IT leave be about "remaking active sites from scratch," because CEOs of companies whose resource is not the first-year one have someplace in their channelize thoughts about further publicity, and try to take this into account in the process of redesign.

How does IT all begin you bet does information technology close?

Let's commend when the thought arises that the site needs to be urgently redone? When a late employee (director) comes to the company with a alight eye and a desire to turn mountains.

Arguments in order to redo the internet site are normally expressed not by common sense and numbers, only by emotions: "ugly", "non-neo", "no uncomparable else does that". And non a word of honor about those for whom it (the WWW imagination) is intended.

The result is the same thing that was, but in a divergent color, and sometimes smooth worse - with a new tail of errors and old materials that do not fit into the new invention.

In most cases, ideas for a new site are not even transferred to paper and are "generated" already at a merging in the studio, because professionals from the WWW studio know what needs to personify done and must catch everything connected the fly for conditional XX XXXX rubles . They sleep with, but their part of the job, because only business owners read who their buyer is and what information helium needs in the first off place. If someone will think for you, and so for totally different money.

Another demotic option: copy me the land site of my competitors, but in a different "cover".

You need to understand that the creation of any cartesian product is, first of completely, a thought process, which results in something perfect. And without realizing why everything was done this manner, the product is likened to a "Chinese" who looks like the original, but information technology does not mould at all and breaks at most uncomfortable moment.

That is, in virtually cases, the modernization of the site is carried out on emotions. In fact, at that place are only two significant reasons for the alteration:

The land site completely distorts the real image of the company, because at the clock time of its establishment, the endeavour was completely different. And the point here is not at all about beauty or neo technologies, but about the relevance and dependableness of selective information. How many multiplication have I come across the fact that a serious company with an superior reputation presents itself happening the Internet just awfully and does not hesitate to give links to its website in professional articles that look very notable.
The main task of the Darwin-supported redesign, which few people flirt with, is not the one who is prettier, to a greater extent modern, or the smarter, but the one World Health Organization knows how to adapt.

So, if your situation is non adapted to satisfy the interests of visitors or gives false ideas about your enterprise, it leave die. And the fellowship is not further behind him.

Therefore, we leave aside for a while the brainstorming and notional flows. To begin with, we will resolve the question: how to read the interests of customers in a apace changing world?

Exploring interests

Conducting surveys of your customers is a very long process, and the information received is not always reliable. Non because they rattling wish to deceive you, but even frailty versa - they are embarrassed to offend. In accession, it is non always clear how much information is decent to satisfy the purchaser's interest.

Therefore, for analysis it is better to use soulless hunting statistics statistics services:

Google: http://adwords.google.com/KeywordPlanner
Yandex: https://wordstat.yandex.ru/

Despite the fact that there are a great umpteen similar tools, these two leave Be quite enough to solve our problems.

For the study to be deep, you indigence to draw a finish list of phrases that identify your business.

For an example we will take analytics along one of my clients who makes houses from a glued exclude.

The list for ingress into the personal credit line of the search interrogation Service may look like this:

glued beam houses
glued beam baths
glued beam production
etc.

But for a elaborated analysis, I decided to study the entire niche and conducted research on all the phrases that relate to glued beams.

* The number of impressions per month for the phrase "affixed beams" is the sum of impressions of the results for all phrases containing this phrase, i.e. and "glued timber price" and "turnkey glued timber" and all the rest.

When analyzing a recession, you can identify individual phrases and words that are of direct interest to users of the seek locomotive engine. In our example, this is "Leontyne Price", "turnkey", "projects".

It will be effectual to earnings attention to the right editorial. These are phrases that were entered past users who searched for information on glued beams.

Supported these "markers", you can make up a incision social organisation of your site. There is one important point present. The amount of material that you devote to a particular subject should calculate connected the popularity of the lookup query.

For deterrent example, for sign of the zodiac projects, you can superior a totally section with dozens of building options, for reviews - several pages, and for a list of pluses and minuses, mentioning happening united of the pages of the site is quite enough:

Sometimes thither are interesting phrases that no one would have thought of.

For instance:

for this visualize, we found a small demand for hotels and villages from glued beams and decided to produce a severalize section for them on the site.
The site shows the arena for to each one project, but statistics show that when trenchant people indicate the perimeter (6? 9 m, 10? 15 m, etc.) based on the size of their place and this is much important for them.

Painted Social system Lesson

As a result, we got such a situation structure (we supplemented the explore phrases analytics with information about the ship's company):

Left menu

At rest home
Hotels and hostels
Baths
Summer houses
Pergolas and grill houses
Special offers
Built houses
Steps and windows

Top Menu

Prices
Contents of delivery
Production (+ and production gallery)
Construction
Reviews
About glued beams (articles)
Well-nig America
Contacts

After the structure is in order, you need to prepare the materials that you plan to place in them. Otherwise, the read wish be useless, and most of your pages leave persist "at the filling level".

Remember that with ready-made materials it testament Be easier for you and the developers, and especially the designers, who often take over to infix "lorem ipsum" on the pages or else of real texts and photos. This leads to the fact that after filling tabu the prepared layouts with your information, the designing falls apart.

What else can be obtained from statistics

Regional popularity. It is no secret that in assorted cities of Russia the demand for this or that selective information varies. In generalised, across entirely regions Yandex takes the phrase popularity for 100%. If in any neighborhood the demand is high, respectively, the percentage is higher.

How tooshie this be used? For exemplar, in cases where you decide in which cities you need to overt representative offices or advertise more sharply.

Seasonality This data can be exploited to see the launch date of a new site or the start of an advertising campaign (happening the go out of the turning point of demand from minimum to maximum).

Now you put up go to the web studio apartment with arguments and statistics on hand.

Getting ready for a visit to the studio

What I advise you to bring off with you:

Ready web site structure
Navigation offer
Outline for apiece page of your site (at least connected pencil sheets of paper)
Intelligent-ready-made schoolbook and graphic materials

All this will allow you to convey with developers in their language and greatly simplify collaboration.

PS What does the promotion and the project of the chicken and the egg possess to do with it?

Everything is very simple. Having completed all the recommendations, evening before you encounter the finished site, one agency Beaver State another, you volition go promoting your keep company on the Cyberspace. Therefore, the problem of the egg and the chicken will be solved by itself.

Much analytics takes 3-4 hours and does not take special knowledge. The experience of successful projects implemented shows that the implementation of this orbicular analytic thinking saves up to 6 months of sentence happening launching a locate and the same amount on its effective publicity + reduces costs aside a stripped-down of 2 times.