Some consider that design is about making things look pretty. But real design is about solving problems. This is where the fundamental concept work comes in. To create a functional and effective website, we start with a deep-dive into the 5 "Ws" and the 1 "H": who. what, when, where, why and how. We find some of the best responses for this concept work comes from discussion, which we help animate with a series of structured questions, guiding everyone through the process to create websites that are not only beautiful, but that also elevates your brand and business.

1.1. Taking a deeper look at your current website

A good starting point is to analyse your current websites: What worked and what didn't? Were there different results for your international websites? 

Extend the review to your sales team; get responses from your international business development team. What did they like or dislike about your websites. What were the original objectives of the websites and were they achieved? How about the goals of your new websites? Are the goals of your domestic website aligned with your international websites and how will their success be measured on your shiny new websites?

Taking the time to go through these questions and answering them honestly provides us with an informed starting point for our project going forwards. It will also help you and your team have a better understanding of why your websites need updating and what an effective website might achieve for your business.

1.2. ALIGNING WEBSITE GOALS WITH your target audience

Corporate websites are all about driving sales: at it's best, driving sustainable long-term brand awareness and lead generation. How can your website achieve this? Answering this question starts with knowing your target audience and their buyer's journey. Remember your international websites need to be localized, as the buyer persona and their journey may be different across your international markets.

Plotting the buyer's journey will help define the right calls to action. What should your buyer persona do: "Request a Quote", "Ask for More Information" or "Shop Now"? Perhaps your buyer persona responds best to a simpler "Learn More"?

The calls to action reflect the objectives you have for your websites. Our next step therefore focuses on your target audience, the buyer persona and defining their journey. Your target user's buyer’s journey will be specific to their needs. At this stage, we will be exploring what and how much information your target audience needs to go forward in their journey and how the websites can help. What are their pain points and how do your unique selling points answer their needs? 

Mapping the local buyer's journey and reflecting that on your websites offers your users an optimal localized experience on your website: the most reassuring and the least hassle to progress for successful lead generation.

1.3. Taking a step back and looking at you and your company

In steps 1 and 2 we analysed your current website, identified the goals and objectives of your websites, explored your buyer persona both domestically and internationally and plotted their buyer's journey. Now it's time to drill down and focus on your company. What are your key brand values? Is it responsiveness to end-clients and approachability, drive for innovation, commitment to the environment and sustainability?

As part of the exploration of brand values, we take a look at key competitors: how are they ranking and what values are they expressing? Are there notably differences across markets? Where does your company sit within the spectrum?  

The above steps means much data has been gathered, processed and analysed. The end result provides us with a clear picture of the brand guidelines as well as a greater understanding of your company, its unique selling points and your end users; information that you we will all be able to put to use not only in building the websites but also for eventual online marketing or upscaling projects in the future as well!

STEP 2. Content and design work

2.1. Defining the sitemap and the general homepage content

Analysing what worked and what didn't work on your current website and applying what we have discovered about your target buyer persona and their journey, we can plot the site map. The site map puts the information on your website into easy categories that your buyer recognizes. It applies a hierarchy to your information with the most important flagged at the top menu, down to smallest detail via an ergonomic, fluid and natural progression. This is a vital step in the process of creating an efficient website, engaging your buyers, generating leads and serving you for many years to come.

2.2. Homepage wireframing

While we define the site map, we will also be working on narrowing down the content for the homepage - at least the big content categories that should be flagged on the home page. The final content can still be worked on but at this stage, we need enough to tie into the next step in the process - wireframing. A wireframe is a general layout of the website portrayed in greyscale boxes and image placeholders. Wireframes are used to define the content and layout of the page and provides us with first glances into the user's experience whilst viewing the website: is the navigation clear and helpful? Can the most important information be found quickly? Which calls-to-action should be used, and so on. 

2.3. Homepage design and further content work

With wireframes ready for review, we will want to discuss your likes and dislikes. These are very personal but also reflect the values of your company as we noted earlier in the process. What colors best suit your brand image? Are videos necessary? What images portray your business and encourages your buyer to identify with your products? At this stage, we often turn to other websites for inspiration - stretching beyond your industry sector to look at latest trends, innovative websites, market leaders from a variety of sectors as well as direct competitors both domestically and internationally. 

While the homepage design is being worked on, we will continue collaborating on the secondary page content: working in parallel so not to waste precious time! And in good time, we present two homepage design iterations, giving you alternative approaches to the same content.

Within up to 2 rounds of amendments on the homepage design and after an official sign-off from you, we are ready for the next major stage:

2.4. Secondary page design

Once the content for the secondary pages is decided upon, we will once again provide wireframes in order to work out the layout and overall presentation of the information. Based on the approved wireframe of the homepage, we can move quickly to designing 2 of the secondary pages in the style of the approved and signed-off homepage design.

We once again allow up to 2 rounds of amendments on the secondary pages before we move on to the next big step:

STEP 3. Website development

The content is decided upon and the design of the homepage and 2 of the secondary pages is approved; this means that your website build out can begin! 

3.1. Building your gorgeous new website

At this point you can truly relax as the ball is firmly in our court as we develop that fabulous new website of yours.

Our Build Team will work to the scope of the project and in tandem with the design team. Within a short time, we will be pleased to showcase the development website. Sharing the link with you, we encourage you to review the website with a variety of  your team members. Get the feedback from your sales team, the international development team, and perhaps even in-market partners like distributors for your international websites. This has an added advantage of getting 'buy-in' from a broad range of your corporate colleagues. 

3.2. Final amendments and it's Time for Blast Off!

Proofreading and more proofreading! We will be working together going through the website and squashing any remaining little bugs, polishing off the design and any other remaining little fixes.

Once you are happy with the website, we will move onto the launch stage - switching the development site onto your live domain, adding Google analytics and granting search engine indexing to allow your new website to be accessed and start working for you 24/7 online globally.

STEP 4. Marketing and The website management program

Congratulations! You have officially launched your new website! Now what is the best way to make use of that website?

A website needs to be maintained - hosted, updated, security-checked, content renewed - and it needs to be marketed. We can help you with both. 

Our website management program (WMP) offers full 24/7 maintenance. Hosting is optimized depending on your target market: ideal for domestic or international websites. Security is obviously reinforced and all plug-ins updated regularly. Making your life easy, there is an online support desk so you can add requests for changes, updates, additions....ensuring your website is up and running smoothly and securely no matter which market you are targeting.

The internet is a competitive place these days and websites can no longer stand alone. Websites need to be backed up by marketing. This can range from essential search engine optimization to social media marketing in all its various forms, in your home market or internationally. 

Thank you so much for reading and we hope that this has helped you familiarize yourself with what redesigning your website with us might look like. Want to check out some organizations that have worked with us? Try: Advances Superabrasives (Manufacturing), Avionics Support Group (Manufacturing), WDM USA (Service and Manufacturing) , SIDO America (Service/Membership Organisation) , and of course IBT’s own website (Services). 

Got a project in mind that you would like to discuss? Get in touch!