When you begin a website design and development project, it’s very tempting to begin with design concepts. Everyone loves to be involved in the look and feel of a brand new website.
But beware…hitting fast forward to the design stage creates a lot of risk for your brand, your business and marketing plans and organization as a whole. It doesn’t take into consideration the invaluable research and strategy that’s required to create a powerful user experience and the bottom line results to which your website should be a significant contributor.
So where SHOULD you begin?
Great question! In this article, you’ll find the answer and several ways the wireframe method will help you avoid the perils of premature design.
If you know Grant Johnson or any of us on the Johnson Direct (JD) team, you know that we’re notoriously strategic about our growth. Clients consistently rate us highly for our creative approach to measurable marketing and our ability to swiftly roll out new campaigns. We manage this by maintaining a staff of high-caliber professionals who are well versed in MULTICHANNEL marketing and have a proven track record for nimble, responsive account service. It’s not an easy formula to fulfill. That’s why we’re continually open to interviewing talented candidates who want to be a part of our “make it happen” culture.
Our patience for finding the perfect additions to our account services department has really paid off. I’m pleased to introduce you to Colleen (February) and Becky (May).
If you’re in the marketing field, you’ve seen the word “measurable” take hold in recent years and infiltrate boardroom meetings, brainstorming sessions and strategic planning efforts. You won’t find a marketer alive today who doesn’t say accountability is a part of his or her directives.
But is it REALLY?
If you’re like me, you’re taking in any useful knowledge in the form of articles, posts, webinars, case studies, white papers and research reports and the like whenever and wherever you can. Its just one way I feel like I’m keeping my mind open to new techniques, applications and inspirations.
Often, I’ll read something that I wish I had thought of writing myself. It’s usually a piece full of good observations and applicable advice. Here’s one recent Fast Company article that falls into that category.
AS THE FACE OF YOUR COMPANY TO THE WORLD, A GOOD WEBSITE IS A
MUST-HAVE FOR YOUR BUSINESS. HERE’S HOW TO MAKE IT NOT ONLY ATTRACTIVE,
BUT FUNCTIONAL–FOR YOU AND YOUR AUDIENCE.
I’d like to build upon the wisdom of this article by sharing JD-authored posts from Measurable Marketing. If there’s one or more strategies that pique your interest, take a closer look at these ideas, applications or explanations which stem from the five recommendations from the Fast Company article:
- RESPONSIVE DESIGN
A BUSINESS PERSPECTIVE ON RESPONSIVE WEBSITE DESIGN
- USER BEHAVIOR METRICS
ARE YOU MAXIMIZING YOUR DATA?
- CONCISE MESSAGING
SIMPLIFY YOUR COPY TO APPEAR SMARTER…AND FATTEN YOUR BOTTOM LINE
- FRESH CONTENT
TEST MARKET-SAVVY CONTENT TO ADD VALUE AND BUILD TRUST
- LAYERED LANDING PAGES
IMPROVE YOUR NEXT NEW PRODUCT LAUNCH CAMPAIGN WITH THESE 3 STRATEGIES
Even if you apply these strategies one by one, you’re sure to see improvements on many levels. Be sure to benchmark where you started so that you’ll be able to track and measure your progress over time.
There are dozens of reasons any professional in today’s marketing world should proactively budget and plan on investing in professional enrichment. You’re already keeping up on best practices and trends by reading credible content from like-minded marcom pros (after all, you’re reading this Measurable Marketing blog post!). Making time in your busy schedule to attend a conference or seminar or participate in online webinars or download tutorials can offer a wealth of benefits that reading-up on a topic cannot.
Where do you start in your search for the right enrichment option?