What should happen when developing a website ..
Developing a website
Redeveloping any website is an ideal opportunity to evaluate your website objectives and align them with your overall business objectives. Identifying these goals at an early stage will form the beginning of your content and navigation plans. Effective websites focus primarily on content to pull together their various buyers, markets, and products in one comprehensive place where content is king. Design is then allowed to bring that content to life and induce engagement to develop a strong brand image. An impressive website harmonises the balance of content, design, navigation and technology and is an intersection of every other online initiative, including blogs, tweets and videos. In a cohesive and interesting way the content rich website organises the online personality of your organisation, to inform, influence and persuade each of your website visitors. Each organisation has an individual and important story to tell – how effectively they tell that story will depend on their website approach.
But…
Developing a website
Know your current stats and goals before you start the redevelopment.
Developing a website
“If one does not know to which port one is sailing, no wind is favourable.” (Lucius Annaeus Seneca)
Developing a website
Audit your website, then protect your key assets. Don’t lose what works.
Developing a website
How many pages do you have? How many will be deleted? Will pages move to a new URL? How many new pages will you create? What is your most popular content? What is your most powerful content?
You need to know..
What generates most of my leads? What are my best conversion tools? How can I increase conversions? How many downloads do you have? What are the most popular downloads?
How many inbound links do you have? What interior web pages have links? Where are my links coming from? What are my most powerful links?
What content appeals to what audience? Do you need to segment your audience more? Does your content really appeal to your key decision maker? Do you sell your produce/service in the same way to everyone?
What are your strengths?
What are your weaknesses?
Developing a website
Then…
Developing a website
Analyse your competitor websites, identify the good, the bad and ugly.
Developing a website
“A wise man gets more use from his enemies than a fool does from his friend.” (Baltasar Gracián 1601 - 1658)
Developing a website
Next…
Developing a website
Understand your sales process, the nurturing cycle and the conversion period.
Developing a website
“Predicting rain does not count – building arks does.
Developing a website
Understanding objectives
Generating visitors. Driving traffic.
Measurable via website analytics.
Receiving enquiries. Acquiring prospects.
Measureable via inbound emails.
Qualified leads. Measurable via
secured meetings.
Nurturing prospects. Measurable via
sales team.
Visitors Prospects Active Prospects
Understanding objectives
Target Market
Website Visitors
Leads
Opportunities
Customers
Driving traffic to your website is one challenge. Converting visitors into valuable leads is another. Be absolutely clear how you plan to do this, don’t just start, writing, designing and building.
B2B websites should be lead generators
Business Objectives
Target Audience
Website Strategy
SEO Needs
Website Features
User Experience
Website Live
System Integration
Project Schedule
Considerations
Website Planning Process
Now…
Website Planning Process
You are ready to begin your process, create your schedule write your brief.
Website Planning Process
Acknowledge the present, understand the environment visualise your goals, set your strategy.
Client Brief Define Project
Scope
Sitemap
Conceptual Design Image Bank
Content Writing Design Development
Coding & Build
View
Process
Website Planning Process
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