Once you know your tone of voice, the story, and all the elements to your brand, you will then organize your website concept in a way so you or your developer can build them into pages. The process is kind of like writing a book - you first need to think about the big picture, then work on your table of contents before you actually create any content for the pages.
As mentioned in my previous blog posts
, your tone of color should match your tone of voice within your graphics and content. Define the right tone of voice, compile the terms you wrote down when thinking about your brand and the reasons why your customers should choose you. Now use this information as the base for building and organizing your website.
Consider taking these steps to organize your website:
Work on the site map.
More content on your site doesn’t necessarily mean people will spend more time on your site. What are the most important things your potential clients need to know about you? Pick 5 to 8 topics, and make a page for each one of them.
What is the most important topic of all, and which one is the least important? Put them in order of importance and this becomes your navigation menu, obviously the most important starting at the left or the top depending on whether your menu is horizontal or vertical.
Do not make sub menus of sub menus of sub menus… The structure of your navigation must be kept simple, otherwise people will get lost and leave your site.
Work on the homepage call to action.
If you could only choose one thing for a visitor to do on your website, what would that be? Do you want them to call you? Subscribe to your newsletter? Shop?
Whatever it might be, you will need to make sure it is visible and right there on the homepage, without having to scroll down. You must make sure that experience is the same for all devices, from smart phones to PCs with large monitors.
Your “call to action” can be on every page if you design it into your header or footer. Repeating it on every page will encourage users to take that action.
Finish your content (and don’t forget to include your keywords!).
Based on your site map, you can work on the content for each page. Remember, people will be turned off and leave your site if those pages have too much to read or the navigation is hard to figure out. The experience must be user-friendly and easy-to-read with pleasing visuals, not too much clutter.
You should also include the keywords for your site in as much content as you can. It provides another opportunity for search engines to recognize your keywords and index your site so it can show up organically for people who search those terms.
Finally, do not forget to include your contact information. Those sites which do not show where they are located do not look professional and some people may even think you are a scam site. If possible, include your street address with the country name and the telephone number. That will ensure to customers the legitimacy of your site.