www.yourwebtoolkit.com WEBSITE STRATEGY How to Plan Your Website in 5 Easy Steps blueprint
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wwwyourwebtoolkitcom
WEBSITESTRATEGY
How to Plan Your Website in 5 Easy Steps
b lueprint
wwwyourwebtoolkitcom
Before sitting down to build your new online presence you should spend some time working out the foundations of your site While setting downt these foundations yoursquoll also be putting in a place a solid strategy for your siteAnd a website strategy is the difference between your business ideas failing horribly or succeeding wildlyIn essence you need to ask yourselfbull Who am I targetingbull What am I sellingbull How will I make those sales
Irsquom going to show you how to answer those questions by following 5 actionable steps
OVERVIEW OF THE 5 ACTIONABLE STEPSSTEP 1DESCRIBE YOUR IDEAL CUSTOMER
STEP 2STALK YOUR COMPETITION
STEP 3FIND YOUR BRAND IDENTITY
STEP 4CREATE A WEBSITE STYLE GUIDE
STEP 5 YOUR WEBSITE MAP
PLAN YOUR WEBSITE IN 5 EASY STEPS
wwwyourwebtoolkitcom
STEP 1 DESCRIBE YOUR IDEAL CUSTOMER
Before doing any sort of marketing you need to know who yoursquore marketing toYou need to create a fictional character ndash your ideal customer as a single person
You should give this person a name and possibly find a photograph to represent themYou see when you know who it is yoursquore marketing towards all the pieces of the puzzle fall into place much more easilyIf you have a specific person in mind when yoursquore writing your blog posts or creating your products or services it all flows much more naturally
Once yoursquore done brainstorming all the details you can think of about this person write a diary entry A lsquoday in the life ofrsquo Take the time to really flesh out the details of this character
This is important because it forms the foundation of all your branding and marketing
On a piece of paper in a spreadsheet or in a document write down the following informationbull Namebull Agebull Genderbull Appearancebull Their jobbull What are their hobbiesbull Are they single Divorced Never marriedbull What keeps them up at nightbull What are their fearsfrustrationsdreams
WHY IT WORKS
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 2 STALK YOUR COMPETITION
You probably have loads of great ideas for your new business and what you can offer And thatrsquos awesomeBut why not take a shortcut that can help you really focus on whatrsquos going to work for your and your bottom line Some good old fashioned market research Irsquom not talking about stealing ideas or content This is all about getting inspiration seeing what is working for others and then applying that knowledge to your own ideas and business
bull Find the top websites in your industry 1 Create a Google Adwords account and access the Google Keyword Planner2 Find out what are some top search terms in your industry3 Google those terms4 Make a list of websites that are on page 1 for those terms (theyrsquore on Page 1 of
Google because theyrsquore doing something right) bull Group your research into categories
- Design elements - User experience and layout - Calls to Action - Specific page designs - Productsservices - Prices - Online marketing techniques being used
bull Save your research - Create a spreadsheet - Bookmarks on your browser - Evernote (my favourite tool)
WHY IT WORKS
HOW TO DO IT
wwwyourwebtoolkitcom
Irsquove experimented with lots of different ways to organise my research for business projects and client work And bookmarking with folders definitely has its place in my arsenal of organisationHowever when yoursquore researching for a website you need something that letrsquos you save the links you find You also need a way of grabbing images and other visual materials Endlessly creating screenshots that you then save down somewhere can work but itrsquos pretty time consumingWhy Evernotebull Itrsquos an online tool so you can grab clippings bookmark web pages and save articles
right in your browserbull It allows you to create tags and notebooks - so itrsquos super easy to organise your
researchbull You can annotate and add your own notes and thoughts as you go along
WHY EVERNOTE
Click this image to sign up you wonrsquot regret it
wwwyourwebtoolkitcom
Create a notebook for your project so everything is in one place
Use tags to group saved clippings into easy to find categories
wwwyourwebtoolkitcom
STEP 3 FIND YOUR BRAND IDENTITY
Spending some time working out how you want your brand to be perceived will go a long way towards helping you to present a coherent marketing messageYour brand identity isbull Design elements logo colour palette photography style font choicebull The content on your website what information you sharebull Your lsquovoicersquo how you share your content and what that sounds likebull How you interact with your clients or customersbull What products and services you offer
