What marketers need to know about website planning and creation

Introduction to website

Marketing an organization is a big challenge and an excellent opportunity. Marketers need to place forward the best impression of their company whereas staying faithful the business complete.

Website is the hub of the Digital marketing World. Its not simply an online brochure to let individuals recognize who you're and what you are doing. Its primarily a conversion engine for the traffic.


Focus is to maximize the effectiveness of the website with a view to your digital marketing endeavors.

Starting from the scratch subscribing the online newsletter (opt-in for future marketing) to an online query (lead generation) followed by the final action of actual online purchase.


The marketer should opt for do a survey on web elements in order that they have an honest plan of what will and doesn’t add driving guests and conversions. however overhauling the whole look may be a major endeavor. One needs a transparent strategy and set up before we tend to jumped into the look method.

Consider these four factors in establishing a strategy:

  • Determine Goal What is the aim of the design and what are the measurable outcome(s)?
  • Outline brand What is the message and unique value proposition?
  • Outline buyer and style Persona Who is that the defined target audience? however does one need them to understand you?
  • Analyze Competition Who are the top-ranked competitors and the way can we distinguish ourselves?

Strategy #1: Website Goal

  • There is also many reasons why the marketer choose to style their website. One reason among them is also to increase the website traffic and also to improve your conversions. we tend to centered on these five goals:
  • Set the brand apart from the competitors
  • Maintain the search engine ranking thus resulting in Increase leads and conversions
  • Make the site responsive

A growing portion of the audience is using mobile devices. As a part of our effort to extend leads, the marketer should create the website mobile responsive. Bootstrap technology is used HTML5 and CSS3 to tailor content to suit output devices while not having to vary the content itself.

Strategy #2: Brand Message

The image that a business tries to put forward is the brand. This includes the physical look of a store, the feel of a website and the impression made on customers. Different businesses have different feels.

An accounting business may want to project a traditional office look that has a feeling of stability and practicality. A cutting-edge fashion retail store may experiment with flashy colors and in-your-face marketing plays.Every marketer strives to make their customers feel happy by offering them what they want, so that the customers feels positive about the brand. Making the customers happy makes the brand happy.Every marketer tries to make their day better by providing a solution and leaving them with a smile. This is what makes a lasting impression.

A website should reflect the company’s personality and values.

Strategy #3: Buyer and Design Persona

The marketers are probably familiar with the buyer personas. This is a character that represents the target audience. It takes into consideration the user’s goals, desires, and limitations that guide purchasing decisions.

Similarly, a website should have a design persona that represents the brand. It should mirror how you want others to see you. An appealing website that evokes emotion makes a lasting impression. It will stand out among the competition and be remembered when it is time for your web visitors to make a purchase.

In his book Emotional Design, Don Norman describes the importance of creating an emotional experience and why "attractive things work better."

User experience designer Aarron Walter describes in his book: Designing for Emotion how emotional experiences make a profound imprint on our long-term memory and creates “an experience for users that makes them feel like there’s a person, not a machine, at the other end of the connection”.

A personal connection is essential if you want people to commit to you. As Sabina Idler sums it up in her article: Building Emotion Into Your Website "Emotions give us positive experiences, making us happier and giving us better recall."

With this in mind, we focused these three areas to define web persona:

  • Traits: What makes the brand personality unique? Create a list of traits that best describes the brand.
  • Voice: The tone of voice should reflect personality traits.
  • Visual: What character or image embodies the brand’s personality traits? The visual representation can personalize the brand so our audience could relate better to it.

Strategy #4: Analyze Competition

Understanding what the competition is doing can help the marketer to finalize design plan. Look at what is and isn’t working as far as making emotional connections and search engine rankings.

With a clear design strategy, we can develop a design plan.


Website should speak out tones that describes brands personality and emotion. We can use

  • Colors that were bright and cheerful
  • Imagery that is fun and invites our visitors relax and explore the possibilities
  • Typography that is modern and friendly
  • Landing page layout that is easy to navigate and inspires people to learn more about collecting data that they could act on
  • Copy that matched our casual voice that spoke about exploring questions and discovering answers
  • Pages that were responsive and mobile friendly
  • Call-to-action that increase signups for our 14 day free trial

A mood board (also known in some fields as an inspiration board) is extremely useful for establishing the aesthetic feel of a web site. It usually fits into the design process somewhere between the wire frames and design mock ups.

A mood board explores photography style, color palettes, typography, patterns, and the overall look and feel of the site.

Focus on personality, user persona, goals, and mission statement before they present color palettes and visual illustrations. visual image should represent our unique qualities and brand message.

These little bots best reflected our brand personality. They were whimsical and worked well with our theme of explore and discover.

Sridevi Chaudhuri

Sridevi Chaudhuri serves as the co-founder of the Anison Institute. She is a marketing and communication professional and has over a decade experience in industry and academics. In the past 12 years her work has encompassed Advertising, Brand Management, Corporate Communication, Visual Merchandising, Life Skills, Website Desisigning and Digital Marketing.


04-Jan-2018 06:57 am


29-Aug-2018 06:13 am

Nice! thanks for sharing this content.

Post a comment