As a business owner, you understand that a web site is a critical part of your marketing, and a web designer is a critical component of your internet marketing team and strategy.

It's fortunate you don't have to know everything there is about web site design and maintenance in order to effectively manage your internet presence. But, you do need to know enough to ask the right questions of a potential web site designer so you're comfortable with your choice. Referrals from friends and colleagues are a great way to start the process but you still need to do your own research to confirm that it's a good match for you.

There are two sides to outsourcing web design. The first is understanding what you want and need in web design. You need to think about these elements before starting your search for a web designer.

Once you have a good idea of what you want for your web site, you then need to research the technical, marketing and soft skill qualifications of the web designers you are considering. Here are the top 7 things to consider when hiring a web designer:

1. Your first decision to make: do you prefer to work with a freelancer or a small design firm? Both should be able to provide you with more personalized attention than a large firm. When working with a freelancer, you will want to know if they have the necessary resources to cover all of your needs. For example, will they be able to assist you with finding hosting? Do they provide site promotion and web site maintenance? If not, you will have to look elsewhere for help in these areas. A small firm should have a range of services to offer. A freelancer should have resources she partners with so the entire process is seamless to you.

2. Before starting to look for a designer, your second decision is to determine how comfortable you are working with someone virtually. When working virtually, it's helpful to have a fast PC, a high-speed internet connection, and at least a 17" monitor that shows true colors. Even if you work with a local firm, you will still need to do some work virtually as in-person meetings can become costly and not necessarily an efficient use of time.

3. Now that you've made your first two decisions, it's time to begin looking for a designer and reviewing their work. Referrals from associates are a good place to start. Also, check with associations or membership organizations you belong to and determine if they have a resource list. As you are surfing the internet, make notes about sites you like and what you like about them. I use a spreadsheet to capture information about sites I like.

4. As you search for designers to interview, you will want to have a process for reviewing their site. Some of the questions you will want to ask yourself about their site are: Is it easy to navigate? Can you find almost everything you want to know just by going through the web site? Do the pages load quickly? Is there anything about the site you find annoying? Write down any questions you have about the designer's website and why she created the design the way she did. For example, if the pages load slowly - ask why.

5. Review the designer's website portfolio. Does it show a variety of styles? Has she done work for different types of businesses? It's not necessary to have a designer who specializes in your field, as a good designer will be able to design for any type of business.

6. Many designers provide testimonials and/or references on their website. Contact the references and get additional information about their experience working with the designer. What did they like about working with her? Did she complete the project on time? How often did she communicate? Was she easy to work with and would they work with her again?

7. Now it's time to talk to your short list of designers. I recommend you start with a list of 3-5 to interview and ask them the same questions: Will they provide a scope/timeline document for the project and estimated cost? Is the project quote on an hourly or project basis? Can you review a copy of their standard contract in advance? How many revisions and reviews are included in the project cost? How are project changes defined and handled? What things will they do to make your web site an effective marketing tool?

Things you need to consider as your questions are answered: Can the designer communicate technical aspects in a non-technical manner? Are you comfortable with how they respond to your questions? Do they ask you good questions, and is it clear they listen to your response?

A website is a good investment in the marketing of your business. Find a website designer who can become an effective part of your marketing team.