What is the ideal action you want your customers to take when they land on your site? What information should they walk away with? These are the kinds of questions that should guide your website design process. Here are a few examples of website strategies and goal-development for various business types. The purpose of this is to provide with you another way of thinking about your project to make sure you’re getting the most bang for your buck.
BUSINESS TO BUSINESS (B2B) – SERVICE OFFERINGS
Guiding purpose: Provide information/resources and generate leads.
The immediate goal of the website should be to:
- Capture the attention of prospective clients that you don’t yet know about
- Speak directly to their needs by clearly identifying pain points and solutions
- Compel them to action (from that point, your off-line sales process will take over but with a far more qualified lead)
BUSINESS TO BUSINESS (B2B) – PRODUCT OFFERINGS
Guiding purpose: feature advanced functionality to drive sales on the site (in addition to information resources and marketing content).
Examples: product demos, sales support, customer support forums, e-commerce, tutorials, etc.
BUSINESS TO CONSUMER (B2C)
Guiding purpose: feature advanced functionality to enable consumers to browse an online store and increase purchases.
Whether you need to build new brand awareness or need to maintain/grow existing awareness will have a big impact on the tactical off-site work that will rely upon close integration with the website. E.g. online/off-line advertising, direct mail, email, social media marketing, etc.
*This also goes for businesses transitioning to operating online for the first time.
General advice: front load your process with extra time to define in detail the role the website will have within your business – how it will fit within your overarching strategy and sales processes. Spending more money on this upfront with your developer will save you big bucks later when you’re making design and functionality decisions.
NONPROFITS & NGOS
General advice: If your developer charges by an hourly rate, look for ways you can save him or her time by doing work upfront in house. For example, you can save a lot of money by providing your developer information at the get-go:
- A thorough marketing analysis
- Your company’s business plan
- Your branding style guide
The developer will still need to spend time at the start of the project to get familiar with all of this information, but it should help cut down on some of the initial hours and save you some conversations and extra work down the road. What kind of strategies have you tried? What worked and what didn’t work? Please share your experience with us!