From copy to pixel: How to build a marketing website

Write simply, close the gaps well before programming, don’t compromise on loading and remember that the mobile version must come first: 15 rules of thumb for building a branded website

If you’ve taken a crash course in coding, or played around a bit with WordPress or Wix, you can probably set up and publish a basic website in a matter of hours. But building a branded website, from the initial characterization to its placement in search results, is part of a complete concept. How do you write it correctly – and make sure someone reads it? How do you convert all of this into sales? Here are some basic rules from Ravit Goffman, owner of the advertising agency “Goffman Creative“:

Start from the endThere’s nothing more frustrating than building a complete concept, producing a characterization and being precise with the design – only to discover that none of it is applicable. Therefore, even if the code writing only comes at an advanced stage in the project, it is important to involve the programming team in the early stages. This is the only way to ensure that the design is also feasible within the framework of the software resources, the UX (including in the application), the time, the manpower and, of course, the budget allocated to the project.

Mobile is the leader Many people tend to dwell on the desktop version, which is supposedly more complete and enabling. This is a mistake: the bulk of the traffic will come from the smartphone, whether we have chosen to develop a dedicated application or it is a customized website. Therefore, the design and user experience of the mobile version must be the first to be taken into account.

Not a lonely island The image website that we create for a company or brand is just one fruit, even if it is large and particularly juicy, in a whole basket. Building the website should take into account all the brand assets and the look-and-feel, which has already been created or is important to us that it be created. The website is part of an overall concept, not a stand-alone one. This of course does not mean that building it is not a good opportunity to examine the existing branding, and if necessary – to refresh it.

Between the site and social mediaSince the site does not operate in a vacuum, the natural flow between it and the other assets is important – the Facebook page, a link to Instagram, a newsletter subscription, and more. For the purpose of “coloring” audiences and targeted marketing later, it is recommended to implement relevant code snippets, Facebook pixels, and Google tags.

Don’t go overboard with style, content, and various features; a corporate website should be simple. This is not the place for unnecessary thoughts or complex, non-intuitive actions. It is worth presenting the organization, product, or brand as they are and encouraging sales interaction.

The fine printSo how do you convey a complex idea in just a few words? How do you make sure that customers or consumers understand the new feature? And what does it take to bring a smile even to a problem? Microcopy is one of the fastest growing areas in the content and service worlds today, and it has a huge impact on the user experience. A challenging matter in itself is the field of localization of websites and services to the local language and culture (with a special challenge in changing the direction of writing to Hebrew and combining languages). You can find an expansion on the art of microcopy here.

Close the edges – As we know, a plan is the basis for changes. But to give a project a chance, it is worth coordinating expectations as much as possible at the start. The location of the servers, how to store data, purchasing the domain, setting up emails, support, accessibility plugins, entering and maintaining content, interfacing with external systems, copyright on images, site and information security, responsiveness (adaptation to mobile and other platforms), implementing pixels and tags – God is in the details, and it is advisable to close them in the early stages.

Out of the box, or not necessarily websites – Many today are built based on ready-made templates. Relying on an existing template greatly reduces costs and shortens the execution time. On the other hand, it limits design and programming freedom. Either way, the worst combination is starting with an existing template and introducing endless changes, which dictates writing a lot of code and an unplanned jump in the scope of costs.

Coordinating expectations in the organization – A new way in digital can also lead to organizational conflicts. Since no one has a monopoly on wisdom, it is highly advisable to open the dilemmas to as many parties in the organization as possible and have a debate about them, even if it is heated. It is only advisable that the disputes are settled and the final decisions are made during the characterization stage, and not after. Changes in the programming stage lead to unnecessary waste of time and increased costs.

Your pitch – In order to reduce dependence on the website builder or supporter, and in order for the website to be alive and updated, it is important to receive clear and organized guidance on the user interface at the end of the project.

Loaded topic – Whether on desktop or mobile, a website that loads slowly pays a double price: both in a high abandonment rate even before the first screen, and in a “penalty” from search engines for slow loading. Therefore, it is worth avoiding excessive graphic content on the first page, and making sure to optimize it at least there. The loading times of the site can be checked and analyzed using Google Speed.

SSL Site Security – A security package for the site is critical not only from the security aspect itself; sites without a protocol such as SSL (for example: addresses under HTTP and not HTTPS) suffer from less trust and a drop in search engine rankings, and are not always supported by all leading browsers.

A plugin that is worth the extra – Many problems that will arise down the road can be solved using the appropriate plugin. It is highly recommended to familiarize yourself with the variety of options and use what is possible, even if it involves a slight increase in budget.

Where are you on Google – Heaps of words have been written on the issue of SEO, which, as we know, is far from an exact science. It is very important to invest the resources and do it right. It is equally important, after the launch, to check the positions in the search results at regular intervals and perform optimization.

Renew – Part of building a new website is also refreshing the materials – the written, the visual and sometimes also the photographed and filmed. It is important to allocate resources for this in advance and not underestimate it.