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Web Site Strategy  and Planning
Illustration by John Hersey
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Interviewing the client


From:

Web Site Strategy and Planning

with Jen Kramer

Video: Interviewing the client

(Music playing) Hansel: Thank you so very much for taking the time to meet with me. I just love my site, but it's just not doing it for me. It gets me all the usual FTD business, but I am so tired of canned flower arrangements. I mean, I am a pretty good designer. I want to let my inner artist out. Why can't I get more weddings, big corporate events, movie premieres and celebrity parties? Jen: I am sure I can help with that. Tell me about your business. What's happening now? What do you like and what do you want to change? Hansel: I am really busy at the major flower holidays, Valentine's Day, Mother's Day, June wedding season, less busy the other months.

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Web Site Strategy and Planning
1h 37m Intermediate Feb 02, 2010

Viewers: in countries Watching now:

In Web Site Strategy and Planning, Jen Kramer shows that there’s more to building a web site than just implementation. She describes how to create a plan that will ensure the end product meets the client’s needs and is as efficient and scalable as possible. Jen explains how to identify the right technology for the design, whether it is CMS-driven or static, and how to organize content and graphics. She shows how to create a project proposal that includes pricing and milestones that demonstrate to the client that work is being done. She also discusses how to measure the success of the design through analytics and user feedback.

Topics include:
  • Mapping out a business strategy
  • Determining the right technology
  • Using static HTML versus CMS in the design
  • Choosing the right CMS
  • Selecting the right team, including designers and SEO consultants
  • Measuring the success of the design
Subjects:
Web Content Strategy Web Design
Author:
Jen Kramer

Interviewing the client

(Music playing) Hansel: Thank you so very much for taking the time to meet with me. I just love my site, but it's just not doing it for me. It gets me all the usual FTD business, but I am so tired of canned flower arrangements. I mean, I am a pretty good designer. I want to let my inner artist out. Why can't I get more weddings, big corporate events, movie premieres and celebrity parties? Jen: I am sure I can help with that. Tell me about your business. What's happening now? What do you like and what do you want to change? Hansel: I am really busy at the major flower holidays, Valentine's Day, Mother's Day, June wedding season, less busy the other months.

I need more work to fill out those in- betweens and I want more creative work and more design work and I'd like to feature our designers a little more. Jen: So, what would make the perfect design job for you and your designers? Hansel: You know, I would love a client with a real eye art for art. Money isn't the issue, but doing it right is absolutely everything for me. They should like their event to be classic and understated with just enough flowers. Maybe it's a lovely bride whose father will pay for anything for his little girl or maybe I can get a steady view of the local studio for their premieres or some corporate Christmas parties would be great.

Jen: Sounds like a wide variety of work. Are there any jobs you wouldn't take? Hansel: Hmm. Good question! I don't think I'd be interested in doing flowers for an oil company party. Don't get me wrong, they pay well and there are lots of them here in Southern California, but I have real passion for the environment. I try and buy most of my flowers locally, so they don't have to be flown in. Over 80% of the flowers in my store were grown somewhere here in Southern California. It makes my flowers a little more expensive, but our carbon footprint is much smaller than most florists.

Jen: Interesting! That environmental angle is a real differentiator. Let's take a peek at your current website. What does the site say about you? Hansel: Yeah, it says I can build a lot of standard bouquets for $20 to a $100. But that's not the market I want to be in. I really want to emphasize the custom arrangements that go with the season and our local growers. We dig that stuff in LA. Jen: Let's got back to your website. I am going to pull up the Events page. That's the one with the weddings, right? Hm. Looks like, we might have a little work to do here.

Hansel: Yeah, the events page doesn't say much, does it? But I still really want people to call me. I feel like I sell my expertise so much better over the phone than on a website. I am a people person, you know? Jen: You know, I agree. I think that communicating that you really understand each client and that you want to help them personally to make their event absolutely perfect is important. Why don't you tell me about your other designers? Hansel: Well, there is my business partner Petal Jones. She's a flower symbolism expert. She knows exactly what kinds of flowers to pick to send subtle messages.

Everyone knows that red roses mean love, but did you know that sunflowers stand for adoration. And then there is Raul Diaz, the go-to guy for the Quincea?era celebrations, you know, the coming-of-age party. They are really big out here in LA and he knows just how to make those girls and their families feel really special. Jen: That flower symbolism stuff is an interesting angle. Maybe we can play that up somewhere on the site. Do you have any big competitors out there right now? Hansel: Oh yeah, Movie Star Flowers always seem to get the movie premieres.

I should would like to beat them sometime. And of course, I would like to win over a few more wedding planners, since they can bring some big events to me. Jen: Okay. I will be sure to take a look at the website for Movie Star Flowers. Other than your current Hansel and Petal website, do you have any other marketing materials? Hansel: Well, I mean, I have got a few brochures that I can leave around and the sign on my shop and business cards, of course, but that's really about it. She asked some great questions and questions I wouldn't think really are necessary for building a website.

I mean, I understand she needs to know what kind of products we build, but questions about our competitors and how to build competitive advantages? Questions about our customers make sense. I mean, after all, the website is kind of for the customers in the first place, but not only the customers we have today, but the customers we want to have tomorrow. And then really diving into what is our vision, what do we want to do and what's important to us? Petal and I have some really strong feelings and it was good to see that she was integrating those into our website. I am really excited to see how we can integrate this new website into our already existing marketing campaigns.

It will be awesome to see a website that works for us today and also in the future.

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