Design for Results
Build Websites That Convert
The Weyer Web Works Design Process:
1) Business goals
What are you trying to achieve? Where are the gaps and opportunities? What is the profile of your existing customers? What aspects of your business generate the highest margin? Is there an aspect of your business that drives most initial traffic? How do your current customers find your site? How do they utilize it? How do they convert? What does success look like and what strategies have you employed to date? How does your website interact with your salespeople and their sales process?
We interview internal stakeholders at your company to help us determine your "buyer personas" and any additional information we can glean to thoroughly understand your business. We then interview your customers to determine pain points, common questions and keyword phrases. We will create a minimum of three personas - more if needed - to help guide direction with your collaboration.
We dive into your existing website analytics to understand your current website functions and how your personas interact and other various behaviors.
We'll do an analysis of your competitors to see how your website compares. We'll do keyword research to see how various keywords from our persona research - and whether you rank or your competition ranks for those keyword phrases.
It's very important to understand as much as possible about your goals and your existing position in the marketplace to give an honest assessment and to properly plan an overarching inbound strategy for your website.
2) Content strategy
Every page of your website has a purpose. Every page of your website should appeal to one (or more) of your buyer personas. Every page of your website has SEO consideration, keywords and important phrases to rank for, calls-to-action, in addition to look and feel. Various personas will utilize different types of content in different stages of the buyer's journey, so it's important the design reflects this.
When visitors come to your site, it's important they find and quickly see the information they seek - and it's important to provide education on your company and the various products or services you offer. We create an initial site map of content in this stage of the process. It guides which pages should be in your "core" site as well as ongoing content generating initiatives after launch (or relaunch).
3) User experience (UI-UX) wireframe
Now we get into the initial phases of what most consider "design". The site map and content strategy guide the initial design and the outcome of this step is the wireframe for each page type of your site - along with a flowchart that shows site navigation, overall structure and hierarchy. The wireframes are simple black-and-white mockups of pages. The framework that is created here is what your site will ultimately become.
4) Convert wireframe to design
Once wireframes are approved, visual elements are added. Colors, logos, brand elements, typography are all important pieces to the aesthetics of your website. In some cases we'll design on the page via Bootstrap in a development environment and in some cases we'll go with traditional full color mockups; regardless of the approach its important for you to understand how your site will render for your personas no matter what the screen size of the device they are using to find your website.
5) Code designs into site pages
Once the final design is approved in step 4, coding begins to create your website. The coding process is to not only turn your approved designs into a working website - it also includes a great deal of focus to make sure every aspect of every page is SEO optimized. Again, if your website doesn't generate traffic and convert, it's not doing its job, so before we submit the site to you for a detailed walk-through, it also goes through an internal QA process. Once approved by you, your new site will be ready to go live.
(Content Management System)
As a HubSpot partner, we encourage you to consider redesigning or migrating your website and utilizing the HubSpot Content Optimization System (COS). The HubSpot COS is more than just a content management system; it’s a comprehensive marketing technology platform fully optimized for a great experience on mobile, tablet and the desktop and the underlying code is based on the Bootstrap framework. The HubSpot COS also allows your website to display relevant and personalized content for your personas depending on their place in the buyer's journey.