The renewal of a website is also a communications project
Websites are the central hub of communication for every organisation. Therefore, the communications perspective should not be left to the point when content input should already begin. Often, a renewal involves a need for changes in communications as well, such as altering perceptions, reaching new target groups, or highlighting strategic changes. Additionally, it’s common for clients to lack sufficient resources for project management and content production.
Mailand’s team provides the tools for implementing changes, resources for efficient execution, and the extra support many need. The foundation for the website project shapes your organisation’s communication, serving as the basis for the website’s structure, interface design, visual identity, functionalities, and content. We also act as our clients’ partners in website project management and content production. While we have no affiliations with specific website developers, we have had positive experiences with digital agencies in our network that we and our clients have worked with.
The value of a website kick-off project
A kick-off project serves as the starting point for a thorough renewal of communications or a lighter adjustment and fine-tuning. As a result, it provides guidelines for multi-channel communication. Investing in the initial phase saves time, money and nerves in the later stages.
- Current state analysis: Where are we now and what changes do we wish to see? Issues to be addressed include awareness, perceptions, business goals, and the competitive situation.
- Target groups: Who do we wish to influence and what do they expect to hear from us? Perspectives include customers, employees, job seekers, partners, media, and other stakeholders.
- Core messages and themes: What are our key messages and what topics are relevant to us? We identify the common thread in communication and highlight what is most important.
Website project management and content production
Once the communication basics are defined, we have the necessary information to proceed with website design, tendering, and implementation. This approach allows us to anticipate the long-term development needs of the website and avoid a situation where new requests arise throughout the project, inflating the budget and increasing stress levels.
This phase consists of the following parts:
- Specification: The specification document is an essential part of the request for proposal. Needs have largely emerged during the kick-off project, and at this stage, they are compiled, reviewed, and finalised.
- Structural design: We produce a preliminary structural design to accompany the request for proposal. This document serves as a starting point for the website’s interface design.
- Requests for proposal: We prepare the request for proposal documentation and submit it to 2-4 technical suppliers. We review the proposals with the client, who selects the most suitable partner.
- Project management: We act as the project manager on behalf of the client, keeping the project on track and managing communications with the website’s technical supplier. Collaboration is open and transparent.
- Content production: We create clear and engaging text, tailored for both the website’s users and search engines. If needed, we also conduct keyword analyses and produce photographs, videos, infographics, guides, and multilingual content.