A good website is the basis of business for many companies. However, creating a website is not that simple. Knowledge in various fields is useful – from psychology, through design, to programming.
You could write a long book on how to create an effective and interesting website. This is a complex topic that requires knowledge of current trends. I will try to make this difficult task easier for you.
CREATING A WEBSITE – WHAT TO START?
Exactly, but should we even start with creating a website? When dealing with the emergence of a new brand, there is often a temptation to first take care of your online presence. In fact, before anything else is ready.
In a way, it’s understandable – we want to enter the market, start selling or just start the life of our brand. For this, in many cases, you need a website the most.
However, this usually results in the fact that we have to change our website quickly, because immediately after its launch, we realize how many things we have not taken into account and how many elements do not meet our needs.
START WITH A STRATEGY
When creating a new brand, it is worth starting with a thorough rethinking of how it should communicate, defining the values it is to represent, the associations it is to evoke, etc.
A website is actually one of the many image carriers of a company and in this context it does not differ much from, for example, a leaflet, folder or business cards. It should express the style and character of your brand just like any other material.
We must first define what impression we want to create and adapt further actions to it. If we want our company to be associated with, for example, tradition and a rich history, our website should be adapted to this.
If we have not thought it through properly yet, it is worth taking one step back and planning your brand image building strategy well, and only then create our showcase on the web.
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DEFINE YOUR AUDIENCE
When we have a concrete idea for communication or we want to refresh an already existing website, the first step that should be taken into account is to define who its users are.
I know that most of us would like there to be no restrictions here and that as many people as possible visit us. However, remember – the fact that anyone can enter the site does not mean that we have to create it in a way that will appeal to everyone.
HOW TO DEFINE RECIPIENTS?
It is worth starting by dividing the recipients into the so-called segments, or homogeneous, quite specific groups. Let’s try to narrow it down. The three segments described as, for example, “young mothers”, “students” and “housewives” are much better than the target group defined as “women”.
One website can, of course, address the needs of many different groups (and there’s nothing wrong with that), but it’s not worth approaching too broadly. We should make sure that our potential guests are as precise as possible, describe and understand their needs.
Personas are a technique that helps a lot in describing the target group.
Earlier I mentioned “target group”, “users” or “segment”, and it all sounds pretty cool and not very friendly. And yet we are talking about people, not dry statistics and numbers.
In such a situation, it helps to create a characteristic character for each recipient group, i.e. the so-called personas. We choose her name, surname, photo, profession, interests, etc. In other words, we describe it as if she were a person sitting here and now, next to us.
For example, for our group of recipients, who we called “young mothers”, we can create the persona of Joasia Bartkowska, who lives in Warsaw and gave birth to little Zosia a year ago. Joasia is now returning to work after maternity leave, and therefore she is looking for products that our website can provide her.
Let’s try to empathize with our heroine. Let’s consider what problems she may have, what is important to her, what she can look for on a website like ours.
This may seem like a little unnecessary or trivial fun, but it really does help in better understanding your potential audience. Such a description is much more vivid, stimulates the imagination and facilitates empathy, which will prove invaluable in many further stages.