Increase web presence

Online presence

Your product, service or idea is gorgeous. You’ve invested so much effort into making it happen. Now, in order for your customers to know what your product, service or idea can do for them, you need a professional online presence.

Phase one. Defining the goal & the core idea

Definition of the goals, the niche and the core idea is the basis and a starting point for the proper formation and development of a web presence for your company. This is the first and most important step that determines the strategic success or failure of your business.

a. Define goals

The goal defines the means and tools. It is crucial to define a goal that stands before us in business, and then choose the tools to achieve this goal. Different goals lead to different results, while lack of goals leads to the lack of any results at all.
In the algorithm of creation and reformation of business, a subordinate task must always obey the superior one. That's why experts at AMgrade operate in stages: first the objectives are defined, then the target audience is specified.

b. The niche

One. Specialized
One. Specialized
One. Specialized
You are a skilled professional, and customers come back to you because they know it. Your product is interesting and unique, because you are enthusiastic in your work, and you focus on how to achieve even better results in the future. Specialization allows you to be the best in your field, and this is the key to success. The task of our team is to identify and highlight your main product or talent so that visitors can see at a glance the area in which you are a pro.
The difference
The difference
The difference
Differentiate or die, just like that. If you do not possess a clear positioning in relation to your competitors, it is difficult for a visitor to understand why he should choose you over someone else.

c. Core idea

Concrete and clear idea
Concrete and clear idea
Concrete and clear idea
Whatever business you are engaged in, you should be able to describe your activity or product in one or two sentences. Being specific and clear in your presentation allows the client to understand the basic idea of the site from the first seconds, get interested, and stay on the site to get more information. Later on we will drive him further through the pages of your website as per the scenario of a well written book (in Phase 5). At the initial stage though, the specialists at AMgrade will identify and implement a specific clear and transparent idea of the proposed product.
Customer benefits
Customer benefits
Customer benefits
No matter how great the idea or product offered on a site, it is doomed to fail if users do not see the benefit and value for themselves. The value must be so obvious and clear that visitors understand at first glance what problem in their life is solved by your product or service. Having shown the product value, we immediately reach the hearts of our potential customers and exclude any audiences which are outside of our target.

Phase one outcome. The Concept

PDF
  • The Constitution of the business, designed in .pdf or printed form:
    • Defined Goals;
    • The Niche;
    • The Core Idea of the website;
  • Selected and registered domain name

Phase two. Defining your target market

In the previous phase we have clearly defined the niche in which our business resides. This is an area in which we as enthusiasts are great in doing our job. And we will not change this niche, as you have achieved a lot becoming a respected expert in your area.

Depending on our ability to create an accurate profile of the target customer or market, the choice of strategy working with them, the website and the interaction with the visitor will follow up. The degree of success of the site and all the work done depends on this as well.

First of all we identify the group of customers which your product or service suits the best.

Further, we carefully analyze the features of these groups, identifying the needed clusters and segments. After all, each group of consumers has specific features and behavioral logic, and we identify those in order to design an efficient interaction model.

Experts at AMgrade analyze the profile of a target customer or market on the following parameters:

