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[K102]Know What You Want

by Gerald Chait, Ger

It may seem like obvious advice, but in reality, many people approach website development companies without first formulating a clear web strategy, clarifying objectives and expectations. This hasty sort of approach to website development invariably costs the customer a lot of money – and they end up with a website that doesn't meet their needs.

So how do you get the website that meets your requirements within the budget you have? Plan, plan, PLAN!

Some of the questions you need to answer before embarking on your website development:

1) Why do you need a website?
2) What kind of website do you need?
3) Who is your target audience?
4) How do you plan to attract visitors to the site?
5) What are some of the graphical design considerations?
6) Will the site target both domestic and international visitors?
7) What is the visitor trying to achieve?
8) How will your website support or integrate with the rest of your business?
9) What structural implications should you consider?
10) How will you update the content?
11) Who should you talk to about website development?
12) Who do you talk to about hosting your website?
13) What is your website development budget?

1) WHY DO YOU NEED A WEBSITE?
Websites are generally designed to support one or more of the following objectives:

• provide information
• facilitate online transactions
• drive visitors to a physical location
• facilitate communication

Websites also support brand image and awareness. In today's information-rich environment, customers are becoming far more savvy and conduct thorough research prior to making decisions. Having a good, informative and accurate website could mean the difference between winning the client and not.

Websites are also extremely important for contact details as a lot of readers refer to website as a quick reference.

What's more, a website provides 24x7 access, so your customers and potential customers have access to the site outside of normal business hours (ideal for supporting promotions, general e-commerce and improving customer service).

2) WHAT KIND OF WEBSITE DO YOU NEED
Websites may be simply informational in nature or more complex with transactional e-commerce shopping functionality. They may even be designed to support Web 2.0 functionality such as BLOGs and message boards, which can develop a community environment.

But always remember, your website needs to serve the needs of the customers you're trying to attract and retain. Before committing to the feature set of your website development, make sure you can link every feature back to a customer need.

3) WHO IS YOUR TARGET AUDIENCE
Who is your typical reader? Think about your readers; are they young or old, wealthy or poor, male or female, computer techies or novices? Are your readers just researching or are they in buy-online mode? Are they local or international, or both? Will language be a barrier? Will font size be a consideration for those with poorer eyesight?

Once you have ascertained who your audience is, you need to design the website to suit that audience.

4) HOW DO YOU PLAN TO ATTRACT VISITORS TO YOUR WEBSITE?
Marketing your site is critical. It can be marketed electronically using search engines such as Google, Yahoo and MSN and/or offline using traditional advertising and promotions strategies. It's important that you think about the marketing strategy BEFORE website development, as it will impact the website development process and the technology of the final product. For example, do you plan to run Google AdWords or banner ads? If so, will those ads need to relate to specific landing pages containing enquiry forms, or would a single landing page suffice? Will search engine-driven traffic be important to you? If so, you'll need to ensure that your website is designed and developed in search engine-friendly way, and that your web copy is optimised for search engines.

5) WHAT ARE SOME OF THE GRAPHICAL DESIGN CONSIDERATIONS?
Many sites feature a large number of animations and GIF images, which are distracting and poorly designed (in terms of colour and fonts), and which add an unnecessary overhead to the page (in terms of file size and speed of loading). A good website has a balance of imagery and text. Try to be aware of things like font size and how it might impact your readers. Colours, fonts and alignments should be consistent from one page to the next. The look and feel of a site needs to be simple and consistent.

Similarly, background music, popups and Flash can be gimmicky and annoying to visitors. Only include them if they are appropriate to the needs of your audience.

As previously mentioned, your website needs to be more than just a promotional tool; it should form part of your overall marketing strategy. What looks great in print may not look good online. Perhaps more importantly, it may not be user-friendly (functional). So make sure you have a web designer involved in the development.

6) WILL THE SITE TARGET BOTH DOMESTIC AND INTERNATIONAL VISITORS?
Consider whether you have the infrastructure to support international readers and clients. For example, if the site is transactional and you are selling a product, do you have international banking or credit card facilities and the ability to deliver overseas?

If you're going to target international readers, it's important that you make your website global. Consider the format of the information you display and request (e.g. zip code versus postcode, address formats and even phone number formats) and the style, tone, word-choice and spelling of your copy. (See www.divinewrite.com for more information on website copywriting.)

Another important consideration which is often overlooked in website development is scheduled maintenance. Scheduling maintenance for midnight in your home country may cripple your website during peak business hours in another.

