Web Design & Development

Marketing Plan

It’s always a good idea to build a marketing plan that outlines key objectives and scheduled goals for all of your advertising and marketing initiatives. This way you’ll have a clear understanding of your entire marketing budget and how marketing channels should work together.

Target Audience

Understanding your target audience will help you to craft incentives and help you to decide on a tone of voice for your communications and copywriting.


Create realistic goals and monitor your progress along the way. Your organization may want to aim at converting a certainer number of visitors to members each month. For e-commerce based sites you may also want to track revenue growth based on integrated marketing initiatives.


Build a schedule detailing each of the key stages and responsibilities. We use Basecamp for project management. It’s a great way to keep everyone on the same page. You can assign tasks to different team members and track progress. Email threads are saved into discussions so that correspondence can be tracked. When new team members are added they can easily be brought up-to-speed.

Competitor Analysis

Take some time to learn from your competition to see what they’re doing right and where there are areas for your company to build an advantage.


We recommend having all the key decision makers involved in development and approval of a sitemap. A sitemap diagram is an easy way to get all team members on the same page. This way you can avoid retrofitting the site to accommodate content you hadn’t planned for.

Wireframe layouts, also known as a page schematics or screen blueprints, are visual guides that represent the skeletal framework of a website that help to work through user interface and layout issues while avoiding the use of actual content. This will help to think through issues like usability, navigation and configuration on different viewports. If a site needs to be responsive or fluid this stage will aid in understanding the text and image requirements and limitations.


The design of the website follows the requirements outlined in the planning phase. The client is presented with static home page design options. Once a style has been chosen the secondary pages are designed to work within the look established by the homepage design. Clients are asked to give feedback along the way to guide the look of the site.


The development phase is where the static, image-only layouts are translated into coded templates. Pages are coded based on target user requirements. Most sites are developed in xHTML or HTML5 and CSS. There may be elements that require Javascript or Flash. Pages are coded for current web standards, and accessibility across web browsers detailed in the planning stage.

Content Management System (CMS) Integration

Most companies require a Content Management System, or CMS, so that they can publish content and make edits internally without advanced web knowledge. Once each of the main page templates has been approved the templates are coded to work with the CMS of choice like; Wordpress, Joomla, or ExpressionEngine. After the templates are integrated the page content is added. Member groups are defined for admin, editors, and visitors.

Bug Testing

During development the website is password protected to avoid unwanted visitors or premature search engine crawling. The client is given password access to provide feedback. The website is tested on all browsers defined in the planning stage.

SEO, SEM & Maintenance

It’s important to understand that even the best search engine optimization of the website itself will not be enough to propel your website to the top of search engine results. We provide search engine optimization and search engine marketing planning for clients who want a road map to increasing their sites ranking. Some clients decide to manage their website SEO and we’re happy to help them do so.  We can also implement the plan if your company doesn’t have a web professional in-house. We provide retainer estimates by request for clients who want us to manage their site content creation and SEO plans.

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