The end consumer

Age
Age
Age
People of different ages behave differently. The 14 year old customer would be more eager to buy a Play Station than the 50 year old one. A 40-year-old man is more likely to be the divorce lawyer’s client than the 19 year old.
Gender
Gender
Gender
Our lovely ladies are motivated by different things than men are. We must take this into account if we want to win their hearts. On the other hand, men have their own characteristics.
Family size
Family size
Family size
Unmarried individuals will be more eager to become your customers, if you have a tattoo and piercing parlor. If your product is minivans we should target the head of a household of four or more people.
Geographic location
Geographic location
Residents of what region, state or even continent are more inclined to your services or products? Are the inhabitants of California or Bavaria more eager to buy your product?
Income
Income
Income
If the service you are offering is the construction of VIP houses, it is reasonable to focus on the segment with the highest annual income. If your product is easily available, then we select an audience of middle and low income.
Occupation
Occupation
Occupation
Occupation largely determines range of interests, abilities and needs. We will determine the levels and job titles that your product or service suits the best.
Education
Education
Education
Education influences behavior, preferences and perceptions. Thus, highly educated people are more likely to continue to evolve and have a higher chance of becoming a customer of your online bookstore.
Religion
Religion
Believers of different faiths, as well as non-believers, have varying ideologies that influence their behavior. As professionals we should not ignore this fact.
Ethnicity
Ethnicity
Ethnicity
Representatives of different nationalities and cultures have their own characteristics. This includes their choice of goods and services. Different impulsivity, motivation and other traits influence their behaviors and preferences.
Lifestyle
Lifestyle
Lifestyle
Many consumers from completely different categories have similar values, interests and opinions. The task of our specialists, among other things, is to find such a group that is potentially interested in your product or service.
Technography
Technography
Technography
We analyze how modern technology is involved in the life of your customer. Behavioral patterns of those who are actively using smartphones, social networks and the Internet are different from those who prefer to spend time offline.

Business

Industry
Industry
Industry
In order to succeed you must clearly position your website for your target business group. Each industry has its own specifics. To understand them is to understand the problems of the industry and its needs.
Income
Income
Income
Decision-making processes of the company with a large annual income differ from of those companies with medium and small income. We'll find out for what level of business your product or service is best suited for.
Employees
Employees
Employees
The number of employees is a feature that affects the organizational structure of your business’ audience companies. It is important to know exactly in which segment your product or service will be most in demand.
Market
Market
Market
Working with business customers, your focus is on the development of their business. What their clients need. This will allow you to be a valuable business partner.
To identify the target segment, we use a scientific approach and AMgrade’s experience, public and privately available data, your business experience, and our common sense.
Services web presence

Phase two outcome. The Target Market Profile

PDF

Phase three. Marketing strategy & customer interaction

In Phase two we identified a segment of consumers who are potentially most interested in your activities. Now we have a very precise definition of the characteristics and metrics of the customer target group.
Our group has a certain behavioral pattern, it can be influenced or not influenced by certain motivators, and it has needs. Having this knowledge means that we can now exert influence on this segment. And we know how to effectively communicate our value proposition in order for it to be accepted. There are many ways to reach the target consumer and influence him.
And in order to achieve the maximum results, one should use the maximum possibilities. But firstly, each business has limited resources, and secondly, not all marketing channels are optimal for your target consumer. That is why at this stage AMgrade experts will create an optimal marketing strategy tailored to your target market, budget, and taking into account the stage of your business development.
Increase web presence
As a result of choosing the right marketing activity, we will have the most valuable asset for an online business — the traffic, or the flow of the visitors. In order to convert our visitors into customers and achieve our goals, we need to define website entry points and devise business mechanics.
We need to guide our client through the pages of our website via a certain scenario and bring him to the point of decision. For this to be effective, the users must trust the company more and more and see the value of your product for themselves.
What is web presence

Phase three outcome. The Marketing Plan

PDF

Detailed written design of the marketing strategy and the business model, either in .pdf or printed form:

  • Marketing channels to work with the target audience;
  • Ways to interact with the target audience;
  • Mechanics, processes and marketing business model of the site;

Phase four. Designing the system

Now that we have defined the marketing strategy and the mechanics of the influx of customers, we can tell exactly what the website should look like, what structure it should have to achieve its goals, and how to implement the concept and the marketing strategy.

