It’s 2016 and website projects still exceed their budget, scope, and deadlines - mostly due to the lack of website planning. See how you can benefit from having a properly planned website project.

1. B2B Website
Planning
Don’t Redesign Your B2B Website
Before You Discover the Importance
and the Benefits of Website Planning
YOUR WEBSITE
4. FINDING
WEBSITE FLAWS
1. DEFINING
GOALS
3. CREATING
STRATEGY
5. CREATING WEBSITE
ARCHITECTURE
2. CREATING
COMPANY PROFILE

2. Unfortunately, too many designers and
programmers are comfortable with coding and
designing without a plan. Lack of planning is what
makes clients unhappy with their websites.
Because the internet is still young, many website
developers aren’t experienced enough to insist that
you get a website plan first.
Do You Have a Serious
Business? Don’t Skip
Website Planning.
A website plan
contains
instructions on
what needs to
be built, how,
and why.
Building websites is similar to
building houses: first you hire
the architects, and then you
hire the construction company.
The construction company
would refuse to build a house
without an architectural plan.

3. Fact: 25%* of
Website Projects
Fail. Why?
It’s 2016 and website projects still exceed
their budget, scope, and deadlines - mostly
due to the lack of website planning.
* Source: ZDNet, 2008

4. This Is How Website Projects Fail
OVER BUDGET
OVER
TIME
RUINED RELATIONSHIPS
OVER
SCOPE
cost overruns caused by frequent changes
changes in requirements delay the launch
content doesn’t fit in the new slick design
an important feature is missing
old bugs are carried over to the new web
website fails to bring new customers
agency fails to finish the project
client is confused and unhappy

5. This is what a proper website development
process should look like.
If you don’t have a written website plan, it’s
too early to hire programmers and designers.
Solution:
Planning First.

6. Website Planning
Consists of 5
Main Activities:
1. Defining business goals
2. Creating company profile
3. Creating strategy
4. Identifying current website’s flaws
5. Defining website architecture
YOUR WEBSITE
DEFINING
GOALS
FINDING
WEBSITE FLAWS
CREATING
COMPANY PROFILE
CREATING WEBSITE
ARCHITECTURE
CREATING
STRATEGY

7. 1. Goals
First, your S.M.A.R.T. business goal(s) are
defined.
These goals will drive the entire project.
S.pecific
M.easurable
A.chieavable
R.elevant
T.ime-Bound

8. What Do S.M.A.R.T.
Goals Mean?
Example of a goal statement: “We will put a man on the Moon by the end of the decade”.
S.pecific M.easurable A.chieavable R.elevant T.ime-Bound
“A man on the
Moon” sets a target
specific enough to
focus on.
Is there a human
being on the Moon, or
not? It must be
relatively easy to
measure whether the
goal has been
achieved or not.
It must be possible to
succeed. In 1962,
when president
Kennedy delivered his
famous speech,
scientists were
already sure that
going to the Moon was
tough, but possible.
Is it worth spending
your time on
achieving this goal?
Goals that are
relevant keep the
motivation of the
entire team high
enough and long
enough to succeed.
A goal without a
deadline is just a
dream. Setting a
hard date sets
your team up for
success, and
enables you to
measure your
performance.

9. 2. Your Company Profile
Creating your company profile is an important discovery process
in which website planning specialists gather strategic
information about your business, the kind that is unavailable to
the public.
The result is a document defining the following aspects:
Your Products and Services
Your Ideal Customer Profiles
Your Competitors
Your Market Situation
Your Competitive Advantage

10. Total Clarity About Your
Business Is a Prerequisite
to Having Good Strategy.
Your Products and
Services
Profiles of Your Ideal
Customers
Your Competition Your Market
Situation
Your Competitive
Advantage
We’ll define the
desired range of
products and
services which you
want to present on
your website.
We’ll understand who
your best customers
are, what motivates
them, and which
problems you’re
solving for them.
We need to research
what your
competitors are doing
online so that we can
keep you several
steps ahead of them.
Explain to us your
position on the
market, and we’ll
uncover hidden
opportunities
available to you.
Your website needs
to clearly say how
you’re creating
value in a different
way than your
competitors do.

11. 3. Your Strategy
Digital marketing strategy defines how digital
channels fit into your overall business strategy.
The result is a document defining the following
aspects in greater detail:
Buying /
Selling Cycles
Marketing
Funnels
Marketing
Channels
Content
Work
Processes
Timelines

12. Strategy Is Knowing
How to Achieve
Superior Performance.
Marketing
Funnels
TimelinesBuying /
Selling
Cycles
Content ProcessesMarketing
Channels
How do your
customers
prefer to buy?
How are your
sales efforts
aligned with
the customers’
expectations?
Which paths will
exist on your
website so that it
turns first-time
visitors into
repeat visitors
into inquiries /
sales?
Where are your
customers
congregating
online? Which
channels must
you use so that
they’re willing to
listen to you?
What do you say
when your
customers are
ready to listen,
and how do you
say it so that your
message
influences them?
How must you
organize your
internal teams
and processes so
that your
strategy works
well?
When do you
work on
executing your
strategy, how
often, and are
there any
deadlines?

