Tech Forward:

There are many talented graphic designers out there who would like to do some web work–but that means learning a whole new language . . . the language of web programming.  Or does it?

I have just learned of a service that converts Photoshop files (PSD) into CSS-driven HTML files–no coding needed. It’s called PSD2CSS.

I did some poking around on the site, and it looks like it’s legit. The site offers video demos and tutorials along with helpful hints about how to make the most of all the service has to offer.

And best of all, it’s FREE.

Viven los robots!

Here’s what the site says about psd2css:

“psd2css Online is Software as a Service that converts your fantastic, creative, artistic, no holds barred web page designs into dynamic HTML and CSS web pages automatically. Use Photoshop or The Gimp to express yourself and create the most professional, aesthetically perfect, dynamic and functional designs you can think of. CSS stands or Cascading Style Sheets and is technically the best way to build your web pages.”

So if you’re a pro with Photoshop, but can’t or don’t have the desire to figure out how to code websites, your train just pulled in. Toot, toot!

My friend Ben, of the Cancer Community at KnowCancer.com, is THE expert on search engine optimization (SEO). Seriously, this guy knows more about SEO than anyone I know.

I met Ben at a conference and, in the back of the room, in hushed tones, Ben taught me more about SEO than 10-plus years of working with and for internet-related companies. The dude’s brain is that serious–and not just because he’s my friend (I have a lot of dear friends that don’t know crap about technology).

And not only does he know it, he knows how to communicate what he knows in a noncondescending way. Want proof?

Ben shot me an e-mail the other day, and it showed such genuis and was so simple, I asked him if I could share it with you.

He said, “Sure.” So here goes:

“Think of search this way. Google (and the other major engines) have two different goals:

1. to index the pages on the web, and
2. to deliver relevant results to searchers

In order to index the web and deliver relevant results, the engines need to be able to access all of the pages on your site and understand what they are about.

SEO experts are skilled in guiding the engines through a site in a way that enables them to discover more web pages and by providing information that helps the engines understand the content on your site.

Although simplified, the idea is that SEO experts don’t need to trick the system, [emphasis mine] rather it is more about understanding the capabilities of the engines and working with them to help determine relevance.”

Told ya. And that’s just 30 seconds of his thought power.

If you’ve always wanted a Flash website, but found the average cost of having one professionally developed ($10,000-$15,000) to be out of the stratosphere, this might be your lucky day.

There’s a gaggle of new web-based applications that allows anyone–yes, that means you–to design his or her own dynamic, Flash website.

Here’s a quick rundown of all the key players:

Wix is brand-new on the market and allows anyone to build Flash-based web sites that are not template-based. There are two other goodies: The Wix sites are SEO friendly, and hosting is included. Yeah!

Synthasite is a free service that offers template-based Flash websites that are pretty easy to use. The service also offers free hosting.

Weebly is another a free service like Synthasite and Wix, and it offers template-based websites so you can quickly and easily design your website–without all the pomp and circumstance.

And you’re still reading this? Why? Get to work on that Flash site! Happy Flashing! (I mean that in the best possible way.)

I tell people over and over that the internet and social media are making it harder and harder for big companies to hide their misdeeds–intentional or not. Companies had better mean what they say–and say what they mean–or risk being outed on the digital red carpet.

You don’t have to be a stay-at-home-mom to recognize the benefits of researching companies before you purchase their products with your hard-earned dollars.

A new website from the folks at Co-Op America is helping that effort.

ResponsibleShopper.org gives people the inside skinny on which brands are helping or hurting our environment and our global citizens.

If you:

• Ever worried that your company dollars are rewarding bad corporations with problem practices;
• Are concerned about corporate greenwashing;
• Wish there was an easy way to get the dirt on America’s biggest companies before you buy something;
• Are looking for a way to pressure companies your business patronizes to get responsible and clean up their acts …

Then responsibleshopper.org is for you.

I checked the website to make sure that continuing to do business with Staples was a good thing. It is.

As business owners, we must do our share in preserving this planet and its people.

This is like asking an architect how much it will cost to build a house.

What kind of house? Brick? Wood? Stone masonry? How many people will live there? On what kind of terrain? What upgrades and amenities do you want? What time of year do you want to build it?

Can you see how we can quickly slide down the rabbit hole here?

This is the question that tips off an unscrupulous web designer that you don’t have a clue what you’re talking about. That’s when he or she moves in for the kill with slick layouts (that do nothing for search engine rankings), fancy brochures and alphabet soup talk.

The first words out of your mouth to a perspective web designer should be: “Show me your work.” But don’t let the designer send you a PDF file filled with websites that are no longer operational. Ask to see only operational websites, and ask the designer to tell you what he or she did on each project. Some web designers just design what you see, and the back-end part is done by someone else. Be clear.

The next thing you should ask is: “If we were to work together, what would be the first thing you would do?” If he or she starts talking about fancy designs or platforms, run for the hills. The appropriate response should be something along the lines of wanting to understand more about your business and how it works or what you want your site to do. Some sites sell, some are just information sources, some are for books, others are for speakers. Be clear.

This is where you should have done your homework.

One would think that price comes now, right? No.

Now, you present a list of everything you want your site to do, look like and have. Don’t worry about lingo. Explain it in plain English. It’s the designer’s job to translate for you. Why should you have to learn a new vocabulary to communicate with a contractor? Over the course of time, you’ll know the correct names for technology tools, but now’s not the time to get hung up on that. No one can tell you what you want. The designer can make best-practice suggestions once you present your ideas, but no one can detail what you want.

Use examples. Provide links to sites you like and sites that make you cringe. Tell the prospective designer why you like or dislike a site. Point out specifics. Be clear.

If a designer wants to skip these first couple of steps with you, move on. If someone doesn’t have the time to get it right with you the first time, he or she will never have the time to get it right once your check is cashed.

Interview more than one designer. I suggest three to five, but at least three. This is your brand we’re talking about here. They don’t have to be long interviews. Plan your questions ahead of time and keep it simple: Twenty minutes apiece is easy.

Know the difference between a designer and a developer. A designer is someone who makes things look pretty. A developer is the guy with the digitial jackhammer who does the construction and heavy coding. Are some desginers developers and vice versa? Sure, but never assume. Be clear.

Issue a small-scale request for proposals if you like. Make people earn your business. Don’t be so quick to “marry” a designer.

As always, it’s an excellent idea to check references, get a contract and, if you can, start small and only pay for work that’s completed. That way you don’t get stuck with a nonoperational website $5,000 later.