Custom Web Design

We build custom websites at Milestone. From the buyer’s perspective that means we don’t sell template-based websites. Low-cost website builders like GoDaddy’s Website Tonight are fine for small business owners who prefer to do it themselves or can’t afford the alternative.

The value of custom web design is not so much in the website as it is in the strategic planning required to build an online presence that will grow your business.

Six weeks ago, Milestone started working with Harry E. Robbins Associates, a commercial real estate business located in Sarasota. We are halfway through our step-by-step process so I thought you might like to see how we build a custom website at Milestone Marketing Associates.

Step 1: The Kickoff Meeting

The project kickoff meeting is critically important to achieving a successful outcome. Many of the agenda items in this meeting were covered during the sales process in order to prepare a detailed proposal, but this is our chance to dig deeper.

We review the steps in our process to set expectations. We talk about the client’s online marketing objectives, we consider the demographics of their target audience, and we list their competitors for further research.

We discuss the client’s current website in detail; from what they love and hate about it, to who is responsible for maintaining it, to the technical details of where it’s hosted and how we can access their online assets.

The purpose of the kickoff meeting is to collect the information we need to develop a wire frame; the next step in our custom web design process.

Step 2: The Wire Frame

A wire frame is a blueprint for a custom website. Its purpose is to prioritize content and establish a navigational structure so visitors will be able to find the information their looking for on the website. Wire frames are black and white and consist of text, lines, and shapes representing areas of content.

As you can see in the wire frame we presented to Robbins, several decisions were made to prioritize various types content for their website visitors; from the types of commercial property they sell, to the geographic locations they serve, to current listings they have to offer, additional information about the company, and other features to support their agents and their customers.

In an online review meeting we examine the wire frame with the client from top to bottom so we can provide insight into our layout decisions and explain how dynamic features of the website will work. Typically, which was the case with Robbins, minor adjustments are made, and a proposed final draft of the wire frame is sent to the client for further inspection.

Step 3: The Design Mock

Once the client approves the wire frame, we begin the design stage. Basic websites typically have one wire frame for the home page layout and one wire frame for interior page layouts.

Complex websites, those requiring added functionally for photo galleries, custom directories, event listings, or an online shopping cart, need more wire frames. That’s why complex websites are more expensive. They take longer to design and build.

The purpose of the design mock is to establish a theme for the website. We choose colors and fonts that reinforce the client’s corporate identity. We look at different headers and footers, and we consider various backgrounds and foregrounds. Most importantly we make design choices based on content.

Does the client have pictures, are we working with stock photos, or is there a budget for professional photography? Will there be any video content on the website? Is there a new product coming out or an existing advertising campaign that should be integrated into the website?

We presented five different design mocks to Robbins with subtle variations in color and style. The one they selected is shown here, and you can see their custom website coming to life. With the design mock approved, we’re ready to begin building their new website.

The remaining steps in our custom web design process include development, content migration and/or creation, user training on the content management system, BETA testing the new website, and finally the launch.

There are a myriad of decisions to be made along the way. Some are really important and need to be made early in the process, like should there be a “buy” button, and if so, where should it go. Others are not as important, like whether or not that button has rounded corners.

The real value of custom web design is having an online marketing expert help you make the right decisions.

Until next week,

Matthew Anderson, President
Milestone Marketing Associates, Inc.