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JANUARY 2010 Dear Laura, Considering marking the new year with a new or revamped web site? More than any other marketing tool, web sites are a multi-disciplinary challenge. Let's take a look at people and skill sets needed. Geek. Obviously, programming skill is essential. Your web developer should be up to speed with the ever-changing Internet landscape, and be a creative coder. He or she should be able to keep the site looking good when viewed in the most popular browsers like Explorer, Safari or Firefox. Wordsmith. As a one-on-one business tool, your site should have a friendly, conversational tone, and connect with your audience.(It's more about them than you.) The writer should take care not to sacrifice words in favor of images. Search engines can only index text! Text contains the crumbs that search engines follow. Artist. A graphic designer will reinforce your overall branding, and create the site's visual appeal. If your print materials are already strongly branded, the web site look-and-feel should support your existing brand. If this is your first marketing piece, be sure later materials share significant DNA--colors, logo, and overall image. Ringmaster. Most web sites require a team of at least two, often more. One of them should be the hinge everything turns on, keep the project moving, iron out snags, and herd the cats. This person will brief you regularly, alert you when your input is needed, and stick with the project through launch. |
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| Total Spectrum and Blue Kazoo teamed up to produce this web site for longtime client Lokey Metals, a metals distributor. Click on image above.
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Howard Rosenorn programmed this site for Christ the King Lutheran Church, with Laura Hunt as designer, writer and project manager. It features a slide show and a dynamically-linked header with changing images. Click on image above.
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Lewis & Lambert's web site touts the firm's HVAC and construction work with an opening slide show of sample projects. Carl Bluemel and Laura Hunt joined forces to produce the site. Click on image above.
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Guru. A marketing consultant will work with your big picture goals, helping the web strategy mesh with your overall marketing plan--and if there isn't one, help you write one. Don't underestimate the need for this skill, and don't shy away from it. Your wordsmith or ringmaster might be able to fill the role nicely.
Five people? Really? No, you don't necessarily need five people for a relatively simple web site. But rarely do all the skills inhabit one person, so look for the talent and skills you need to do the job. Whether duo or quintet, a strong, creative team will help you launch an effective, attractive web site.
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