My client wanted a web that makes a right kind of impression. He wanted Radix Infra to be seen as a professional, innovative and classy organization that follows the modern principles of brand building. His experience with other web designers was less that great. And his budget didn’t allow him to consult big agencies. Incidentally, an art director friend of mine was designing a logo for him. He arranged a meeting between us. After a customary handshake, a cup of tea and everything in between, I realised that all he needed was a reassurance that his project shouldn't turn into a routine exercise. In the next 10 minutes, I acquainted him with the principles and strategies practiced by multinational corporations to build and enhance their brand image. I started with defining the objectives for the web design: I explained the design approach, the SEO and branding techniques I had in my head. By the end of the meeting, we had decided on the timeline and budget. Finally, when we shook hands I felt a couple of kilos lighter.
As a primary step of SEO I submitted the website to more than 50 search engines. I checked Google Adwords and researched the SEO employed by other well-known organisations to incorporate effective keywords to raise the website ranking. I also studied the target audiences of infrastructure companies. Though, I couldn't make a thorough analysis, the larger picture was clear. Further, I used social media and online editorial magazines to generate backlinks and add value to the pages. The content was redrafted to please both human readers and search engine crawlers.
The result gave us a considerable traffic. In the 3rd week of April 2011, I saw close to 700 unique visitors to the page. Naturally, the SEO was working.
A website is never done. You keep coming back every know and then. There are additions, deletions and revisions. Sometimes your client would want to switch. It becomes necessary to lay out guidelines to ensure the consistency in design across all pages. A style guide is the solution.