press releases

ten top tips to make your website work

by Tessa Denison, Creative Director, Denison Design Ltd

Every company wants a great website but I hear so often tales of companies having huge issues getting what they need from web designers and delivered to a suitable timescale. These days, there is no denying your website is your ‘shop window to the world’. So if you are looking to re-vamp your company website what are the steps you need to take to ensure the design and build is as smooth as possible and ultimately, the website really works for you?

1) The Web Spec

Before you talk to any web designers it is critical that you have a clear idea about the purpose and objectives of your new website and come up with a web spec. And this doesn’t need to be complicated. Start by asking yourself some basic questions - for example: how do you want visitors to use the site? Is it designed to be an information portal? Do you want to sell online or do you simply need a web advert for your product or services?

2) Functionality

Consider what functionality your target audience would expect from a site. Do you need a search option for example? Will you need to upload your own content? Having a clear idea of what the website will be used for and why will help you develop the right content.

3) Content

Developing content for your site is divided into two main areas – firstly web copy and secondly images. If you are not a great copywriter consider outsourcing this to a specialist might be one of the smartest moves you make as it will be one of the most important things ever said about your company. Copy should be crisp. To the point and at the same time include common search phrases to help drive traffic to the site. Websites often act as an on-line brochure so visual impact is also key. Imagery of the same quality and professional standard that would be used in hard copy marketing collateral should be used as these will not only have a visual impact but reflect the image of the organisation itself. In short use a professional photographer or use stock imagery which can be bought on line for as little as £50 per image.

4) Layout

Consideration of good layout and ease of navigation is also essential before you select a web designer. From landing on the home page you have an average of just two seconds to impress and encourage your audience to look at the rest of your site. Look at different websites for inspiration and to establish what you like and don’t like and what you believe will work for your organisation.

5) Selecting a web designer

Armed with the information above it is time to select a suitable web designer. Choose one that has both creative and technical expertise – it is not a forgone conclusion that these two, and very different, skills go hand-in-hand! Remember to request information about other sites the designer has produced and see if you like their look and feel. Check the website will be built in CSS code rather than something like Dreamweaver as this will help when it comes to search engine optimisation.

Once the designer is selected, agree a brief with details of site structure and what is and is not included in the build up-front along with a timetable for completion to avoid projects over running in terms of both cost and time.

6) Timescales

When you come to brief the web designer it is critical that you agree a timeline for completion of tasks. This will keep the project on track and ensure everyone is clear on the relative goals.

7) Optimisation

Only some of your target audience will come directly to your website (through the url address on a business card for example). Others will need to be driven to the site and for this your site will need to appear near the top search engine listings. This can be achieved in a number of ways including copy phrase optimisation or dynamic content for example, so ensure this discussion is held with your web designer early on.

8) Project Management

Managing a web design project is time consuming and requires attention to detail on a grand scale! Therefore, appoint one person in your organisation to be responsible for the smooth running of the project. This will help ensure key milestones are met and content is supplied to the designer on time.

9) Budget

If you are able to give a web designer a concise brief by tackling the above points before you first meet with them, then in-turn, they will be able to give a clear indication of cost. The appointment of the ‘single point of contact’ project manager will prevent costs over running by input from those not directly involved in the project.

10) Monitoring

Once your site is built it is important to monitor how it is being used. For a small additional fee your web hosting company will be able to provide statistics illustrating how long visitors stay on each page for example. This allows improvements to be made the site in the future so it is well worth the investment.