consider this - before you launch your web site
Research is key to a successful launch of your web site. This article will take you through some considerations for the design and build of your web site.
I assume the reader has some knowledge about general web site issues such as design, structure, navigation and technology. If this is not the case, you may want to do some research on these issues, before you read this article.
WHY DO YOU WANT A WEB SITE?
Once you have the answer to this question the rest of the planning will be a lot easier. Write down all the reasons why you should have a web site. The answers will help you focus on what you are trying to achieve.
E.g. if you simply want your contact details to be available to a wider audience, you will only need a “brochure-type” web site. So you will know not to spend time researching expensive content management systems.
WHO DO YOU WANT TO REACH?
Identify your target audience, and try to imagine all the things they may require from your site.
Describe your target audience in user profiles, including answers to the following:
- why do you want to reach them?
- what will they expect from your web site?
- What technology are they likely to use?
Knowing your audience will help you decide what you should deliver on your web site.
WHAT DO YOU WANT TO SAY?
What message do you want to convey on your web site? A business wants to inform the world of its services, a charity will want to spread the word about its work.
Think also of how you want to be perceived. This should be reflected not only in the content but also the design and layout of your web site.
TIME FOR A PROJECT PLAN
Once you have finished your research, it is time for you to put all your findings into a project plan.
In the project plan you will need to:
- outline deliverables
- identify resources and assign tasks and responsibilities
- set a schedule including milestones such as launch, etc.
- set a budget.
Make sure all involved parties approve the project plan before you start designing your web site.
MAP IT ALL OUT
Before you can start building your web site, you will need to decide on aspects such as structure, design and layout.
Start by drawing a site map, which lists all the pages and how they are connected. Write down the purpose of each page. This will help you, when you start creating content for the individual pages.
Group the pages into channels or categories and let these categories become your navigation system.
For each channel decide on a design and layout. The more uniform you make them, the easier it is for users to use your web site.
Accessibility is key in this process. Your pages should be available to everyone, and you should keep this in mind when making decisions about design, technology, layout, coding, etc.
These decisions effectively become your site framework.
LET PRODUCTION BEGIN
Make sure everyone involved constantly refers to your web site framework. If changes are made to the framework along the way, these changes must be communicated to everyone.
Ensure that tasks and responsibilities are clearly communicated, and that tasks are being carried out according to the project plan.
MIGHT AS WELL HAVE DONE IT MYSELF
Well that is hopefully not the conclusion you come to at the end of the production stage, but quality assurance will be needed.
Things you should check before launch include:
- Have all channels been designed as planned?
- Does the navigation work?
- Is the content on the individual pages appropriate?
- Have you used correct language and spelling?
You are better off delaying the launch in order to get the details right, than to launch with embarrassing errors.
LAUNCH
You may want to arrange a launch party or event. An event can prove a quick, effective way of getting your web site known.Even if you feel that your web site does not call for a party, you can time the launch to coincide with a meeting or another event and promote it there.
Make sure plans are in place to update the web site. A web site soon becomes old news, if it is not updated.
LIKE FINDING A NEEDLE IN A HAYSTACK
Let everyone know you have a web site. Of course once you have registered you web site with search engines, they will bring some visitors to your site. But you will need to use every opportunity to promote your web site.Include your web site address on everything you produce. Mention it in articles and in radio and TV interviews. Give people a reason to visit your web site after meetings and events.
EVALUATE
You’re right, this one is mainly relevant after you have launched your web site, but it does require some planning before launch.Incorporate ways of analysing your web site traffic. If you do not have direct access to the web site server, most hosting companies offer some sort of traffic analysis tool, either free or for a small charge.
The more detailed reports you can get your hands on the better. Remember hits are not a proper measure. Wherever possible you should be measuring:
- page views
- unique visitors
- return visitors
- entry and exit pages
- time spent for each session
- referring web sites
- visitors’ software settings, such as browser, screen settings and plug-ins.
Any information that you can gather about your visitors is valuable information. Use the information to improve your web site and its content. Word of warning though, as with any statistics, be careful not to overanalyse.
FURTHER READING
If you would like some help with writing content for your web site, you may want to read: CONSIDER THIS - when you write for your web site
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