Kick ass websites and why they often 'backfire'
How do you budget for your website? "Get a few quotes" is the normal response. That, surprisingly, is probably the worst thing you can do.
There's a cookie cutter process (we'll call it CCP) that graphic designer-led web developers use that is almost always based solely upon graphic design and coding. Typically, this may be 70% graphic design and 30% coding = price. There's often reference to SEO being 'built in' to the design but this should sound warning bells, since without research this is meaningless.
If you want a 2002 style web brochure, and you've got very deep pockets to get visitors to your website, then the CCP approach may work for you. But if you want traffic, conversions, visitor engagement and an ROI then it's a no-no.
Chicken versus egg
The plan for monetising your website should never happen after the site is built. It should be the reason the site is built, and the blueprint for building it.
What's the alternative to CCP?
Well, effective websites usually comprise:
- Research to find a viable keyword niche (not to be confused with 'research' that simply counts search volume;
- Wireframing, where the site is built with (gulp) NO creative to figure out the keyword (SEO) structure, usability and call for action(s);
- Initial content population, to determine how it presents, keyword optimization and structure options for the target mediums (browser, phone, PS ....+ whatever);
- ... then, and only then, creative development to skin the content in a way that reflects your ID and desired market position;
- Testing, to discover what search engines actually see Vs what you perceive they see;
- Social networking linkages;
- A content development plan since you will not outrank incumbents without providing enough relevant content;
- Link building (in certain markets), since popular sites outrank isolated ones.
What does this all mean? It means that if you have a limited budget, don't blow it on graphic design. CCP is 70% graphic design, 30% coding and 0% consideration of your ROI. Consider setting a budget of 10% for creative and you'll spend your money much more wisely. The process should always start with research, never with graphic design.
The foolish pursuit of the Original
Why web design doesn't always need to be original (Ben Hunt)
A lot of web designers strive to be original, to make each site design unique. The motivation is to differentiate yourself as a creative artist. This is a worthy goal, but (like the call of the mythological Sirens) the call to continuous creative originality can also be deceiving. It leads many virtuous designs onto the rocks.
The fundamental problem is: most truly new things (ideas, products, or genetic mutations) fail. That is the way of the world.