to discuss their budget with FORGE. Also, they must have a budget!

You know you’re the right company if:

• you know what a brand is (or are willing to learn)
• you know what a brand standards manual is (or would like FORGE to create you one)
• you are willing to actually put relevant, well-written content on your website (not just once, but many times)
• you are looking for a long-term partner
• you have a marketing plan (or would like FORGE to help you create one)

You know you’re not the right company if:

• you think that a website is an SEO project
• you think that the Yellow Pages = eMarketing = a good idea
• you just want somebody to draw you a picture
• you want a flash website cause somebody told you it’s cool
• you want to hire a company that “offers search engine optimization and internet marketing services”
• you want a splash page for your website
• you have a great idea for a website, and if we’ll partner with you and make it for free we’ll get paid once it takes off

DESIRED SKILLS/DUTIES:
Applicants must have relevant experience in the “being a client” industry. Although FORGE will consider applicants without experience, they must have a degree in french cooking, as we like to eat. A lot. Potential clients must like to surf (no reason, we just think it’s cool) and have no problem paying their bills on time. Good ideas are helpful, and potential applicants must show experience in approving designs and copy. A college degree is helpful, but not required.

Please send applications to FORGE.