Your current small business website hasn't been getting results for years. Maybe you paid the high school kid next door $500 for a simple website. Or maybe you paid a website design firm $10,000 on a gorgeous Flash-driven website. It doesn't matter. You've got no traffic, no sales, no leads, no calls... nothing. Just a total waste of money. And you're frustrated. What's a small business owner supposed to do?

Now you're faced with finding a new website design firm all over again. Admit it, you don't know how to find a good web designer now any better than you did last time. In fact, you don't even know what a good web designer is or what they do. Well, you're about to be enlightened.

Believe it or not, your main problem is not finding a web designer -- it's you, the small business owner. Now don't be offended! It's just that you need to be clear about what results you want from your small business website before you even look for a web design firm. Without targeting results, you're building a website without a purpose.

Once you've decided what your website should do for your small business, you're better equipped to find the right website designer for the job. Then, you can tell them exactly what you want to achieve. In addition, a good website design firm will recommend the best way to achieve those results within your budget. They'll also let you know if you're being realistic or not.

For example, let's assume the main result you'd like to see on your website is additional sales of physical products. Most website design firms will recommend that you include an online store which you probably figured out on your own. A more proactive firm may recommend:

• a Google Products feed from you online store
• training your employees to write titles and product descriptions that get better results in search engines
• pay-per-click advertising for quick results and product research
• Internet marketing techniques to increase traffic to your website in general
• or other solutions specific to your market

Each of these strategies can be tailored to your individual circumstances and needs. Your business has a unique business model and challenges. Your small business website should be designed accordingly to target the results you want.

If you want a website that produces results, you need to determine what results you want to achieve. Once you're clear about that, you'll be able find a website design firm to implement them.

A good web designer will listen to your needs and suggest web solutions that fit the dynamics of you, your business, your customers, and your employees. A well-designed website should be an integral part of your small business.

Step 1: Brainstorm challenges of your business that you encounter every day. Go ahead and write them all down even if you think some can't be addressed on a website.

For instance, it is unlikely that payroll problems can be addressed on your website. However, you can reduce customer service calls, decrease printing costs, increase repeat business, automate some communications, survey your customers, and much more.

Also include goals and issues you want to improve such as communicating with customers more regularly. Don't assume anything, just write it down.

Step 2: Find a website design firm, preferably one that specializes in small businesses. A large business has a completely different dynamic than a small business with less than 100 employees -- especially Mom and Pop shops and home businesses. They also have deeper pockets. You want someone that understands small business and the challenges you face.

Here are some suggestions for finding a website design firm to meet your needs:

• Ask business acquaintances for references. Make sure you ask them what kind of results they are getting from their websites.
• Check out websites that you feel are well done. Call the owner of the company and ask what kind of results they've had and if they recommend their website designer.
• Check the yellow pages in the phonebook. Then check out their website and review their portfolio.
• Search the Internet for "small business website design", "small business web site design", and "small business web design".

Now that you know what results you want from your website, you can judge them by their responsiveness to your needs. Ask them how they solved some of their clients' problems and if you can call some of them for feedback.

Step 3: Share your business challenges and desired results with your chosen website design firm. Be very specific -- don't just say, "I want more sales." Every business generates sales differently and processes them differently.

For example, let's say you have a store with products on the shelf. If you don't want customers to call and ask questions before purchasing, then you'll need to provide the answers to all their questions online. You'll also need to automate communications and process orders in a timely manner so they don't call asking where their order is.

On the other hand, if you sell custom products or services, you'll prefer to generate leads. In this case the customer may spend 20 minutes or more on your website learning all they can about what you offer. By the time they contact you, they are ready to buy.

In this case, you and your employees have saved precious time in pre-qualifying this lead. In addition, you don't have to waste time with uninterested or unqualified leads because they never call. (Yes, the phone rings less, but in this case it's a good thing!)

As you can see, the more you communicate to your website designer, the more they'll be able to tailor a solution to your exact needs. Make sure they know:

• Your budget so they know what you have to work with.
• How much you and your employees will participate in updating the website content. (Some businesses do most of it themselves and others pay their web designer to do it all.)
• If you'll be adding features later on, such as a blog, so that the website doesn't have to be redesigned to accommodate it.
• Your business philosophy and workflow to know how to interface the website solutions they are creating.

Be prepared for an unexpected bonus from a well designed small business website. You may find that your phone bill goes down since customer questions are less frequent. Or, that your advertising is more effective when your website address is included in it. You may even find your website is better at finding new customers than trade shows so you can spend more time with your family.

The Power of an Effective Website Design for Your Small Business

Now that you know what you want and how to get it, just stay focused on your desired results. Working closely with your website design firm, your website and Internet marketing will become an integral part of your business. The two of you will continue to find new ways to interact with prospects, customers, vendors and employees.

The Internet is always changing and presenting new opportunities. So, don't panic when something doesn't achieve the results you want. Or something that worked once and no longer does. Just alter your strategy a little or try something new. Focusing on results will guide you in making good decisions and changing course when necessary.