Many companies make the error of assuming their website is a transposition of their corporate brochure with a consequent emphasis on overall corporate ideals and very little focus on how a prospective customer actually uses the Internet.
There is a science to selling online.
Businesses will, without reflecting, shoehorn previous marketing practises into the online medium and fail to appreciate the Internet as an entirely different business model operating within different constraints and customs. If there is a comparison to be made with print-based sales and marketing - the Internet is most closely aligned with the disciplines of direct marketing. The sell has to be quick.
Screen Business' research shows that an average visitor will only wait for 30 seconds for most content to download your web pages. Consumers assess the quality of a brand through its page download times.
An average visitor will scan the home page - typically taking in the centre of the page, navigation (which research shows is expected at the top or on the left), the top right of a page is eye-balled, together with any scroll, and then subsequent areas of interest are investigated. The majority of visitors will manage this in 10-15 seconds. Online browsers typically have an objective and want to achieve this in the most expedient fashion. All content should therefore be direct, easily accessed, quickly understood and cross-referenced.
As part of Screen Business, we learned that well-designed pages:
- promote a professional company image
- communicate core propositions fast
- offer consistent, easy-to-use navigation
- show with confidence a clear route to purchase
- instil a greater desire to buy online
- encourage click through to further sales opportunities
- reinforce the visitor's bias to make repeat visits
A design brief is a written explanation given by the client to the designer at the outset of a project. As the client, you are spelling out your objectives and expectations and defining a scope of work when you issue one. You're also committing to a concrete expression that can be revisited as a project moves forward. When you think about it, the last thing you want is for your project to be a test of the designer's skills. Your responsibility is to help the designer do the best work for your company he/she can. Please provide as much information as you are able in order we meet your design criteria.
Company description
What are the company’s core values? How does it communicate these? Does it have a company mission statement? How is the company perceived by the consumer? How would it like to be perceived?
Product history
When was the product introduced? Does it have a mythology, a lifestyle status or brand character? How has the product or company changed over time?
Product potential
What are the opportunities for growth? Will it appeal to new audiences?
Product attributes
Everyone claims to make a quality product or offer a superior service. What sets this one apart? What are the key attributes to be communicated in its promotion? In what way or ways is the product / service used?
The marketplace
What is the market environment for this product or service? Who are its competitors? Is the product or service likely to gain market position or hold its position?
Positioning
How should the promotion or product be positioned in a lifestyle sense? Is it purely a working tool or have additional brand meaning? Is it an Apple, Virgin, NatWest or Scottish Widows?
Audience(s)
What are the characteristics of the products existing audience? How does current marketing appeal to that audience? Is the product aiming to broaden its appeal to other demographics?
Creative objective
Will the creative be used to drive awareness among existing audiences? Support the awareness with additional information on product use and benefits? Broaden product appeal and market to new audiences? Modernise product image and gain market share?
Marketing components
What (if any) are current marketing efforts of the product? How can the website expand on existing marketing messages? Will the site be used as the primary means of marketing?
Corporate and brand
Do you have a clearly defined corporate including colours, typeface, specific style of imagery? Do you have existing literature, advertising, brochures? Have you clear ideas on how the existing corporate would translate online? (Please provide existing material for reference)
Other websites
What are your competitors websites? What do you like/dislike about these sites? What other sites do you like/dislike? Define what you like/dislike about these sites?
We can help you answer these questions and produce a fitting and outstanding solution to suit your budget. Contact us to find out how.
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