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Web Development

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Web Development (Strategy, CMS, Web design, website copywriting)

Design, Connect & Grow
Your website is a lead-generation and multi-media content publishing tool. It gives your organization the ability to build a strong brand online that creates powerful connections with audiences, and drives business growth. At Vision, we consider ourselves website strategists rather than developers. We’ll work with a select team on your behalf, your in-house IT and marketing, or utilize one of our web development partners for the structure. Yet, we consider all the variables that make a website really deliver:

  • Analytics
  • Blog
  • Content Management System (CMS)
  • Copywriting
  • Design
  • Landing pages
  • Lead forms
  • Media room
  • Migration
  • SEO

How Does Web Development Fit into Your Strategy?

The goal of your site should be to connect with audiences, drive qualified website traffic and generate leads.

It is essential to continually analyze, track and monitor the website’s success through keyword rankings, inbound links, traffic, traffic referrers, visits by keywords and page popularity, among others.

Once your website design and copywriting are complete, there are significant opportunities to build a more powerful site through search engine optimization, blogging, social media participation, content marketing, online PR and site architecture (e.g. design, lead forms, calls-to-action, landing pages).

Learn more about Website Strategy (each linked to page), CMS,Website Design and Website Copywriting

A.    Website Strategy

Develop a website strategy and creative brief outlining key recommendations for features, functionality, and content. The client signs off on the creative brief, which then guides the design process.

  • Discovery: Conduct a complete analysis of buyer personas, site objectives, call-to-action, design goals, features lists and landing page needs.
    • Buyers Personas: Identify buyer personas, which help organizations build Websites and publish content that differentiate brands, build relationships, connect with consumers and generate leads.
    • Objectives: Define the Website’s objectives, such as thought-leadership, leads and sales.
    • Call-To-Action Analysis: Identify and prioritize the primary actions you want visitors to take on your organization’s Website. For example: schedule an appointment, download an eBook, complete a contact form, place an order, sign up for a seminar or visit your blog.
    • Design Goals: Document design goals for the site, including model sites, brand positioning, colors, style and images.
    • Features List: Specify desired features and functionality for the Website, including: blog, media room, photo gallery, shopping cart, contact forms, widgets, site search, video, document library and interactive elements.
    • Landing Pages: Define landing pages needed for existing or planned Internet marketing campaigns (i.e. AdWords, banner ads, etc.).

B.    CMS

Content management systems (CMS) are essential for organizations committed to building powerful, content-driven Websites. There are literally hundreds of proprietary and open-source content management systems available.

VISION MARKETING will evaluate your needs, and match your organization with one of its preferred partner solutions. Important features to consider when selecting a CMS include:

  • Built-in applications, such as blog, events calendar, photo galleries, contact database, lead form generator, landing page wizard, page editor, SEO tools, polls, forums, shopping cart and file manager
  • Analytics
  • Compatability
  • eCommerce needs
  • Licensing
  • Hosting
  • Product roadmap
  • Security
  • Technical support
  • Training

Pricing for a CMS licensing and integration can widely vary by provider. Contact VISION MARKETING to learn more about your options.

C.     Website Design

Once your website strategy and CMS are in place, VISION MARKETING’s Web Team will develop a site designed to connect with audiences and generate leads based on criteria defined in the creative brief.

  • Universal Skin: Design a universal skin for use throughout your Website that integrates with the CMS, customized to brand colors and images. Includes revision rounds, consisting of variations to colors, fonts, sidebar columns and images.
  • Page Layouts: Build interior page layouts based on approved homepage design.
  • Call-To-Action: Call-to-action buttons designed to capture visitor attention and generate leads.
  • Landing Page Template: Design a landing page template optimized for lead conversion.
  • Blog & Media Room: Construct blog and media room designs as content-publishing vehicles and hubs for audiences to connect with you through your social networks.
  • Dynamic Banners: Create dynamic banners that engage visitors and convey your key messages.

D.    Website Copywriting

Motivate Website Visitors to Take Action

VISION MARKETING’s highly trained copywriters strategize and develop website content that speaks directly to the needs of your site visitors, and is optimized for search engines.

Website copywriting conveys key brand messages, stresses features and benefits, and drives visitors to a desired action (e.g. call, complete a lead form, download resources).

  • Convey core brand messages
  • Target buyer personas
  • Optimize for search engine rankings
  • Motivate visitors to action
  • Convert leads

Website content copywriting:

  • All website content includes copywriting and optimization services (i.e. page titles, URLs, meta descriptions, image alt text). Additional fees may apply for content planning (i.e. navigation and page outline) and keyword analysis, if one is not already complete.
  • Minimum of five pages for project-based clients.
  • Quantity discounts may apply for clients with 15 pages or more.