Successful websites are all about the process

Posted on by Aidan Watt

The new Lancaster Brewery website, designed and developed by Hotfoot

Choosing to commission a new website for your business can seem like a daunting task. There are so many things to consider – from pulling together all the content to figuring out which messages to prioritise.

Your website has to communicate what makes your business unique and special – and do this quickly – or your potential customers will simply go elsewhere.

One way that we help growing businesses tackle this challenge is to arrange a strategy session at the beginning of each website project where we work with our clients to understand and develop their unique customer value proposition.

This begins with six simple questions: Who are you targeting? What problems are you solving? Why does that matter? How do you do it? Where’s the proof? and (this is the big one) Why are you different?

This forms the foundation for everything else from the site map to the wireframes, the prototype to the developed website – with the opportunity to make amends and sign-off at every stage.

This process provides the opportunity to form a consensus around what really makes your business stand out from the crowd.

Most importantly it means that when people visit your website they are far more likely to undertake a desired task – whether it is making an enquiry or completing a sale.

This article first appeared in Lancashire Business View as part of a regular column.

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