WHY IT WORKS
bull Write a mission statement - What do you do - How do you do it - Who do you do it for - What value are you bringing
bull How to work out your core offer1 Go back to your research and see what your competitors are successfully selling2 Write down the key features or benefits of your business with the unique angle that
yoursquore offering3 Find the sweet spot between these 2 areas and yoursquoll have a list of products or
services you can feel proud and confident to sell4 Decide on ONE core product or service (you can add on additional offerings as your
business grows ndash but try to focus on 1 thing at a time I promise it will be easier in the long run)
bull Brand adjectives - Brainstorm words that describe you your business and your website - Narrow it down to 5 adjectives
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
Before sitting down to build your new online presence you should spend some time working out the foundations of your site While setting downt these foundations yoursquoll also be putting in a place a solid strategy for your siteAnd a website strategy is the difference between your business ideas failing horribly or succeeding wildlyIn essence you need to ask yourselfbull Who am I targetingbull What am I sellingbull How will I make those sales
Irsquom going to show you how to answer those questions by following 5 actionable steps
OVERVIEW OF THE 5 ACTIONABLE STEPSSTEP 1DESCRIBE YOUR IDEAL CUSTOMER
STEP 2STALK YOUR COMPETITION
STEP 3FIND YOUR BRAND IDENTITY
STEP 4CREATE A WEBSITE STYLE GUIDE
STEP 5 YOUR WEBSITE MAP
PLAN YOUR WEBSITE IN 5 EASY STEPS
wwwyourwebtoolkitcom
STEP 1 DESCRIBE YOUR IDEAL CUSTOMER
Before doing any sort of marketing you need to know who yoursquore marketing toYou need to create a fictional character ndash your ideal customer as a single person
You should give this person a name and possibly find a photograph to represent themYou see when you know who it is yoursquore marketing towards all the pieces of the puzzle fall into place much more easilyIf you have a specific person in mind when yoursquore writing your blog posts or creating your products or services it all flows much more naturally
Once yoursquore done brainstorming all the details you can think of about this person write a diary entry A lsquoday in the life ofrsquo Take the time to really flesh out the details of this character
This is important because it forms the foundation of all your branding and marketing
On a piece of paper in a spreadsheet or in a document write down the following informationbull Namebull Agebull Genderbull Appearancebull Their jobbull What are their hobbiesbull Are they single Divorced Never marriedbull What keeps them up at nightbull What are their fearsfrustrationsdreams
WHY IT WORKS
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 2 STALK YOUR COMPETITION
You probably have loads of great ideas for your new business and what you can offer And thatrsquos awesomeBut why not take a shortcut that can help you really focus on whatrsquos going to work for your and your bottom line Some good old fashioned market research Irsquom not talking about stealing ideas or content This is all about getting inspiration seeing what is working for others and then applying that knowledge to your own ideas and business
bull Find the top websites in your industry 1 Create a Google Adwords account and access the Google Keyword Planner2 Find out what are some top search terms in your industry3 Google those terms4 Make a list of websites that are on page 1 for those terms (theyrsquore on Page 1 of
Google because theyrsquore doing something right) bull Group your research into categories
- Design elements - User experience and layout - Calls to Action - Specific page designs - Productsservices - Prices - Online marketing techniques being used
bull Save your research - Create a spreadsheet - Bookmarks on your browser - Evernote (my favourite tool)
WHY IT WORKS
HOW TO DO IT
wwwyourwebtoolkitcom
Irsquove experimented with lots of different ways to organise my research for business projects and client work And bookmarking with folders definitely has its place in my arsenal of organisationHowever when yoursquore researching for a website you need something that letrsquos you save the links you find You also need a way of grabbing images and other visual materials Endlessly creating screenshots that you then save down somewhere can work but itrsquos pretty time consumingWhy Evernotebull Itrsquos an online tool so you can grab clippings bookmark web pages and save articles
