Know your why.
Passion is contagious. This doesn’t mean you have to be ridiculously enthusiastic about what you do. It does mean you should know why you love to do what you do and focus on that. If you’re in your sweet spot, people can just feel it. If you’re not, maybe you need to do some soul searching before you invest in your website.
Do you have a super power? What is unique about you and the services you offer? Don’t hide behind a lame disguise. Click To Tweet Some people call this your UVP (Unique Value Proposition). Call it what you want, but know what it is and be prepared to share it with the world.
Know your audience.
Whether you run a membership organization, a small business, a manufacturing company —whatever — you have an audience. Who is your ideal customer? What problem do they have that you can help solve? What will make them happy? Who do you need to connect with and what do you want to tell them once you have their attention? Do you have different services that appeal to different types? How will you speak to your audience in a voice they can’t ignore? If you’re not ready to address these questions, you’re not ready to create a website.
Know what you want.
Set some clear goals for your site or you won’t reach any. Make them SMART (specific, measurable, achievable, realistic and time bound) while you’re at it. Now that you’ve got them, you’ll be able to plan and create a website that helps you achieve them.
Know your brand.
See all of the above. This isn’t just about having a trendy logo. It’s about knowing who you are, what you have to offer, why people would want it, and how you go about delivering it. Your brand identity (logo, colour scheme, aesthetics) is just an extension of that. If yours isn’t up to snuff, a marketing company like Lift can help, but it will be easier if you’ve already done some of the legwork outlined above.
Whether you’re going to attempt to do it yourself or you’re going to work with a website developer or agency, there are some things you need to know before you get started. Any good consultant will have a process to help you identify these things (at Lift we have a Client Worksheet that helps), but it can’t hurt to start thinking about them in advance.