Establishing a strong online presence is now essential for business success. A professional and visually appealing website plays a crucial role in capturing and retaining people’s attention. By investing time and effort in careful planning, you can save valuable resources and achieve a better outcome. This lesson will guide you through the process of effectively planning your website.
Thinking about content
While the look and feel of a website are important, engaging content is the key to attracting visitors and keeping them engaged on your site. Before diving into writing, photography, or design, it’s essential to outline the content strategy for your website. This includes understanding how the content will be structured, how it will evolve as your business grows, and how it aligns with your website’s purpose.
Consider your target audience and research the types of content that are successful on similar websites, ranging from instructional videos to captivating visual stories.
Outline your website's content
Before creating content, outline what will be included on your website when it launches. Consider the key information, messages, and functionalities that need to be conveyed to your visitors. Clearly define the structure and organization of your content, such as the main pages, subpages, and any additional sections that may be necessary.
Adapt content to your website's purpose
Take into account your website’s purpose when planning your content strategy. A website that primarily provides informative content will have different requirements compared to one that focuses on selling products. Align your content to meet the specific needs and expectations of your target audience.
Understand your target audience
Consider your target audience’s preferences, interests, and online behaviors. Research similar websites and analyze the content that resonates well with your target audience. Explore various content formats such as articles, blog posts, videos, infographics, or interactive elements to determine the most effective ways to engage your audience.
Plan for content updates
Anticipate how your content will evolve and grow alongside your business. Create a plan for regularly updating and expanding your content to keep it fresh and relevant. This could include adding new blog posts, updating product information, or incorporating customer testimonials. Consider implementing a content management system (CMS) that allows for easy content updates and modifications.
Maintain consistency and quality
Maintain consistency in your content style, tone, and branding throughout your website. Ensure that all content is well-written, error-free, and provides value to your visitors. Pay attention to grammar, spelling, and readability to maintain a professional image.
When planning your website’s content, focus on creating engaging and relevant material that aligns with your website’s purpose and appeals to your target audience. By outlining your content strategy, researching successful content on similar sites, and planning for future updates, you can ensure that your website’s content remains fresh, informative, and captivating to your visitors.
Choosing a domain name
Selecting the right domain name for your website is crucial, as it serves as your online address and represents your brand identity. When choosing a domain name, it’s ideal to align it with your business name, but if that’s not possible, a close variation will suffice. Your domain name should accurately describe your business and incorporate relevant keywords for search engine optimization (SEO). Opt for a short, easy-to-remember name that avoids numbers and hyphens, as they can cause confusion. Additionally, consider the appropriate domain extensions based on your business type and target audience.
Reflect your business and keywords
Your domain name should reflect your business and include relevant keywords that help search engines understand your website’s content. For example, a bike repair shop could choose a domain name that includes words like “repair” and “bike” to clearly convey its services. This enhances your website’s visibility in search engine results and increases the likelihood of attracting targeted traffic.
Keep it short and memorable
Aim for a domain name that is concise, easy to type, and memorable. Shorter names are easier for people to remember and type correctly, reducing the chances of errors when accessing your website. Avoid complex spellings, hyphens, or numbers that may confuse potential visitors.
Select the appropriate domain extension
Choose the domain extension that best suits your business. Commercial businesses commonly use “.com” extensions, which are recognized globally. However, if you are a charity or government organization, “.org” may be more appropriate. If you aim to target a specific local audience, consider using country-specific extensions like “.co.uk” for businesses in the UK.
Check availability and register
Visit a domain name registrar to check the availability of your preferred domain name. Many domain registrars offer search tools that allow you to verify if a domain name is already taken. If your desired domain name is available, proceed with the registration process and pay the required fee to lease the name. Be sure to renew your domain registration before it expires to maintain ownership.
Choosing the right domain name is essential for establishing your online presence and representing your brand effectively. Align your domain name with your business, incorporate relevant keywords, and opt for a short and memorable name. Consider the appropriate domain extension based on your business type and target audience. By carefully selecting your domain name, you can enhance your website’s visibility, improve search engine rankings, and make it easier for visitors to find and remember your online address.
You will also need to use a web-hosting service, which allows your website to be accessed on the web.
Mapping your site's structure
Sketching out your website’s structure is a useful way to decide how to best order your content, even if you are simply using an existing website template.
A simple, pyramid-like hierarchy – from home page at the top to main categories, then to subcategories – makes it easy for users to navigate your site. It also helps search engines to find and index your content efficiently – making it more likely that your website appears high up in search results (this is known as search engine optimisation or SEO).
Which type of website?
Your website’s purpose will influence the design and whether the site is static (always shows the same content) or dynamic (shows different content based on the user’s activity). Many sites that aim to provide information, called content websites, are static, while e-commerce sites tend to be dynamic, with pages tailored to the needs of individual customers who visit the site.
Content websites
A content site might give a general overview of a topic, such as caring for cats; focusing on a specific aspect, such as breeds; or narrow to key terms, such as a particular breed. You can secure funding for content sites in various ways: a cat website, for example, might get funding from a pet food brand that pays them a monthly retainer for sponsored branding. Other ways for content sites to generate income include advertising and affiliate marketing links in your content. If your site is instructional, you might offer products, such as ebooks, or services, such as courses, seminars or consultancy.
Ecommerce websites
An e-commerce site showcases goods, such as pet foods and allows customers to make online purchases. Like physical storefronts, e-commerce sites need to be eye-catching and regularly updated. The ordering and payment process should be easy to use and hassle-free (via a trusted system, such as Paypal) with a clear return/refund policy.
