I’m writing a proposal for a client. The main focus of the RFP (request for proposal) they issued was on the Content Management System. “Tell us about yours, tell us the features” the RFP said. I decided not to sell them a one legged chair, and focus my proposal on refocusing their perspective. Will it work? It’s a gamble, but it’s in their best interest. That’s the only way I go.

The Internet is a communication medium. It is not about technology. It is about communicating a message. Design, branding and getting your messages across are the critical elements. Everything else is made to support this.

Your website is about making a great first impression. It is about engaging prospects. It is about finding relevant information fast. It is about being a useful and current resource.

Your site has to sell what it has to offer – a promise of a future to a prospective student, a career for a new employee, an irresistible benefit to a service buyer, an excited then satisfied look when opening the delivered package, inspire donations, a source of knowledge to seekers of truth, and so on. Whoever your target audience is and whatever it is you offer then – you must convince them that you’re the one to provide it.

All other attributes of the Web site support these objectives. Code is infrastructure; a Content Management System (CMS) is code. It is a foundational piece, but a great foundation is just a very nice hole in the ground.

Design creates the visual appeal and first impression of the site.

Content is the substance which invites and satisfies curiosity.

And finally navigation is the rich user experience; make it obvious and thus enjoyable.

All pieces taken together create a great website.

This entry was posted on Wednesday, April 4th, 2007 at 2:33 am and is filed under Design, Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.