An effective website plan Set your strategy n
How does your website fit in to your marketing/business plan? n What resources will be needed to manage it? n W ho will write/input content, source images, project manage etc. n H ow has the internet affected your business and industry? n What internal systems might affect it? n How will you drive traffic to your website? » Search engine optimisation » Online advertising » Social media (Twitter, Facebook) » Affiliate marketing » Email marketing » PR » Offline marketing
Research your target audience n
W ho are they? Produce profiles for each type of customer n What are their motivations and buying behaviour?
Define and measure success n
et specific and measurable objectives such as: S » selling products » producing leads » building the brand » informing and educating n How will success be measured? n What systems need to be put in place? Consider website analytics and unique telephone numbers. n Be realistic with targets.
Plan content n
hat content is needed to meet your objectives? W n Decide on your key messages. n Create “Calls to Action” to guide visitors to the most important areas. n Plan your website pages and structure. n Consider what may be added in the future. n Produce a site content chart. n Carry out key word research. n Set the copy style and tone for the site. n Produce appealing and persuasive copy, include your key words but write for users first.
Existing website analysis n
S tudy visitor statistics. Who visits? How to they get to your website? Which keywords are used? What are the most viewed pages? n What is good/bad about your existing website?
Competitor analysis n
Who are your key competitors? W hat is good/bad about their websites? n H ow do they perform? Look at things like website navigation, calls to action, content quality and search engine rankings for key terms.
Design the website pages n
roduce wireframes showing web page structure P n Are there branding requirements and/or guidelines to follow? n Design page templates, ensuring the design matches the personality established by your copy style and tone n Pay attention to usability and accessibility considerations such as colour contrast, text size, navigation aids, website design conventions.
When the website is complete… n
Is your website completing the objectives you set out? n Keep watching your statistics, is anything unexpected happening, can you take advantage of this? n Revise as necessary, see what happens, repeat!