Effective websites focus primarily on content to pull together their various buyers, markets, and products in one comprehensive place where content is king. Design is then allowed to bring that content to life and induce engagement to develop a strong brand image.
2. Developing a website
Redeveloping any website is an ideal opportunity to evaluate your website
objectives and align them with your overall business objectives. Identifying
these goals at an early stage will form the beginning of your content and
navigation plans.
Effective websites focus primarily on content to pull together their various
buyers, markets, and products in one comprehensive place where content is
king. Design is then allowed to bring that content to life and induce
engagement to develop a strong brand image.
An impressive website harmonises the balance of content, design, navigation
and technology and is an intersection of every other online initiative,
including blogs, tweets and videos.
In a cohesive and interesting way the content rich website organises the
online personality of your organisation, to inform, influence and persuade
each of your website visitors.
Each organisation has an individual and important story to tell – how
effectively they tell that story will depend on their website approach.
4. Know your current stats
and goals before you start
the redevelopment.
Developing a website
5. “If one does not know to which port one is sailing, no wind
is favourable.” (Lucius Annaeus Seneca)
Developing a website
6. Audit your website, then
protect your key assets.
Don’t lose what works.
Developing a website
7. How many pages do you have?
How many will be deleted?
Will pages move to a new URL?
How many new pages will you create?
What is your most popular content?
What is your most powerful content?
You need to know..
What generates most of my leads?
What are my best conversion tools?
How can I increase conversions?
How many downloads do you have?
What are the most popular downloads?
How many inbound links do you have?
What interior web pages have links?
Where are my links coming from?
What are my most powerful links?
What content appeals to what audience?
Do you need to segment your audience more?
Does your content really appeal to your key decision maker?
Do you sell your produce/service in the same way to everyone?
What are your strengths?
What are your weaknesses?
Developing a website
14. Understanding objectives
Generating visitors.
Driving traffic.
Measurable via
website analytics.
Receiving enquiries.
Acquiring prospects.
Measureable via
inbound emails.
Qualified leads.
Measurable via
secured meetings.
Nurturing prospects.
Measurable via
sales team.
Visitors Prospects Active Prospects
15. Understanding objectives
Target Market
Website Visitors
Leads
Opportunities
Customers
Driving traffic to your website is one challenge. Converting visitors into valuable leads is another.
Be absolutely clear how you plan to do this, don’t just start, writing, designing and building.
B2B websites should be lead generators