You are looking to have an optimized website. Good! But there is a question. Is it being optimized enough for a website in the present digital times when technology, functionality, usability, ranking and conversion are the challenges? A website must be optimized in consideration of these essential factors. It is more crucial for business websites. I have focused on the making of perfect websites in some of the previous posts. Repetition, at times, helps understand the importance of successful web design.
The days when there was no harmony between web design, web development and SEO are gone. No connection used to be there between the web designer and the SEO executive in those days. A website was developed first, and then optimized. In the changing scenario of online business conversion, a business analyst supervises the harmony between web design and search engine optimization. The business analyst reviews if web design is in compliance with the SEO guidelines, and if the design incorporates SEO features.
In times of digital marketing, web design and SEO processes are initiated with an integrated approach to marketing. If web design, web development and SEO are the pillars, marketing is the base of foundation. Marketing of a website is driven by keywords, social media integration, Google Plus integration, etc. The integration of social media buttons is done at the design and development phase of website making. Keywords are implementation during the search engine optimization process. If the design and SEO of a website are accomplished synchronizing the marketing features with the framework, the website is optimized for conversion.
The design, development and SEO of a website depend on the level of usability. So a website’s usability level must be defined before initiating the process of design, development and SEO. The usability of a business website depends on such factors as purpose, niche, target audience and ROI. It is crucial to define these factors in order to evaluate usability of websites. It also depends on user-friendliness. The more user friendly, the more usability. Evaluating the features of user friendliness to make a website usable to the defined extent is the responsibility of a business analyst or a website analyst.
Information architecture and technical architecture are the frameworks of website usability. The former refers to the content structure while the later refers to the navigation structure of a website. The design of these frameworks is directly proportional to user friendliness. Content is the primary constituent of the information structure. The better is the content, the stronger is this structure. Navigation, the primary constituent of technical architecture, defines the level of browsability of the website. The web analyst is also responsible for checking the quality of content and navigation of a website.
Since a website is purposed for business and conversion online, the web analyst plays the role of a business analyst too.