How many times have you been frustrated by poor navigation on a website you’ve visited? That feeling of irritation as you try and find the information you’re looking for but end up on pages with irrelevant or badly signposted content. That’s why the website planning stage is so important to ensure you end up with a site that will provide visitors with a pleasant and fruitful experience rather than one that leaves an impression of a company or brand that doesn’t understand its customers’ needs.

Our starting point when we undertake website planning is to consider the role and purpose of the website as well as the audience it is targeted towards. Is it about data capture or online sales? Or is it more about relationship building and customer engagement? Having established what the website needs to achieve we can then look at which audiences we’re trying to engage with to ensure that content is organised to best suit their needs.

We recently launched a website for Cyberhawk, who carry out industrial inspections and land surveys using remote operated aerial vehicles. Cyberhawk have a number of discrete audiences interested in each of the services they offer and it was important to direct visitors quickly to information that was relevant to their specific needs. To achieve this, our website planning stage ensured that the home page provided an overview of the company and the two main service areas. Clear signposting on the home page to content that was filtered by service and sector enabled visitors to quickly reach the content that was relevant to their specific needs. Following the website planning, pages were created for each distinct service and audience to provide all the key information to decision makers (and crucially, to enable a link to be sent to that page).