13. 4. Finding Website Flaws
No website is without flaws.
You need specialists to detect
and help you remove those
flaws so that they do not
reappear on the new website.
The result is a written website
improvement report analyzing
4 aspects of your website:
Sales / Marketing
Features
Architecture & Layouts
Design & Programming
Content

14. Is Your Website a
Mess? For Example:
Sales / Marketing
Features
Architecture &
Layouts
Design &
Programming
Content
Are there clearly defined
marketing funnels, and
are they set up well?
Are calls to action used?
What does Google
Analytics data tell us?
Does your website use the
concept of landing pages?
Is your navigation confusing?
Are there broken links?
Do you use links well?
Does your design make your
content stand out?
Do your apps work well for
humans and search engines?
Do you answer your
customers’ most
important questions?
Is your content hard to
understand?
Is your content boring?

15. 5. Creating Website
Architecture
Website planning specialists ask questions such as:
why? what? how? how much? which ones? to define and
document the following technical aspects:
Content Types, Formats & Scope
Visual Website Map
Sales & Marketing Features
Applications
Characteristic Design Templates

16. Creating Great Website
Architecture Means
Answering These:
Sales / Marketing
Features
Content Types,
Formats &
Scope
Visual Website
Map
Applications Characteristic
Design
Templates
References, blog
posts - yes or no?
Text, presentation,
or video format?
How many pieces
of each content?
How will the website
menus look like?
Two, three, or more
levels of navigation?
Which content is
most important?
How do we design
marketing funnels?
Where do we put call
to action buttons?
Will there be an email
newsletter?
Which apps are
essential for
delivering the
content well?
Do we need a blog,
search, web forms?
How should we
structure our
landing pages?
How do we design
our content so that
it influences our
visitors?

17. Benefits of Starting With a
Well-Planned Website Project
With this plan in hand, begin requesting quotes from website development agencies and expect the following:
● the sales quotes you receive will be more precise
● good agencies will be interested in you: they rarely encounter website projects planned this well
● the chosen agency may charge you less because there will be less risk and less (guess) work for them
● the chosen agency will finish your website project faster because there are fewer details to discuss
● the chosen agency will have more resources to be creative: that’s what you’re paying them for
● drastically reduced risk of project failure
● you’ll be getting a high-quality website

18. We’re a digital consultancy helping established B2B
companies get more customers online by increasing
their website’s sales and marketing capabilities.
Hire Logit to
Plan Your New
B2B Website.
REQUEST A QUOTE NOW
Logit internet services Ltd.
Phone: +385 1 3773 062 / info@logit.net / www.logit.net
www.logit.net/services/website-planning/

19. About Logit
Logit internet services Ltd. (www.logit.net) is an EU-based digital marketing consultancy established in 2002. We help B2B
companies get new international customers online by providing three main types of services:
1. B2B Website Improvement Reports (www.logit.net/services/reports/) - we analyze websites and write reports about
improving sales and marketing capabilities of websites.
2. Consulting (www.logit.net/services/consulting/) - we solve specific marketing issues, help marketing managers make
important decisions fast, and provide continuous guidance to marketing teams.
3. Complete Digital Marketing Management (www.logit.net/services/complete-digital-marketing-management/) - we create
digital marketing strategies, develop websites, and run digital campaigns using content, social, email, and search.
Visnja Zeljeznjak
Senior Digital
Marketer
Sasha Matijasic
Senior Software
Developer
Marko Radelic
Senior Digital
Marketer
Daniel Maratovic
Senior Digital
Marketer

20. Featured Website Planning Projects
AluK Tim d.o.o.
We manage the entire digital marketing for AluK, the Croatian
authorized distributor and reseller of high-quality Italian
aluminum systems for windows, doors, and curtain walls:
● we created AluK's digital marketing strategy
● we architected and developed their website aluk.hr
● we run monthly marketing activities such as Google
AdWords, email marketing, and content marketing
● we're always one call away for instant help and advice
“After launching digital marketing campaigns and our new
website, it didn’t take long before we started getting inquiries
and closing sales. We didn’t expect such good results.”
Mrs. Monika Hrvatin, Director of Marketing and Sales, AluK
MIT Software d.o.o.
Software development company MIT Software hired us for:
● website planning
● website development and design
We created 2 sketches of their website mit-software.hr and
both sketches were approved by the client with only minor
changes that needed to be done.
“Thank you for everything that has been done, your
promptness and communication while working on the
project. It was a pleasure to work with you. I look
forward to further cooperation on new projects that
we're preparing.”
Mr. Kresimir Zoric, CEO
Read the Case Study
MICRO PROCESS, an experienced software development and
industry automation company, hired us to create a professionally
looking, content-rich B2B website micro-process.hr. The services
we provided are:
● website planning, which included creating digital
marketing strategy
● writing website content from scratch (based on our B2B
Website Content Guide)
● website development and design, which included our
Google Analytics First-Time Setup service
Read the Case Study
MICRO PROCESS d.o.o.
We wouldn't be able to create this kind of content by ourselves.
We wouldn't know what to do and the energy we would spend
on it would be enormous. You guided us through content
creation and we’ve got results with minimal involvement.
Mr. Zoran Spoja, owner of MICRO PROCESS