Just like changing a storefront window to continually gain interest, a website needs to be able to handle changes even more quickly. Evolution is a natural part of any business. Products and services may improve over time, while others are proven to be obsolete. One of the hardest things in any website design is building a flexible site that can keep up with your evolving business.

By keeping the three “S”s in mind: Strategy, Scope, and Structure, you will be well on your way to building a website that represents your business in the best light possible yet remains flexible enough to accommodate those inevitable changes.

Determine the Strategy

Identifying the base foundation is crucial in building a long-lasting website. What is your main strategy in building this site? What is the objective? Who is your target audience? Your strategy could include any or all of the following:

• To create a landing site that lends credibility to your business

• To showcase your work and attract new clients or customers

• To create an e-commerce platform to sell products or services to a larger audience

• To create a site that brings in qualified leads

• To organize events

• To raise capital as a non-profit

If you have a clear business mission your basic strategy should not change. Features, products, services, images, content, and announcements can (and should) change, but the basic “why” of your website (the foundation) will remain the same.

Determine the Scope

Think of the scope of your website as what is needed in order to accomplish your strategy. This includes features, functions, and content. For example, if you are a tradesperson and would like potential clients to trust that you are the best choice, you would add content include images of previous work, testimonials, a summary of your education and experience, and an easy way for them to contact you. If you are a service provider, you may want to add an online appointment calendar.

The scope of your website is key to helping viewers find your website and ensuring that they understand what you have to offer.

Determine the Structure

The structure of your website is the basic framework. When based on your foundation and scope, the structure should remain fairly constant even as your business evolves. This is when a good website developer is key. A good web designer will be able to create a long-lasting website that will still allow changes and updates without having to rebuild the whole site. An exceptional web designer will build it in a way so that you are able to make those inevitable changes yourself (if you choose).

The All-Important Prototype

Having a working draft prototype is the best way to determine if your website is capturing your business’ strategy correctly. It should quickly give a visual confirmation that your business is being represented in the best light possible and that your company is the best at resolving your viewers’ problems. It also saves money by not getting too far into the development process before major changes may need to be made.

Analytics - The Key To Performance

Just like the important periodic reports that you use to determine your business’ health, analytics are key to determining the health of your website. You should be able to check these any time, especially after making changes or sending out digital ads to see how they are performing. Is business slowing down? Check your website hits to see if that is the reason. Then you know you will need to step up your SEO, digital advertising, or content marketing. Not getting many requests through your website contact form? Perhaps you need to start capturing subscription emails for a successful email marketing campaign. Without analytics, you are just guessing what is wrong rather than looking at the actual data behind the problem.

Are You Ready to Build That Long-Lasting Website?

Long-lasting does not mean expensive. When done correctly, a well-structured website design saves you money in the short and long run.

Please contact 5-Star Google Rated Charlotte’s Web Designs, LLC. With over 30 years of experience in technology and marketing, I have worked with dozens of small to medium-sized companies throughout the area creating long-term websites. All of my clients still have the same foundation website (for years!) and the vast majority make their own changes as their businesses evolve. Please visit my site for more details, reviews, links to current clients, pricing, and more.

Follow Me!