If you're as addicted to caffeine as we are here at Geek Chicago, you already know that a cappuccino is one-third espresso, one-third milk, and one-third foam. It’s that rule of threes that makes this iconic drink 100% delicious.
Now, we’re not saying that building a website for your brand is just like making a cappuccino. But it is a process that takes skill, experience, and, of course, the rule of threes.
In this case, we know that there are three central elements that go into creating a great website, one that will help you attract and convert customers for years and years. Those three essential elements are:
… and the order that you should prioritize them in may be different than you’d think!
For a Great Website, Don’t Start From a Template
In our experience, many people are quick to jump to that third bullet point, without taking the time to consider the other two.
This can be a huge mistake – since, in many ways, the look and feel of your site is going to be massively impacted by your unique voice and distinct branding.
At the same time, many business leaders find it tempting to use a free website builder, or to opt for a simple template, into which they can throw some relevant content. But this also doesn’t work. In fact, many of your potential customers may be completely turned off by a website that looks generic or “cookie cutter.”
On the flip side, opting for a “drag and drop” website template may read as sloppy or unimpressive – two words that you definitely don’t want associated with your brand.
It’s also important to remember that many of these “free” website builders and templates aren’t necessarily going to be able to deliver what they promise. For one thing, these templates aren’t always “free,” and you may well have to pay extra for certain features or functionality. What’s more, it’s important to remember that lots of these companies tend to come and go fairly quickly – meaning that you may be left in the lurch just when you need help with a tricky design element.
Instead, Think About Who You Are
A great website is about you, you, you. Your site is your way to effectively communicate your brand, take charge of your message, and grow your business through your online presence.
With that in mind, a great website build starts with a little bit of self-reflection. It begins with understanding what you want to say and how you want to say it. This will then help determine the framework, flow, and functionality of your site.
So, don’t start with a template…
Start with your content
Your content essentially defines your business' online persona. It’s how you are, and what you’re trying to say and do as a brand.
By creating thoughtful, quality content, presented in a distinct and memorable voice, you can convey professionalism, humor, or other fundamental "personality traits" that you want people to associate with your business.
Remember, content is a broad category, and will come into play in many different ways on your site. On the one hand, yes, it’s the copy on your homepage. But it’s more than that. It’s about your SEO-focused blog; the images and videos that you use to make your site standout; the digital newsletter you distribute; the call-to-action messages and buttons that guide your users from visit to conversion.
Bottom line? Content is key – it’s the meat of the matter (or the espresso in that aforementioned cappuccino). There’s no reason to have a site without it.
Once you have a grasp on your content, it’s time to consider how to…
Make design and branding choices that reflect your business
Your website design needs to communicate your services and engage with your customers visually, as well as through your messaging.
Again, it’s important to understand who you are, what you offer, and what sets you apart from other businesses – all decisions that cannot be left up to a generic, free template!
Begin with a core image of your brand (like a logo or a top-selling product) and move on from there, asking yourself questions like:
- What colors define my brand?
- What images reflect my audience and their wants?
- What multimedia elements will people engage with?
Consistency across your website is key. At every step of their journey, your users should be able to identify your brand from look and feel alone.
Build a functional template
Now that you know who you are, you can build a site that really reflects your vision and voice, creating a template or framework that works in service of your unique content and design choices.
A template, like content and design, can affect your relationships with users – particularly when it comes to converting them into customers. Think about elements such as navigation, responsiveness, and above all, mobile friendliness. Thinking about how your site will look and function on smaller screens has to be a vital step, rather than an afterthought.
Making the Process Work for You
These three elements of web development flow together in this specific order. Your content will inform your design, and then your design will determine your template. Once you've built these parts, you can replicate and adjust them to suit your evolving business needs.