Every modern company requires a comprehensive website that can attract visitors and provide them with the information they want. As digital technology advances and websites transition from Web 2.0 to Web 3.0, the complexity of the website planning and creation process increases. If you’re looking to enhance your professional skill set, then learning how to plan websites could benefit you. In this article, we discuss what website planning is, why it’s important and how to design and create a website with a step-by-step guide.
What is website planning?
Website planning establishes the foundation for an organisation’s or business’ digital identity, as a website acts as a portal that educates and informs readers about the company’s operations and values. There are many aspects of web development to consider when creating a comprehensive and cohesive website, such as coding, search engine optimisation (SEO), website hierarchy and user journey. Different types of websites serve different purposes, so it’s important to plan all the front-end and back-end development of the content deliberately and carefully. Here are some factors that contribute to making a website:
- content management systems
- web hosting
- user experience (UX)
- on-page and off-page SEO
- analytics tools and tracking cookies
- email collection forms
- programming languages, including HTML, CSS and JavaScript
Why is planning a website important for organisations?
Effective planning is key in today’s digital business community. Here are some reasons why it’s important for all businesses:
Informs readers
A properly planned website allows visitors and customers to understand an organisation’s mission, history and values better. Most websites include an About Us page for SEO purposes and to help the public determine whether an organisation is genuine by adding extra credibility to the website. Additionally, many modern websites include a blog or some other form of actively updated content to keep informing readers about company news and increase the likelihood of using valuable keywords to rank the website higher on internet search engines.
Looks professional
Not all websites are available for the public to find and actively visit using a search engine. Some websites are for more private use, such as a portfolio or company profile. For example, an advertising agency may create a website to display its pedigree and work history and show it to clients as proof of its work during pitches for briefs. A website containing your work experience, notable achievements and other supplementary information can ensure that you maintain a professional appearance.
Improves brand identity
Many factors contribute to creating a professional brand identity, including the tone of a company’s copy, the design of its brand elements, its mission statement and its social media presence. A website encapsulates all these elements into one digital platform and gives visitors a sense of security, knowing that the website has all the information they require about the business. With a well-planned website, organisations can establish themselves as market leaders with a professional brand identity and digital presence.
Gains customers
Blogs and other forms of content are gateways for companies to introduce visitors and readers to the products and services the business provides. When a company carefully plans its website content and optimises it for SEO, it can reach new audiences who want to learn more about a particular product or service. It’s important to have a clean website hierarchy so visitors can easily navigate the website to find the information they’re looking for.
Facilitates marketing campaigns
Although most marketing campaigns take place on social media platforms, many organisations seek to redirect potential customers to their websites if they have e-commerce operations or sell services. By linking the organisation’s website to analytics software, marketing managers can gather important customer information to improve their understanding of the organisation’s main target demographic. Companies can create more efficient marketing campaigns to target the correct demographic using this website and customer information.
How to plan your website
If you’re interested in developing your knowledge of planning websites, here are some general tips to guide you through the process:
1. Create objectives
Before you start, it’s important to decide the objectives of your website. You can ask yourself and your team questions such as ‘What are we trying to achieve with this website?’ or ‘What’s the main purpose for creating a website?’ to help you brainstorm. A clear understanding of what you hope to achieve with a website enables you to establish all the elements, content and imagery you use in it.
2. Establish a sitemap
An important component of any website is ensuring its website hierarchy, or sitemap, allows visitors to navigate through it easily. Every website has some basic elements, such as a homepage, an about us page, basic content pages and sometimes an online shop. A sitemap shows every page you create on your website, including subpages. Draw exactly what you want on your website, starting with the main pages mentioned above. After that, you can begin to plan the main subpages and other pieces of content.
3. Consider the website’s design
A website’s design is important to optimise the UX. A well-designed page can exude professionalism and give visitors a sense of security by providing evidence that the website is genuine. There are a variety of website design trends and templates that organisations can use depending on the type of website content and its purpose. Other aspects to consider when planning a website’s design include:
- colour of page elements
- positioning of essential navigational elements (header, sidebar, logo, main content, footer)
- location of primary sources of content
- picture sizes and placement
- font types and complementary typefaces
- contact information and other legal notices
4. Plan your content
Modern websites are no longer static. In the Web 2.0 era, websites constantly provide users with value by uploading content regularly in written or visual form across multiple platforms and channels. When website planning, consider drafting around ten primary pieces of content for the blog or other primary content pages to ensure you have enough content when you first establish the website.
5. Create a budget and plan your team
Once you have the primary objectives, elements, design and content planned, you can begin to build a team to start the website creation process. The organisation may have an internal web development team or hire third-party contractors or freelancers. Create a document containing all company plans so the development team can actualise them. As with all projects, website planning requires a budget, so allocate funds to ensure you create a professional and functional website.
6. Begin the creation process
You can begin the creation process if you know how to set up a website. If not, you can adopt a supervisory role where you approve the work the development team produces. While some organisations may opt to use a website building service, these come with limitations regarding how much you can customise the website. Skilled web development professionals prefer to create websites from the beginning to ensure everything is functioning as intended. If you’re managing a team, ensure they stay focused to maximise the organisation’s investment in the website.
7. Test and maintain your website
When your website goes live, it doesn’t mean that you have no further responsibility for it. Websites require constant maintenance and updating due to the fluid nature of Web 2.0. In some instances, uploading a picture on a page may disrupt the format of other elements, so ensure that any tweaks you make fit seamlessly. If you’re maintaining a blog, ensure you update it regularly and upload new content for SEO purposes, as it can help your website rank higher in search engines.
