Although it’s probably a crucial part of your marketing strategy, do you view your website as a cost center, something that is necessary but a big draw on your bottom line? For large or complex businesses, a well-constructed website certainly requires an investment in time and resources as well as careful coordination between the constituencies that shape your business. Given the size and scope of many web design projects, it’s easy to see how they might be viewed as cost centers.
With proper strategic planning however, your company website could be a profit center.
Any web design project worth its salt always begins with a key piece of strategic web design: development against stated goals. To accomplish this, your design team needs proper time, research and planning to ensure the website supports your company’s strategic initiatives. Good web planning doesn’t end there though. Your website also needs to effectively connect visitors to what they need and give them obvious and ample opportunities to take action.
Your brand is how users recognize your company and should be a consistent presence throughout your website in everything from messaging to color schemes to logos. This creates a consistent experience for your customers and supports your brand as a mechanism which unites your company. Strong brand positioning gives the impression that your company is a well oiled machine where everything is in unison and functioning smoothly.
Work with your design team to determine measurable goals that will aid your website in achieving long-term profitability. Doing so requires that you identify proper profit-drivers and ensure that they are easily visible on your website as well as appealing to your users.
Good strategic planning and thoughtful design can make the initial cost and effort of launching your site well worth the effort. Collaborate as a team and keep your goals front and center at every stage of development and you will see the fruits of your efforts.