April 10, 2015
Setting up success
I want to look bad, and my website development projects to failSaid no Marketing Manager, ever. But if you wanted a quick list of what you can do to set up failure, here are some quick tips.
- Engage an agency that is not a good fit for your business.
- Focus on specific functional needs, in spite of business needs or priorities.
- Have a complicated decision making process in your company that slows or contradicts past decisions.
- Do not properly think through the information needs of your users.
- Choose the cheapest quote, because it’s the cheapest quote.
It’s a projectFirst of all if you are getting a website put together on a fixed budget, then the agency needs to work on a fixed scope. A very common frustration with agencies is their obsession with scope. Agencies use scope as way to manage their costs, but almost more importantly for you – to keep the project on schedule and on track.
Scope ManagementClient- Manages time - Clearly understands what is going to be deliveredAgency- Manages cost and resource allocation - Clearly understands what is going to be deliveredIt is critical to do the thinking upfront to define a solution with fixed outcomes. Be specific about what you need, and be very specific about important things. Find good examples of how other people have done what you want to do. This saves the time of having to write in detail what you want.
- Spend time on needs detailing needs which differ to normal patterns.
- Identify and consult with key stake holders within your business. Make sure you talk to them about their needs. This includes sales, IT, marketing, etc.
Protecting yourself - avoiding changeA very serious problem occurs when a website happens when the devised project is created but just doesn’t work with the client base, or just turns out to be unsuitable. Frustration is a very common when a client expects something to be done, and the agency disagrees that what the client wants needs to be done. To the agency, this can be like building a house, only to say near the completion of the project that you wish to raise the roof by 1 meter.Talk to your agency about best practices when building your website. This can save you later with ideas that haven't come off correctly.Expand
Business AlignmentA bad thing to tell your agency is "we need a new website."What you want to be be telling them is how your website creates value for your business.Does it?
- Generating leads
- Building credibility in the eyes of new customers
- Providing easy to access information, providing a conveniencing or unburdening staff of simple information requests
Know what your business needsTo answer this question you need to ask – what commercial value does the website have to your business?An important thing to consider, is that for many businesses the website is often the first and most visible part of your business. In the online world, because of the ease of access to many competitors – users have a very low tolerance for difficult to use website as your competitors are not down the road, or on the other side of town - they are a very easy click away.Some key questions:
- Are you a leader or follower in the digital space?
- Is there an opportunity to be (or to be seen) a leader?
- What phase of development is your company? Growth or consolidation?
What’s the business objective?If we understand the business need, the next is to identify what we are going to do or fix. This really needs to be specific, as it will drive the direction of the final solution. It should be a consideration at every phase of the website development.-add comments-
Increasing website trafficIf your business objective is simply "drive more website traffic", then it may be worth consider whether you actually need a new website. Building a new website does not automatically create website traffic. It's a platform, once that you must support with your own traditional and digital marketing initiatives.Expand
Benchmarking what you wantBenchmarking is one of the easiest ways to communicate your expectation of the complexity and quality of the solution you are looking for. You want to fund benchmarks for both the type of website and functionality, but also the look and feel of your site (which ideally isn’t similar to a competitor).Saying that you want a website, is similar to saying "I want to organise an event."This could be as simple as having some mates over to watch football, through to organising a wedding, or a 30,000 participant fun run. Obviously there are reasonable expectations, if you are a SME, it is unlikely you are going to spend a million dollars on a website.How to benchmark:
- Where do you want to sit compared to your competitors? Are you a leader online? Middle of the pack, or a follower?
- A great place to start is to look at each of your competitors, and find out what is good, what is bad, and what is missing?
Note: You may go to an agency requesting a number of modifications to an existing site. It is very common in this instance for agencies to recommend starting the website from scratch. Website's don't work like houses. The problem is that not everyone builds a house the same way. Unlike a house, there you would almost never do this.A good tip is to look at using a system that, so worst case, you can move to another supplied to get your basic maintenance needs met.
Clueless about budget?If you are very budget driven, but don’t have any idea what it costs to do what you want, this is a great way to quickly get a ball park from an agency.If it looks like the company you have spoken to is way out of your price range, it is highly likely they will know someone. Ask for a recommendation.Expand
Really important functionalityThere are many things your site could do, but there are some things that your site must have, to ensure you have a manageable solution, that provides value, and give you an insight to it’s performance.
- Your website should be managed through a CMS.
- You must make sure you have Google Analytics installed.
- You must make it clear what your value proposition is
- You need to have prominent calls to action
- Always make sure you have a budget in mind. You don’t need to tell people what your budget is, but have a list of indicative websites at the benchmark you are looking for.
- Be decisive. Make sure the decision making process for your team.
- Know what is important, and what is not.
- Treat the project like a project, develop a solution up front.