1. Define the goals: What do I want to achieve with my website?
Every website has at least one goal. So an online store will mainly sell products; a blog would, for example educate customers, while a landing page frequently for lead generation is used.
Before planning any further, think about what the goal of your website should be. Then you can finally align the next steps. In addition, the website goal is also important for your marketing planning.
2. Define target group: Who do I want to reach with my website?
You have now found a goal. Now it is a matter of determining your target group. This gives you the cornerstones of how content, wording and other areas of your website can be aligned. The result of a target group definition can be so-called “personas.” These are fictitious profiles that represent a typical user of your website with the support of real, personal data.
Common criteria for defining your target group are:
- Age
- gender
- social status
- Level of education
3. Analyze the competition: Who are my competitors on the Internet?
It is always important to know your competitor. This applies to entering the market with a new product as well as to a website. And that’s even more true if you want to earn money with your website, for example because you want to start an online shop.
The first step in analyzing the competition leads you to Google search. If you have a central product or service that defines your company, you can search for this term or a combination of terms on the web. The search results pages will then show you which competitors are out there and which competitors are well placed.
You can of course search for several product groups, segments or industries for other key terms.
Now you should take a look at the top-ranked websites of the competition. It is sufficient here to only consider the search results on the first page. The following aspects will help you:
Content: Do the top-ranked websites use a lot of content? Do you have your own blog? What is the tonality of the website? Is the quality of the content high? Are there appealing images or are uniform/stock images used? Are there different language versions?
Page speed: is the website loading fast?
Architecture: what menus are there? What categories does the website use?
Design: How was the web design implemented? How does the website look mobile?
The aim of your competitive analysis should not be to exactly copy other websites. However, competing projects are ideal for you to define your own strengths and to know which direction you want to take with your website.
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4. Page architecture: Which categories should there be?
Categories in online shops usually result from the superordinate product groups. It gets a little more difficult with a blog. Here you can orientate yourself in the categories on overarching topics into which your articles can later be classified.
The category designation can still be provisional at this point. But it is advisable to define the names in a CMS at the latest when creating the website. The directories that the system creates and, accordingly, the URLs also depend on the category names.
5. Create a visual concept: What should the menus and navigation look like?
Menus and navigation trees are crucial elements that affect the usability of your website. It is all the more important to think carefully about how navigation menus should be arranged and what type of menu (s) should be used.
In addition to a question of taste, web design is also a question of usability. If your company already has a corporate design, it should be reflected in your website. It starts with the colors, goes through backgrounds, shadows and alignments and ends with the font used.
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