What is involved in achieving a successful
website?
At Beans & Franks, we follow a familiar
fifteen step path. Within those steps are dozens of considerations and
even more procedures to be performed. Sound ominous? We prefer "challenging."
Each is an opportunity in itself to make your website unique and outstanding.
The details presented below are one possible
course toward a successful website. The steps follow a sensible progression
but this is not the only path. Regardless of the order followed however,
each step in this journey should be made at some point. And while some
steps are more complicated than others and perhaps more consequential,
worry not. Along the way, Beans & Franks will be your cheerful and
knowledgeable guide. Together, we can reach our destination successfully.
Step 1-
Understand the Communication Objective:
Determine why this website is needed. What is the objective for the site?
What are we communicating, promoting or selling? Additionally, is the
web the most appropriate medium? What are the pros
and cons of a website versus traditional forms of business communication?
Can this website stand alone in its efforts? What else is needed?
Understand what you wish
to communicate on the web, and why.
Step 2 -
Reserve Your Domain Name Now:
Get your domain name set aside now for your later use while the site is
in development. Domains can now be reserved at little or no cost. This
only means that valuable names are disappearing faster than ever. Choosing
an appropriate domain name is paramount to your site's success. Creative
considerations include: the name's relevance to your business, the existing
brand recognition of your company, mnemonics of the name, competitor's
existing domains, copyright availability or possible infringement of your
choices.
If your preferred domain is available, seize it.
Step 3 -
Identify Your Target Audience:
Understand who makes up your target audience. What backgrounds do these
people have? What expertise...? What income levels...? What is their level
of enthusiasm to purchase, subscribe or learn about what you're offering?
What motivates their need for what you offer? What is the target's objective
for your product or service once acquired?
Know who these people are,
what they like and what they are like.
Step 4 -
Determine the Content (a perpetually pivotal process):
The best content is that which is productive for your
message but also fresh and interesting. This means an important and continual
process of renewal and replacement. With
such, there's always a certain freedom to experiment and test the content
for maximum effectiveness. But this does not give license to an all-inclusive
website where simply, if it fits, we try it. Certain creative guidelines
do exist.
At Beans & Franks, building web content
is a balancing act between giving the viewer "more than they deserve,"
and refraining from inundating them with sensory overload. It's also a
task of quietly nesting the promotional message within a more pronounced
theme of; "We're here to help you."
Be sincere in your altruism and begin by
asking; What will reward the viewer and encourage return visits? Then
approach these questions; What will facilitate the action desired in the
audience? What will build a positive brand image?
Be a gracious host and your guests will be more receptive to your
message.
Step 5 -
Shape the Visual Presentation:
Determine how to present the content within the website. How should it
look? How intricate or how minimalist is this site going to be? How elegant
or pragmatic? How will the viewer navigate? In order to call the audience
to the desired action, the design must appeal to them and match their
expectations.
Shape the visual aspects with the full benefit of your audience in mind.
Step
6 - Choose Appropriate Technologies:
Motion, sound and interactivity can enhance the audience's experience,
but also isolate your site from many viewers. Set guidelines for keeping
the viewer experience positive. If a technology lends itself to the communication
challenge of the site, then use it. Otherwise, don't waste valuable attention
spans with poor download time.
The hottest technologies are not always appropriate.
Step 7 -
Establish a Unified Environment:
A consistent style, personality, theme or even a metaphor will establish
a sense of organization as well as community. The viewer will better understand
the intention of the site and become comfortable in navigating without
the fear of getting lost. This act of consideration speaks favorably of
your business in the mind of the visitor.
A unified environment builds your image.
Step 8 -
Map Out the Organization:
Take the distinct topics for the site and develop a logical structure
for layout and navigation. Set the hierarchy for each page and storyboard
all navigational links.
Use a visual map of the site to guide production.
Step 9 -
Create a Page Prototype (template):
There should be one design theme to which all pages will adhere. This
helps achieve the goal of a unified environment. A template is simply
a semi-constructed web page that eases the creation and maintenance process
by housing the repetitous elements of all pages. Unique page elements
are subsequently inserted into the template.
Production time and effort
is minimized.
Step 10 -
Build Site Assets and Set Standards:
Collect raw information about your business for use in the promotional
copy. Gather or shoot appropriate photos for inclusion in the layout or
design. Set all standards for the appearance of images, graphics and backgrounds
as well as text typestyles.
Create all graphic images and copy to meet the set standards.
Step 11 -
Process and Archive Assets:
Optimize file formats for Internet download considerations. Compile and
safekeep all asset files with standardized file names.
Asset files must be as small as possible and easy to identify in production.
Step 12 -
Assemble, Code and Program:
Assemble each page of the site. Code the template structure and subsequent
pages. Program dynamic, interactive and multimedia elements. Combine elements
with graphics and copy. Compile and safekeep all page code files.
This is the main production effort for the website.
Step 13 -
Test, Refine and Retest:
Test each page for performance and appearance. Correct and modify errors,
programming glitches, broken links or images. Review compatibility of
the site across varying platforms and browsers.
Get the site up to speed before the public launch.
Step 14 -
Place the website on the web:
Hosting needs are finalized. The site can be located within your own server
network or through a commercial hosting service. Both have advantages
and disadvantages relative to cost effectiveness, control, reliability,
speed, storage, ease of use and entry into web delivery (to name but a
few.) Beans & Franks uses commercial hosting services exclusively
at this time due to the considerations above. Once subscription begins,
your website is uploaded over the Internet to the hosting company of choice.
The site is launched publicly.
Step 15 -
Get the Word Out and Build Traffic:
Register and submit the site with all appropriate Internet directories
and search engines. Utilize META elements within web page html code to
boost automatic listing rankings. (These hidden elements are read by search
engine "robots" to evaluate and rank your site in their listings.)
Possibly place banner ads or link exchanges on compatible websites. Incorporate
the web address/domain name into all promotional efforts of your company.
A website needs cross promotion to become well traveled.
Where does it end? When is
a website finished?
Perhaps a website is finished when your
business is finished. Or, when a better alternative to the Internet presents
itself. Both instances are arguably possible. But
until those times, a website should never be considered finished.
No matter how satisfied we may be with the
results, a humble motto at B&F is,
TM
Does this humble statement
belittle our level of quality? On the contrary, it speaks to our ongoing
commitment to improvement—both ours and yours.
A website is a dynamic tool that is utilized
best when exploited for its ability to change. Continually adapt it, modify
it and make it better. We know with certainty that the possibilities and
methods of today are not enough to ensure success for tomorrow. We must
expect to forever be in a state of growth. If your business is likewise
in a perpetual state of growth, then so should be your website. As it
grows, so shall the success it provides.
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