The optimal website—structure, design, and content. As with every offer, a website is also about the questions: Who do you want to offer something for and in what form?
Defined target or requirement group, structure and design, structuring and user-friendliness of the content determine the success or failure of a website.
The first impression
As with a personal encounter, the first impression is crucial: the visitor has found the website. Does he belong to the target group and does he read on? Does he stay on the website, does he get information there and navigate further in the menu? Or does he go straight to another website. There is often no second chance.
In order for your website to be successful, you need to consider the target audience, as well as plan the content and design. The website should look modern, harmonious and the visitor must find what he was looking for on the pages.
Visitor numbers, length of stay, downloads and their changes over time provide valuable information as to whether and how intensively the visitors of your website deal with the content offered. The statistics provide the facts for this.
Who should visit my website?
“Our offer is suitable for everyone!” This motto doesn’t get you anywhere, you don’t reach anyone with it. This approach wastes every chance, since a message for the “target group ALL” has to be formulated in far too general terms and is therefore meaningless. One fears that too many potentially interested parties will be excluded from the outset.
Ask yourself, who wants my information? Who may be interested? Who needs my offer? Imagine the typical interested parties of your offer: age, profession, interests, values, needs, family environment. This allows you to narrow down and define your target group, making the offer more targeted.
How is the website built?
Header, colors and color combination, photos, illustrations, navigation and arrangement give a first impression. The navigation should be a good structuring of the content, a sorting of the topics, the meaningful arrangement in an understandable order. The texts are divided into meaningful sections with headings and subheadings.
The design is the door opener for the content.
What content do I want to put on the website?
If interest has been aroused, the user surfs through the website. If the content remains interesting, they delve into the topic, click on the links and downloads even bookmark it.
The considerations should be based on the user group . Think about what you want to report, tell or inform about. What content is interesting for your readers? What should you think about?
What would you like to encourage? What content would you like to deliver? What can be interesting for your target group? What needs can you cover with your content? Is the content even up to date? In what style of writing do you address your visitors so that they pay attention and stay with you?
This is how websites are perceived
Printed and digital content is perceived and read differently:
- A website is not read intensively, it is scanned, skimmed over. Screen reading is tiring – we read online 25% slower than print. The text should therefore be more structured and shorter.
- The user can switch to other websites with more interesting content in a few clicks, there are many competing options. Content and form must therefore be exciting, up-to-date and interesting.
- Users stay “on task” for less time online. There is less time to captivate the reader of a website and convince them “the content is relevant and helpful to me!”. Therefore, the most important thing should come first.
How can you go about maintaining the website?
A good method is to divide the procedure into work steps; these can also be taken over by different people.
- The authors write the articles, the content. What should and can be reported on? Who has a good and interesting writing? Who was there and can tell about it?
- The contributions are collected, viewed, possibly revised and sorted by the supplier, and photos and illustrations are searched for or requested.
- The webmaster puts the content on the website, he takes into account the structure, the structure, makes everything look good, structured and user-friendly.
All those involved should occasionally hold a joint review: Are the target groups being addressed? Have the target groups changed? Are the goals still relevant? Are they recognizable on the website? Is the website visually appealing?