Last updated: April 30, 2024
Being visible online is critically importance. Before making a purchase, consumers research the companies they’ve shortlisted. It is therefore essential that your website be inspiring and reassuring. Whether you decide to build your site yourself or hire a web agency (or a freelancer), creating a high-quality website starts with writing a good brief.
Here are seven key points we suggest you consider when you decide to work on your website.
1. Develop your identity
No matter what business you’re in, you’re unique , and therefore different from your competitors. So try to articulate what makes you unique so that your website perfectly reflects your business. You’ve built it over time, and there’s a lot to say not only about the products and services you offer but also about its history, the team behind it, and how it operates. During this step, try to define exactly who you are.
This information will be particularly useful for determining what content to create for your various web pages, as well as for choosing the right design, which should align with your brand guidelines, among other things. This is also the perfect time to consider whether your brand guidelines need to be updated so that they are in perfect harmony with your new website.
2. Specify your needs in your brief
If you’ve decided to invest in a website, it’s because you’ve identified new needs. Note in your brief why you’ve decided to take on this new challenge and what you specifically expect from this new website.
This question will help you identify most of the different elements you want to include on your website and refine its content.
You may need an online store, a members-only area, a website designed for an international audience, a blog to better communicate with your customers, or even a discussion forum. The possibilities are endless.
In any case, you certainly need it to fit within your budget. It’s therefore also important to ask yourself this question to determine how much you’re willing to spend on it. This step is invaluable because it will allow you to prioritize your needs and determine your plan of action.
3. Identify Your Customers
You’ve just completed a period of self-reflection and are now turning your attention to the world outside your company and especially to your customers. Who are they, and what are they looking for? To find out, revisit the work you’ve done on your buyer personas.
Your website must provide the information your prospects and customers are looking for and resonate with who they are. As we mentioned earlier, your website needs to put them at ease. Therefore, you must find a way to answer their questions convincingly and in a style that speaks to them.
4. Conduct competitive intelligence
You know your market and your competitors better than anyone else. Take the time to see what they’re doing and how they present themselves. Draw inspiration from best practices and avoid repeating the same mistakes. This approach will save you an enormous amount of time. There’s no need to constantly reinvent the wheel.
Take some time to browse websites from other industries as well. Make a list of the ones you find inspiring. They can serve as a starting point for creating your own website.
If you already have a website, now is also the time to evaluate it. Take note of what’s working well and what you’d like to keep. Google Analytics and Google Search Console will be your best tools for drawing meaningful conclusions.
5. Think about the content of your website
When researching information, consumers will inevitably turn to search engines. You’ll therefore need to identify the keywords your customers and prospects are using so that search engines can connect your website with users’ search intent.
Also, think about your website’s structure by imagining the path your customer will take through it. This way, with the structure and content already worked out in advance, the time required to build the site will be reduced. Your service provider will save a lot of time on the development and design phases.
6. Incorporate the technical aspects
To ensure that your website provides a high-quality user experience, there are several technical aspects to consider right from the design phase.
Be sure to check with your future provider that your design is responsive, that it adapts perfectly to all types of screens, from desktops to smartphones. Next, your page load speed should be a priority. A slow website can frustrate users, discourage them from returning, and result in “penalties” from Google, which will favor other, faster sites. Finally, use tools like Google PageSpeed Insights to test (and improve) your site’s speed.
7. Plan for the migration to the new site
When you migrate to a new site, it’s essential to preserve your existing search engine optimization (SEO). To avoid losing your search engine rankings, plan your SEO migration carefully.
Be sure to redirect all old URLs to the new ones using 301 redirects, which inform search engines that the page has permanently moved. Keep the URL structure as similar as possible and update your sitemap as soon as the new site goes live. Before migrating, also verify that all title tags and meta descriptions have been properly transferred and optimized.
For accurate monitoring, keep an eye on your Google Search Console reports to quickly identify and fix any SEO issues that may arise after the migration.
To continue the discussion…
To help you take your website planning a step further and prepare your brief, here are a few more ideas to consider:
- Appoint a project manager. This person will serve as the primary point of contact between your company and your service provider;
- Take stock ofall the materials you have available that you can share, such as photos, customer testimonials, your brand guidelines, etc.;
- Look ahead to the future to anticipate how your website will evolve;
- Don't rush the launch of your website or wait until right before a major event. Instead, choose quieter periods to start this type of project.
Following these recommendations will take a little time. Rest assured, it will pay off very quickly because you’ll be able to provide your service provider with relevant information thanks to a well-thought-out and carefully crafted brief. This will save you time and spare you a lot of hassle.
If you'd like to learn more about any of these topics or need assistance with developing your website, please don't hesitate to contact us.