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Four Letter Words You Need to Use: Goal & Plan
Whether you’re revitalizing an existing Web site or starting one from scratch, the process can be daunting. Many small business owners tend to omit the goal setting and planning phases all together – or try to quickly (read: ineffectively) scramble something together while the project is underway. These phases are integral to having a successful launch, and also in getting the most out of your designer and your dollar.
Here are some quick and useful items to consider when putting together your action plan – yes, you should absolutely write this down!
Know your goal.
Is your site strictly informational or do you have another specific goal in mind? This includes getting a potential client’s email, selling product, or having them contact you/request a quote. Are you trying to cater to existing clientele or penetrate a new demographic?
Know your market.
Does your business appeal to a wide variety of people or a niche market? What kind of imagery will generate the best response? What is their incentive to purchase your product or service?
The more you define your target audience, the easier it will be to design and write for them. Also, you’ll understand what items to include on your site and what not to; for example, do you really need that 20 second Flash introduction?
Know your product/service.
This seems like a no-brainer, but there is a lot more thought involved than you would think. Sure, your widget 2.0 is oh-so-cool and innovative in your mind, but what’s the benefit to the customer? How is your site going to convey it in a compelling and concise manner? Most people already have what they need and much of what they want – so how are you going to convince them otherwise? Slick graphics are nice, mainly when content and the customer are king.
Know your budget and time line.
Chances are you’ll be talking to a few design houses or freelancers. Having a definitive idea of what you want to spend and when you would like the project accomplished will help both you and your designer be realistic when it comes to setting milestones and items to include on the site. If you can’t afford it now, be it money or time, there is always “Phase II.”
The more you plan ahead, the easier it will be to measure the success of your site, or at least know which metrics to use in general. There are quite a few other items for consideration when planning your business’ site. A good agency or designer will work through your draft and often brainstorm additional ideas with you. After all, a successful site is one that is constantly a work in progress.
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Adam Malamis is the owner of Simalam Media, specializing in helping small to medium sized businesses create customer perception, or a “brand” through definitive marketing plans, logos, print material and Web solutions. Our solutions are geared toward helping your organization achieve its goals, whether they be increasing sales/membership, communicating effectively with current or potential clients, or simply maintaining mindshare. www.simalam.com – 1.888.520.3553
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