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ARTICLE:
Developing a Web Site Plan
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Building a plan is the crucial first step in developing your web site. Since several phases and activities are required in the process of development, you'll need to understand the resources required.
OUT THERE PRODUCTIONS has provided the following
information to detail the various phases involved in web site development,
and some suggestions for preparing your online presence. If you require
help, please contact us. We're well experienced
in all phases of site development, and can develop the plan you need for
the web site you want.
Successful web site plans should include corresponding
objectives, deadlines and activities for the following phases of web site
development:
Research, to acquaint yourself with your audience, focus on your message, learn what your competitors are doing, find a home for your site and explore your options.
Preparation, where you'll outline the flow of pages, prepare the text, create the graphics, lay out the site design, etc.
Construction, where all pages required are constructed and linked together.
Review, during which your site's content, navigation, flow and ease of use is tested, thoroughly checked and modified as required.
Uploading, where all required files are transferred to and tested on your server.Ribbon Cutting, which is performed once uploading is completed to register the site, make announcements, advertise and market your site.
Maintenance, during which you'll periodically review the site to remove old information or post new pages.Keep in mind that many of the activities in each of these areas are performed in parallel with, or prior to, activities performed within other areas. For example, you'll want to establish the Ribbon Cutting phase of your site plan and commence many of the activities required well before uploading even occurs. For this reason, your site plan must be fully complete prior to starting even the most basic steps, so that careful attention can be given to scheduling of all activities.
Research
Research is critical to your site plan, since much of what you'll discover during this phase will measurably affect the outcome of your design, objectives, and marketing efforts. Here are some basic activity areas to get you started with research:
Analyze the Audience. Knowing your target audience will affect the design, messages and content of the site. Ensure that you're familiar with the following:
- W ho is your primary audience?
- What kind of information will they want to see at the site?
- What other information will they find useful?
- What are they accustomed to finding at other sites?
- What types of services will they expect at the site (for example, receive technical support, order products, download software, etc.)?
Anticipate that others besides your primary audience will find their way to your site. Prepare for this if possible by providing an ecumenical or elementary overview of your company, the industry, and both your products and services.
If your site will serve several audiences, consider that they'll want a quick entry to the information they need from your home page, and build this page around those requirements. Often the worst mistake in site development is forcing your audience to dig around multiple levels for the information they required... in frustration, they move on to other sites.
Identify Objectives. Decide what you want to accomplish with your site. Whether it's more sales, better educated shareholders, or a reduction of service calls, determine the site's objectives and build the site around them. For example, if the one of the objectives is a reduction of customer service calls, the site should contain a searchable library of service notes, a posting area for common questions and answers, forms-based management for inquiries, etc.
Research your Competition. Examine all competitor sites to review the following:
- The design used (if all companies use the same principles, you may have discovered something about your shared audience... but that doesn't necessarily mean you need to adhere to them)
- The primary audiences they serve
- The types of information they include
- The writing style (formal, first person, technical, etc.)
- How the information is organized
- The level of detail provided
- The links they provide to other sites, and reasons for them
- The online services provided
The purpose of this evaluation is to determine what you like — and don't like — about these sites; to generate ideas for your own site; and to familiarize yourself with whom they believe their audience is as well as how those visitors' needs are being met. Generate a matrix of your results, and use this to influence your site design and outline.
Outline Pages. Organize all information needed on your site into sections. Each area may require several pages to address the specific topics, and topics may require even more pages. The total number of pages in each area, as well as the number of areas, will depend on the complexity of your information, number of products and services, the audiences, and your site plan objectives. Keep pages at minimum length if possible. When ideas or products need to be extensively detailed, provide links to lower level pages that contain more complex information for those who only require or desire it.
Search for Keywords. Use major search engines to collect keywords your audience would use to locate you or your type of business. Review the results list, and explore these sites to evaluate the information presented. This exercise will acquaint you with whom you'll be competing for hits, and also allow you to fine-tune a list of keywords to be used when registering the site. Search engine registration, as well as the success of your site's placement on these engines - and where within the results list you appear - will depend on your keywords list... so pay careful attention and learn the nuances of each engine with which you'll be registering.
Understand your Server's Limitations. Once you've determined the types of information you'll provide and the online services you'll offer, talk with your web host to make sure that your requirements will be met. For example, detailed forms, back-end tracking, chat rooms, password-protected areas, FTP areas, search mechanisms, credit card processing and complex coding may require a more demanding solution than you presently have. These extras often result in increased fees. Understand what's important to your site and what can be sacrificed if money needs to be saved. Inquire about the bandwidth as well: most hosts charge more for sites that receive large quantities of daily visitors, so prepare for this if you're selling end-consumer products that will be widely advertised. Check to ensure that the space you need is provided. A site that will include large graphics, video, audio, bulletin boards, chat rooms, or back-end mechanisms can increase space requirements.
