To be effective, a website must be thought out and in line with the company’s strategy. This notice presents the different possibilities of realization and the stages of creation of a website. She also addresses the points of vigilance of such a project in order to avoid certain classic errors or work around difficulties.
Website design: typology of websites
It is possible to define four main categories of sites which can meet different objectives:
- The “showcase” sites, also called “brochure sites”.
They present the company, its activity, and possibly some products or a flagship product. They are the digital reflection of the brochure communication, but beware, the content must be carefully studied in order to be of real interest.
- “Brand” sites
Branded websites are demonstrative and fairly simple in navigation. They allow internet users
to immerse themselves in the universe of the brand thanks to interactive communication and content with strong added value. Their objective is to strengthen customer loyalty and to obtain more information on the Internet users of way to complement their marketing databases.
- “Catalog” sites
“Catalog” sites allow companies to present the range of products and try to create a favorable context in order to influence the user on the choice of product. Their objective is initially to offer the range of products to the user in an attractive environment, and secondly to convince the user that the product is the best.
It is possible to index customer contact modules on the site, but also price simulation, quotes … The catalog site must provide a service to determine the most suitable product for a need. They think about a mechanism to help the user navigate the catalog: thanks to a series of questions or via categories, for example.
Key steps in designing a website for business
In this first phase, it is necessary to analyze the internal and external environment of the company.
To do this, the following questions should be asked:
· Are competitors present on the Internet and how?
· What are the different services to be mobilized internally?
Then, you have to define the needs and expectations of the company:
· What is the company’s strategy?
· What are the objectives of the website?
· What are the targets we want to reach?
· What information is potential customers looking for?
· What services to offer them?
· Will the products be sold online?
· Will your website have a user-friendly website design?
· What information is already available internally?
· Will a company service be transferred to the Web (after-sales service, etc.)?
Finally, it is necessary to define and analyze the company’s capabilities at the financial, logistical, technical level, etc.
Development of specifications
The specifications for your website should include the following:
· The context of the project
In this part, must be described all the objectives and strategies targeted by the company, the existing in communication, the level of equipment and mastery of the Internet tool, the existence of a website, a domain name.
Specify, if necessary, uses or specificities specific to the activity or the field of the company. In addition, the ideal before starting a web project is to identify and evaluate the approach in its competitive environment. Indeed, it will be difficult to make a simple institutional site if the main competitors of the company have created an online sales site. In this analysis phase, it is also possible to refer to sites whose organization of the information, the ergonomics or the spirit correspond to the desired achievement.
· The expression of needs
The objective is to define unavoidable technical constraints if there are any, which allows the service provider to ask additional questions and assess the complexity or feasibility of the project (database, software). As far as possible, it is advisable to give clues to help the graphic designer in his work of creation a user-friendly website: information on the field of activity, the spirit expected on the site.
In addition, targets, associated products and services offered on the website should be defined.
The service provider must understand precisely what the company wants to offer as a service or information for each target because it will affect visual communication, language. Finally, you must give information on the organization and structuring of the site envisaged and site management, i.e. updates.
Aims of website optimization
Often we find that web-sites of small and medium private companies consist of a dozen pages, but that only one page of the site (the home page) is referenced in search engines. In addition, their web-sites might not appear in search engines for an expression what they want to highlight.
The optimization of a website therefore aims to increase the number of pages that can be identified by the search engine. It is important that you recruit stands out on the first pages because more than 70% of Internet users should not go beyond the first 30 responses offered by the engines of research. We will now list a series of optimizations to improve the ranking of your website in search engines.
As a reminder, do not confuse the natural reference and positioning advertising. Ad positioning is a complementary technique natural reference. It is about discussing words that you allow appear on the first pages of websites in an “ad” area. Visibility is free, but you pay for every click on the link.