Over the past four years, my business has completed over 500 custom blog projects and through that experience, we’ve learned the ins and outs of a what contributes to a successful blog design.
Today, I wanted to share the five key factors I believe you should consider before hiring a blog designer. Thinking about these five factors in advance will help you make the most of your experience.
1. What are your goals for the project?
This sounds like an obvious question, but being able to communicate clearly your reasons for wanting a blog design will be extremely helpful for your designer, and will contribute to a more successful project.
I recommend having one or two main goals or objectives. Then, if necessary, create a subset of several more. For example, when I ask potential clients what their goals are for their projects, it isn’t usual for the blogger to respond with a really abstract answer: “I want my blog to look better,” or “I want my blog to be more visible.” Neither of these goals are specific enough to help us create a great blog design, so it’s my job to ask more specific questions at that point.
Get a head start by really thinking about what your goals are for the blog design. If it’s a new blog, you may have specific goals around branding either yourself or your blog business. If you’re redesigning an existing blog, you may have goals such as increasing the number of daily opt-ins to your email list, or changing the layout so your visitors are able to read the content they want more easily.
Again, the more specific you can be with your goals, the more successful your project is going to be.
2. Which sites do you like? What do you like about them?
Having a list of sites and blogs that you like and can reference is a huge help to your designer. This doesn’t mean that you have to have examples of sites that you want to copy, or sites that you like everything about—actually, the contrary is true. The best thing to do is gather sites that you like specific elements of. For example, you could really like the header of one site, the color scheme of another site, and the footer of yet another site.
I recommend having a list of at least three to five sites that you like. As with my first point, the more specific you are with what you like about the sites, the better. If you like the header of a site, think about what it is that you like about the header. There are usually multiple elements within the header of the site; you may like the position of the logo, or the way the navigation looks, or where the RSS icon is located, or that it’s tilted sideways, and so on.
3. What’s your budget?
Have a budget in mind for your project—this may determine who you hire. There are many possibilities for designing a blog interface, and a wide range of pricing options.
The least expensive option is to go with a premium WordPress theme that closely suits your needs. Expect to pay in the range of $50-$150 USD. For improved branding, you can also have a custom logo designed, which will usually cost you around $300 USD.
There are other options, such as 99designs.com, that can be less expensive than engaging a design agency or even a well-known freelance designer. The upside is that you’ll get good value for your money, but you will also have to put a lot more effort into preparing a great design brief, creating a layout description, and giving feedback on designs. A reasonable price to pay on 99designs for a custom blog design is around $1100 USD.
Going with a custom design firm or a well-known freelancer is going to be more expensive, but you will have the experience of working with a professional, and can expect customer service to be top notch. I would recommend speaking with at least three different agencies or designers before you select one. This way, you’ll get to know the process, get an idea of what they charge, and have a feel for who understands your needs and who doesn’t. For a professional custom blog design, I’d expect to pay a minimum of $3,500—more likely, closer to $5,000 USD.
4. What’s your timeline?
The timeline for the creation of a custom blog design comes down the schedule of the person or company doing the creative work. Designers usually have lead times of at least a couple weeks for starting new projects. For example, we estimate that a custom WordPress blog will usually take eight to 12 weeks from start to finish. If you need it quicker than that, you can expect to pay extra for rush delivery.
Some individual freelancers may be able to complete a project faster, and options like 99designs.com can also be quicker. The best advice here is to plan as far in advance as possible, get multiple quotes, and choose the one that works for your timeline.
5. Which sites has the designer created that you like?
There is no doubt that you have selected several possible designers for your project, and that you’ve selected them at least in part because of their past work. It’s important that you can identify which sites they’ve done that you like, and what you like about them, for referencing purposes when you are speaking with the designer.
Whichever route you choose to go through—agency, freelancer, 99designs.com—just remember that the more thought and work you put into the project before approaching designers, the more successful your project is going to be. Getting a custom blog designed can be a headache or a great experience, but fortunately you can do a lot to influence which way the project goes.