Buying Websites What To Put In Your Brief
Before you approach a website design company to buid your new site, STOP! What you put in your brief to them is very important. Here’s some tips for buying websites.
The Starting Point
Most companies ask what they themselves want in a new site. This sounds like a more than reasonable starting point. However, the real question should be, “what do my customers want”?
Of course, what is convenient to you, and what you find appealing is important. But it really is far too easy to add both pointless bells and whistles, whilst overlooking what really matters. That is why you need a reality check before specifying your new site. It’s extremely important down the line.
First of all, your existing site is a mine of data. If you have already got analytics tracking set up, you can gain valuable data on what is working, and what isn’t. Your design company will certainly study this data if they are any good.
If we are talking about an ecommerce site, the ‘conversion funnel’ should already be a focus of your attention. Identify how traffic is reaching you, and where you are losing business due to problems with your conversion funnel, or where problems with site search and navigation are costing you.
Your Existing Site is A Mine of Information
A good design agency will automatically study your site and have the ability to analysise a new design from the customers perspective. They will also guide you to avoid performance sapping gimmicks which harm page load times, potentially costing you dearly. SEO, Quality score in paid advertising, and ease of maintanence are all very important in your sites design. There are a number of factors to incorporate into a good site.
Ideally, a web design company also should have experience in PPC advertising, not only in case you want to do that later on, but because these outfits know a lot about conversion optimisation. And, very important, they know how to install all the relevant tracking code.
So, a good website has to strike a balance between features and speed, have excellent navigation and presentation, and smoothly integrated forms and checkouts. It needs to display propperly accross devices and be easy to maintain and populate. And, it needs to have concise, clear messages and information. A site needs to be thought of as a customer or user journey.
It’s important to identify the steps that your customers take. And, its important to identify audiences and customer segments. With your existing site, identify the most important problems from your customers perspective, as well as what works. This will help you focus a brief when buying websites.