Planning your website

Published on the 27-Aug-2007

If you are thinking of creating a website or re-designing your existing website then these are a few points you should keep in mind.

What are the goals of your website?
The most important step is figuring out what the goals of your website are. Make a list of these goals and these will be the blueprint of your website. It will enable you to focus on what you need from your website and it will give your designer a clear idea of what is required.
The main questions you should ask yourself is:

• Who are you communicating with through your website; i.e. new customers, existing customers or both?
• What do you want to communicate to them; information about products, information about promotions?
• What is the ultimate purpose of the website; to make sales, to advertise, to entertain?

Website Organisation
Your site should be easy to navigate. There is no use having lots of interesting features on your website and then have your guests not be able to find them! Your site must be well planned and organized. The layout should enable your guests to find what they need quickly and easily. The easier a site is to navigate, the better the experience of using it and the more likely the guest is to return.

Look & Feel
The style and look of your website can be compared to a shop window. It is the face your company shows the world. You have complete control over your website and therefore over how your guest perceives your company and you must take full advantage of this.

It is always worth looking at other websites, some in the same industry and others not, and get an idea of your likes and dislikes. This is also a good way to communicate these likes and dislikes with your designer.
It is important to have a clear idea of what you want but also be flexible enough to enter into a creative discussion with your designer. They will have experience of standards in the website industry and should also be able to convert your goals and ideas into an impressive visual tool for your company.

Your logo, business cards and any marketing literature should be supplied to your website designer. Do not forget that your website is a part of your existing marketing campaign. Your website must never be viewed in isolation. Your marketing message must be kept consistent though all mediums of advertising you use and your website is no different; consistency is the key.

Copy and Content
With all the emphasis on the design element of your website the copy can seem to be a secondary concern. This is not so! While an innovative design and an easily navigated site will grab the attention of your guest, without interesting and up to date copy there will be no reason for them to stay or come and visit you again.
As well as copy the content of the site is equally important. You can use animation, images, videos, music etc. to enhance your site. Your designer is best placed to advise you on the use of these tools.
In terms of copy it may be worthwhile to employ a copywriter, again your designer can normally recommend someone. If not, why don’t you find a website you like and enquire as to who wrote the copy?

Post design
Now you have a website! Always track your websites performance. One of the most exciting things about your website is that it is not static, it can be changed at any time. Make use of available statistics and evaluate the success of your website with reference to your original goals.

You must market your website or no one will see it and you may as well have not put in all the hard work of creating one! Your website must be optimized for search engines. You must also advertise your website offline, make sure you state the web address on all your marketing literature. It can be a good idea to actually launch your website with an advertising campaign to create interest and awareness of your website.

Maintenance
Your website must be kept up to date! Content should be kept fresh and details such as prices must be accurate. You can either retain your designer to make changes for you; you can use a content management system (CMS) on the site or a mixture of both. We would recommend the latter.