Planning a Website

August 19, 2007

Planning and Creating a Website

Target Audience

  • Know who your audience is and have a route into your website via the Home page for each target audience.
  • Focus the page(s) so that it provides the solutions needed by that particular target audience.

Plan the Visitor Journey

It is essential for you to KNOW each particular target audience so that you can be incredibly specific and focused. Put yourself in your customer’s shoes (for each different customer) and “walk” the journey that you would want them to take. You have, apparently, 7 seconds to capture their attention.

This process should stop you from writing waffle and should concentrate your mind on writing good content. Don’t write things aimed to suit everyone … write specific content for a specific target audience…and write as though you are talking directly to them; write as you would naturally speak.

You need to focus so that your customers walk the journey you want them to take and then they should take the action you want them to take … you must have a CALL TO ACTION, such as to register for a free newsletter OR submit an enquiry. Always ensure that you have a THANK YOU page to let them know that you have received their request (it makes them feel as though you are interested in them – which naturally you are) and it is MEASURABLE.

Having established your Visitor Journey (for each target audience) which should end with a CALL to ACTION, check whether they can get from beginning to end within 3 or so clicks?

Always use CONTACT FORMS to encourage contact from your Visitors rather than displaying your email address as this will avoid “spammers” being able to capture your email details.

Updating your content

Don’t leave the content static because Search Engines won’t rate the site highly. Equally your visitors like re-visiting a site which is “lively”.

The HOME page should be an active part of your marketing; an organic, ever-changing, interesting, “worth a visit” kind of place. Make a point of putting effort into your website – treat it like a new (but highly promising member of staff) – you will be rewarded by your input.


Another easy way to keep content updated is to have a blog, linked to your website … again the key is “good content” and keeping it updated … daily is perfect … weekly is OK … less often and it might not be worth the effort.