The First Steps in The Creation of A Company Website

website creation for company
Before starting the development of a website, the company has to reflect on the online business model that it intends to manage on the Internet. The digital strategy consists of developing a website adapted to the objectives that are to be achieved, the type of user that one wants to reach and the markets that the company intends to address.

Digital strategy
Although it seems obvious that any business is created with a goal, many company websites are created by inertia, as a duplication of the paper catalog that is "overturned" almost without any more to the virtual format. Before creating a single programming code, you have to decide what you want a website for.
Basically, these objectives will be: simply having a reference with the company data and information of the products on the Internet; enhance the image of the company and its brand; promote the products to cause the increase in sales and sell online. These four objectives give rise to the four most common business models for the company that is:
        Corporate web model: these are simple websites, with little content and few functionalities. Its objective is to serve as a virtual business card, to offer customers a place on the Internet where contact information and information about the company and its products are displayed.
        Model e-Branding: these are websites with a lot of visual design whose objective is to enhance the image of the company or its brands. They do not offer catalogs and product sheets with detailed information but rather contents that reinforce their brand image, such as contests, games, very visual images of the company or products, etc.
        Model e-Promotion: these are websites with a lot of content and features that promote interactivity with the user. They are created to provide detailed information about the company and, above all, about the products and services they offer their customers with the aim of increasing offline sales and increasing their loyalty. They look for a high position to attract visitors and customers through the Internet.
        e-Commerce model: it is similar to the e-Promotion model, but it also includes an online store. Only in Spain, there are almost ten million people who buy online.
For whom?
The web is a marketing tool and as such should be user-oriented. The way of organizing content and navigation flow, the style of writing and the type of functionalities should not be the same if the web is aimed at young people or older people, individuals or companies, end customer or distributor, etc.
Many of the websites of companies focus on a type of professional clients, such as distributors, retailers, agents or other companies in the sector. In fact, the most common is that the company websites are directed on the one hand to the final client and on the other to the commercial intermediary, often through a restricted area or extranet that allows private and personalized communication with professional clients.
Basically, it is about deciding if the web is aimed at the national or international market. Online business usually focuses first on the national market. The fact that our website may be visible in much of the world does not mean that we are prepared to compete internationally. As in the offline business, if we are not able to compete in our market, it is difficult to make the leap to others that even though they seem practically close, in actuality sense, they possess the same logistical, language, cultural, legal barriers, etc., that exist in the "real" world.

Analysis of the websites of the competition
Before the web programmer starts working on our project, it is advantageous to analyze the websites of companies in the sector or related sectors that provide us with ideas for our new web project. If there is a useful tool to know what the competition does, this is the Internet. Everything is within a few clicks; you just have to know how to search, select good websites and analyze their contents in detail. This is what is called benchmarking (learn from the competition by comparing with it), that in the Internet world charges all its value and that it will be of enormous utility to transmit to the computer consultant how the web is to be developed. When it comes to analyzing the websites of competitors it is worth pointing high, that is, choosing companies that have a larger size and brand image than ours, and even market leaders. Thus, for example, to analyze the competition of a footwear company's website, a comparison can be made with national and international companies, including some of the renowned prestige such as Camper or Geox.
How to know the importance of a website: through rankings and a social meter
To get an idea of the importance of a particular web we can use a multitude of tools, some free and others paid. We highlight three of them for their simplicity and ease of use, as well as being free: The Google Page Rank, the Alexa ranking and the Xinureturns meter.
        Google Page Rank: measures the importance of a website from 0 to 10 points depending on the popularity of a particular website on the network. This popularity is established based on many variables, including content and links from other sites. The more links coming from popular websites, the higher the ranking. If we do our homework well, we offer a lot of content, and this is interesting for users, the number of sites that link to our website will increase, and we will progressively improve the ranking. The competition also influences. It will be less difficult to be popular if the competition is less. Hence the importance of competing with specialized and non-standard products and services or those offered by many other companies.
We can download the free tool that Google offers ("toolbar page rank"), and it will appear at the top of our screen when we surf the Internet in the form of a small box that marks the Page Rank with a number and also visually.
        Alexa Ranking: measures the importance of a site, mainly by the number of visits it receives. Alexa assigns a number to each web from 1 to approximately 40 million. The latter coincides with the number of sites it has in consideration to make the ranking. The first numbers usually come from very popular sites like Google, YouTube or Microsoft. A good ranking for a company website would be between 500,000 and 2,000,000. Less than 500,000 can be considered excellent.
        Xinureturns: it is a social meter. Typing the domain in we obtain measurement data such as the number of pages that Google, Yahoo and other search engines index our website; the number of links or mentions to our web in popular sites like,, menéame, etc; the images of our website indexed by search engines and other information of great interest such as the time the web has been registered or the domain valuation. It also includes the rankings of Google Page Rank and Alexa.
Once the selection of competing websites has been made, they must be analyzed in depth and with a "critical eye." It is about capturing ideas about main contents: a catalog of products, who we are, contact; Additional content and applications, web designs, multimedia content, web maps, etc. It is amazing the number of ideas that can be obtained through this comparison, to use them, improving them, in the development of the web itself.


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