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Creating & Building the Web

Site

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Objectives

• Planning web site development
• Initiation of the project

• Analysis for web site development
• Designing web site content

• Site promotion

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Summary of Process of Web Site

Development

Register
domain name
Select
ISP
Analyze and
design content
Develop content

Test, review and
revise content

Publish

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Planning Web Site Development

• Forward planning

• Design of a site must occur before creation
of web pages

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Web Site Prototyping

• Analysis – understanding the requirements of the audience
of the site and the requirements of the business, defined by
business and marketing strategy

• Design – specifying different features of the site that will
fulfill the requirements of the users and the business

identified during analysis

• Development – creation of the web pages and the dynamic
content of the web site

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Four Stages of Web Site

Prototyping

Analysis

Development
Testing &

review

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Benefits of Prototyping

• It prevents major design or functional errors being
made during the construction of the web site

• It involves the marketers responsible for the web
site and ideally the potential audience of the web
site in proactively shaping the web site

• The iterative approach is intended to be rapid, and
a site can be produced in a period of months or

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Initiation of the Web Site Project

• Aims and objectives of the web site are reviewed to
ensure:

– There is management and staff commitment to the project
– Objectives are clearly defined

– The costs and benefits are reviewed in order that the
appropriate amount of investment in the site occurs
– The project will follow a structured path, with clearly

identified responsibilities for different aspects such as project
management, analysis, promotion and maintenance

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Domain Name Registration

• Register the domain name as early as possible
• Register multiple domain names

• Use the potential of non-company brand names to
help promote a product

• Avoid sitting your site on an ISP server that uses
the name of the ISP such as:

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Who is Involved in a Web site

Project

• Site sponsors
• Site owner

• Project manager
• Site design

• Content developer
• Webmaster

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Analysis for Web Site

Development

• What are the key audiences for the site
• What should the content of site be

• Which customer service capabilities will we
provide for customers

• How will the site be structured

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Methods of Finding Customer

Needs

• Interviews with marketing staff
• Questionnaire to companies

• Informal interview with key accounts
• Focus groups

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Ten Key reasons for Returning to Site

Reason to return Percentage of respondents
1 High quality content 75

2 Ease of use 66
3 Quick to download 58
4 Updated frequently 54
5 Coupons and incentives 14
6 Favorite brands 13
7 Cutting-edge technology 12

8 Games 12

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Designing Web Site Content

Information
Personalized
Relevant

Detailed

Clear

Accurate

Up to date

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Developing Customer Oriented

Content

• Familiarity of the customer with a
product/company

• Familiarity of the customer with the Internet
• Familiarity of a customer with a company

web site

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Information Cues

• Performance (what does the product do?)

• Components/content (what is the product made up
of?)

• Price/value

• Implicit comparison
• Availability

• Quality

• Special offers

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Site Structure

• Decided early in the development stage

• Storyboarding used to develop site structure
• Map or diagram site structure

• Links should be available to move from one
branch to another

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Web Site Map

C o rp o ra te

T o o ls S e rv ic e T e s tim o n ia ls P u rc h a s e
S M E In d iv id u a l

P ro d u c ts A b o u t u s C u s to m e r s e rv ic e

T ra d e p re s s P u b lic
N e w s

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Site Navigation

• Navigation describes how easy it is to find
move between different information on a
web site. It is governed by menu

arrangements, site structure and the layout
of individual pages

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Navigation Aspects

• Consistency – one consistent user interface
• Simplicity – limited number of options

(max three levels of menu)

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Menu Options

• Test menus, buttons or images
• Rollovers

• Positioning
• Frames

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Graphic Design – Constraints

• The speed of downloading graphics

• The screen resolutions of the computer
• The number of colors on screen

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Furthermore the site should be consistent

with offline brand of web site and

appropriate to different audiences in

different countries – Brand identity and

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Measuring Service Quality

• Reliability – the ability to perform the service
dependably and accurately

• Responsiveness – a willingness to help customers and
provide prompt service

• Assurance – the knowledge and courtesy of employees
and their ability to convey trust and confidence

• Tangibles – the physical appearance of facilities and
communications

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Site Promotion

• Online promotion
• Offline promotion

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Success Factors in Developing

Web Sites

• Management support necessary to promote project across
company

• Clearly defined strategy and objectives

• Strong project management to ensure targets are achieved

through effective planning and resourcing of the project
• Good skills and experience amongst developers of the

project

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Reasons for failure

• Lack of real executive support

• A failure to identify the business goals of systems
• A lack of communication between marketing and

IT departments

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