Strategy to Analysis: Creating a Web-Presence
March 15th, 2010
This is an article about the various hats I wear when enlisted to “make a website happen.” I would say “build a website,” but that’s misleading.
The most common misperception among many of my clients is that I sit down at my computer immediately after one conversation and design their website. Unlike most traditional media, a website is a living means by which to attract viewers, distribute information, generate leads, and/or sell a product or service. There are, of course, secondary benefits such as attracting advertisers, but I’m going to stick to the basics here. A good website can grow and change and adapt and, if executed correctly, it can offer valuable insight into the minds of your viewing audience.
In the early stages of the process, I am a project and account manager. The first place I start with new clients is to ask them what goals they want to reach with their new website. Here, the project can be delayed before it has even begun because, in the asking of this question, it must be determined what the goals of the organization or individual are. If you don’t know why you’re getting on the plane, you probably shouldn’t be spending money on a ticket.
Often, I will assist during the process where website goals are determined. Once goals are in place, a strategy for meeting those goals can be developed. The strategy brief is, in my experience, the single most important part of the process for creating a new website. It highlights what will be accomplished, assigns duties, establishes a timeline, and exposes weaknesses so that mid-project crises can be averted. In order to keep everyone involved in the process on-task, the strategy brief timeline can be regularly referred to and updated when unexpected diversions arise.
In the creation of the strategy brief, one must implement not only management and planning skills, but also critical thinking, writing and document creation skills. Depending on the scope of the project, only one individual may be needed to fill the role of both project and account manager. Communication with the client is vital to the success of the fledgling days of the project.
The design and development of the website are addressed in the strategic document. A design brief can be written as a separate document in the case that someone who hasn’t been involved to this point will be executing design comps. It should address competitors and include an analysis of websites that the client is fond of. It will reference all important design components and reference where important collateral can be located. It will state how many unique drafts will be executed and how many levels will be created. It should include another valuable asset; the wireframe or information architecture. This document diagrams the flow of information and categorizes data and it should be referred to frequently as it is the map for the entire project.
Technical specs for a project are also included in the strategy brief. This should address how the website will be coded on the front-end, designate who will be responsible for quality control, and standards that will be adhered to. On the back-end, it will address such necessities as domain name ownership and hosting, updating and modifying, SEO best practices, analytics installed and their use as well as more unique instances such as content management system (CMS) implementation and database use.
Once the strategy brief is complete and both parties have signed off, the design stage can begin. The first step in the process is to conduct a comparison analysis of competitors and/or other websites that the client has indicated they like. Once I’ve done that, I have common elements and style to refer to without replicating the work that someone else has so painstakingly completed. Next, I create a multi-layered Photoshop document to scale, including fonts and primary image and illustration collateral. If the copydeck hasn’t been submitted yet, I will often use dummy text for spacial reference, though it is ideal if the client has completed the copy prior to this stage, simply so the designer can plan for the quantity of text that must be implemented. Once I have a primary and secondary level page completed, I submit the analysis and the comps to the client, preferably in a live meeting (I use GoTo meeting if we can’t meet face-to-face). This is ideal because the discussion phase of the design process is important for communicating to the client why certain design decisions were made if they have any questions. The analysis is a welcome demonstration for many people who may not fully understand website design as opposed to the design decisions that can be made when using more traditional media.
Sometimes, it’s back to the drawing board, and the nature of this arrangement should be addressed already in the design brief so that there are no surprises for either party. Identify where miscommunication has occurred and what can be done to satisfy the client while still adhering to standards and best practices. Negotiation skills are essential in this role.
Coding begins once the client has signed-off on the design. Complete PSD files are used during the development and, in the case that front-end development is outsourced, all specs are in place so that there aren’t any unnecessary stumbling blocks or questions. I adhere to W3C standards and implement as many SEO best practices as possible when coding my own websites. This phase is largely solitary and can become monotonous for someone who craves interaction with others in a working role. Decisions about things like forms, animation, and interactivity should have already been made in the strategic brief so, again, there are no surprises for the developer. In many cases, I am interacting with a more advanced programmer as the project nears completion, to ensure everything is working properly prior to a soft- or client-launch.
There’s more than one way to build a website and, reassuringly, more than one way to build a website correctly. The trick is, for the client, to find the right services to meet their needs. I’ve found that my services appeal to a range of small- to medium-sized business owners who are looking for a degree of freedom and flexibility around the maintenance of the website and the delivery of regular e-newsletters (a service I frequently pair with new CMS websites) coupled with my technical expertise, strategic knowledge and design services. In most cases, I also implement an analytics feature, which gives website owners the ability to monitor traffic and make decisions that will not only keep that traffic coming back but find new users who are looking for their content.
If there’s one lesson I hope that all of my clients learn, it is that the website is always working for you. Because of this, it is important for each site to be well planned, clearly presented and easy-to-use for both the viewer and the owner. Goals, like a website, grow and change over time and, if you’ve put some thought into it, your site can evolve right alongside your goals.
