Heyy Rajat Here,
Why write about website development you ask? Old hat,
boring, flat and uninteresting are words that may spring to
mind when you think web development. Besides, the new
web is all about apps and cool stuff, isn’t it? Sure it is, but
a well-designed, compelling, converting website is also the
hub of any high-performance digital marketing strategy.
The success of major marketing automation companies
like HubSpot and Marketo bear testament to this.
This chapter is written to help guide you through the
required to ensure your website
becomes the center and driving force behind your digital
Step 1: Discovery
Many business owners know they need a new website but
they have no idea where to begin. Before you start soliciting
offers from design agencies and developers spend a
good amount of time, preferably with the help of a trained
consultant, analyzing what you need. Quality work at the
beginning will pay dividends in the end! This all comes
back to our advice of measure twice, cut once.
What Kind of Site Do You Need?
Here’s a list of some of the most popular types of websites.
Personal Website: Non-business perhaps for an individual
or family that wants to share information on the web.
Social Sharing Website: Could be for a business, non-profit
or an individual. The purpose is for users to communicate
and interact. Can be used as an effective way to promote a
business or an important source of valuable data.
Publishing/Blog Website: Provides a platform for authors,
writers, and bloggers. Often includes biographies of publishers
and categories of the subject matter.
Digital Community Website: These relate to digital communities
rather than physical communities. They are used
by people for social interaction and discussion of mutual
interests. Also a valuable source of valuable data.
Specific Mobile Website: Needed when your target audience
is found on mobile devices. Developed to provide the
required information to the user with minimum navigation.
Mobile App Website: Not to be confused with a “native
app”. An app website is run from a hosted application and
not from within the mobile device. Usually cheaper to
maintain, content can be modified on a mobile app website
quickly without having to update and issue native app code.
Bookings Website: Could be a trip, flights, and hotel
booking website, or a restaurant, food delivery or taxi
service. These websites are connected to an integrated
with one of the large industry-specific booking engines
such as Kayak or Synxis.
Directory Website: The digital equivalent of the old fashioned
Yellow Pages. Often used to classify and promote
business services within specific geographic areas.
Marketing Brochure Website: Used mainly as digital brochures
and catalogs. Can be produced, maintained and
distributed at a fraction of the cost of printed media.
Information Website: Designed to inform users. The largest
of this type of site is, of course, Wikipedia. However, businesses that create relevant and useful information can attract visitors that may then be converted into customers.
eCommerce Website: Levels the playing field so a small
company can compete with larger companies. Do not
underestimate the expense and resource requirement to
maintain this sort of site though, as it can be significant.
Regulated Industry Website: Banking, insurance, pharmaceutical
and other regulated industries are required to
ensure their website content is compliant with certain regulations
that govern their industry. These companies require
their websites to include a content management system that
has an approval process built in so that compliance departments
can approve content before it is published.
Who Is Your Audience?
No matter what kind of web development project you plan,
you need to think about the type of people you are trying
to reach. In my experience, this important factor makes a
major contribution to the eventual success of a project. But
it’s an area that’s often ignored by companies when planning
and implementing a new website project.
Conducting a buyer persona analysis will help you
outline who your consumers are and who you need to
ensure your website caters to. We talk more about the
importance of defining your buyer personas in
Content Marketing Section. In the meantime, here’s a quick definition
of what we mean by a buyer persona:
A buyer persona is a semi-fictional representation
of your ideal customer based on
market research and real data about your
existing customers. When creating your
a buyer persona(s), consider including customer
demographics, behavior patterns,
motivations, and goals
What is the Primary Goal?
Your website may have many marketing objectives that
it needs to deliver on. But it’s important to have one
primary goal in mind to help you prioritize tasks and focus
Here are some of the most common ones:
Acquire New Customers: If the primary role of your website
is to acquire new customers, a lot of planning needs to go
into the usability of the site (including navigation across
different devices). Branding, presentation of information
and graphics design (including imagery) are also important.
Information is used to tell customers about products
or services. The website should be maintained, updated and
regarded as a primary sales tool.
Improve Visitor Conversions: A visitor conversion occurs
when a user completes the action you’ve directed them to
take, such as subscribe to an email campaign, make a purchase
online, download a whitepaper, view a video, subscribe
to service, complete an online form, write a review,
complete a quiz, provide feedback or complete some other
action. The important thing to remember is in order to
measure and manage conversions, you must define the
conversion criteria at the beginning so you can ensure you
have the proper conversion paths built into your site? You’ll
also, want to assign a value (in currency) to a conversion.
Once the site is launched and spend is occurring on marketing,
then an ROI can be calculated from the marketing
expense and conversion value. You can also use your web
analytics tool to capture your conversion goals that allow
you to manage and improve campaign performance based
on the conversion values, you are seeing.
Retain Existing Customers: It’s a fact that through normal
attrition most companies lose customers every year.
Percentages may vary, but all business owners know it
costs more money to recruit a new customer than it does
to retain an old one. Retention strategies can be powerful
and may include things like personalized content, cookies
to make future visits more efficient, loyalty offers, frequent
communication, excellent customer service, social interaction
and other compelling strategies.
Generate Revenue via Bookings, Banners, and Advertising:
Affiliate websites require time and energy. There’s an initial
investment required to build a platform and even more
investment in marketing is required to drive large volumes
of targeted traffic to the site which needs to convert visitors
to generate a reasonable income. Industry standard conversion
rates vary, but a good rule of thumb is between 3%
and 5%. So if a site does well then one visitor in twenty
will convert. To be profitable, the cost of attracting a visitor
must be balanced with the commission paid on conversion
plus the cost of setting up and managing the enterprise.
In this Post Covering Questions :
what are website development tools?
what does website development mean?