WEB MARKETING THAT IMPROVES THE ODDS
Website Development Plans
- What is the primary purposeFor example: will it generate sales leads, sell products direct, act as a support forum? of the site?
- How does this fit into our business & marketing plans?For example: will it support customer retention, improve information flows, or help build a brand?
- Is the project seen as an expenseExpenses are to be minimised while an investment must show a return. or an investment?
- Who are the target visitorsThese are the key visitors who will act to provide the ROI. and how do we attract them?
- When they arrive, how do we get their attention?Measure it in milliseconds, it vapourises if mistreated!
- What exactly do we want these visitors to do?Not just the obvious 'buy' or 'contact us', what are the proxy indicators of interest?
- Who else (competitors & others) is targetting these visitors?What are they doing well? what is missing and how can we exploit the gaps?
- Whom are we addressing and what are the messages?These may be explicit propositions and/or implicit features
- How might the visit benefitFor example: More choice, better information, reassurance, more convenience. the audience(s)?
- Brainstorm the componentsHow the visitors will benefit from the attributes of the site: content, user experience, functionality of the overall message.
- Cut the list down to no more thanMore equals less if the key messages are diluted. 7 key points.
- Do it from THEIR perspective, not YOURSTest your assumptions on representatives of the target visitors..
- Now we've identified what's truly essential!
- Create the design brief based on this 'map' The messages most likely to engage the audience and get the desired action..
- Not identifying visitors' and prospective visitors' needs
- Defaulting to design-by-templateWhere the structure is selected from a designer's checklist of pages and elements..
- Including featuresFor example: The 'wow' interactive element that blows the budget. that are of little or no benefit to visitors.
- Spending too much on creative elementsIt is not uncommon for 60% of a budget to be spent on Flash movies that are of little or no value..
- AbdicatingNobody knows your customers - their needs, motivations and quirks - better than you. development responsibility to designers.
- DilutingLess really is more. Remember, you have milliseconds to engage a fleeting audience. the key messages with 'noise'.
- Building on an inflexible platformWhere the website is not built in a way that allows affordable growth and change..
"Good fortune is what happens when opportunity meets with planning", said Thomas Edison. Our philosophy exactly. The hard yakka is defining the opportunity ...
We separate planning and process because, too often, process takes the lead. Only when aims and targets are set, should the development considerations kick in.
Is this approach just for big business? No, it's valuable for all enterprises that want to survive and thrive in the digital age.
Take a step back before you specify the structure of your website.
Be careful what you ask for because you're likely to get it.
A designer will provide elegant design. A code geek will serve up cool functions.
But will you get a Return on Investment?
Considered the 3 P's? (Planning, Process and Pitfalls). Now it's time to start your plan. When you're ready for a free initial consultationThis consultation is conducted by phone or meeting (if convenient to both parties) and is free of obligation. with us, simply complete the form. Don't worry if you're unsure about any of the questions, it's part of the process to be a little confused! If you prefer, please contact us.