Editorial, graphic charter, development, hosting, referencing, security…. In which order? At what moment? Under what conditions? Openfield offers a methodological roadmap describing the main stages of site creation and their logical order.
1 – Take stock of the practice of Internet users likely to seek you
Before even starting the design and creation work, logic requires making an inventory of the practice of Internet users when they are looking for your products or your skills on the Internet.
Measuring the level of demand for a specific concept (in search engines), calculating the level of competition on the web (number of sites that have the same concepts) will help you to refine your strategy and position your communication. During this research work, it will be possible to identify the most appropriate sections, improve the editorial line according to this request, and optimize the site on the most applicable concepts while enhancing natural referencing.
2 – Define the final sections of the site and work on the editorial
Following the previous analysis, the site tree structure (the sections present) is specified according to the most requested and most efficient topics in terms of reference.
As part of the content drafting work, section by section, we will ensure: to inform the Internet user, to lift his objections, to seduce him if possible, without saturating his concentration … We will also give pleasure to the engine’s research, particularly fond of original content. In short, a good communication/optimization compromise for SEO must be cleared: say enough to inform and please search engines (always eager for rich content) but not to discourage Internet users and keep their curiosity on the alert … Do not waste time view that the information on your site remains its raison d’être whatever your objectives.
3 – Define an appropriate visual identity for your website: logo, graphic charter, etc.
Then it’s time to focus on the graphics and the site’s visual identity more generally. The logo is the hard core of your personality; the latter is usually the first move in your research.
Afterward, various models are produced. These will be debated and modified before a final version is accepted, which version will then be used for multi-media communication within the organization (web, paper communication, different media, etc.).
Work on charter graphics then starts. In short, it restores its colors, its graphic style, and its typography. We recommend you work with a homepage mockup. It offers a trusty preview of your upcoming website. This is a framework for reflection and future debate before its final approval between you and your service provider. Then we keep the site’s graphic charter.
4 – Develop the functionalities present in the different sections
Together with the research on the visual and editorial, the functionalities present on the website can be worked on: forms, internal search engine, online payment platform, portfolio, audience evaluation methods, dynamic elements, etc. This is the work of the software analyst, the developer / integrator.5 – Obtain adapted photos and educational and sales videos
A video is often a treat. This offers on-line access to consumers. If you show off your business (or yourself) it builds trust, and it can raise a lot of objections. A video can consist of a simple interview with the manager or employee of the organization presenting the latter or the service. Remember the video still has this interest: if it is handled wisely, satisfy the site’s referencing.6 – Web integration
It is the work that will consist of assembling all the elements previously mentioned (editorial, menus, photos, features, video etc.) in the technical environment selected.
In a way, this is the web development phase, the stage where it takes shape through this integration work.
5 – Site optimization for SEO
It’s the job of improving the texts as well as the site’s source code to make it “internet friendly,” i.e., easy to find by search engines, leading Internet.
It is a sufficient prerequisite (but not enough) to make the site-sensitive to the keywords on which you expect to appear on the results pages (SERP).
Referencing “in the page” concerns both the editorial material (the texts on the site) and the source code of the website.
6 – “Off-page” referencing
A second significant move for natural referral: build your website’s reputation on the internet.
It is a critical argument, and yet primarily undervalued, if not completely ignored, by project leaders. Google will, however, take into account what people say about you on the web and will meticulously measure your reputation. This analysis will largely depend on your positioning on the strategic and decisive keywords for you.
All of these tasks can be taken over by OPEN FIELD. You may intervene directly on some of them (example: editorial, “off-page” referencing, etc
• A website as a prospecting tool for your business
Responsibility for the company’s website to recruit new contacts or customers, then to contribute to the development of your turnover. The SEO issue (natural referencing) will then be dominant.
• The site as a tool for singling out, differentiating from the competition
In this perspective, your site is a medium allowing you to enhance the image of your company. It will enable you to develop an original commercial argument, to present an advantageous commercial offer, more broadly to distinguish yourself to convince that you are the interlocutor, the partner, the service provider best placed among those eligible.
• The website as a facilitator for making contact or requesting a quote
Your website here allows your customers to quickly access all the practical information and all the tools promoting the connection between supply and demand: contact form directly implemented on the site, useful information including your contact details or even implants, quote request form, newsletter subscription, etc.
• The website as a sharing point for commercial or technical resources
Use your website to transmit efficiently and free of charge (by download) all the technical documentation that your customers or partners may need. Less paper, fewer prints, less work, less shipping costs, less waste… Your website then combines convenience for the user with savings in time and money for your business.
• Your website as a production tool in itself
E-commerce, the publication of advertisements, online transactions, catalog, etc. It must then provide a certain number of services, integrate various technical and commercial functions, etc.
All these goals are possible; they can often be combined. Everything is possible. But it is important to specify them well before even the design of the tool to be built, insofar as they will decide the nature of the website:
- it’s content and editorial line
- features, referencing
- the media to use (PDF, photos, videos, sounds, etc.)
- visual choices
- SEO strategy
- and even the technical environments that should be used to build the best solution!
The Creative Journal 