Website graphic design, optimisation and development: the importance of collaboration

Over the past few years, website development skills have become increasingly specialised and complicated. As a result, the trend has been for several people to collaborate on website projects. In all but a handful of very large website agencies, you will find that specialists from a number of agencies will pool their skills on your behalf.

The trend towards specialisation and collaboration

Over the past few years, website development skills have become increasingly specialised and complicated. As a result, the trend has been for several people to collaborate on website projects. In all but a handful of very large website agencies, you will find that specialists from a number of agencies will pool their skills on your behalf.

Here are some of the essential skills that ideally come together to create a good website:

Content development

Content should be the starting point of any website project. Much of the content development work will probably be done by the client company, but don't underestimate the role that people outside your organisation can have.

An approach that often works is to involve both the design, copywriting and programming professionals in content development. They will have each been involved in many other website projects, so between them they should be a rich source of valuable ideas.

Graphic design (graphics and structure)

Good graphic design is naturally an essential part of every website. But 'good design' doesn't mean creating a 'wow' factor at the expense of usability: first and foremost the design needs to be relevant to the target audience.

As well as the visual side of things the design will also influence the way the content is structured. One aim here is to make sure that there is a logical menu system and that important information is not buried too deeply in the site.

Copywriting

It's not enough to simply take existing brochure text and publish it online. People read text on screen in a particular way, so the content needs to be written and formatted to reflect this. For example, shorter paragraphs and the use of emboldening and colour can dramatically improve readability. Therefore whoever writes the content should know how to write for the web, whether it's someone inside the client company or a copywriting professional.

Translation

When the site is aimed at readers of languages other than English it is obviously important to bring in professional translators. If you have ever read poorly-translated English you will know that considerable care is needed to ensure proper translation. Ideally, the translator will be translating the text into his/her mother tongue to make sure it is truly suitable for the local audience. Also, the translator should have a good grasp of marketing communications theory and specific techniques for writing for the web.

Programming

Correct programming will consider the many ways that people might access your website. For example, the site needs to be compatible with a number of browser types and versions, and not just the latest version of Internet Explorer. It also needs to work properly on Macs as well as PCs, on dial-up as well as broadband and on every monitor, regardless of the user's individual screen settings.

When the programming is done badly the site might not work at all on some users' computers, or a particular feature such as the menu system might be missing. It might also be appropriate to source some specialist programming capability, such as database development for sites that work from databases rather than 'static' web pages.

Security

An independent security expert won't be needed for every site, but it is something to consider if your site includes a 'customer login' zone with sensitive information, or an online payment facility. The security expert will, among other things, attempt to hack into your site to validate the effectiveness of security features.

Optimisation

The need for good search engine positions will always require some kind of optimisation activity, ranging from some simple steps to more sophisticated campaigns. Although no-one can guarantee top search engine rankings, optimisation specialists can usually achieve consistently good results using appropriate techniques. It's no good having a great site if it's not being found by search engines.

The practicalities of collaboration

Whether you find the skills and services you need from a single company or a team of specialists, make sure all the necessary skills are in place and that there is a high degree of teamwork. The teamwork is best arranged using tried-and-tested project management techniques. For example, some kind of vision document or terms of reference will clarify the objectives of the project and the roles of each party.

The different specialists should work together as appropriate throughout the project. For example, the designer and copywriter should liaise closely: the copy needs to be written in a way that fits the overall design, while the designer needs to understand the different levels of content for each page, adjusting the design accordingly to accommodate the text.

The designation of specific roles will ideally extend beyond the launch of the site too, including optimisation and security where an ongoing involvement is clearly important. Another role required is that of 'change control', where the implications of every change to the site are considered. These implications will include the need to check for links to a page that is being taken down, to remove the risk of annoying 'dead links'.

Titman Firth's response to the need for multi-disciplinary website teams had been to develop a panel of suppliers in each of the non-design disciplines covered here. Whatever approach you or your chosen agency uses, all the various activities must be properly coordinated so that the end result is an effective website.

© Titman Firth 2005