Step 1. Listen
Too
often a web designer tries to squeeze a client’s ROUND business ethos, message
and service into their off-the-shelf (‘same as I did last time’) SQUARE website
template.
They
are making two fundamental mistakes here – one, hearing the client’s noise but
not listening to their needs; and two, assuming the client knows what they
want. The former is plain rude, whilst the latter is a lack of commercial /
marketing / business experience.
Clients
working with intime PROFIT – either attending Seminars; enjoying the business
development attentions of a One-to-One relationship; or using intime’s
Marketing services – is acknowledging that they want to make changes to grow
their businesses faster and realise the trapped financial benefits (PROFIT) sooner.
We
don’t make any assumptions. We listen and develop the brief ‘together’; we make
suggestions, identify KSPs and USPs and refine the message.
Working together we
clarify what we want to say, to whom and how.
Step 2. Style
Once
we have decided what we want to say and to whom, we consider the stylistic
package in which the message is to be wrapped.
The
obvious ‘assumed’ route will be to synergise the corporate image already
bonding the client’s business. But again, don’t assume. The site could well be
or become a tactical sales tool for a specific product or service within the
business portfolio rather than a cross-product corporate platform.
Because
on line advertising can be so finely tuned in terms of its target and message;
and because web design and build doesn’t have to cost the earth, smaller sites can have great tactical
applications.
We
can develop a series of tactical ‘squeeze pages’ or low pagination sites driven
by a series of different Google Ad Campaigns to reach different on-line eyes
and ears. Draw the prospect into the tactical site(s), capture their data and
product interest, then draw them into the corporate family of products and
services.
Visually,
this is a live example of an image selling contemporary home and office
interior design by encapsulating favourite artwork or images onto a linen
background and personalising bedrooms and living / working areas in unique
creativity and style – this is The Linen Backed Art Co:
This
is a very different feel, image and message from the original business to
business operation of PDD Mounting Co. This takes the production side of PDD to
a new audience with concepts, visualised and written for an affluent ‘yummy
mum’ and house proud, creative young family – both commercially viable, deliverable
audiences.
So
– we built a home page delivering just that:
Step 3. Structure
Within
structure we include functionality and navigation – what are we trying to do
and how physically should the visitor understand and follow the
click-to-action.
At
launch stage this needs to be no more than a five page site – Home, Sleep,
Work, Live and Share. Each page tells its own story and has its own call to
action and contact details. You only need to land on the site to be able to ask
for a free sample and more info … data captured … bring on the fulfilment CRM.
The
curious visitor can see more on Sleep, Work and Live through clear, simple
navigation (no fancy tricks, just tidy synergised design).
‘Share’
is a departure from the norm, replacing the Contact page with a platform to
drive social networking, referral and Linen Backed Art ‘Friends’ interaction …
creative sharing:
The Structure is simple
(simplicity works). The Style
follows and develops the creative opportunities offered to the affluent young
family target market. The mechanics, package, content, function and message
reflect the client’s developing business … because
we listened.
To find out more about intime PROFIT:
our One-to-One,
our Seminars and
our Marketing support services –
write to intime@intimeprofit.com or
call us on 08456 437 497.