Breakdown of Phases

In many cases, where there is a limited budget and a tight hard deadline for the project launch, it makes sense to split the project into several parts. It is important to determine what enters the main phase and will be the core of the project.
It's also important what goes into the next development phases. It does not affect all types of projects, but here are a few reasons to go for a gradual development:
Business control
Business control
Business control
Just as in any business, it is very difficult to launch everything at once and have all the new infrastructure, all shops and branches work perfectly. This should be done gradually to make it possible to manage the process qualitatively. Thus we have the opportunity to work on each individual process, giving time to website staff to learn to balance their responsibilities.
Continuous development
Continuous development
Continuous development
Your customers need to see that the product or service is in constant development. This will show that the project or the product team enhances the current service with enthusiasm, adds new features and constantly thinks of new ways to make the website and product even better.
Cost optimization
Cost optimization
Cost optimization
This approach allows you to optimize website development costs, evenly distributing them from phase to phase. Moreover, the running website is already profitable, allowing you to self-finance the development of subsequent features.
Visibility management
Visibility management
Visibility management
Already-launched website with the marketing mechanics in place is slowly gaining popularity in the search engines and among customers. While developing the second and subsequent phase, the project already exists and evolves.
In any case, your personal manager at AMgrade will offer new ideas for your business, carefully integrating them into a single document. This database of ideas becomes the source from which we select the best and form each new stage of your website development.

User interface design / Prototyping

So, we have a list of pages, elements and website features, which now need to be placed in the correct order to provide the ideal experience for the visitor. For this we use an interactive prototyping, which not only allows us to work on the idea, but also to have, in fact, a demo version of the site.
In order to achieve the goals of the website and the proper arrangement of elements, user interface specialists use their knowledge of the psychology of information perception by the website visitors.
This approach allows AMgrade to save huge amounts of time and avoid costly mistakes. We use the principle — «think carefully and then do it».
The interactive prototype is not the finished website, but its exact model, which provides the opportunity to see and test the concept before the start of development.

Site basic content

Text and multimedia on the site should be interesting, intriguing and certainly easy to read. We optimize the text and multimedia, so that the website content and its appearance (first the prototype and then — design) are in harmony with each other. Location of content and its text should be subject to the achievement of a very important effect — involving users in your idea. We know how to do it.
Site basic content for web presence

Graphic design

This is a long-awaited step — the creation of graphic design. In fact, alongside logic we still have emotions, and we want our creation to look beautiful and to be of high quality. Website visitors also have emotions. Our task at this stage is to create a concept and finished design that will best influence our target audience. Design is your brand, and you only have 5 seconds to make an impression on the visitor. A high-quality, beautiful design tells the visitor that the owners of the site are scrupulous and meticulous about their core product or service as well.
Graphic design for web presence

Testing the work accomplished

Adapting our ideas into the specific graphic design and content, we involve a test group of users that is identical to the target audience and conduct research. The results allow us to finalize the bottlenecks and achieve the desired functionality of the whole model before we start the development.

Phase four outcome. The final cut

PDF
  • The work plan, Gantt chart, arranged deadlines and priorities;
  • Interactive prototypes, logic and scheme of the site;
  • The text content of the site;
  • Graphic design of the website, the logo and branding;
  • Analytical report on the result corresponding to the goals set;

Tip #1

After the formation of Phase 4 outcome you will have the complete documentation to work on attracting investors. This is useful if you are in the market for partners for additional financing.

Tip

Tip #2

After the formation of Phase 4 outcome, you can contact the Startups Funding Center at AMgrade and apply for consideration of financial support for your project by AMgrade.

Phase five. Technical implementation

The last stage of the project is technical implementation: transformation of the outlined marketing concept, design and logic into the code of the website to create the finished product.

Specification / Requirements / T&M estimation

Writing technical specifications and requirements is the first phase of the technical implementation of the website. It transforms a previously outlined idea and design into specific elements of the site within precise functionality rules. With the technical project planning, the technology and programming languages are selected and architecture is laid within the global business goals. This document is the technical constitution of the project, a single repository of relevant technical information and the basis for future versions of the site. AMgrade’s high standards of writing technical documentation ensure that every detail is thought out and documented before any code is written. As a result, we have a planned development process, the estimated budget and the exact timing of the project delivery.
Specification / Requirements / T&M estimation