right in your browserbull It allows you to create tags and notebooks - so itrsquos super easy to organise your
researchbull You can annotate and add your own notes and thoughts as you go along
WHY EVERNOTE
Click this image to sign up you wonrsquot regret it
wwwyourwebtoolkitcom
Create a notebook for your project so everything is in one place
Use tags to group saved clippings into easy to find categories
wwwyourwebtoolkitcom
STEP 3 FIND YOUR BRAND IDENTITY
Spending some time working out how you want your brand to be perceived will go a long way towards helping you to present a coherent marketing messageYour brand identity isbull Design elements logo colour palette photography style font choicebull The content on your website what information you sharebull Your lsquovoicersquo how you share your content and what that sounds likebull How you interact with your clients or customersbull What products and services you offer
WHY IT WORKS
bull Write a mission statement - What do you do - How do you do it - Who do you do it for - What value are you bringing
bull How to work out your core offer1 Go back to your research and see what your competitors are successfully selling2 Write down the key features or benefits of your business with the unique angle that
yoursquore offering3 Find the sweet spot between these 2 areas and yoursquoll have a list of products or
services you can feel proud and confident to sell4 Decide on ONE core product or service (you can add on additional offerings as your
business grows ndash but try to focus on 1 thing at a time I promise it will be easier in the long run)
bull Brand adjectives - Brainstorm words that describe you your business and your website - Narrow it down to 5 adjectives
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
STEP 1 DESCRIBE YOUR IDEAL CUSTOMER
Before doing any sort of marketing you need to know who yoursquore marketing toYou need to create a fictional character ndash your ideal customer as a single person
You should give this person a name and possibly find a photograph to represent themYou see when you know who it is yoursquore marketing towards all the pieces of the puzzle fall into place much more easilyIf you have a specific person in mind when yoursquore writing your blog posts or creating your products or services it all flows much more naturally
Once yoursquore done brainstorming all the details you can think of about this person write a diary entry A lsquoday in the life ofrsquo Take the time to really flesh out the details of this character
This is important because it forms the foundation of all your branding and marketing
On a piece of paper in a spreadsheet or in a document write down the following informationbull Namebull Agebull Genderbull Appearancebull Their jobbull What are their hobbiesbull Are they single Divorced Never marriedbull What keeps them up at nightbull What are their fearsfrustrationsdreams
WHY IT WORKS
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 2 STALK YOUR COMPETITION
You probably have loads of great ideas for your new business and what you can offer And thatrsquos awesomeBut why not take a shortcut that can help you really focus on whatrsquos going to work for your and your bottom line Some good old fashioned market research Irsquom not talking about stealing ideas or content This is all about getting inspiration seeing what is working for others and then applying that knowledge to your own ideas and business
bull Find the top websites in your industry 1 Create a Google Adwords account and access the Google Keyword Planner2 Find out what are some top search terms in your industry3 Google those terms4 Make a list of websites that are on page 1 for those terms (theyrsquore on Page 1 of
Google because theyrsquore doing something right) bull Group your research into categories
- Design elements - User experience and layout - Calls to Action - Specific page designs - Productsservices - Prices - Online marketing techniques being used
bull Save your research - Create a spreadsheet - Bookmarks on your browser - Evernote (my favourite tool)
WHY IT WORKS
HOW TO DO IT
wwwyourwebtoolkitcom
Irsquove experimented with lots of different ways to organise my research for business projects and client work And bookmarking with folders definitely has its place in my arsenal of organisationHowever when yoursquore researching for a website you need something that letrsquos you save the links you find You also need a way of grabbing images and other visual materials Endlessly creating screenshots that you then save down somewhere can work but itrsquos pretty time consumingWhy Evernotebull Itrsquos an online tool so you can grab clippings bookmark web pages and save articles
