Because we’re web developers, we are admittedly more obsessed with websites than most companies. But whether you’re a web designer or a plumber, your website should work in a useful way to help your business. Sadly, many business owners only understand that they need a website the same way they need a business card and a phone number. Their mistake is assuming that a website is a static calling card, and therefore severely limiting their site’s potential.
Whether you are a do-it-yourselfer, using us, or working with another agency, it’s important that you first plan what your ultimate goal is in having a website. Unlike business cards and phone numbers, a website can be a significant investment in time, money and resources. If you don’t know what you need, you’re going to get a washed-out website that does many things but nothing very well. It’s like going to the grocery store with a list that was devised from a planned menu instead of going to the store because you know you need “stuff”. Without the list, you’ll find that you spent a truckload of money on food and still have nothing to eat.
To determine whether you need to re-design or re-align, you have to ask yourself two questions:
1. What are you trying to accomplish with your website?
2. How well does your current website help you achieve these goals?
Most people who are considering a redesign dislike aspects of their site, but they get caught up in the details before they ever consider the big picture. Details can be fun – graphics, widgets, clean things up or make them flashy. But that should come after you determine the goals and overall plan for your site.
Your website is your business. So ideally, your website plan should dovetail with your overall business plan. This plan should outline how your website will support the goals for your business. What departments/areas will the site support? What parts of the site are the most important to develop? Are you supporting customers or attracting new ones – or both? Let’s look at this concept as an illustration.
On the left pyramid, the About Us page might be reduced to one page with general information about the company. While more resources are allocated to building out Patient Support components. On the right illustration, support may merely be a “Contact Us” form. If we wanted to support sales and use our site for lead generation, the pyramid would be rearranged again.
Planning your objectives ahead of the website will not only ensure your site is supporting your company in a positive way, but it will also help you budget the development of website components.
While some sites are downright due for a makeover, if you are dissatisfied with your site’s performance the first question to ask is: What is it that I want it to do? Then, call us so we can help make it happen.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
Share/Save
2 Comments
Tama Zobell | May 12, 2010
This cool post. I like it. Thanks for sharing article.
Trackbacks