Just about every business — from non-profit to startup to Fortune 500 — has a Web presence these days. Are you thinking it’s time for your organization to take the plunge? A Web site is a significant investment, and good planning is the ticket to getting the most for your money. Before you commission a professional Web site — a brand new one, or something to replace that favor your cousin’s nephew did for you — check out these suggestions about how to kick off the process. There are three general issues you need to explore before you get started.
The message
The first step is to pinpoint exactly why you need a site. Sound obvious? Not necessarily. Many people launch into the Web world because they think they should have a site, and don’t stop to consider what they really want to accomplish. The best sites are built on a strong content foundation, with plenty of forethought. Before moving ahead, answer these questions about basic content goals:
- What do you want the site to do for your company?
- Who will visit your site and how will it serve them?
- What content will help achieve your goals? (Make a comprehensive list.)
- Which of this content already exists?
- What content development resources do you have on-staff?
- What format is your content in: text files, database, in your head?
- How often do you expect the content to change?
- What content do you plan for the future?
The look
Next, think about visuals. Does your company already have a corporate identity whose look and feel you want to adapt for the Web? What kind of tone would you like to convey? Serious and businesslike? Playful? Hip? Elegant? What might be most attractive to your intended audience?
Do some research on the Web. Jot down the addresses of the sites you like the looks of, and those you don’t. With concrete examples in-hand — of the Good, the Bad and the Ugly — you’re better equipped to articulate your vision for your own site.
The functionality
Finally, what do you want your site to be able to do? Will it be a straightforward informational resource that users can browse through, or will it have some level of interactivity?
The Web is getting higher-tech by the minute and there are almost limitless possibilities out there. You need to be clear about which features you need, and which you don’t. As you consider the options, always keep any budget constraints in mind. You may not be able to spring for the Cadillac — and you may not need it anyway.
You can think of functionality as falling into two broad realms: the “visible” (what the user sees) and the “invisible” (what happens behind the scenes).
“Visible” function.The Web has potential for a range of interactivity, from the relatively simple (like user input forms) to the complex (such as the capability for each user to set preferences about what text content displays and what doesn’t). As you might imagine, every feature has its own price tag, from modest to astronomical.
Let’s say you’ve followed our advice: you’ve figured out just what you want users to take away from the experience of visiting your site. That information is key in guiding your decision about functionality. Special effects are cool, but if they don’t advance your message or goals, they may be gratuitous.
Once again, do some research to gather technical ideas you may not have considered.
- Visit high-profile (read: high budget) sites to see what the latest technology has to offer.
- Visit the sites of businesses in your field, to see what your colleagues are offering.
Make a list of features you’re interested in — and if budget is a concern, divide it into two columns: “must” and “maybe.”
“Invisible” function.The Web can also support a variety of powerful back-end features to advance your organizational objectives. The possibilities are too numerous to list here — and are ever-evolving — but include:
- User tracking and statistics. On the low end, you can learn how often each page is visited and when; on the high end, you can find out who a user is and how s/he navigates through your site.
- Document management system, which allows you to make your own straightforward text changes to the site, without your having to learn any programming.
- Database integration. Is much of your content in a database which is updated frequently? If so, you may need a site that pulls content directly from the database rather than from static HTML pages.
Now what?
You’ve done some soul-searching and have decided that you do, indeed, need a Web site. What next?
Call Wallrich Landi. Whether you need a Web site only, or a site in conjunction with a broader marketing campaign, we will help you transform your plans into reality. We bring to the table extensive Web development experience, and will help guide you in fine-tuning your game plan and bringing your new site to life.
What sets us apart from other design and Web development firms is our capacity to handle the whole Web process: not just award-winning visuals but the robust content development and programming pieces — the seamless management of every step from concept to implementation to maintenance. Our goal is to create a truly distinctive Web presence that our clients will be proud of. Our capabilities are comprehensive.
Content planning.Our full-time information design and writing staff will help you with the critical step of shaping your message for the medium: information architecture, interface and nomenclature development, copywriting, content management, editing and proofing.
Visual design.Our design staff is well-versed in all aspects of Web and print design: concept development, illustration, icon development, Web-friendly typography, 2-D and 3-D animation, photo manipulation and art production.
Programming.Our full-time technical developer handles a wide range of programming tasks, from basic to advanced: HTML and DHTML, database integration, search engines, e-commerce, domain name registration and ISP setup, web analytics, disability compatibility, browser and platform detection, interactive functionality (e.g. training and education) and other custom applications.
Other.Audio production, site maintenance, marketing (registration with search engines, promotion, content indexing) and more.