Building a new website?
Avoid these strategic misses 💥

A new Web site doesn't start with wireframes or design; it starts with strategy. Yet many organizations skip this step. They start at the solution, without having the core clear. The result? A site that looks good, but doesn't work as hoped.

A future-proof website is built on a solid foundation. That starts with an up-to-date proposition and a clear positioning. Only if you know who you are, for whom you do it and what you want to achieve, can you make choices that are right - in content, structure and form. Before you have anything designed, ask yourself these questions:

• What is the offering that really sets us apart?
• Why should customers choose us and not someone else?
• Who are we building the site for? And what do they want to see or do?
• What is the purpose of our website?
  Think leads, inspire, sell, brand reinforcement or staff recruitment.
• When is the website a success for us? Name measurable results.

By taking a critical look at your proposition and goals first, you avoid sitting at the drawing board again a year from now because the site is not quite up to par after all.

The success of a new website project largely depends on working with the right agency. Not only to achieve a beautiful end result, but especially to achieve your strategic goals. Therefore, think beyond design or technology and ask yourself these questions:

• What type of collaboration are you looking for?
  Do you need strategic guidance, positioning and advice? Or are you primarily looking for a partner who executes quickly and pragmatically? Choose an agency that fits the role you can and want to play yourself.
• Which form suits your organization?
  Do you go for a full service agency that offers all expertise under one roof, or do you opt for a boutique agency with a specialized focus? This depends on your internal capacity, budget and the complexity of your project.
• Does their scale fit your project?
  An agency should be large enough to ensure continuity, but small enough to give your project the attention it deserves.
• What does their portfolio say?
  View cases and projects. Does their experience match your market, ambition and style? More importantly, have they done similar projects before?
• Be open about your situation
  Share where you are and what you are up against whether that is a rebranding, international growth or a difficult collaboration with a previous agency. Only then can an agency really think with you.
• Look beyond going live
  Ask for post-delivery support . Think about maintenance, further development and optimizations. A sustainable partnership only really begins once your website is live.

Content is more than padding. It is the way your brand speaks, looks and feels. It determines not only the first impression, but also whether visitors gain trust, stick around and take action. That's why content deserves a central place in every website project.

• Strong images that inspire confidence
  Professional photography and graphics give your brand a face. Think real people, recognizable situations and a consistent visual style. That creates trust and is more likely to stick.
• Copy that hits the right tone
  Good copy doesn't just tell you what you do, but more importantly who you are. With the right tone of voice, you hit your target audience, build credibility and drive action.
• Visual elements that support your message
  Visual elements such as icons, typography and explainer illustrationsprovide rhythm, overview and recognition. They make complex information accessible and strengthen the core of your message. Used intelligently, they make your site more intuitive and your story more powerful.

A successful Web site is not a collection of individual blocks, but an overall experience. Content plays the leading role in this if you approach it strategically.

A new website is not an end point, but a starting point. It is a strategic tool that must contribute to the growth of your brand, your visibility and your results. A strong launch starts with a good foundation, but only ends when your website is actually found and used. That is why it is important that your website becomes part of a broader marketing approach after completion. Think about:

• SEO: Make sure your website is found well in search engines. This starts with a smart structure and strong content, and grows with ongoing SEO optimization.
• Social media: Extend your website through social channels. Share relevant content, showcase your brand and build an engaged community.
• Email marketing: Keep in touch with leads and customers through newsletters or automated flows. Your website is the hub of signups and conversions in this regard.
• Paid ads: Reach targeted audiences through campaigns on Google, LinkedIn or other platforms. With the right landing pages, your website connects seamlessly with them.

If you want your Web site to make an impact, then the work begins after it goes live. But if you get it right, that's exactly where the growth begins.