right in your browserbull It allows you to create tags and notebooks - so itrsquos super easy to organise your
researchbull You can annotate and add your own notes and thoughts as you go along
WHY EVERNOTE
Click this image to sign up you wonrsquot regret it
wwwyourwebtoolkitcom
Create a notebook for your project so everything is in one place
Use tags to group saved clippings into easy to find categories
wwwyourwebtoolkitcom
STEP 3 FIND YOUR BRAND IDENTITY
Spending some time working out how you want your brand to be perceived will go a long way towards helping you to present a coherent marketing messageYour brand identity isbull Design elements logo colour palette photography style font choicebull The content on your website what information you sharebull Your lsquovoicersquo how you share your content and what that sounds likebull How you interact with your clients or customersbull What products and services you offer
WHY IT WORKS
bull Write a mission statement - What do you do - How do you do it - Who do you do it for - What value are you bringing
bull How to work out your core offer1 Go back to your research and see what your competitors are successfully selling2 Write down the key features or benefits of your business with the unique angle that
yoursquore offering3 Find the sweet spot between these 2 areas and yoursquoll have a list of products or
services you can feel proud and confident to sell4 Decide on ONE core product or service (you can add on additional offerings as your
business grows ndash but try to focus on 1 thing at a time I promise it will be easier in the long run)
bull Brand adjectives - Brainstorm words that describe you your business and your website - Narrow it down to 5 adjectives
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
STEP 2 STALK YOUR COMPETITION
You probably have loads of great ideas for your new business and what you can offer And thatrsquos awesomeBut why not take a shortcut that can help you really focus on whatrsquos going to work for your and your bottom line Some good old fashioned market research Irsquom not talking about stealing ideas or content This is all about getting inspiration seeing what is working for others and then applying that knowledge to your own ideas and business
bull Find the top websites in your industry 1 Create a Google Adwords account and access the Google Keyword Planner2 Find out what are some top search terms in your industry3 Google those terms4 Make a list of websites that are on page 1 for those terms (theyrsquore on Page 1 of
Google because theyrsquore doing something right) bull Group your research into categories
- Design elements - User experience and layout - Calls to Action - Specific page designs - Productsservices - Prices - Online marketing techniques being used
bull Save your research - Create a spreadsheet - Bookmarks on your browser - Evernote (my favourite tool)
WHY IT WORKS
HOW TO DO IT
wwwyourwebtoolkitcom
Irsquove experimented with lots of different ways to organise my research for business projects and client work And bookmarking with folders definitely has its place in my arsenal of organisationHowever when yoursquore researching for a website you need something that letrsquos you save the links you find You also need a way of grabbing images and other visual materials Endlessly creating screenshots that you then save down somewhere can work but itrsquos pretty time consumingWhy Evernotebull Itrsquos an online tool so you can grab clippings bookmark web pages and save articles
right in your browserbull It allows you to create tags and notebooks - so itrsquos super easy to organise your
researchbull You can annotate and add your own notes and thoughts as you go along
WHY EVERNOTE
Click this image to sign up you wonrsquot regret it
wwwyourwebtoolkitcom
Create a notebook for your project so everything is in one place
Use tags to group saved clippings into easy to find categories
wwwyourwebtoolkitcom
STEP 3 FIND YOUR BRAND IDENTITY
Spending some time working out how you want your brand to be perceived will go a long way towards helping you to present a coherent marketing messageYour brand identity isbull Design elements logo colour palette photography style font choicebull The content on your website what information you sharebull Your lsquovoicersquo how you share your content and what that sounds likebull How you interact with your clients or customersbull What products and services you offer
WHY IT WORKS
bull Write a mission statement - What do you do - How do you do it - Who do you do it for - What value are you bringing
