Strategic Design

A website, web based application or mobile site has 3 to 5 seconds to establish trust. Strategic Design is required to build that trust.

The website is often the first point of contact with a customer and creates the extremely important first impression.  Like in life, the first impression is built first on how someone looks and later on what they say.  A website is no different – how the website looks really matters.  The website must have a design that creates an amazing first impression.  Without a great Strategic Design, a customer will never read the content, they will visit, glance at one page and then bounce to another company.

A Strategic Design is necessary to build trust and represent the brand in the best way possible.  Strategic Design takes into consideration careful planning, an easy & clear design concept and a straightforward, simple to navigate design.

Because the website represents the brand 24 / 7 / 365, Strategic Design requires a strong understanding of the company’s brand before the website is created.  When you think of major international brands such as Apple, Amazon, Coca Cola and Toyota, the digital presence matches their physical appearance and brand.  This is done through careful composition which includes selection of shape, color, fonts, photos and layout.  Strategic Design provides the overall perception or “quality cue” of the website and the company or organization.

A clear understanding of your business or organization is required before beginning the Strategic Design process.  These questions will answer the action points or reasons for customer decisions and align the website with the company’s or organizations brand.

Why does the organization or company exist?  What is it’s passion or purpose?

In Strategic Design, we always start with the “Why”.  Establishing a strong “Why” is very important in establishing purpose in the business or organization.  Without the Why, Strategic Design is pointless.

Who are our customers?

When developing the Strategic Design, you need to clearly understand who you are “talking to” or who the target audience is.  The text, images, colors and design on the website should speak directly to your customer.

What is the Purpose?  What do we need to say or accomplish?

Without a good understanding of purpose, it’s difficult to build a website that accomplishes anything.  When a person visits your website, is the goal to educate them, guide them to purchasing a product or service, have them visit your store or dine at your restaurant?  Determining what you want to accomplish in the beginning helps to establish the purpose of the website’s design and how you will communicate this purpose to the target audience.

How is the best way to deliver your message?

Strategic Design must consider how your target audience will respond to the information presented on the site.  Does the website need more photos, videos, articles, blogs?  This all goes back to the expectations of the target audience.  For example, a younger consumer oriented target audience might prefer short videos, while an engineering company or accounting firm might prefer detailed articles.

How will success be measured?

Measuring the success of a Strategic Design is nearly as important as the design itself.  Is the success based on page views, products sold, or contracts closed?  By having a clear goal of success, the design of the website can be built around the goals.

Strategic Design determines the way we communicate.  Great communication opens doors and closes deals.
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