Programming

Technical implementation of the project (programming and coding) is the process of building everything that we had previously thought out and documented in the technical specification. This is the integration of the concept, design and functionality using code. Programmers at AMgrade use high and strict standards of programming, our extensive technical expertise and sophisticated development infrastructure. In order to achieve an uncompromising end result in programming, we focus on six areas:
System safety and stability
System safety and stability
System safety and stability
This is the foundation for the application development at AMgrade. Literate architectural solutions, solid experience and rigorous testing allow us to be confident in the reliability and stability of the produced product.
Project quality management
Project quality management
Project quality management
We use a multi-level version control system that allows us to easily manage the development of the project and to have total control over the situation. Code testing in all phases of a project ensures 100% quality at any given time.
Website performance
Website performance
Website performance
Maximum convenience for visitors to your site is of maximum importance. Amazon.com found that with every 100ms of load time there was a 1% decrease in sales. 64% of online shoppers did not purchase items because the website was too slow. Therefore, we optimize the website loading speed for the best results.
Scalability
Scalability
Scalability
— code is written with an eye on the site scalability so it is easy to add new sections and functionality on the next stage of business development and not have to reprogram the entire site because of changes.
The latest technology and production infrastructure
The latest technology and production infrastructure
The latest technology and production infrastructure
Our investment in these allows us to save on the speed and cost of project development.
Technical skills of the programmer
Technical skills of the programmer
Technical skills of the programmer
— required career development program for the programmers at AMgrade involves constant study of the new technologies, new experiences, and this results in an improvement in the quality of their work and decisions.

Mobile version

Our mobile devices are always with us. Therefore, the mobile version of the site is the most powerful communication channel with our audience. Visitors use smartphones and tablets for quick access to our site. Our task is to make it so that the small screen of a mobile device is not an obstacle to our audience’s ease of access to information. To do this, we use an adaptive (responsive) design in our programming. This is a small (up to 5% of the budget) addition to the full version of the site that allows the implementation of a marketing strategy by 100%. Thus we reach the majority of our target audience, increase the incoming traffic, and boost the effectiveness of the site.
Web presence for mobile

QA & Launch

Once some part of the website is ready we need to thoroughly test the functional behavior, system security, load speed, and the presence of any inaccuracies and errors. This is a standard quality control procedure at AMgrade. After all, even the smallest error or incorrect behavior of the site can damage our client’s reputation and by association ours as well.
Only after that, our system administrators configure a dedicated server environment, transfer, and set up the live website. Now the site is ready and waiting for the date and the command when it will be launched in accordance with the marketing plan.

Phase five outcome. Go live!

PDF
  • Technical specification — the basic document of the project, in .pdf or printed form;
  • The results of testing of the product as a supplement to the specification;
  • Program code — site in a finished state;
  • Program code — mobile version of the site;
  • Server environment set up, the code upload to the server — the site is ready to be launched!

Evolutionary phases

The AMgrade team is committed to each client, and remains with you after the launch, to the point of success and beyond. You have chosen us as your advisors and implementers and our task is to make your business successful by constantly developing and improving it. To do this, we create a separate team of professionals which works to achieve your goals and achieve success in the following areas:
Marketing & Advertising
Marketing & Advertising
Marketing & Advertising
Just as in any business, it is very difficult to revive and make work perfectly all the new infrastructure, all shops and branches. This should be done gradually to make it possible to manage the process qualitatively. Thus we have the opportunity to work on each individual process, giving time to website stuff to learn to cope with their responsibilities.
Measurement & Improvements
Measurement & Improvements
Measurement & Improvements
Your customers need to see that the product or service is constantly in development. This demonstrates that the project or the product team is committed to enhancing the current service with enthusiasm, adding new features and constantly thinking about how to make the website and product even better.
New features, new phases breakdown
New features, new phases breakdown
New features, new phases breakdown
This approach allows you to optimize website development costs, evenly distributing them from phase to phase. Moreover, the running website is already profitable, allowing you to self-finance the development of subsequent features.
Technical Support & Service
Technical Support & Service
Technical Support & Service
Already-launched website with the marketing mechanics in place is slowly gaining popularity in the search engines and among customers. While developing the second and subsequent phase, the project already exists and evolves.