In his witty blog titled “Information Highwayman,” D Bnonn Tennant gives interesting advice on choosing a Web designer and it’s not what you’d think. Instead of contemplating your budget and analyzing a designer’s skillset, he says you should pay close attention to the words he uses on his Web site.

Words like business objectives, return on investment, your revenue goals, lead generation and increase sales indicate the designer possesses the valuable understanding that Web sites are business assets that must achieve specific business objectives, which in turn are tied to revenue goals.

On the other hand, if he’s peppering his site with terms such as branding, beautiful, passion, making a difference, modern or clean you should look elsewhere. “It doesn’t bear mentioning that a web designer will produce something that isn’t ugly or out-dated, does it?” he writes.

He also says that it’s a no brainer that your Web site should reflect your brand but focusing on brand recognition is the wrong approach for small companies. He says “…brand recognition is of utterly no consequence to small companies with limited audiences, and focusing on it instead of on real traffic- and lead-generation strategies will drive you into the ground.”

Read more at Information Highwayman ^[1].