SUMMARY: The mistake that most marketing people make when developing a website is that they try too hard to sell at a time when consumers don’t want to be sold.
Before any brand begins the process of developing a website, they first need an in-depth understanding of their target audience. They also need to determine just how important a website will be in converting consumers into customers. One could argue, for example, that a website for frozen pizza is not as important as a website selling bicycles.
Your website IS your brand
If people are coming to your website they are raising their hand and saying “I want to know more about the products you sell”. A bad website experience can leave them frustrated and, more importantly, can lead to a lost customer.
If you can convince management that your website is really important to your brand you can’t afford to take shortcuts to develop your brand storefront. Developing an online brand experience takes careful planning and is best done using a process that leads to a great online experience.
Step 1: Discovery
Step 2: Assessment – Review the business, financial and marketing issues that are driving the website. Project objectives, deliverables, milestones, assumptions, risks.
Step 3: Strategy
Step 4: Proposed Solutions
What we are going to do ?
How it will be measured ?
How are we going to directly meet consumer and brand needs ?
Step 5: Website Design
Step 6: The Project Plan
Step 7: Creative Development – Creative teams will start on creative deliverables and begin the development process. Included in this effort will be brand input sessions, creative concepts and designs, content deck, style guide, creative reviews, and initial discussions regarding usability and testing.
Step 8: Building the website – Development and testing of a solution is based on approved solutions, specifications and designs. Initial testing of the framework of the website, such as wireframes and navigational map.
Step 9: Testing the website
Important things to remember:
1ne: It’s essential that you get buy-in BEFORE you start and in
2wo: Don’t let people who are not key stakeholders derail your progress. Ensure you have data to back-up everything you are doing.
3hree: Don’t assume that when your website launches you’re done. You need to optimize the site as you analyze website metrics.
4our: When communicating website metrics
5ive: Don’t fall into the content trap. If you sell canned vegetables do you really need a lot of content?
6ix: Social marketing is dead but people still like to share things on social media. Give them the tools to share web pages and content.
7even: Don’t feel that you need to spend a lot of money on paid search Consumers are smart enough to type in brand.com to get to your website.
8ight: Make it easy for people to contact you and make sure you answer in Internet time.