Make sure you investigate the needs of your international market(s) and adapt your website to suit those specific needs.

7) WHAT IS THE VISITOR TRYING TO ACHIEVE?
All website visitors want or need something. They may be researching prior to purchasing a product, looking up company details, or trying to pay an invoice. If you want to make your site easy for visitors to use and if you want those visitors to keep coming back, your website development MUST accommodate the tasks that those visitors are attempting to perform.

8) HOW WILL YOUR WEBSITE SUPPORT OR INTEGRATE WITH THE REST OF YOUR BUSINESS?
Websites can often offer services to support and integrate with your business. For example, you might offer online shopping to streamline the purchase, dispatch and accounts process (including payment gateways, stock/inventory detailing, member or client information, etc.). Alternatively your website can increase the effectiveness of your marketing and product support, by spotlighting your products with extensive information and product catalogues, emailing product information to opt-in recipients, allowing links back to the manufactures (if applicable), etc. You might also set up an FAQ section on your website and encourage your visitors to read this area before contacting your office. A feedback form might also reduce administration overhead by allowing your readers to contact you and request more information, etc.

9) WHAT STRUCTURAL IMPLICATIONS SHOULD YOU CONSIDER?
With websites, less is more. The simpler the structure is, the more user-friendly it is. It all comes down to navigation; navigation is a website's lifeblood. A poor navigation structure can destroy a user's experience, and damage your online image.

Sections should be obviously grouped, both logically and visually. This makes navigation intuitive. Create a draft site plan before website development is commenced. Discuss it with your designers and developers, work with them to evolve it, then leave it with them to guide them through the website development process. This will ensure that the visual and functional elements of your website flow and make sense.

Structure and navigation are particularly important for larger sites and e-commerce sites. With so much competition around, your visitors will not be prepared to expend a great deal of energy to unravel the mysteries of a poorly planned site. Similarly, visitors are unlikely to become buyers if the purchase process is confusing.

10) HOW WILL YOU UPDATE THE CONTENT?
It is imperative that you update the content on your site on a regular basis. Outdated information is useless and impacts on your credibility and professionalism. Conversely, regularly updated content tells your readers that you're a proactive organisation (and it also contributes to your ranking in the search engines).

To reduce ongoing costs and retain control of your website, consider the benefits of building it using a Content Management System (CMS). A good CMS lets you easily manage all content yourself, instead of paying your web developers to do it. (This includes adding and editing copy and images, adding and deleting pages, and adding and deleting functionality.)

11) WHO SHOULD YOU TALK TO ABOUT WEBSITE DEVELOPMENT?
This depends what you want from your website development and how far your budget can stretch. Is the site intended for the short or long term? Will content need to be updated? Do you need e-commerce, email management / e-newsletters, etc.? There are many people who build websites and numerous approaches to take.

Important considerations when selecting a website development company include:

• Do they have proven website development experience?
• Are they familiar with the latest developments?
• Do they have support networks or personnel should they run into problems?
• Are they qualified?
• Can they provide ongoing website development support?
• Do they have access to graphic designers?

It's best to find an established website development company with a solid infrastructure and qualified staff, who can speak with you plain English, listen to all your requirements and develop a plan that suits your needs. Also remember to select a website development company that you feel comfortable dealing with.

12) WHO DO YOU TALK TO ABOUT HOSTING YOUR WEBSITE?
Your website development company should be able to suggest a hosting company, but if not, there are a multitude of companies listed on the Internet and in the Yellow Pages.

When considering website hosting companies, obviously you need to ensure that they are appropriate for your budget. You need to know that they have adequate security both via the web (antispam, antivirus, etc.) and in their actual physical environment (locks, alarms, etc.). You need to know that they use hardware and software that is modern and appropriate for the job.

Do they have a proactive backup / business continuity / disaster recovery strategy, and the necessary software and hardware to support it? And do they engage in scheduled maintenance? You need to know that they are operating an environment that is designed to minimise the likelihood of fire, flood, theft, hardware failure, overheating, etc. But, if the server hosting your site does, in fact fail (or is stolen or destroyed), will your website be unavailable? Some hosting providers offer uptime guarantees, which is great, but don't assume this means that nothing will ever go wrong and your website will never go down.

Also, consider bandwidth (how fast can they display your website files). Few things are more frustrating to visitors than slow-to-load pages, and your host can play a big part in this.

