To build a website that is efficient and meets the website’s goals, it is recommended that you have a strategy. Therefore, online design and marketing strategies should be aligned with the communication strategy for the website: the way to communicate with customers, and the manner of transferring the company’s message to customers should be consistent with the web design strategy.
The purpose and objectives of a website have nothing to do with the website’s appearance.
Our web design strategy will take you to step by step through how to build a new website and how to start on a solid foundation:
Remember that websites act as messengers between companies and their potential clients. Consequently, it’s important to first determine the manufacturer and the audience for the message.
- 1. Define your brand’s persona
- 2. Create strategic buyer personas
- 3. Plan your web design strategy around the buyer’s journey
- 4. Do not overlook the importance of studying your competitors
- 5. What is the purpose of the website? What should be the focus of the design?
- 6. Making a mood board is an important step when you are designing a site
- 7. Design your website with brand strategy in mind
- 8. Make a site map that combines your website goals with the hierarchy of pages
1. Define your brand’s persona
You also need a seller persona, as that is the exact profile of your company you would like to promote. It is important to define your company based on a few personality traits (young and creative, professional and friendly, established and well-reputed, for example). Furthermore, the seller persona should incorporate colors, express a particular mood, use a specific “voice” and incorporate elements that create trust in a website as well.
You will note down some site characteristics that reflect the brand persona based on the findings at this point.
An animated brand persona should also be presented on a card in the same manner as the buyer personas.
2. Create strategic buyer personas
An effective strategy for website design begins with this step. You should consider who your site is intended for.
Identifying the buyer persona could involve creating cards that provide information on the demographics, psychographics, budget, lifetime, and profession of your target audience. Based on such criteria, your audience can be segmented, and the message crafted accordingly. Consumer personas are helpful for segmenting and constructing the right message that appeals to a wide range of consumers.
3. Plan your web design strategy around the buyer’s journey
Visitors to your website need to pass through key steps to establish a connection with the company and its potential clients. The buyer journey takes the form of an arc that follows them as they make a purchasing decision, from the research phase to the purchase phase.
Regardless of the framework you use, it is crucial to create touchpoints that engage users at every stage of the conversion process.
4. Do not overlook the importance of studying your competitors
Examining your competitors’ websites is essential. Which of their strengths should you highlight, what improvements should you incorporate, and how might your website and offer stand out from theirs?
Among the benefits of studying competitions are:
- Based on competitor research, evaluate which strategies work and which do not
- Understanding competitors’ flaws and weaknesses, and compensating for them
- Identifying some unmet market needs that your competitors don’t cover and addressing them
- Understanding what makes your website unique and stand out from its competitors enough to gain a solid position in the minds of users
5. What is the purpose of the website? What should be the focus of the design?
Let’s ask an important question: what is the purpose of the website?
The following forms of website goals can be used:
- Traffic increase
- Increasing leads
- Increasing the number of buyers from leads
- Engagement of users
- Make users stay on your website for longer and decrease bounce rates
As a rule of thumb, you should set one primary goal and three secondary goals that support the primary one with adjacent results. Depending on the goals your website is trying to achieve, it may have a unique design with elements strategically placed.
6. Making a mood board is an important step when you are designing a site
In order to prepare for a new project, mood boards are used to collect creative ideas. A website’s first concrete form occurs before its design is completed. Essentially, it serves to preview the website in general.
7. Design your website with brand strategy in mind
The next step is to define the brand: what is its message, and what is its unique selling proposition?
Each of the following questions needs to be answered in order to correctly define a brand:
- Is there a purpose for your brand?
- In what way does the brand position itself?
- In what way should a brand promise be formulated?
- How does the brand define itself? Is there any characteristic that characterizes it?
- The personality of the brand is how would you describe it?
In the end, you will become more prepared to properly incorporate the brand strategy into the website design strategy after thoroughly answering these questions.
8. Make a site map that combines your website goals with the hierarchy of pages
You should create a sitemap that shows the referring pages and key points on the site where the brand has placed its imprint. A reference point can be established by this so that web design follows the agreed-upon path. In the development of a website, a sitemap will act as a guide.
The sitemap shows a clear indication of the website structure as well as the page architecture. Websites with a flat design are recommended over those with pyramidal layouts.
Web design is more efficient when the information is organized according to a strategy. Working in accordance with predetermined rules and with a website communication strategy helps to accomplish tasks methodically.
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