Agency Web Development - A Primer (Part 2)
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Over the past 15 years, websites have grown from single page sites to robust marketing applications. With that evolution, the processes needed and the people involved to create a successful website have grown tremendously. In part one of this series, I reviewed the people involved in building a website. Today I'll review the processes typically encountered when working with an interactive agency to develop a website.
Building a successful website requires planning and preparation before development begins. While the exact steps will vary between agencies, the overall approach and general deliverables should be based on industry best practices and business needs. In addition to development of the website itself, an interactive agency will help guide drive traffic to it and create a more comprehensive digital presence for them including search, banner ads, rich media, social marketing etc?
Setting a Vision
The first step in developing a proper website is reviewing and solidifying the purpose of your online presence. When working with an agency, this process starts with interviews of the key stakeholders, both internal and external. During and after the interview period, analysis on the successes and challenges on the current website should be analyzed. This happens through website analytics, focus group testing plus general content and structure analysis. The final step in the discovery process is market research, identifying the company’s position in the online space through surveys, focus groups and market position comparisons. The work done in this discovery phase is run by the analysts with support from other team members.
With the discovery process complete, strategies and recommendations can be set. In the visioning stage, the strategies are developed ranging from operational needs to audience engagement plans. These strategies are technology independent allowing them to be used to drive the current project, but also establishing guiding principles for future growth and development. Goals and objectives along with the website’s target audience profiles are used to drive the features and functionality needed to achieve the goals. This strategic roadmap is developed by analysts and key client contacts.
Planning the Details
With a long-term and project-specific vision established, the detailing process can now begin. Detailed planning starts with the analyst, user interface designer and client, working together to establish a site map for the pages and components that will be used to construct the website. Using this architecture, the project manager supported by the analyst, can begin to develop the detailed business documentation, the Functional Specifications document. This document outlines the user experience, including processes and assumptions, and drives the development of wireframes by the user interface designer. Systems engineers along with the application developers and database administrators develop the technical documentation to drive custom development, software selection and application integration. Throughout the planning process, the account executive keeps the client updated and reviews progress regularly. The planning process also covers solutions to drive traffic and create a more comprehensive digital presence including search, online advertising and social marketing.
Executing the Plan
Once detailed plans are completed, development begins. Driven by the documentation and led by the project manager, the project team comes together to construct the solution to a client’s online needs. The graphic designer and CSS specialist work together to design and optimize templates pages including the home page and other key site pages. In a parallel path, application developers and database administrators begin to develop the framework for the website’s code-base. The designs, custom coding and third-party applications are integrated into the site by the CSS specialists and developers. During the process, the quality assurance specialist tests individual components, and as the site nears completion, it is moved to a staging server for robust testing. When testing is complete and client sign-off has been received, the site is moved to the production server for use by the public.
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