bull How to work out your core offer1 Go back to your research and see what your competitors are successfully selling2 Write down the key features or benefits of your business with the unique angle that
yoursquore offering3 Find the sweet spot between these 2 areas and yoursquoll have a list of products or
services you can feel proud and confident to sell4 Decide on ONE core product or service (you can add on additional offerings as your
business grows ndash but try to focus on 1 thing at a time I promise it will be easier in the long run)
bull Brand adjectives - Brainstorm words that describe you your business and your website - Narrow it down to 5 adjectives
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
Irsquove experimented with lots of different ways to organise my research for business projects and client work And bookmarking with folders definitely has its place in my arsenal of organisationHowever when yoursquore researching for a website you need something that letrsquos you save the links you find You also need a way of grabbing images and other visual materials Endlessly creating screenshots that you then save down somewhere can work but itrsquos pretty time consumingWhy Evernotebull Itrsquos an online tool so you can grab clippings bookmark web pages and save articles
right in your browserbull It allows you to create tags and notebooks - so itrsquos super easy to organise your
researchbull You can annotate and add your own notes and thoughts as you go along
WHY EVERNOTE
Click this image to sign up you wonrsquot regret it
wwwyourwebtoolkitcom
Create a notebook for your project so everything is in one place
Use tags to group saved clippings into easy to find categories
wwwyourwebtoolkitcom
STEP 3 FIND YOUR BRAND IDENTITY
Spending some time working out how you want your brand to be perceived will go a long way towards helping you to present a coherent marketing messageYour brand identity isbull Design elements logo colour palette photography style font choicebull The content on your website what information you sharebull Your lsquovoicersquo how you share your content and what that sounds likebull How you interact with your clients or customersbull What products and services you offer
WHY IT WORKS
bull Write a mission statement - What do you do - How do you do it - Who do you do it for - What value are you bringing
bull How to work out your core offer1 Go back to your research and see what your competitors are successfully selling2 Write down the key features or benefits of your business with the unique angle that
yoursquore offering3 Find the sweet spot between these 2 areas and yoursquoll have a list of products or
services you can feel proud and confident to sell4 Decide on ONE core product or service (you can add on additional offerings as your
business grows ndash but try to focus on 1 thing at a time I promise it will be easier in the long run)
bull Brand adjectives - Brainstorm words that describe you your business and your website - Narrow it down to 5 adjectives
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
Create a notebook for your project so everything is in one place
Use tags to group saved clippings into easy to find categories
wwwyourwebtoolkitcom
STEP 3 FIND YOUR BRAND IDENTITY
Spending some time working out how you want your brand to be perceived will go a long way towards helping you to present a coherent marketing messageYour brand identity isbull Design elements logo colour palette photography style font choicebull The content on your website what information you sharebull Your lsquovoicersquo how you share your content and what that sounds likebull How you interact with your clients or customersbull What products and services you offer
WHY IT WORKS
bull Write a mission statement - What do you do - How do you do it - Who do you do it for - What value are you bringing
bull How to work out your core offer1 Go back to your research and see what your competitors are successfully selling2 Write down the key features or benefits of your business with the unique angle that
yoursquore offering3 Find the sweet spot between these 2 areas and yoursquoll have a list of products or
services you can feel proud and confident to sell4 Decide on ONE core product or service (you can add on additional offerings as your
business grows ndash but try to focus on 1 thing at a time I promise it will be easier in the long run)
bull Brand adjectives - Brainstorm words that describe you your business and your website - Narrow it down to 5 adjectives
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
STEP 3 FIND YOUR BRAND IDENTITY
