Full-service versus specialist
Full-service agencies say they handle a wide swath of services, typically including communications, messaging, web design, PR, IR, etc. Most full-service agencies are exceptional at a few of their offerings and less so at others. This is about trade-offs. The hook is that the biotech company can have a single point of contact to handle this large bucket of communications needs. The trade-off is that entities rarely are all things to all people, so some of the deliverables are going to suffer.
The other choice is for the life science company to put together a team of specialists with deep experience in their respective areas. A good project management or communications leader can keep these parties aligned and on track. The biotech company gives up the notion that a single entity makes it easier to manage the projects but gets higher quality in return.
Specific biotech experience
Pipelines, team pages with technical bios, publications, and investor pages are among the features unique to life science websites. The site also has to speak to the most common audience, which is investors. This means having a clear focus on communicating the science and its unique attributes to investors. The designer has to understand this to avoid pitfalls like making the design “slick,” which means overcomplicated, or designing toward patients or other audiences.
They have worked with other biotech clients
An agency with a track record of working with other biotech clients will understand the specific needs and challenges of this industry. This experience helps them anticipate your requirements without excessive hand-holding. That saves you time and resources. Look for case studies, portfolio examples, or testimonials from other life sciences companies to check that their expertise matches your expectations.
They have experience building features unique to biotech
Biotech websites often require specialized features like interactive pipelines, scientific graphics, and publication repositories. These are essential because they engage investors and show scientific credibility. An experienced agency will know how to add these features to your site and keep the design cohesive with your branding.
Validating if they are qualified to handle website management
A lot of agencies can deliver a website but don’t follow developer best practices. This is like how Cici’s Pizza can create what is technically a pizza. Sorry, not sorry, Cici’s. I’d say it isn’t good quality. A lot happens behind the scenes in web development. If it’s done well, the client never knows. If it’s done poorly, they don’t know until something goes wrong.
This is like when I had a custom tile shower built in my house. The builder used subcontractors, and the work wasn’t up to par. I didn’t know. I don’t build showers for a living. I did know, however, three years later when my wife pointed out the water damage on the drywall and baseboards in our closet opposite the shower.
So what’s a biotech exec to do? Either research these best practices yourself, such as by asking ChatGPT, “What are some of the things I should ask my developer to qualify they are following best practices?” Or get the most qualified person on your team to do it.
Best practices for long-term website success
Evaluate these areas to validate whether an agency can deliver high-quality work that will last:
- Accessibility compliance. Ensure the site follows web accessibility standards, such as WCAG. More people can use the site, which puts inclusivity into practice.
- Git version control. Developers should use Git or a similar version control system. Every change to your website’s code is documented and reversible, so errors don’t spiral into larger problems.
- Scalable code. Good code is modular and scalable. You can add or adjust features without a complete overhaul.
- Minimal dependency on plugins. While plugins and page builders can be helpful, over-reliance on them introduces unnecessary bloat and vulnerabilities. For high-traffic biotech websites, these shortcuts can become a liability.
Hosting and ongoing maintenance
Hosting matters too. Look for agencies that use reliable hosting services optimized for performance and security. Also ask about their approach to ongoing maintenance. Do they offer monthly updates and performance monitoring? Are they proactive in preventing issues?
Why this matters
A functional online presence is the minimum. Your biotech website is a platform that communicates your vision, engages your target audience, and gives the company a base for growth. Evaluate web design agencies on whether they can build a site that meets the demands of your industry and stands out from competitors.
