“Do you make sites?” The site is different. Let’s figure it out
Today I would like to talk about customers, performers. It will be about simple sites for capturing contacts on a product / service. We do not take e ‑ commerce, services, etc.
Why do customers (entrepreneurs) want to have their own website?
No matter how we dream that customers know why they need a website, in fact they are driven by strange motives and ideas.
There are, of course, customers who know why they came to the contractor, but there are only a few. The farther from Moscow, the worse the situation with understanding.
My business is not developing. Now I will order a site and earn millions on it!
- Everyone has a website, I want it too. And so that there are flowers, and here a little more blue and that looks like this site here.
- Now we order a site and find ourselves in the … top.
- The neighbor has a website and I need better (more beautiful, longer, more detailed).
- I’ll make a website so that the leads fall in.
Throw more options in the comments …) I think many have such examples.
I had a customer who, as an example, showed me a finger at a picture. He was already 70 years old, which means that he needed a personal presence to receive design changes. In general, you go 2 hours to him, 2 hours you listen to hellish tales and no counterarguments go to the opponent.
What they just do not offer, what they just do not invent in order to stand out and convince the customer.
- Sites for 7 990 rubles and 3 days
- Installment plan
- “Pay if we increase the conversion”
- Conversion guarantees
- Increase in average bill * even
In general, who is much in what, but in fact the creation process is reduced to one linear process. At the same time, the process itself has long looked like a decoration for children. In fact, sites are collected from typical blocks and simply painted in other colors.
At the same time, I ask you not to be offended, because good design and a good specialist in this field worth its weight in gold.
Here they are … that they just did not promise. I have no complaints about the studios as an example)
There are several steps.
- Brief from the client
- Prototype design
- CMS threading
At the same time, stage 1 and 5 are easily skipped by many performers and customers.
In general, all this is not difficult, but there are “Nuances”.
Probably many have seen and more than once received a development brief?
One of the striking examples below in the picture. The question “how do you see the first page of the site? “. First, the customer will be stumped by such a question, and then the performer will be baffled by his answer off topic. because the client is not very oriented in this.
Example questions from the brief
Answers about the audience come down to:
Target audience: people from 18 to 40 with high income.
My audience is everyone who lives in a city where I sell goods / services and they can afford to buy my goods / services.
Artful performers just ask:
- Which sites do you like?
- What sites do not like?
Then they just do an analysis of these sites, based on the analysis they do as the customer likes and hand over the project.
In general, all this does not give an understanding of how to properly design a site, and even more so, how to launch advertising on it further.
With grief, the site is released in half
After the customer gets his site, the fun begins …
He begins to walk around the market and look for artists for traffic. Those. Conversions and quality were guaranteed by some (developers), and others (masters of traffic) should do it.
The customer beats himself in the chest and proves that:
- The site is better than everyone
- The site is the most beautiful
- The site just covered all the advantages of the company
In his subjective opinion, the site is ideal and everyone will simply want to purchase its products or use its services on the fly.
Then 4 types of performers take this site:
- They don’t see that traffic will not stick
- They see that the traffic does not stick, but they take the project in the hope of convincing the client along the way
- They see that the traffic will not stick and is trying to persuade the client to make improvements, but this is unlikely.
- Do not use the site at all
Total site for xxx xxx rubles was not needed in this form.
The main question!
The obvious question arises.
And why didn’t they attract people who will pour traffic at the development stage? He will continue to work with this!
I thought about this for a long time and came to the conclusion that for starters the client needs to ask a simple question “What traffic and from which systems will we get from?”, And only then figure out how to catch it.
The process itself by example
Everyone who has reached this place in the article can already write a letter and they get a validity bonus).
I defined the process for myself like this:
1. Collecting the semantic core
1.1. Breakdown of it into segments
2. Collection of all competitors by segments
2.1. Collection of good ideas, blocks, offers.
3. Planning of offers (offers) for the segment
4. Designing advertising materials for segments and traffic sources
5. Prototypes of advertising materials (landing pages, quizas, single screens)
6. Design stylistics
8. Collection of pages
Collection of semantics
We collect direct requests and requests services included in the common service
In a car service, we can collect a common segment, but we can also collect individual services.
0. Auto repair
1. Suspension repair
2. Oil change
As a result, I get 12 columns with queries and their frequency. Then we consider the frequency of the segment and make a decision whether we select a separate page for it or not.
Gathering competitors by segments.
It turns out a big map of sites for each segment.
As a result, I go to search for each segment, look for competitors, make screenshots and add them for study at miro.com
Example: one segment
Based on the study of competitors, demand and segmentation, a list of the necessary materials is formed for work with traffic.
- Smart House
- Smart home project
- Smart home installation
- Remote control light
- Smart heating
- Video monitoring
- Security system
- Home cinema
For social networks:
- Smart home (quiz)
- Smart Home Project (Quiz)
- Smart home installation (quiz)
- Remote Light Control (quiz)
- Smart heating (quiz)
- Video surveillance (quiz)
- Security system (quiz)
- Home theater (quiz)
- Multiroom (quiz)
We design prototypes
Each segment has its own offer, its own set of questions for the quiz. Calculate the main STA yourself through quiz.
On all pages, the strongest offer of the Smart Home main service is traced.
And at this stage, you can give the guys to the decoration shop, and then again return the fans to fill in the traffic \ applications!
Thank you for reading to the end. I hope the article was useful to you.