If you’re intimidated by the idea of creating your Web site, or you simply have more profitable things to do, your other option is to hire a Web site designer.

Shopping for designers can be overwhelming since the Web is crawling with them. The first thing to do is narrow the field, and your first cut ought to be budgetary.

Don’t go shopping until you know how much you have to spend. If your operating budget doesn’t already have an amount allocated for Web site design, figure out how much you can realistically afford. This cost normally doesn’t include the ongoing expense of maintaining and updating your site later.

The next factor is geography. Unless you’re comfortable working long-distance, it’s worthwhile to hire designers who are able and willing to consult face-to-face in your office or in theirs. Phone tag has been replaced by e-mail tag. You can waste a heap of time electronically asking and answering questions when in-person consultations would be more efficient.

Next, seek the creators behind successful Web sites that you enjoy or appreciate. Often designers’ names and contact information are displayed on the sites they create. Before talking to the designers, however, talk to the owners of the sites. No one who bought a lemon is shy about saying so.

If you opt for the lazier route of thumbing through the yellow pages, get plenty of references. Scrutinize actual up-and-operating Web sites that the designers created so you can check quality. And track down happy (or disgruntled) customers.

When asking others about their Web site designer, get answers to these questions:

• Did the designer finish on time and within budget?

• Were there unexpected additional or hidden costs?

• Was it easy to make changes when what was created was unsatisfactory?

• Did the designer fail to ask about the site’s target market and its goal?

• Was the designer more interested in how snazzy the site looked, rather than what it accomplished?