Prepare for Feedback. When a visitor requests more information, where will the inquiry go? Assign individuals the responsibility for reviewing them and develop mechanisms to deal with them - both on the site, as well as within your organization. Create e-mail accounts specifically for inquiries (productinfo@, techsuppt@, sales@, etc.). It's always best not to use individual email addresses for these inquiries, since it adds to maintenance (eventually, everyone leaves a company). Generic mail boxes will allow the items to be forwarded without any risk of the box becoming obsolete. Set up auto responses at the site, and make sure that real responses from human beings are sent within 24 hours. If you require more time, inform them of this, and include a date by which the visitor can expect a response.
Preparation
Lay Out your Design. Your layout and graphic design should be developed with the understanding of what your audience expects. Integrate your corporate identity into the design, and make sure the look and feel of the layout is consistent throughout the entire site. Make sure that the site allows intuitive navigational controls. Minimize the number of mouse-clicks between your visitor and the information they need. Refer to our Guidelines for Web Site Design page for more information.
Write the Content. Be more aggressive than simply telling your visitor what you do: tell them why your product or service is so important, how it affects them, and the benefits they'll reap from its use. Communicate your messages to the reader simply, clearly and briefly. Layer your information so that more detailed or complex information is provided only for those who require it. Review our guidelines for Preparing Web Page Content for more information.
Define Links. Links serve several purposes, and can be helpful and informative. But be warned: links can also send your visitor off on a journey that will keep them traveling through the web without remembering to return to your site. If you provide links, research the landing sites carefully to determine both the benefits and downfalls. Some companies provide links to listing services they advertise with, without realizing that their competitors are also in the same area, thereby risking the loss of potential business. Check your links regularly to ensure that the sites haven't been taken down and that you still agree with the information presented. Explain the nature of the link to the reader so they understand why it's on your page. Sort lists into logical categories to make it easier. Land the reader exactly where the link is relevant. And always hyperlink to new browser windows, to ensure that your site stays on the visitor's screen.
Generate Graphics and Media Files. A first impression is generally made within five seconds of uploading your site, and you want the visitor to see as much of your page as possible during this time. If your graphics require substantially longer to load than that, consider modifying the format for quicker viewing. Plan for lower resolution monitors and smaller screen sizes. Beware the size of audio and video files, and format them correctly. Review our page on Generating Web Site Graphics for more information.
Construction
Prior to constructing the site, evaluate your team. Ensure that they can handle all aspects of your design and requirements, ask to see samples, clarify your deadlines and review process, and monitor their progress with regular updates.
Make sure that all required source material is complete and available: your graphics, text and media. Make the team aware of any hosting limitations, such as bandwidth and disk space, and ensure that they adhere to these requirements.If you've contracted a web developer outside of your organization, prepare a contract, or agreement, between the two parties. Detail all levels of activity, expectations, compensation and schedules.
Whether it's an internal team or a third-party developer, be sure to define a thorough understanding of just what DONE means. This is the biggest mistake made between clients and web developers, and causes the highest level of frustration. Itemize a detailed list of all expectations, and clarify that their work is complete only when all items have been completed to your satisfaction.
Discuss where the site will be hosted during construction and review, and ensure that all reviewers area able to access this area. This location should be password-protected and not in place of your present site, if you already have one.
Above all, keep the lines of communication open and frequent. Provide a list of contacts for each areas of the site, in the event that questions arise. This lessens the frustration level and assures a higher rate of meeting deadlines.
Review
Once the site is ready for review, make it accessible to a team of individuals who are knowledgeable in varying aspects of what's being presented: technical information, marketing material, sales information, customer service, etc. Select a few novice web users for this team as well, since this will provide the perfect test-drive for your interface, navigation, flow and and readability.
Several reviews may be required; we recommend at least two along with a third review for final signoff. However, if your site has a vast number of pages, it may be best to consider reviewing the site one area at a time.
Whichever method you choose, all reviews should proceed in the same manner with similar objectives. Set aside at least four days for your team to review the following:
- Technical Accuracy. Of the information currently contained on the site, make sure it's correct and up to date.
- Flow of Information. Evaluate the order in which the information appears to ensure that it's sensible.
- Clarity. Flag all content that, though technically accurate, is confusing to read.
- Readability. Modify all run-on sentences, lengthy paragraphs, misspellings and grammar issues. READ CAREFULLY, and ensure that you've included team members who are not familiar with the content, to ensure that the writing is clear and concise.
