Contents: 1. Importance of Your Website 2. A Solid Platform: 3. Customer Profiling 4. Website Design 5. Social Media Technologies 6. Mobile Website Development 7. Analytics 8. Our Development Process 9. FAQs http://www.optimised.today/uploads/learning_guide/document/2/Web_Development_optimised.pdf

1. Web
Development
Guide

3. 1. Importance of Your Website
2. A Solid Platform:
3. Customer Profiling
4. Website Design
5. Social Media Technologies
6. Mobile Website Development
7. Analytics
8. Our Development Process
9. FAQs
Contents

4. Importance of
Your Website
The first stage of your website build is to decide its ultimate goal. There are many reasons
why our customers consider ordering a new website:
“We need a new corporate look and feel”
“The sales team wants it done”
“It’s been 12 months since the last
design”
“The boss wants it done”
These can all be catalysts to get a new web
project started, but it is not the real reason you
need a new website.
There are only a few reasons you should really
need a new website:
• Support a sale
• Make a sale
• Clearly identify customers
• Segment customers
• Support and minimise administration

5. A Solid
Platform
Inevitably any type of marketing will lead back to your company website. A good website
is key to converting leads generated by your advertising and marketing efforts.
A recent survey showed that 76% of consumers
rated an easily navigational website to be of key
importance to them.
The essence of good web design is a website that
visually leads you into what you came looking for.
Good web design makes sure that each element
has a purpose, the greater good of which is the
easy access to the content inside.
What is the most important factor of the design of
a website?
76%The website makes it easy
for me to find what I want
9%
A cutting
edge interactive
experience
10%
Beautiful
appearance
5%
Other

6. Customer
Profiling
Customer profiling is used to categorise and understand different customer types and is
used to create a website that is focused.
It is hard to sell to every type of customer and
a website that tries to will often fail. Customer
profiling allows us to make fundamental design
and build decisions providing complete focus.

7. Website
Design
Information Architecture
Information Architecture is the combination of
organisation, labelling, search and navigation
systems within websites.
Simplified it means website users can find the
information they require quickly and with the
fewest amount of clicks from the mouse button.
We plan out the structure of your information in
a wireframe format, which is then passed on to
the design team who will create the look and
feel of the site. The site navigation will be clear
and consistent on every page. To increase the
usability the design will allow multiple routes to a
user’s goal.
Remarkable Content
Attract and convert – Great unique design is
important when developing a brand, however,
most web users care about the content more than
design.
Our web designs will be excellent, but careful
attention has to be made to the content. We
will help you develop content that is engaging,
answers web users’ questions quickly, efficiently
and is brand persuasive.
Language and Tone
The language and tone is very important
in a website, it can set you apart from your
competitors and it can persuade more prospects
to pick up the phone to make an enquiry.
We will work with you to deliver punchy readable
copy that answers 80% of client questions in 20%
of space and design the site so the remaining 20%
is answered in more detailed areas of the website.
In a nutshell your copy should be heavy on
answers, but light, easy and enjoyable to read.

8. Social Media
Technologies
The Internet is changing. Internet users now expect to find information in multiple places
and in various formats. The information Internet users seek is expected to be open, honest
and transparent. We also want to be able to rank, rate and comment on the information
that is on the Internet and refer / forward information on to friends and colleagues quickly
and easily.
There are usually lots of questions surrounding
social media, we are more than HAPPY to answer
any questions you may have!
We will use social media technologies and
integrate them within your website to be able to
achieve the above goals.

9. Mobile Website
Development
Current figures show that smart phones and tablet computers contribute to 30% of a
website’s traffic. Further research shows us that websites accessed by a mobile device
that have not been developed for mobile devices in mind have low conversion rates and
high bounce rates as visitors leave the website quickly due to a poor mobile browsing
experience.
Our websites are built to a high and modern
browser standard we use HTML5, AJAX,
JavaScript technologies to a W3C standard.
This means that our websites will work as
standard on smart phones and mobile tablet
computers, however, we can, if required, develop
smart phone / tablet (mobile or lite websites) built
in mind specifically for smaller devices.
Responsive Web Design
Responsive web design is an alternative approach
to web design in which a website is developed
to provide an optimal viewing experience across
multiple sized screen devices without having to
rely on developing both a standard website and a
separate mobile version. The responsive website
is designed and developed to automatically
resize across devices making easy viewing and
navigation, reducing pinch and zoom, panning,
and scrolling.

10. Analytics
If you don’t measure you can’t manage and make informed decisions. As standard we
install enterprise grade server statastics and Google Analytics. Features are wide and
powerful. They include:
• Analysis tools
• Content analytics
• Social analytics
• Mobile analytics
• Conversion analytics
• Advertising analytic
Using these tools you can understand how your
website is performing and drill down on important
customer usage information. This allows you to
make informed decisions on how to improve your
marketing activities.

11. Development
Process
Client Brief
Customer
Profiling
Analyse,
review &
improve
Build test &
launch
Information
architecture
& wide frame
design
Graphic
Design
Agree goal
of website
Content
strategy
& content
development

12. FAQs
Q) How much does a website cost?
A) Expect to pay no less than £1,000 for a start-
up business or brochure website. Our average
website costs between £3,000-£5,000 for a
larger non-ecommerce website. You can pay
£7,000-£15,000 for an e-commerce website. In all
instances you will need to consider how you are
going to market your new website and in some
instances allocate an additional budget.
Q) I don’t really need to go too in-depth with the
website process. I know my customers and just
want a nice looking website. Can you just make
me a nice looking simple website?
A) Yes no problem we will take a brief from you
and provide some advice to get the most out of
your ideas, but we will keep the process simple.
Q) Who is going to provide all the content like
the text and pictures?
A) We always like to work with out clients as a
partnership once we understand your business
we can work together to provide the content.
Q) Who is going to put in all the content?
A) We will put all your initial content in as part of
the build. After that you have full access to our
content management admin system where you
can keep it updated yourself.
Q) My new website is built and is live for all to
see. Is that it then?
A) No. In most cases you will want to monitor
and analyse your websites performance. You
will want to make continuing improvements to
get the most out of your online marketing. Your
business is organic, the market place, economy
and competition frequently changes and it should
be reflected on your website. Make sure you allow
a budget for updates and changes to your website
that fall outside of the original specification.
Q) In the last answer you said I may need to
pay for changes on my website. Don’t I have a
content management system that can deal with
all changes?
A) Yes, you have a content management system
which will allow you to add content based upon
the original spec. In our experience, however,
unforeseen circumstances tend to happen. For
instance, your business changes unexpectedly
or you have a great new idea, product or service
that was not within the original build. Whilst our
management system is powerful and can deal
with most things, sometimes the right thing to do
is for us to have our professional designers create
the exact look and feel of the new section or
element to the website.

14. Optimised Salters House, Salters Court, 156 High Street, Hull, HU1 1NQ 0333 772 9892 info@optimised.today