Whether you are building a new website or want to improve your existing one, there are a number of important issues to consider.
On this page:
Website aimsConsider your audienceContentMake sure your website can be foundWebsite aims
Before you begin, decide exactly what role your website needs to play in your business:
- generate income
- provide information
- create efficiencies and save time
- develop and provide new products and services
- open up new markets and audiences
- promote products and services
- improve business management and efficiencies
- educate and train customers, the public and suppliers
- entertain
- encourage debate and create groups of interested people
- support specialist activities.
Consider your audience
Consider the audience groups you wish to target and then prioritise them. The more specific you can be, the more useful the result:
- existing clients/customers
- new clients/customers
- suppliers
- general public
- managers/executives
- staff
- tourists
- related organisations
- sponsors or donors
- 'friends' or group members.
Once you are clear about your priorities, think about where each group is located - in your state, nationally or overseas. What age groups are you targeting? Are there any common characteristics?
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Content
Once you are clear about the purpose of your website you should then consider what information the site will contain and what features and functionality will best meet your needs.
Here are some points to keep in mind when developing the site:
- Build a website that can grow with you.
- Ensure your website is in line with your brand.
- Put users first - make it easy for them to do what they need to do.
- Ensure every page of your website has a clear call to action.
- Ensure every page is a landing page - no matter which page people enter your site from, they need to know where they are and how to navigate easily to where they want to go.
- Avoid clutter - you wouldn't have goods all over the floor of a shop, so make sure your online presence is tidy too.
- Keep words to a minimum and use pictures where appropriate.
Consider how often you will need to update content on your website and who will do it. You may want to give this responsibility to a website developer, or you may want to do it yourself. There are many content management systems available that make it easy to update content.
Be aware that sometimes the solution that seems the cheapest initially may cost you the most over the longer term. Work out your needs and look at all the options before making a decision. If you are using a web developer, they will be able to advise you on the different options.
Make sure your website can be found
There are many ways you can promote your site and make sure it can be found:
- Search engine optimisation (SEO) – there are various techniques you can use to improve your position in the list of search results when customers use search engines like Google, Yahoo and Bing. This can enable more people to find your site and keeps you ahead of your competitors. Make sure your website address, headings, and content match the words customers will use to find your products and services. There are many books, online resources and experts available on this subject.
- Web 2.0 tools such as Facebook and YouTube add interactivity to your website quickly, easily and cost-effectively, and increase your search engine optimisation.
- Testimonials - use LinkedIn and ask your best customers to give a recommendation there - it is a trusted, credible referral network.
- Fans - use Facebook to build a fan page for your company, products and services.
- Video - if you have the resources, you can use video hosted on YouTube as an alternative and entertaining way to reach your customers. Video creates 'stickiness' because some people prefer to watch and learn rather than to read and learn. It can also improve your ranking in search results.
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More information
On this site
Why have a website?
Types of websites
E-commerce on your website
Web accessibility
Maintaining your website
Where to get help
Other websites
Planning to go online - Department of Broadband, Communications, and the Digital Economy
Digital learning resources - ForwardIT, Department of Further Education, Employment, Science and Technology