Spending some time working out how you want your brand to be perceived will go a long way towards helping you to present a coherent marketing messageYour brand identity isbull Design elements logo colour palette photography style font choicebull The content on your website what information you sharebull Your lsquovoicersquo how you share your content and what that sounds likebull How you interact with your clients or customersbull What products and services you offer
WHY IT WORKS
bull Write a mission statement - What do you do - How do you do it - Who do you do it for - What value are you bringing
bull How to work out your core offer1 Go back to your research and see what your competitors are successfully selling2 Write down the key features or benefits of your business with the unique angle that
yoursquore offering3 Find the sweet spot between these 2 areas and yoursquoll have a list of products or
services you can feel proud and confident to sell4 Decide on ONE core product or service (you can add on additional offerings as your
business grows ndash but try to focus on 1 thing at a time I promise it will be easier in the long run)
bull Brand adjectives - Brainstorm words that describe you your business and your website - Narrow it down to 5 adjectives
HOW TO DO IT
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
STEP 4 CREATE A WEBSITE STYLE GUIDE
Creating a 1-page style guide means that when yoursquore ready to sit down and tackle your actual website build all the core design decisions have already been madeA website style guide will includebull A colour palettebull Photography examplesbull Button design and coloursbull Icon ideasbull Font decisionsbull A place for your brand adjectives to sit as a reminder
WHY IT WORKS
bull Create a mood board on Pinterest Pin images fonts colours patterns and photographs that inspire you and feel like a good visual representation of you and your business
bull Sign up to Canva Use the presentation layout as your starting point as it has the best dimensions
bull Grab a Style Tile example as your starting point
HOW TO DO IT
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
Colours
Photographs
Buttons
Button example
Hover State
Typography
This is an example of a headerFont Lato 28px
This is an example of a subheaderFont Lato 18px
Lorem ipsum dolor sit amet consectetur adipiscingelit In venenatis risus sed tellus suscipit ut sagittisvelit portais tempus ligula ac tempus lectus
Font Open Sans 14px
Adjectives
AFFORDABLE Trustworthy
Friendly EXPERT Knowledgeable
This is an example of a script fontFont Oleo Script 24px
This is an example of a text link gtgt
Font Open Sans 14px
Icons
AN EXAMPLE WEBSITE STYLE GUIDE FOR A FICTIONAL DOG TRAINING BUSINESS
Brand adjectivesButton and icon designs
Font choices
Colour palette
Photography ideas
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
STEP 5 CREATE Y0UR SITEMAP
A website thatrsquos going to help to build your business is a website with clear goalsOnce you know what the goals of your site are itrsquos much easier to work out which pages to create and what sort of content to put on those pages
bull Step 1 List out your website goals - Sell a service directly online - Sell products directly online - Generate leads ndash eg Get prospects to call you to send through an online enquiry - Get subscribers on an email list - you can then sell to them through an email
marketing campaign which helps to generate trust - Build a community ndash a great tactic if you want to build a membership site
bull Step 2 Create an excel spreadsheet - Set up 3 columns goals pages content
- For each goal list out the pages you need to achieve that goal and then the content that each page might need
- Donrsquot forget to include standard pages such as lsquoHomersquo lsquoAboutrsquo lsquoContactrsquo
WHY IT WORKS
HOW TO DO IT
Goal
Get email subscribers
Pages
Landing page
Thank you page
Content
bull Opt-in lead magnetbull Short paragraph of textbull Image
bull Short paragraph of textbull Call to Action
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
USING JUMPCHART
Jumpchart is an online site map creator and itrsquos absolutely free Using Jumpchart you canbull Create each page of your proposed sitebull Add the content yoursquoll need on each page ndash not the actual content but an outline of
what you need to put therebull Check that the layout and content support the goal(s) of your websitebull Move things around and keep tweaking until yoursquore happy
Irsquove created some screen grabs to help you navigate around this tool However itrsquos fairly intuitive to work out
Go into the Content section
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
wwwyourwebtoolkitcom
Create Website PagesEnter outline of content
Sitemap Overview
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