Published:

09/20/2013 10:33pm

Why Planning Is The Most Important Step In Your Website Design Journey

You would think that getting a website that works would be as easy as finding a designer you like, telling them what you want and badabing badaboom you have a client magnet! Unfortunately that's not the case.

The problem is that most solopreneurs take a "looks" approach when they start their website design.

They pick the colors, they have a vision for ideas that they want to convey with imagery, and they have some ideas for sweet doohickies that will make it all cutting edge... and that's it.

What they're missing is the functionality and strategy that needs to go into their design.

It's kind of like hiring a contractor to build you your dream house. You tell them the colors, the finishes, the number of rooms, and that you really really want a hot tub in the back. He shows you some pictures of what he's going to build, you oooh and ahhh, and tada he builds you a house!

But when you move in, things aren't so ducky. Sure everything looks pretty, but your front door opens into the bedroom, the hallways look more like some kind of maze, and you don't have enough room for any of your furniture.

In short, it's just not functional. When visitors come they'll initially be impressed by the curb appeal, but when they get into the house they won't know what to do with themselves.

Just like a house, your website needs to have a strategic plan behind it before you build.

Creating that strategic plan can be tough for solopreneurs because even though you understand your customers and have great services, you are probably not a web strategy expert (unless that's your specialty). And what you think might be logical (just like your contractor thought), actually doesn't translate into something functional that's going to bring you results.

So how do you create a winning plan for your website?

1. Creating Curb Appeal

The first step to planning your design is deciding how you want visitors to perceive you.

This is really where the looks come in, because while strategy trumps beauty it's still important that the style represents you.

While you will choose colors and imagery that convey your unique style, the most important part of choosing how you want to be perceived is the content that goes on the pages, and this isn't something most website designers help you with.

• You want your voice to come across loud and clear in your written content by taking a conversational tone and sharing your personal stories and insights.

• You want to use the same language to describe the problems you solve and the results you provide that your clients use.

• You want to fully express your personality without holding back because of those scary thoughts that arise.

Whether or not you're being intentional about the conclusions you want them to draw, your website visitors are creating a picture of who you are. So making a conscious choice in how you want to be perceived is important.

2. The Front Door Shouldn't Open Into The Bedroom

Just like planning the flow of a house, you need to plan the flow of your website

. House visitors would find it a bit forward and/or very awkward to walk straight into your bedroom upon entering your house. Likewise, walking right into a list of offerings on your home page can be kind of a turn off to visitors that don't know you yet.

To plan your flow you do need to know what offers you want to make to prospects, and where it's appropriate to make them.

I call this your Sales Highway and we help you plan where the offerings appear on your website, and how each offering can lead into the next so customers work with you over and over again.

So when your visitors enter your home page (your proverbial front door) you want visitors to know immediately that you serve them, that you solve the problem they have, and that you're darned good at it.

The best way to convey that quickly is with a free offer that gets them talking to you so you can start building a relationship. So your free offer (or as we call it, your "opt in offer") needs to be front and center.