Building or renovating a website requires considering multiple factors in order to impact your target market. Each brand must express its uniqueness and promise through visual design, content, images and specific narratives of its history in order to make a visible difference to its competitors.
Currently I would dare to say that most business projects end up being “commodities”: products or services competing in a market saturated with similar offers. For this reason, the main challenge is to be different in the proposals we make in our digital channels, which will allow us to achieve better results to reach new markets and retain our current customers.
Let's be ready for battle!
We leave you the most important phases to create your differentiating digital project.
As a first step, we need to plan how we want the digital headquarters of our business to be. If we have it, then consider how to improve it. For this it is essential to plan and investigate.
In the research stage it is important to benchmark within your market, take a tour of all the companies in the sector, direct and indirect competitors, local, national and international. The foregoing, in order to analyze how other brands structured their digital projects, what browsing experiences they generated for their visitors, how the different versions of their sites (PC, Mobile) are developed, what added values their projects have, etc. Doing this study will allow you to find more precise ideas from a critical point of view of the work of others.
In the planning phase I compare this to if we were going to build a physical location. For a face-to-face venue we would need to have architects, engineers and interior designers to determine the necessary resources to carry out a project of this type. The same is true in the digital environment. We need engineers or technicians in software development, graphic designers, among others to generate a solid and secure digital construction of what we envision according to the expectations of our market.
Having reached this point, with clear ideas and a work team ready to start, the first thing we must do is a preliminary design with all the elements we chose to make our website, or a "mockup". Here we can decide before developing the page if it meets all the design details and needs of the project.
This design, now finished, is in the hands of the developers, who will be responsible for making the "mockup" a reality with the necessary technical specifications so that the site is stable, easy to use and secure. It is also very important that they have the ability to optimize the site for all devices and that it is accessible, with good practices, with good "performance" that allows users to quickly interact with the website that gives them access. the confidence to continue browsing the page.
The last point before ending the project will be to create the digital strategies to make an online presence in search engines. In this case Google, where we will have to optimize the content to be able to appear in the first free search results. A popular strategy in companies is SEO, which allows us to be visible without investing money in SEM advertising. This will be a joint work with the developers who will index the “KeyWords”. These are keywords of our business, which we will identify and deliver to the team with the content of the page.
After the project is delivered to us and we do the pertinent tests, let's sit in the shoes of potential clients who will arrive at our virtual headquarters. An important practice is to share the link with people close to you to test their experience before launching to the masses.
Communicate your project and evaluate the online experience
The last big part is to make your company's virtual branch known to your market, rely on large advertising platforms such as Google Ads and Facebook Ads to guarantee traffic to your website or virtual store. Do not forget that a constant evaluation of the user experience within the website must be carried out, for this there are tools such as heatmaps or heat maps that allow you to identify the behavior of the people who browsed your page.
In a saturated and competitive digital market it is important to find the differentiation n of your brand and the most cost-effective way to make your brand visible. It is decisive to use the tools that software engineering provides us so that your business is visible to more potential clients, thus increasing your reach and sales. Would you like to design a differentiating website? Without a doubt, you can count on us for the development and design of your digital project. Contact us.