13) WHAT IS YOUR WEBSITE DEVELOPMENT BUDGET?
Many businesses try to cut costs by engaging a student, unqualified staff employee or friend to build their website. Think carefully before pursuing this option, because you get what you pay for. You'd most likely be trading-off visual aesthetics, reliability, stability, speed, ease of use, search engine-friendliness, and ongoing technical support. When it comes to website development, short-term cost-cutting does not always equate to long-term savings or return on investment.

Having said that, you should always be realistic. Consider what sort of return on investment you require (and how quickly), and set your budget accordingly. Then stick to your budget. If you need to cut costs, start with the 'bells and whistles' that may not be necessary. Flash, for instance, adds significant cost to your website development, yet is considered annoying by many visitors and may reduce your search engine-friendliness.

A new year is upon us. A fresh beginning. Twelve whole months to achieve this, become that, and acquire the other. Whatever your goals or resolutions are for 2007, be they overwhelmingly gigantic, or very reasonably attainable, the secret to achieving them is to take consistent steps in the direction you want to go in.

And believe it or not, the first step is to know not only what you want, but why you want it. This is important because it goes to the heart of your motivation. If you're not crystal clear as to why you want what you want, then when the usual procrastination triggers occur you're very likely to fall prey to them. This may sound a little off the wall, but you may not want what you think you want, or you may not want it for the reasons you think.

It is a very common experience among coaches to have clients show up with a particular agenda, and for it to emerge some sessions down the line that the real agenda is something else entirely. Why? Because for the most part we live our lives unconsciously, and we set ourselves goals and follow them unconsciously. When we get in touch with what really matters to us, we often discover that what we really want is much more simple than what we thought we were after all along.

Or indeed it may be much more complex and challenging a prospect than what we wanted to take on, and therefore we were trying to convince ourselves that we wanted something else, something easier to achieve. Knowing what we really want, and why we really want it, can be unsettling, but it is also energising and motivating. When it's a deeply felt authentic desire, pursuing it will be a joy in itself.

When you get down to the essence of what you want, you can tell immediately if it supports your core values or is in conflict with them. If there's a conflict, you can be absolutely certain that you will sabotage yourself along the way, even though you might not be consciously aware of why you're not seeing it through. When your goals are in alignment with your values, you'll have the commitment to see it through despite the difficulties you'll encounter.

One of my major ambitions for this year is to start running personal retreats helping people to learn how to be truly happy. I want to build outdoor adventure activities into the mix, and make these workshops a significant part of my business. I don't know when, or where exactly, or the precise how-to's yet. But none of that worries me because I do know why I want to do it.

I want to do this because I want to combine group coaching with fun activities, as I come across people all the time who are prepared to spend more money on holidays than on their own personal development, and yet they are asking themselves why they aren't happy. And I am committed to helping people to realise that they can be happy right here right now, without the perceived perfect life conditions they wish for.

I want to do it because it will be fun for me too, and I am totally committed to having fun in my life at all times. For me, fun isn't about frivolity, or at least not exclusively! It's about thoroughly enjoying what I'm doing at the time I'm doing it.

I also want to feel free at all times. Freedom for me is about always feeling that I have a choice, never doing something out of a feeling of obligation, but rather because right now it's what I want to do.

I want my life to be a continuous adventure. The fact that right now I just have the bare bones of a plan, with all of the details still to be fleshed out, scared me at first. But now I view it as an adventure. I know what I want and why I want it, and I'm going to give myself as much time as I need to discover exactly how to, rather than pressurising myself to deliver it as soon as possible. To do that would be to make it too much like hard work - the opposite of fun and freedom! Hmm, I might even need to head off on some personal retreat for myself as a first step - what a thrilling idea. . .

And along the way, I might discover that what I really want to do is something else entirely. That would be absolutely fine with me, as I would make that discovery doing what I really, really want, which is to explore possibilities with a sense of fun and freedom.

So, my point is, before blindly chasing your goals, know why it is you're going after them. What will having achieved that give you? Stay focussed on the essence of what you're after, and if you end up taking detours along the way, or even changing course altogether, it really won't matter. You'll have enjoyed the journey, which at the end of the day is what life is all about.

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Both Gerald Chait & Hilda Carroll are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Gerald Chait has sinced written about articles on various topics from Marketing and Communications, Computers and The Internet and SEO Search Engine Optimization. Gerald is GM, Marketing of , providing IT Solutions, such as