Building better websites through effective communication – from brief to launch

Building better websites through effective communication – from brief to launch

An effective website encourages action – whether that’s buying a product, signing up for a service or getting in touch. However, an effective website doesn’t just happen. It requires strategic planning, thoughtful design and clear and consistent communication with your digital team.

Whether you’re launching a new website, or redesigning your existing one, understanding the dos and don’ts of communicating with your web designer is critical to getting results that realise your vision and meet your goals. This blog explores key strategies for web-based communication, including the ten principles of effective web design, visual communication principles and how to create a website launch communications plan that drives success.

Untangling the process helps clients and web designers establish common goals and clear focal points for the project. Your Transform digital team will be your guide throughout this process meaning transparent communication on both ends is critical. Establishing key milestones helps keep projects on track while also ensuring the process is collaborative.

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The ten principles of effective web design

Before beginning the project, it’s good to establish an understanding of best practice. A well-designed website isn’t just about aesthetics, it’s about functionality and usability. Throughout the discovery and design stages of a website project, your digital team will discuss these ten principles – forming the foundation of effective digital design:
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1. Intuitive navigation – the key to creating the best user experience is to create a navigation system that feels natural and can be used instinctively. Clear navigation means users can find what they need easily, increasing engagement.

2. Responsiveness – make sure your website is responsive, so that it works seamlessly across devices, from smartphone to desktops.

3. Use a visual hierarchy – guide users’ attention by structuring information so that key messages stand out.

4. Organise information – use a grid-based layout to structure your pages and create balance. This ensures information is easy to read and the space is visually balanced.

5. Accessibility – design your website with all users in mind, including those with disabilities and visual impairments. To find out more about accessibility in graphic design, read our blog about it, here.

6. Inclusivity – ensure your website embraces and celebrates diversity. Not only is it the right thing to do but your website will appeal to a wider audience. To find out more about inclusivity in graphic design, read our blog about it, here.

7. Speed – optimise your website to reduce load time. Research has found that users will leave a website if it doesn’t load in more than 3 seconds. If you don’t prioritise load speed, you risk losing users.

8. Content – write for humans first, then optimise content for SEO and GEO.

9. Credibility – use content to build trust and demonstrate your expertise. Including a page for blogs and industry insights, adding examples of your work, and uploading client testimonials are all great ways to ensure the content on your site adds to your credibility.

10. Compliance – ensure you’re complying with legal regulations by including privacy and cookie policies. These need to be regularly updated and checked by your legal and data protection teams to ensure your internal processes are aligned.  

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Demystifying the Web Design Process

Before kicking off new website designs, your digital team will set up a briefing and discovery session with you, and other key creatives and technical teams, such as content writers and SEO experts, to talk through:

1. Your current website

2. Your audience and stakeholders

3. The purpose of your website

4. Any existing pains and challenges

5. Opportunities to improve/add value to your site

6. Competitor strengths

7. Your points of key difference

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This opens the conversation for a clear brief so your web designers, developers and other marketing experts can jump straight into research, ideation and design with a clear picture of your needs. The process will feature key milestones and checkpoints throughout to ensure ongoing clarification, collaboration and transparency between clients and designers – no one should feel surprised throughout the process (except for the exciting surprise of seeing design concepts!).

Having the creative team involved from the beginning ensures:

1. Web designers can start considering the UI (user interface) and UX (user experience) from the get-go

2. Web developers have a clear understanding from a functionality point of view, for example, log in portals, search functions, split forms for CRMs etc.

3. Content writers know the user journey to ensure copy on your site and calls-to-action ‘funnel’ users down the right path.
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Your website design process will follow this path:  

• Discover: the brief, strategy, purpose, problems, opportunities etc.  

• Research: user journey, ideation (both content and design ideas/mood boards)  

• Design: concepts made and selected, content populated

• Refine: feedback and testing  

• Launch: includes ongoing support

• Optimisation: ongoing refinements for performance, SEO and GEO

Effective communication tips for web designers and clients

Effective communication between web designers and clients at all stages of a well-defined website project is the foundation of every great website. All website projects have an education element – digital teams are learning and understanding the client’s service offering and clients are learning new language and concepts around web design. Being understanding, patient and clear on both sides is imperative to delivering a smooth project.  

Web designers need to bridge the gap between their technical knowledge and a client’s vision. Clients need to be clear with their brief and direct with any feedback. Here are our top tips for effective communication between web designers and clients:

• Create a framework for structured communication – kick off meetings, regular check ins and feedback sessions ensure designers get a comprehensive brief and maintain ongoing communication with the client. Take notes so you can refer back if needed and avoid misunderstandings.

• Clarify jargon – web designers should try and avoid using overly technical language. In instances where jargon is unavoidable – and it can be important for specificity – make sure you also offer easy to understand definitions. If you’re a client and you don’t understand some of the technical language, don’t be afraid to ask questions to clarify.

• Use visuals – images, graphs, diagrams, etc. all paint a picture and help convey a concept or idea. They are particularly helpful where the terminology or concepts involved are complex, or clients have a particular look and feel they want to replicate. Wireframes, mood boards and prototypes are excellent for providing clarity.

• Set expectations up front – define timelines, clarify revisions and establish deliverables early in the process.

• Provide regular updates – keep each other updated regularly to ensure you’re both still on the same page, and there are no surprises down the line.

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Visual communication in web design

Now that you’re effectively communicating with your designer, you need to think about how to effectively communicate with your customers, and this is where visual communication is key. Visual communication refers to the process of conveying messages and ideas using visual elements, rather than solely relying on words or verbal communication.

Visual design is more than just making your site look visually appealing, it’s a huge part of the user journey and tells a story, without using words. You can use visual prompts to convey messages, guide users and reinforce your brand identity.  

Key elements of visual communication in web design include typography, icons and graphics, colours, images, videos and white space. These aspects can be used to evoke emotion, influence behaviour, improve readability, support navigation, offer balance, prevent clutter, tell stories and enrich the overall user experience.
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Website launch communications plan

Once your website has been designed, a strategic launch plan helps maximise reach and ensures that your investment pays off. To ensure success it’s crucial to make sure your team is involved before the launch – especially your sales, marketing and customer service teams. Whether this is presenting the early designs to them through to early testing of the new website, they will be familiar with it at launch. And they’ll have had an opportunity to input their valuable opinions.  

When internal announcements (often called a soft launch) have been successfully completed, then, announce the launch of your new website via social media and in your client newsletter. Encourage people to visit and explore your new site from social posts. Once live, track analytics and respond to user feedback in real time, for continuous improvement.

Conclusion

Effective communication in web design is about creating effective relationships, sharing understandings and achieving goals together. Whether you’re a designer looking to refine your process, a business owner navigating your website project, or a highly experienced marketing team, mastering web-based communication is essential.

By following the dos and don’ts of communicating with your web designer and developing a clear website launch communications plan, you can ensure your next web project will be both beautifully designed and strategically sound. Effective communication leads to smoother projects, better web designers and most importantly, better user experiences.

Does your business need a new website? Our creative teams and Webflow Certified Developer create visually stunning, custom-built websites that drive results. Get in touch.