Website strategy, design, & development services exclusively for B2B marketing teams

We move to content strategy and copywriting to establish as much copy and content as possible before starting to wireframe the page, so the design team has enough information to create a page layout and corresponding visuals that effectively communicates the content created during this step.

We start with content strategy, which will map out the story and information that will capture and educate your prospects based on your go-to-market strategy.

Also during this step, we will complete SEO keyword research to have proactive and clear understanding the queries to target and further clarify the goals associated with the page.

Next, we work on copywriting based on the content strategy and SEO keyword research already established in order to achieve as complete of a page as possible.

Create a wireframe of the page, which is a low-fidelity version of the page design. We create a wireframe to create a general page layout with the content that is provided in the previous step. With a wireframe, the team can review a page that feels complete enough to get a sense of the vision and story of the page without spending the incremental resources of a final design that will likely change, get reworked and optimized with stakeholder feedback and review.

Once the content is created, we can create a page layout and flow that effectively communicates your story and content that you created.

This step isn’t only about design it is about mapping out how the page will be optimized to do the job step out in the creative brief. During this step, we will map out:

• On page SEO - we will map out the page based on the copy doc, but also take into account how keywords need to flow into the page based on the previous keyword research.
• Marketing automation workflow - we will map out what data we are looking to collect, if applicable and what the plan is to action on that data once the data is collected.
• Analytics - we will determine the key metrics to track, set up the necessary tracking tools, and ensure the page layout supports effective data collection and analysis.

We will create a high fidelity design using the wireframe as our basis.

During this process, the content flow established in wireframe will remain, but the design of each section will shift and transform as visuals such as illustrations, animations, and images get recreated and the wireframe is adopted to match the company's branding.

After wireframe is approved, we will move on to a high-fidelity design that takes the wireframe to a complete story. We will define and finalize the visuals that will enhance your content and communicate your story and messaging.

This step is important because it gives stakeholders an opportunity to view the page as it will appear after development without spending a section on development.

Also, while the pages are in design, it is less time consuming to refine the design with stakeholder feedback than it is during or after development.

Establish visuals on the page is an often overlooked step. The visuals on the page enhance the copy on the page and bring context and feel to the information they are learning. Visuals can help the user quickly understand so much about your target market, product.

We will create the page based on the high fidelity design approved by the client.

This step has a lot of nuance to it and there are many different steps that we take to get a page created. We use several different methods and processes to get a page created within a website.

Instead of documenting the specific process to create a page which can significantly vary from CMS to CMS or marketing automation platform to marketing automation platform, we will document the principals that we follow to get the page created efficiently and effectively.

• Reusability - Create an implementation that will not hinder performance of the website and hinder the efficiency of making future changes.
• Appropriate effort - Create an implementation that serves the need of the client over the preferences of the developer. We promise waste resources over-engineering our implementation which bloats budgets and decreases ROI.
• Agility and speed - We promise to create a workflow and system that allows both of our teams to stay agile and quick to publish new content and marketing efforts.

The proactive approach of the wireframing step saves a ton of execution time, stops in execution due to meetings, missed opportunities for the best possible implementation, etc.

• Tracking and analytics - We will implement the tracking that was planned in the wireframing step and ensure the team is in a position to track and measure success once the new page is live.
• Marketing automation - We will create and configure your marketing automation tool based on the plan that was defined in the wireframing step. The configuration will change from page to page, but generally we will create create the ability to gather data, process data, and send the data along to a CRM.
• Technical SEO implementation - We will implement the SEO plan that was defined in the wireframing step. This includes but is not limited to, setting the title, meta description, heading tags, linking, adding alt tags on images, optimizing page speed and performance, ensuring on page text is crawlable.

We will put the page through a series of quality assurance reviews that are designed to discover issues or areas for improvement before deploying the page to the production website.

Our QA process is designed to be comprehensive because it is better to be proactive before launch rather than reactive while your prospects and other stakeholders are using your new page.

Here are the list quality assurance review items:

• Frontend review - We will review the developed page against the high-fidelity design to discover any differences in page layout, colors, copy, etc.
• Analytics review - We will test the analytics tracking including an interaction events that should fire an event and confirm that the data that is collected can be reviewed and analyzed by the working team and decision makers.
• Automated tests - We will create a set of automated tests that will allow us to test the page and its interactions on an ongoing basis after launch to ensure functionality on the page continues to work as expected and doesn’t break during future enhancements to this page or other pages on the website.
• Client review and approvals - After we have completed a thorough review of the new page, we will pass the page back to the client stakeholders for final approval. This review does should not require a lot of time and in-depth review because of the previous review steps in the wireframe and design steps.