and promotion strategy
tailored to serve your
goals and the audience
you want to reach
- consulting on website design that best serves your business needs and goals
- attractive website design communicating clearly who you are and what you offer
- website built as a promotional tool targeting your prospective clients
- promotion/marketing strategy right for you and those you want to reach
- practical tools to get clarity on your goals and prospective clients
- guidelines for writing online
- developing marketing approach that is right for you
- creative, out-of-the-box solutions and tips for promoting your business
Client-centered web design
Show your prospective clients that you mean service
1. Your Clients
The purpose of your website
Start with defining who your prospective clients are as the purpose of your website is to reach them and be helpful.
Understanding your client base
Anything you say should address the needs and interests of your current and prospective clients or answer unspoken questions or concerns.
Basic trust is essential
In any relationship including business relationships, basic trust is essential. Demonstrating your understanding of your audience helps to build that trust.
2. Who You Are
Being considerate and helpful
Consideration through empathy is the foundation of client-centered presentation. What are the things your prospective client needs to know to be comfortable and confident to give you business?
Website that reflects you
Everything on your website, from copy to layout and choice of images speaks on your behalf and is representational of what you offer.
Still it is not about you
The focus of your website should not be you as the service provider but the values you offer to others through your services.
3. Your Service
The most common mistake
Avoid the typical me-me-me talk when presenting your services. When others come to your website they are interested to find out if your service can help them with what they need.
Needs and interests of others
Present what you offer by addressing your clients’ needs, interests and concerns in stead.
Copy and content as service
A client-centered copy that informs and provides guidelines is a service in itself. With a client-centered approach you demonstrate that when you say service you mean it.
User friendly web design
Design for good readability, easy navigation and visual enjoyment
Talk to your audience with empathy, in a practical and sensible language, always addressing their needs, interests and concerns, regardless of what the subject is.
Keep it short and to the point
Because we tend to read online by scanning pages, writing for web has to be short and to the point. Have clarity on what you want to say, then deliver it in concise and articulate manner.
Use keywords and search phrases
In order for your website to be found by a search engine, the text on your website must have key search words in it, the same keywords others use when searching for a subject that your website covers.
C o l o r s
Choosing the right colors for your website is like an interior design project. Colors give a web page a feeling, the way a room is designed to evoke a certain experience. By invoking emotion, right colors help your message to be received as you intended.
I m a g e s
A good image complements text and amplifies the meaning you are trying to convey. Beware of using images that contradict or overwhelm what you are saying in words. It is not that pretty page itself that is attractive, but rather the thoughtfulness and creativity behind it.
F e e l
It is the composition where all elements of a web page come together. That creates the overall sense about who you are and what you offer. A well designed website is similar to a well done portrait, where the subject’s essence is captured while each part serves the whole.
Stick to content that is truly relevant to communicate your message to your audience. Separate the essential from further elaborations on any given subjects. Save elaboration for blogs, articles or social media posts. Keep your main web pages uncluttered.
Layout & navigation
Create a layout that allows seeing at glance where everything is. Map out your content and present it in a logical sequence so that anyone can follow. Use color coding, icons and visible buttons to further assist navigation.
Room for growth
Allow room for growth from the very start. Think of growth in several ways: A) growth as expansion, elaborating upon your main content, B) growth in quality, i.e. an improved design, or C) growth by the addition of new services and products.
Promote your business online
Make your website more visible and bring more traffic to it
Search Engine Optimization – SEO – must be done
Your website is made searchable when you use key words pertaining to what you offer throughout your website. Key words are the most relevant words and phrases people use when doing searches online. Tags are key words or smart descriptions added to non-word content like images, media, downloadable files, categories for your content or even the whole pages. Tags increase searchability of your website.
Activity makes your website more visible
Each time you update your website by adding or editing content, the activity itself adds visibility to your website. Traffic – how many visitors come to your website monthly – is the main way that determines its visibility. Greater the traffic, greater the ranking of your website. There are many ways to link back – from other websites back to your website – as long as you have relevant copy and content to link back to.
Content makes your website worthwhile sharing
What truly changes a website from just sitting there on a server to being visited and shared by many people is having great content worth sharing. Great content is simply content that is helpful, problem-solving, educates or inspires. It is hard to share your website on social media or other platforms of sharing unless you make it worthwhile for others – with great content – to visit your website.
Copy vs. Content
C O P Y
Copy is text that covers subjects of who you are, your products and services. In other words – it is about you, even when you write it in a client-centered way. What you offer, description of products and services, terms and conditions are all parts of the copy of your website.
C O N T E N T
Content is additional, bonus material that you provide as a helpful, insightful, problem-solving or inspirational resource for the visitors. Content can be articles, tips, tools, blog or video blog, or any other type of resource that helps with what a visitor needs.