Building a Digital Presence
Your website, social media profiles and digital presence represent vital customer touchpoints and offer an important first impression and engagement opportunity for your prospective customer. It is often the first place that visitors go to learn about your company and your offerings.
A brand presence goes beyond a website and includes your underlying visual brand identity, brand system, social media profiles, collateral as well as 3rd party outposts like marketplaces and directories. Your brand presence should facilitate engagement, enable lead generation and support prospect nurture, sales and service.
We help align brand presence and visual identity, blending the critical disciplines required for web design and development. These include business understanding and strategy, branding and visual design, marketing and lead generation, content and messaging and technology integration.
Websites range from light “brochure sites” to complex interactive platforms. It is risky to dive in to web development without first agreeing the strategy and requirements as well as the design criteria. That is why we use a phased approach. A phased approach helps you consider key factors and dependencies and mitigate risks.
Digital Experience Index
A Digital Experience Index™ is a good place to start. You can rapidly assess the critical elements of your brand presence:
Design & Branding. How well does your digital presence communicate brand positioning with respect to the desired target market and deliver a professional and engaging look and feel, visual identity and design elements.
Content & Narrative. To what degree does your verbal communications enhance credibility and deliver your persuasive messages? Do you have the content resources buyers need in their education and evaluation process?
Visibility. Are you optimizing pages with keywords for search engine visibility and amplifying content and messaging on social media?
UX and Conversions. How effective is your user experience design? Do calls to action, offerings, content and resources maximize conversions?
Functionality & Services. Do you offer the tools and resources that provide specific value for visitors? Is the technology platform stable, secure and flexible using proven technology.
We use a phased approach to ensure business alignment and requirements clarity prior to design and development. Today, with advanced platforms like WordPress cycles can be accelerated.
We begin with an understanding of your business strategy and website and digital / brand presence requirements. We clarify purpose and vision and develop an architecture and sitemap. We explore design direction, likes and dislikes and determine high level requirements for functionality, visual design, copy and narrative, conversions and technical requirements.
- Clarify the purpose and vision and define requirements for the website and digital / brand presence
- Determine business functional and technical requirements and scope,
- Define visual design, copy and narrative, conversions via calls to action requirements
- Develop a sitemap
- Confirm the Experience Phase Plan
During the Experience Phase, we create the visual experience, visual elements and construct the website pages incorporating content, colors and imagery and graphic elements. We establish the technology platform and environment and identify channels and outposts that need to be enhanced.
- Establish the technology platform and environment
- Design the visual experience, visual elements
- Construct website pages incorporating content, colors and imagery and graphic elements
- Integrate copy / content
- Implement on-page search engine optimization (SEO) coding
The Launch Phase includes implementation and testing custom technology elements, treatments, content, imagery, website components and plugins. We produce or integrate copy and content, implement on-page search engine optimization (SEO) coding, and test site elements for look and feel and functionality. By using a staging server to review iterations during the development process, we can ensure the site is fully ready for go-live.
- Review on a staging server to ensure the site is fully ready prior to a go-live decision
- Conduct final testing including elements for look and feel and functionality
- Confirm roll-out and go live plan
- Launch/ Go-live
Bandwidth, visitor volume and site usage forecasts may suggest different hosting and technical solutions. Sites that include applications, tools, streaming media, and downloads may require more bandwidth, whereas sites which lean towards text information require less capacity. Security, management and performance are critical elements in the selection. We provide advanced hosting services for WordPress using WP Engine on a dedicated server environment for high performance.
Ongoing management includes activities to ensure the website and digital platform is maintained and up-to-date for security and performance. Activities may include:
- Advanced hosting services
- Monitor site performance
- Update software, feature and security elements
- Maintain SEO performance
- Manage social media platforms and profiles
- Publish and amplify copy and content.
Websites built using WordPress, a content management system (CMS) helps you:
- Manage and make changes to the website
- Enable robust for marketing and lead capture
- Integrate with Marketing Automation and CRM
- Publish dynamic content / blog
- Ensure visibility on search engines