Whether you are thinking about developing a brand new site for your business, or considering updating your existing site, you need a plan. The success of your website, short-term and long-term, will depend on it. There are two parts to this plan. The first part revolves around functionality. The second part revolves around marketing.

Part 1: What is your site to do?
Don’t make the mistake of immediately thinking about deadlines and budgets. First, you have to decide what your website needs to do. Bring in your web developer at this stage. Explain your business, your internal processes, and your existing customer base. Here are some key areas to cover:

• Look and feel. What is the identity of your company? Is it working? Does it need to be revised or updated?
• Internal functionality. What can the site do to streamline your internal processes? Do you need to automate the flow of data? Do you need to improve your document management system?
• External functionality. How can your site improve the experience either prospects or clients have when doing business with you? Are there specific functions they wish your site offered?

Part 2: How is your site to be found?
Your plan can’t stop at launch. So, your site is done. It looks great and your current clients, friends, and family like it. That’s great, but how do you get new business? There are many ways to market a website, from the traditional direct mail options to search engine optimization, social media marketing, emails & ezines, and more. Your web developer can help you choose the best course of action. Here are some key questions to answer:

• How did your current customers find you? Can you expand your marketing efforts in those areas?
• What existing successful sites, blogs, and directories can you add your URL to? Work on making your site more visible.
• How will your offline marketing efforts tie into your site? Everything should point to your site. Do you have a way to track what’s working and what’s not?

Only once you have a clear and comprehensive plan for your website can you talk about budget and deadlines. Most websites get built in phases. This approach helps with both cash flow and also with making sure each step is measured and tracked.

Your web developer should be the expert at seeing this “big picture”, planning the course of action, and putting together budgets and schedules that work for you.