- Navigation. Evaluate the intuitiveness of the site's interface by examining all buttons, menu bars and links to make sure they're logically placed and are easy to understand and use.
- Functionality. Press all buttons, links and menu bars to ensure that you land where you're supposed to. Make sure that all pages are present, and no errors occur. Any page that's 'under construction' should not be linked.
- Completeness. Evaluate if any obvious information is missing. Ensure that all information required is present, and that no blatant questions are left unanswered.
- Graphics and Style. Check all graphics to ensure that they don't compete with the content. Make sure the layout and design of the site is consistent on each page, and that it's not overdone. Ensure that that the site does not deviate from any corporate identity or branding concerns, and that page layout and behavior is consistent throughout the site.
- Objective. Carefully review the entire web site to ensure that your message is communicated effectively, and that each page presents an idea that fits within the overall objective of the site. Compare your original plan's objectives to the site, and determine whether all of them have been achieved.
- Links. Make sure that all links within the site, as well as to other sites, are active and don't drop the reader at a dead end. Links outside the site should land the reader at the very page upon which the information can be readily obtained.
- Compatibility. Have team members browse the site using a variety of browsers and versions, hardware, monitor sizes, screen resolutions and operating systems. Check for incompatibility and note any plugins or extensions required. Mention any possible limitations on your 'About our Site' page (if you have one).
Once the review is complete, meet as a group to discuss problem areas and present possible solutions and changes. Make all necessary modifications and review the site again to the corrections. If you're dealing with a third-party developer, make sure that their representative is part of this meeting, and provide them a detailed list of problem areas, along with required modifications and deadlines.
Once no further modifications are needed, it's time to upload the site.
Uploading
Check with your web host prior to uploading for the following:
- File Extensions and Server Compatibility. If you've not already done this, ask your host about uploading details. For example, some servers use the extension HTM, while others use HTML. Make sure you know which is the right one for your server. While you have their ear, it's a good idea to check for all other relevant extensions (GIF, JPG, WAV, ASP, etc.). Check for folder organizations and password-protected areas as well.
- User Names and Passwords. If you can't locate these items, you won't be able to upload your site. Check with your host for more details.
- Domain DNS pointers. Notify your domain name registrar about your site's new location (you needn't do this if you're replacing an existing site at the same location). This process may involve weeks to take effect, and you need to build this time lag into your schedule.
BOTTOM LINE: if you're not finished with your web site, don't start showing it. Pages displaying 'Under Construction' signs or containing links that don't work send troublesome messages to send your audience. If you must upload the site before it's fully complete, remove the links to those pages not yet finished.
Once uploading is complete, test the site thoroughly and check for missing files and links. Evaluate the speed at which each page displays. If problems exist, modify the files locally and upload them again. Remember to use both major browsers for this evaluation.
Ribbon Cutting
Only when you're satisfied that you've tested the site thoroughly should you announce it. At the very least, prepare a marketing strategy for the site's ribbon cutting. Here are some simple activities to add to your site plan:
- Issue a press release to announce the site
- Prepare e-mail postcards and invitations to the site.
- Make sure you mention the site address on all future marketing/sales literature.
- Consider online ads and target lists to reach your optimum audience.
- Devise sales strategies (such as contests sales) to drive traffic to the site.
- Make sure your email signature files include the web site address
- Be sure to use the address on all corporate materials (business cards, stationery, brochures, etc.).
There's far more you can do to drive traffic to your new site. If you'd like some ideas or need help, contact us.
Maintenance
Long-term maintenance is a crucial ingredient in site design. One of the prime reasons that the mortality rate on the web is high is due to underestimating the effort and costs of maintenance.
Determine at the beginning which portions of the site will require updating (news, sale announcements, price tables, product information, contacts, etc.) and devise a schedule for their review and modification.
As a rule, any information that's seasonal, time critical, or uses a date will require modification or removal. Work these maintenance requirements into your site plan. Assign key areas that require updates to individuals, and ensure that they work with the web team to provide timely information with set deadlines for adding and removing the information.Anticipate web site changes each time new marketing materials are printed (brochures, newsletters, press releases, etc.). In addition, major events (such as training sessions or trade shows) will require addition and removal. Work directly with all major departments in your organization to ensure that the site remains up to date.
Want to maintain your own site without having to know a single line of html? Read more about this service HERE.
For more information, review our page on The Importance of Maintaining your Web Site.
To learn more about the exciting possibilities of doing business on the web or how OUT THERE PRODUCTIONS can help with your Internet presence, click HERE to read about our web services, or contact us.
