Evaluation Criteria

Evaluation Criteria for Web Design

The independent authority on search vendors,, evaluates and ranks the best web design companies in the industry. Through our in-depth analysis, review of work completed, and client evaluation, we put together a list of the top vendors in the industry. Our analysis delves into a vendor’s business practices and compares them against industry standards to ensure that work being done is quality.  Clients will often times be asked about their overall experience with the company, as well as details about the processes, reporting, and success of the campaign.

Five key areas have been identified by topseos as vital to web design: navigation, visual appeal, compliant code, consistency, and download time.

The first aspect that is reviewed is navigation.  How does a vendor determine appropriate navigation for a site?  Does the vendor use radial charts or some other organizational method to layout the navigation process?

Next, we review the visual appeal of the sites that have been designed.  Is the site design clean and professional?  Does the design capture the attention of the visitor and draw them to dig deeper into the site?

Then we assess the vendor’s ability to use compliant code.  This includes an evaluation of whether the design is compatible across multiple browsers.  Does the code meet W3C standards by using XHTML and CSS coding for the layout?

A fourth component reviewed is the site’s consistency with the overall mission and message of the client.  Does the vendor understand how to highlight the mission of the company?  Does the design without words communicate a consistent message about the client?

Download time is the final but highly important aspect of a site design.  Is the site built to target the intended market?  Has the website been optimized by lowering file sizes for faster downloads from the server?

A few questions that we may ask clients of a web design firm to gauge their worth are:

General Queries:

  • What type of needs analysis was conducted before work initiated?
  • What type of a ROI were you anticipating, what was achieved and in what time frame?
  • What was your total investment?
  • Rate your overall experience (1-10; 10 being the highest).

Project Specific Queries:

  • What form of planning and strategy was undertaken by the agency before they started on your project?
  • Do your pages pass W3C standards?
  • Were your pages designed in CSS?
  • Does your website have a search engine friendly design? What components of your design and strategy included SEO?
  • How long did it take the agency to craft out your design? For how many pages?


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