Websites are highly visible representations of a business so it is important to begin the process of creating a website by having a plan in place before you hire a team to build it for you. The idea is very similar to building plans.  You would never consider building a house without sitting down to lay out the plans.  While you might get lucky and end up with a stable building, in the long run you may find yourself limited in growth.  Your business website will be well-rounded if you begin the idea process with a diverse group of people from your business to help you decide:

• What the website should look like?
• What information will it feature?
• What actions will visitors be able to perform on the site?

Taking the time to think about these considerations and the details below will help you develop a firm foundation for your website that you can continue to add on to as your business grows.

 Website Appearance

To get the process started, everyone in the planning group should identify one or more websites  that is appealing to them.   Once everyone has been able to share their findings, collectively review them.  Some URLS may exemplify exactly what you seek for your business’ website but realistically there will be one or two standout items per site such as the way a navigation bar behaves or the positioning of graphics amongst the text.  Create a final list of URLS that highlight items that you would like on your site and be sure to pass them on to the web team when the time comes so they have a feel for your design preferences.

The psychology of color should not be overlooked when considering the look of the site and you should be aware of what appeals to you.  Even better would be to know what market research shows what your clients respond to color wise.

Strong visuals such as photographs and graphics are also emotionally moving and are often a driving component of a successful website.   If you have a collection of photos to which you own the copyright, logo or any other existing marketing material, begin to collect the digital files so they can be handed over and incorporated into the site.

Website Information

A lack of site content is a regular problem faced by many and waiting on content can stall the site development.  Having a developer create it for you can quickly bust your budget.   Be prepared to know what you want on your site and know who is writing the original material.

Your content should include:

The complete physical address that clients will be visiting (if you have one).  If your building is hard to find, consider details like the mall you are located in.   Other information includes a phone number, a fax (if you will be having clients fax POs, for example) and business hours. All this  sounds obvious however many sites overlook this information and leave clients in the dark on how to reach them. Along with knowing the physical address, decide to whom and to what email address any web form inquires will be routed to. Provide to your web team original and descriptive text that authentically details out your business including what products and services you sell.

You will also want to provide to your website team an explanation of who your website visitors will be – existing clients, new clients, employees, grant makers or other stakeholders and why they are coming to your site.   You may already have these “personas” written up for a business plan or other marketing material and your web team would be appreciative in having so begin to collect  or develop them.

Also plan to provide an explanation about your business and the principle parties involved in the business.  Provide as much depth as you can, including vision and mission statements and why you are in business doing what you do.  This information is often featured in the About Us page and will give visitors the background that they seek.  Detail here will help the web team compliment and uphold your brand and business identity, so don’t skimp.

A final consideration for content is the thought that it may be worthwhile to contribute additional resources to your site visitors that is not directly related to your product.  For example, if you are a childcare provider, consider writing a one page article on how to deal with separation anxiety between parents and toddlers.  While this does not directly relate to selling childcare hours for your business, you are offering a valuable solution to a problem that many parents experience and your knowledgeable will help you stand out from other childcare providers.

Website Function

While in the planning stage, ask the web planning group, “When visiting the site, what will our visitors be doing?”.

• Will visitors be reading a blog and if so, how often will it be updated and by who?
• Will visitors be signing up to volunteer?
• Will they be able to donate?
• Will there be a way for web browsers to purchase or download our products?
• Will there be a newsletter that they can sign up for and if so, does it update a mailing list?
• Will social media be integrated and if so, does it already exist and who is managing it?

It is very important to consider these and other functions such as viewing slide shows, watching a video or listening to a podcasts as they can greatly the site development’s timeframe, the look and  the end cost. Once your planning team have identified the site essentials, your business will be ready to begin  engaging web designers about your plan feasibility, timeline and budget.

Have you gone through the web process and looked back to say, “If we had planned for that in the beginning, we could have saved money and time.”?  Share what you would add to this essentials list in the comment section.

Rochelle Gibbs is a Communications Specialist and Media Producer for North Star NP. She can be contacted at rochelle@northstarnp.com