Brand Presence: Web Design and Development

A website is a critical hub in marketing, sales and service execution. All roads lead here! Like the lobby of a building or your professional staff, websites, social media and your digital presence represent primary customer touchpoints and offer important first impressions. Your website and social media presence are often the first place that self-directed buyers visit to learn about your company and your offerings.

An effective brand presence goes beyond a website to include social media profiles and marketplace presence. An effective brand presence facilitates engagement, lead generation, prospect nurture and sales and service execution. Websites range from light “brochure sites” to complex interactive platforms. It is critical to approach the design in logical phases. Open source technology and advanced content management systems help you deploy modern mobile-responsive websites within reasonable budgets and timeframes.

Digital Experience Index

In our Digital Experience Index™ we assess four elements of an effective brand presence. 

Branding and Design. Communicating brand positioning with respect to the desired target market and creating a professional and engaging look and feel and visual identity.

Content and Visibility.Enhancing credibility, delivering effective and persuasive copy and content, amplifying content and messaging on social media and optimizing for keywords for major search engine visibility.

UX Design and Conversions.Designing persona-based and personalized experiences, offering content and resources and maximizing conversions using the right mix of funnels and calls to action.

Functionality & Services.Ensuring the site includes tools and resources that deliver specific value for visitors and the technology platform is stable, secure and flexible using proven open source technology.

A Broader Perspective

Comprehensive Web Design and Technology Expertise. We check all the boxes, bringing the critical disciplines required for web design and development, including business understanding and strategy, branding and visual design, content and messaging and technology integration.

Smart Phased Process. Websites range from light “brochure sites” to complex interactive platforms and it can be risky to dive in to web development without agreeing the strategy and design. We use a fast-cycle phased approach to help our clients avoid the risks involved in design and deployment and to consider a broader range of opportunities, factors and dependencies.

Broader “Revenue Architecture” Perspective. An effective website is critically important, but it is only a part of a brand presence and what we call a “Revenue Architecture”. Along with a new website,  multiple channels and touchpoints, including collateral & pitch decks, social media channels, 3rd party “marketplaces”, content campaigns, etc. need to be aligned.  Together, these form a “brand platform” reinforcing messaging and audience engagement for better lead generation, prospect nurture and sales and service execution.

Our Phased Approach

Design

The Design Phase helps determine business strategy and requirements for the brand presence. We clarify purpose and vision and develop the architecture for the website and digital channels. We determine business requirements, scope visual design and technical requirements.

Deploy

In the Deploy Phase, we construct the website and channels incorporating visual elements, content and messaging. We establish the technology platform and development environment.  We select colors and imagery, design page layouts and develop branding elements. We finalize site and channel architecture and functional and technical requirements.

Activities Include:

  • Setup technology platform and development environment.
  • Select colors and imagery and design site presence visual elements.
  • Finalize architecture and functional and technical requirements.
  • Align around the Engage Phase plan

Engage

The Engage phase entails implementing custom technology elements, page layout treatments, content, imagery,  integrating website components and plugins. We develop or integrate copy and content, build search engine optimization (SEO), and test site elements for look and feel and functionality. We use a staging server to review iterations during the development process.

Activities include:

  • Implement custom elements, layout treatments, content and imagery.
  • Integrate technical components and plug-ins.
  • Integrate content and copy.
  • Optimize for search (SEO) and deploy analytics.
  • Test and launch presence.

Websites are typically built using a content management system (CMS). 

  • Easy to manage and make changes to your website instantly
  • Robust for marketing and lead capture
  • Compatible with the best lead generation and CRM software
  • Designed for optimal publishing and sharing of dynamic content / blog
  • Highly visible to search engines with embedded SEO capabilities.

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. 

Prior to going live, we test the site using W3C standards and compliance procedures. We conduct a training session(s) on how to use back-end administrative functions and provide updates and fixes as needed over a “warranty” period following the public launch.

Manage

Ongoing management includes ensuring that the website and digital platform is maintained and up-to-date for security and performance and may include ongoing management of content and resources for buyer and audience engagement.

Activities may include:

  • Manage 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.