Breaking Website Projects Down in Plain Language

Wrapping your head around a business website is a difficult task for all but the most simplest of sites. After years in the web industry I still find it challenging. I've found that breaking a web project into a four basic layers greatly helps us and our clients understand how the website will serve its purpose and what it takes to get there. Each of these are layers is critical. Any web project that fails to consider any of these layers is at risk.

Strategy/Purpose Before "setting sail" every project needs a destination. Website projects need a well defined set of prioritized goals to guide the design and development. While "sell more stuff" is a perfectly worthy business goal, focused goals help create a focused website. Everyone involved with the project should understand the strategy behind the website. An example: The new website will present a more up-to-date look and feel that is familiar to existing users yet indicates that the website has been improved and entices them to utilize the new features.

The risk: A gorgeous looking website with some very slick features that fails to address the core needs of the user.

Every aspect of a website needs to be on board with the overall strategy.

Design/Presentation/Interface What the website user sees and how the user accesses the site plays a large part in the user's overall experience. Website design is highly creative and artistic but it should support the overall website goals and operate within the limits of current web standards.

The risk: I see a great deal of stunningly beautiful web sites that fail to be accessible by search engines or restrict users with self indulgent interfaces that are attractive yet unhelpful. On the flip side are a good number of perfectly reputable businesses with websites that make users queasy at the thought of submitting credit card information.

How your website is "dressed" will influence the impression on customers just like real clothing.

Function/Logic The function layer (and data layer) really separate a high value website from an unchanging online brochure (brochure-ware). A quality website should do something for the user. It should reward the user for initially visiting, for not instantly clicking the back button and for coming back to the website again and again. Examples: Intelligently offer recipes according the produce in the user's shopping cart. Enable users to contribute web content and collaborate with other product owners.

The risk: There are over 230 million websites and growing. Its is too easy to get lost in that crowd by failing to fulfill the user's need or to do something remarkable for the user. Websites that are unable to support important business needs like generate a snapshot inventory report become pains in the rear rather than helpful business tools.

Power under the hood can deliver high value website experiences to users.

Data/Content Basic website data includes text content and images. More complex data can include customer profiles, account histories, product parameters, device readings or map elevations. Managing and acessing quality business data is a powerful resource and websites should be supportive of that. "Data-driven" websites are able to deliver a dynamic user experience based on new and changing data stored for that particular user. A well built data layer is able to grow with a business and the website. An Example: By capturing which white papers a user has downloaded in a database, products and services that are relevant to those white papers can be featured on the website for that user.

The risk: At worst there is no method for storing basic business data like customer contact information or sales history. A poorly designed data layer can limit the function of a website.

Secure, well managed and easily accessible data is a powerful business resource.

Thinking of websites in these layered terms can help simplify a project. But it is important to remember that all of these layers are connected. A good understanding of the all the layers is needed to create a well integrated and successful website.

Does thinking of your website this way it help you understand it?