I have often instructed new web designers to do MUCH more than just viewing competitor websites & template concepts before beginning web design. In this article we will study the actual important steps of website design preparation and planning that can result in an international standard, user-oriented business website.
1. (Warren Buffett time) The CEO perspective. Read the information / material of the company and interact with their CEO / marketing head to acquire an understanding of their business and website design requirements. Create what I call a “CEO sheet” and note down the information they give you. What does the company want to achieve through the website? Which products, services or ideas do they want to highlight? What about the company’s brand image and customer focus? Naturally a CEO would think about business, more business, yet more business. While understanding the company’s business perspective do not forget the customers who allow the business to exist. Your website design planning should focus on building an enduring enterprise through the website, not just rapid fortune.
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2. (David Ogilvy time) The Advertising perspective. Mental gymnastics is not effortless but if you have a strong imagination you will be able to comprehend many focus areas of the company’s advertising department. If possible, meet the Advertising Head. If the company does not have a dedicated PR / advertising department try changing the questions in the CEO sheet from “what/which” category to “how”? Think HOW you can use the website design to increase awareness of most important products, how to create a good reputation, how to improve customer perception etc.? Get information or think up punch lines that hit the customer, banners that catch the eye, special offers etc. Write down all of this on the second website design preparation sheet – “Advertising Objectives Sheet”.
