C’est décidé. Vous voulez votre propre site web aussi nommé “site internet”. Pour que votre projet aboutisse à coup sûr à une source de profits et non l’inverse, il est important de bien préparer celui-ci. Et c’est ce que je vous propose avec les 4 étapes que vous allez découvrir dans cet article .
Lancer un site web et le développer pour qu’il devienne une source de profits durables pour votre entreprise demande du temps et des moyens plus ou moins importants. En utilisant une bonne stratégie dès le départ nous allons y gagner en rapidité et en efficacité.
Dans le but de mieux cerner votre projet de création de site web et pour élaborer un cahier des charges approprié, il est essentiel de passer par une phase de préparation.
Cette phase de préparation comporte 4 étapes essentielles :
-
- Déterminer des fonctions pour le site web
- Définir la cible ou audience du site web
- Définir des objectifs de rendement chiffrés
- Découvrir la concurrence
1. Déterminer des fonctions pour le site web
Acquérir et s’adjoindre un site web professionnel c’est un peu comme embaucher un ou plusieurs nouveaux employés qui vont travailler sans relâche 24h sur 24 pour votre entreprise. Des tâches précises et profitables à l’entreprise seront définies pour ces nouveaux employés.
Les fonctions du site web sont en quelques sortes ces tâches qui auraient incombé à ces nouveaux employés. Les déterminer clairement va permettre le choix et la mise en place des processus automatiques les plus adaptés pour les accomplir.
Posez vous ces questions et répondez-y pour les définir :
- Quelles fonctions dans l’entreprise le site web va t-il épauler ou remplacer?
- Que devra t-il faire ?
- Quelles sont les tâches qui lui seront assignés ?
Les réponses doivent être au maximum détaillées: A qui ? Pourquoi ? Comment ? Quand ?
Les fonctions seront entre autres :
- Vendre vos produits ou services et/ou ceux de vos partenaires
- Prospecter le marché local et/ou international. Il convient de préciser, en plus des réponses aux questions : Qui ? Pourquoi ? Quand ? Comment ? – les informations que vous désirez obtenir de vos prospects et dans quels buts.
- Communiquer sur votre entreprise, votre expertise, votre marché
- Informer sur vos avantages, vos garanties, etc
- Soutenir telle fonction dans l’entreprise
Exemple : Soutenir notre service après vente en fournissant les documents techniques de nos produits aux clients et revendeurs agréés.
- etc.…
2. Définir la cible ou audience du site web
Définir dès le départ une cible d’internautes qui viendront visiter le futur site web peut paraître curieux quand on ne sait pas comment est composée une page web. Alors, sans entrer dans les détails ici, une page web est constituée:
– d’éléments visibles comme la charte graphique (types ou polices de caractères, grosseur et couleurs de ces caractères typographiques), le design (graphique et couleurs de fonds), les photographies et les textes.
– d’éléments invisibles, ‘balises Meta’ dans le jargon web, qui permettent d’améliorer le référencement naturel de la page web.
Chacun de ces éléments sera optimisé avec soins pour attirer et plaire à la cible choisie. Et il sera d’autant plus facile d’atteindre celle-ci si elle est clairement définie.
Un bon moyen de définir sa cible web est de créer un avatar du visiteur type que vous aimeriez voir naviguer sur le site web de l’entreprise. Pour cela listez simplement toutes ces caractéristiques : sexe, âge, profession, revenus, localisation géographique, caractéristiques liés au marché de l’entreprise, etc.…
La cible visée pourra bien évidement être différente des clients, futurs clients ou partenaires habituels de l’entreprise. Vous pouvez, par exemple, cibler avec le web une ‘niche marketing’, un segment particulier du marché délaissé par la concurrence.
3. Définir des objectifs de rendement chiffrés
Je suis toujours étonné de rencontrer des entrepreneurs et des responsables d’entreprises florissantes qui n’ont aucune idée de ce que leur site web rapporte à leurs affaires. Et cela n’est en aucun cas leur faute mais celle de ceux qu’ils ont choisis comme partenaires.
Si vous voulez un site web, c’est certainement pour qu’il soit une source de profits pour votre entreprise.
Savoir ce que vous attendez en termes de rentabilité du site web va nous permettre de définir une stratégie, les moyens de la mettre en œuvre et un processus pour la mesurer.
Ces objectifs chiffrés sont bien sûr liés étroitement à votre marché, aux buts du site web et à la cible choisie. Ils seront définis en chiffres ou nombre de nouveaux prospects, clients et/ou encore en chiffre d’affaires.
4. Découvrir la concurrence
Chercher et visiter les sites web de la concurrence vous permettra de découvrir, dans un premier temps, ce qui se fait déjà sur le web dans votre domaine d’activité. Vous devez savoir qui sont vos concurrents et comment ils se positionnent sur votre marché.
Il convient de lister les concurrents directs et indirects de l’entreprise. Pour le faire, vous devrez utiliser le moteur de recherche Google.
Utilisez vos mots clés ou expression clés pour établir cette liste. Ceux que vous imaginez utiliser par les internautes intéressés par votre marché.
Notez pour chaque site, le mot clé qui vous aura permis de le trouver.
Cette étape peut vous donner des idées pour trouver un angle d’attaque différent du marché. Notez-les aussi !
Ces 4 étapes de préparation à la création d’un site web ont pour objectif de vous démontrer qu’acquérir un site web ce n’est pas seulement se payer un belle vitrine ou une carte de visite de luxe… virtuelles.
En complétant ces 4 étapes, vous allez vous rendre compte que votre site web peut devenir, si vous le voulez, une source de profits bien plus rentable que vous pouviez l’imaginer.
Celles-ci sont d’autant plus importantes qu’elles vont conditionner la recherche des mots clés, le choix du nom de domaine et la mise en place des processus de gestion web efficaces.
Crédit: Joé Kost
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