As any web designer will tell, there are a lot of moving parts involved in the creation of a new website, and the same goes for major re-designs. From IT and SEO specialists, to project managers and brand managers, the larger the organisation that the website is being built for, the more complex the moving pieces become, as shown by many professional services website examples.
All of these factors are essential and taking them into consideration enables the organisation to take a holistic approach to the project. This will allow for the creation of a website that serves as an effective marketing tool for the client.
Below we’ve got some fundamental requirement areas that every web designer needs to consider before embarking on any project, with a few professional services website examples thrown in for good measure.
Start with the user experience in mind by using UX techniques that will turn the website into an effective and useful tool for the user. Essentially, this will result in a website that will give the user the answers that they seek with regards to the brand while providing them with a greater understanding and better engagement overall.
Business and Marketing Goals
In order to create a successful commercial website, one needs to strike a fine balance between the user’s needs and that of the business. At the end of the day, the business wants a Return-on-Investment (ROI) for putting resources into the website.
In order to achieve this, you need to clearly define the marketing and business objectives that need to be achieved at the end of the customer’s journey on the website.
Analytics and Reporting
Aside from monitoring stats like page views and site visits through Google Analytics, it’s important to also keep track of conversion as well as any upshots that prove the website’s ROI to the business. In order to achieve this, you’ll have to opt-in to Google Analytics Customisation tools such as events, funnels, goals and goal value.
Segmentation, Brand Positioning and Differentiation
If you look at the websites of companies that belong to the same industry, you’ll find that they all have some aspects of design, content and navigation in common. In order to make sure that their client’s website stands out from the crowd, web designers use tried and tested persuasion techniques to communicate the client’s unique value proposition, which is fancy speak for what makes them “unique.”
It’s also important to personalise the content so that it speaks to each segment of the company’s audience, and this can be done by using a tool that’s known as “customer personas”, an approach that has been used in many professional services website examples.
Inbound and Content Marketing
Inbound marketing is a great way to attract and convert users by taking advantage of tailored and value-driven content as a key part of your marketing strategy. You can use this content to make yourself available to customers via a number of different channels, from blogs to social media and search engines.
In order to achieve this, you have to create high-quality content and highlight it appropriately so that it attracts more users to your site. The good news is that you can automate this process using your analytics to find out which content should be geared towards a specific audience. You’ll also need to use the right technological tools such as plugins, marketing automation systems etc.