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(I will never rent, trade, or sell your information) * = required fieldWhen you are starting a new business venture, or relaunching a new version of your current business, your first instinct will likely be - "I need a new website!" And though an up-to-date web presence should be near the top of your list of priorities, there are actually a few fundamentals you should take care of before your web developer starts coding pages for you.
A certain amount of preparation before-hand can insure that your web designer gives you a visual look that appeals to the right audience and reinforces your unique message, as well as matching your branding so that all your marketing materials, stationery, etc coordinate. It can also help your developer build a website that includes everything you need to speak to your target market and fully support your business plan.
You should be very clear about what your business is offering, at least at this current stage of your business plan. What is the main drive behind your business? Do you have a mission statement or statement of purpose? What products and/or services are going to be available to your customers? What is the promised result of working with you? Where are you planning on positioning yourself in the market? This bigger-picture vision will guide many of the little decisions that will be made about your business operations as well as your website design.
Being clear about who exactly you are talking to - and who you hope to attract as clients - will help your website communications strategy immensely. Consider their demographics (age, gender, income/class, industry/job position, professional & personal interests, etc) as well as psychographics (their motivations, biggest challenges, attitudes about what you are offering, etc.). A crystal-clear picture of your ideal client will assist you in making design decisions, as well as content decisions.
Your specific market will determine the overall "mood" and "tone" of your website and marketing - is it casual and fun, high-end & sophisticated, playful or "all business"? What role are you going to play for your clients - tough "kick-butt" trainer, supportive & reassuring helper, cheerleader coach? All these things will help you and your website designer to craft the right look for your website, and will determine what writing style you should use for your website and other communications copy.
USP stands for "unique selling proposition", which is basically, what makes you different from your competitors. This should be focused on the benefits you provide, and the results your clients can expect. Perhaps you offer a special service, or a way of delivering the service which is more effective, efficient, faster, easier, more enjoyable, etc. Maybe you have a unique guarantee which none of your competitors offer. Perhaps you specialize on a very specific market, or problem, or need. Whatever it is, you need to be clear about it, and clear about how to convey it succinctly to your prospects in a ways that they find compelling and understandable.
If you have gone through this self-examination, you should be getting clear about how you want your business represented to the world - that is, your brand. Your brand can include your company name, a tagline, a description of yourself (The XYZ Specialist/Guru/Expert, etc), and a snazzy logo which wraps this up in a meaningful visual. If you don't yet have your branding done, you will want to focus on that before you start working on your website design, since you want your website to mesh properly with your logo and branding.
Having a clear vision of your business and market fundamentals will prevent you from spending time and money on a gorgeous website that doesn't appeal to the right people with the right message. Remember that matching your website to your target market's expectations and conveying a compelling USP and benefit statement will dramatically increase your marketing results. No matter how wonderful and well-designed your website is, if it designed for the wrong people with the wrong message, it won't help your business succeed. When you are ready to build your new website that truly serves your target market, with a designer who speaks your language, please get in touch. I can't wait to speak with you about your vision.
