Successful web development – an integrated approach

Building a successful business website requires many different skill sets, all needing to be pulled together at key moments.

Sometimes a variety of skills may be combined into a single person – a web developer could also have an eye for web design and a project manager may have marketing skills. Or alternatively, an individual specialist may be needed for each facet of the project, from finding a suitable hosting company to marketing the finished project. One way or another, some form of teamwork and co-operation between the disciplines is a part of the process.

However, the increasing professionalisation of the internet industry has led to a tendency, in some cases, for individual members of a web development team to operate in bubbles. In these situations a designer, who may have had years of training including a HE qualification in web design, will be loath to take on board the contribution of another member of the team, such as a marketing expert. Meanwhile, a marketing pro may be reluctant to take lessons, as they see it, from a designer.

The end result of this demarcation between professions can be a website which may be effective in one respect, but not in others. For instance, the site may look beautiful and promise great things but in reality it fails to deliver; it may lack a clear vision and sense of purpose, navigational logic, be slow when it comes to downloads and not be optimised for search engines. In other words, a site created by a compartmentalised production team runs the risk of becoming, in the long run, a white elephant.

The best way of preventing such an outcome is to ensure that all members of the website development team work consultatively and inclusively.

Here at SEO Consult, a leading UK web development company with a track record of successful website builds, we passionately adhere to this open, inclusive, consultative approach. It always gets the best results, leading to effective business websites of which our clients are proud.

For example, there are times when a search engine optimisation guru might benefit from sharing notes with the project’s web designer. In order to achieve optimal search engine result page rankings, a designer can achieve this with the distribution of keywords and headings around the site. The aim is to seek a sweet point, whereby the most important search keywords get the right level of exposure on the site without the process seeming too obtrusive or off-putting for users. Any SEO measures taken should be transparent and seamless where the end user is concerned and a skilful web designer can make sure this aspiration is realised.

Furthermore, the designer can advise on keeping website navigation clean and efficient, thereby making the site easier and quicker for the major search engines to crawl or index. Again, a lean, efficient navigation will benefit users and the SEO strategy alike, but without the input of a designer may be difficult to achieve.

Such knowledge-sharing, we believe, should be the norm when it comes to business website development.

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