Planning Your Website

planning your websiteNott Marketing Services begins the consultation process during the first conversation or email. We know that every client will have different reasons for establishing a company website. Before proceeding with an in-depth consultation, it will be important that we speak to the company spokesperson or decision-maker for the project. Consult our checklist to prepare.

 
 

Checklist

Your website will require the same planning as any marketing project prepared for your company. The advantage of website production over a printed brochure, besides the expense, is that new ideas and information can be published at will, at any time, for very little expense. So, what will you want to say about your company? These are things we will need for your project:

have you budgeted for an internet advertising project?
have you budgeted for an ongoing marketing or maintenance plan?
do you have a deadline to meet?
is this a new company or service?
do you have an existing website?
prepare a brief company history or introduction of staff
describe your target market or typical customer
will you be able to collect testimonials from your clientele?
name two of your competitors
do you intend to collect leads from the site?
will you sell or collect donations from the site?
do you have a logo, a design scheme, or preferred color palette?
will a photo gallery or short video be helpful in this production?
give us 2 or 3 domain names (dot-com names) you would like, in order of preference
what online and offline advertising campaigns are currently in use?

HOW MANY PAGES DO YOU NEED? Determine the website’s objective before outlining your project. It is easy to underestimate the number of pages needed for a portfolio, product catalog or store. Main pages include the home, contact, about the company, and a main product or services page. However, a cost-conscious new company with very little material in those pages can get away with a one or two page site. A website is a process which can and should have pages and material added into it later on.

CAN YOU AFFORD WHAT YOU DESIRE? The product catalog a client sees in his/her mind may be cost-prohibitive until the business becomes firmly established. Software installation, programming, photo manipulation and graphic design are time consuming services that require attention to detail. From my perspective, a client commonly requests a project with high expectations of professional results from the web design team, regardless of their ability to pay for the service. Unlike other service providers, we commonly wait months or years to be paid for some projects. If you cannot set aside several thousands of dollars to create and maintain your website, start small and build the site over time.

WRITING COPY FOR NATURAL SEARCH There are rules and guidelines in use on the web for search engine robots, and they change frequently. The code behind the designed page should tell the ‘searchbots’ what the site is all about. Providing complete descriptions of every product you sell is of crucial importance. I have written a few articles to give you a little information about planning your website, the role of social networking in your plan, and the science of search.

PRODUCT PHOTOGRAPHY FOR YOUR ONLINE STORE Quality photos of your products will help you sell yourself as a reputable merchant! Poorly lit or out-of-focus photos do not belong on your professional product catalog. If you cannot hire a product photographer, buy a new digital camera and tripod – and if possible, take a photography class. In the long run, you will save thousands of dollars doing this yourself.

Pricing guidelines

Keeping Pace: New Technology

Is it my imagination, or are smart phones and tablets marketing “new and improved” upgraded versions of their devices merely months apart? The iphone, tablet/readers and pc/tablet hybrids all want to be your go-to device and seem like great tech toys for the consumer that wants to hold the world in his hands. While I see the value in personal internet portals, these new technologies are completely changing the rules of web page presentation.

Have you noticed the proliferation of highly visual messages – photography, info-graphics, jquery powered slideshows – and the decline of text on websites? Has the attention span of the public become so short that a picture must now convey the company story? Back when dial-up reigned, graphics were scarce and web pages resembled ordinary documents.

There are new protocols for website developers now that public wireless internet is ubiquitous and bandwidth abundant. Have you noticed how many websites now look like Facebook and Pinterest? What was once true for keyword and metatag selection in page text and bold headlines has been supplanted by clever subliminal messages conveyed by photography, collages and infographics. The abundance of infographics in use today gives the viewer the visual equivalent of a soundbite. The danger of marketing with chunks of imagery is that one can’t possibly make a rational decision on so little information. Maybe staring at little media screens puts your brain into a suggestive state, where positive imagery seals the deal.

I consider myself a late-bloomer and strive not to follow trendy design until I must. Last fall we completed a project that was directed by a client’s cellphone. We ultimately recoded her home page to give short chunks of information with a prominent call-to-action graphic. Complex key phrases were replaced with bullet-points. I thought it looked more like a power-point slide than a home page… but my client was already onto something I had dismissed as a fad. Since then I completely remodeled three of my sites to include more impactful graphics and slides.

Last week a telemarketer told me in the first sentence of her spiel that my company is nonexistent on Google, not user-friendly on cellphones and I need to have her company fix it. A funny fact is my Google rep told me a half-hour before that I am right at the top of local search for website design. For the past year I have contributed short posts about marketing, social media, scams, spams, and other topics from the small business point of view. My message is about what I can do for small business owners who need a dedicated webmaster to present their company story with care.

That said, I do understand the value of impactful graphics, concise messages and the new expectations of the hand-held device and the browser with a short attention span. Need a consultation? Call during regular business hours or shoot me an email!