OUR APPROACH

HOW WE BUILD WEBSITES THAT GENERATE REVENUE

How We Deliver This Service

Our approach to Web Development includes these key phases:

• Review of you Ideal Client Profile (ICP) from our Positioning service
• Review of your Content Marketing strategy
• Review of your Marketing Automation strategy
• Development of a site map
• Selection of a Content Management System (CMS)
• Development of comps for three break points
• Coding of comps into a new technical container
• Development of Messaging
• Population of the new website
• Integration of marketing automation system & third-party plugins
• Testing and launch
• Promotion of new website

Review Of Your ICP From Our Positioning Service

In this phase, we review your Ideal Client Profile (ICP) from our Positioning service to ensure the new website focuses on the demographics and psychographics of the ideal client. Your ICP influences everything we do for your website, because ultimately your website is not about you – it’s about your ideal client. If you want a website that creates deep engagement with today’s savvy service buyer, those who will make a decision to engage you based primarily on what they experience on your website, you need to focus on what matters to them.

If you have not acquired our Positioning service, we strongly urge this as a precursor to web development.

The result of this phase is that the strategy for your new website will focus on your ideal client and will deliver a digital experience that they cannot resist.

Review Of Your Content Marketing Strategy

In this phase, we review your Content Marketing strategy. We brainstorm ways to ensure that your new website is built around a pull strategy, giving organic ideal prospects ideas and insights that matter to them. We review plans you have made for short-form and long-form content. We review your editorial calendar.

Then we develop a strategy to build a bridge between the short-form and long-form pieces so you get sales funnel movement and form registrations. When users self-identify by filling out forms, they become “known” to your marketing automation system. This is an implicit acknowledgement of the value of your ideas and of their willingness to trust you with their contact information.

If you have not acquired our Content Marketing service, we strongly urge this as a precursor to web development.

The result of this phase is that you will have a strategy to deliver a great experience to ideal organic prospects.

Review Of Your Marketing Automation Strategy

In this phase, we review our Marketing Automation strategy to ensure that you the platform you have selected will allow for digital footprint tracking for all points of exposure to your brand: email, social, content registration, webpage visits and others. Since all roads lead to your website, we need to ensure that we can track the inbound journey of every organic prospect. This empowers you to know what’s working and what needs to be improved in your digital ecosystem.

If you have not acquired our Marketing Automation service, we strongly urge this as a precursor to web development.

Development Of A Sitemap

In this phase, we collect the output of the ICP review, content marketing review and marketing automation review. We translate the ideas generated from those reviews into a sitemap for how your new website will function. Usually we plan to prioritize content that is designed to help ideal prospects achieve their goals over messages that are about your firm.

This is based on the old adage that “no one cares how much you know until they know how much you care.” You show prospects that you really care about them by highlighting content that speaks to their goals, opportunities and challenges.

The sitemaps we build will contain sections for all primary navigation items and for many “detail” pages, those that are under primary navigation pages.

The result of this phase is that you will see how all the sections of your new website fit together.

Selection Of A CMS

In this phase, we help you select a Content Management System that is appropriate to your needs. We prefer CMS’s that are more flexible and that allow us to custom-design the user experience. These CMS’s tend to be more expensive than something like WordPress, which is a perfectly adequate solution for entry-level websites. We also negotiate the licensing fee for the CMS on your behalf, if you choose.

The result of this phase is that you will A CMS that is affordable and appropriate to your needs.

Development Of Comps For Three Break Points

This service is only for websites that do not include WordPress as their CMS. If you choose to go with WordPress, we help you select from among a set of predesigned templates.

In this phase, we develop a gallery of website compositions (comps for short) that show you what your website will look like in at least three different break points. A break point is a specific horizontal width that usually represents a device. Typically, we develop break point comps for desktop systems, tablets and mobile phones.

The result of this phase is that you will know exactly what your website will look like and how it will function on most devices people use today.

Coding Of Comps Into A New Technical Container

Again, this phase is only for websites that do not include WordPress as their CMS.

In this phase, we work with your CMS provider to get your comps coded into a functioning pre-launch website. Usually this requires a secret URL where your website is built from a database using advanced coding capabilities. We invite clients to view a pre-populated (meaning not actual live content) version of their website so they can see how it functions.

The result of this phase is that you will have the website architecture and system ready for population of content.

Development Of Messaging

In this phase, we develop messages using our Messaging service. At The Shattuck Group, we see messaging development as actually separate from website development. Most service firms need messages for a variety of contexts, including their website. We believe it is a best practice to develop a messaging repository that can be quickly adapted to your website.

If you have not acquired our Messaging service, we strongly urge this as a precursor to web development.

Population Of The New Website

In this phase, we populate the new technical container, your CMS, with written messages and images. We build new pages and fully populate the new website in line with the sitemap.

The result of this phase is that you will have a new website that is fully populated with written and visual content.

Integration Of Marketing Automation System & Third-Party Plugins

In this phase, we integrate your marketing automation system and other necessary plugins into the technical architecture of your CMS. Usually your marketing automation platform will require provisioning of registration forms and coding of those forms to match your brand standards. We also integrate Google Analytics to give you full-website page tracking and analysis.

The result of this phase is that you will have the entire technical architecture deployed on your website which will be ready for testing.

Testing And Launch

In this phase, we test your website from many different vantage points. We test the usability of the website on different devices, such as desktops, tablets and mobile phones. We also test using multiple web browsers. We test form submits to ensure the user experience is effective and that the marketing automation platform and analytics systems are tracking user behavior. When all tests confirm that your website is working properly, we prepare a launch plan and cut-over from your current website.

The result of this phase is that you will have a fully functioning new website.

Promotion Of New Website

In this phase, we build a plan to promote your new website. Given your website’s new content-driven strategy and focus on the ideal organic prospect, it only makes sense to start inviting people to your site to sample your ideas. We find that a new website launch can be a great business development tool.

The result of this phase is that you will have a plan to promote your new website and develop business through the site.

See What Can You Expect for details about the outcomes of this service.

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