Developing a Website Vision: 5 Must-Haves

Websites are so much more than a laundry list of design elements that the web designer just plugs into a template. Instead, they are, ideally, beautiful reflections of your company’s brand, vision, and customer needs.

The best web developers (like those at Sequential Tech) understand this key aspect of website creation, and they take the time to dig deep into your vision and needs. In fact, you should avoid any developer who does not take your unique business into account when creating your design. Instead, you should expect these kinds of questions from a web developer who has your best interests at heart.

Who are your target customers?

When a web developer like Sequential Tech asks you this, they aren’t just looking for something like “people interested in Fair Trade clothing.” They are looking for insights into the age, status, desires, and pain points of the people who purchase that clothing.

For example, is your target audience women between 20 and 35 who have a strong sense of justice and the financial means to spend on their moral priorities? Or are they mostly college kids who want quality clothing on a tight budget?

The style and language of your web design will depend upon who you are targeting, so giving your web developer this information will help them craft a look that appeals to the people you want to reach.

What is your unique value proposition?

If you have a good grasp of your brand, you understand that your brand differs from your competitors’ brands. In particular, your brand should offer a unique value proposition, or a unique benefit for your customers.

For example, many companies may sell Fair Trade clothing, but only your company offers that clothing at discounted prices or with certification verifying its Fair Trade status. These unique qualities make your brand stand out, and they should be celebrated through your web design and content.


As a result, your web developer will want to know how your company can assist your customers. They will want to know what makes your brand beneficial for your target audience. Then, they can create a web design that reflects your unique value proposition and therefore communicates effectively with your website customers.

What are your brand values and characteristics?

Your brand is not just unique because of your value proposition. It also possesses other values and characteristics that set it apart from the competition.

For example, are you a fun-loving and laid back company, or are you focused on communicating a more serious and professional message? Does your business value excellent customer service, added value services, quality materials, or other features that make it different from other companies in the same field?

In order for your web developer to create a web design that accurately represents your brand, they need to understand these values and characteristics. As a result, be sure your conversation with the web developer includes a discussion of your brand personality and values. The right web developer will be able to translate these qualities into a beautiful, accurate, and compelling representation of your brand.

What are your website goals?

Before your web developer puts together your site, they also need to understand what your goals are. What in particular do you want to achieve with your site?

There are many options from which you can choose. For example, if your organization is a nonprofit focused on Fair Trade clothing, you may want to use your website to raise awareness about Fair Trade items, how to access them, why they are important, and so forth. However, if you are a business selling Fair Trade clothing, you may want to use your website to make sales.

Other potential website goals might include improving your brand reputation or awareness, gathering leads, providing useful information, and more. The specific goals you have for your site will guide the design of your site. As a result, your web developer will want to know what you hope to accomplish with your site so that they can more effectively develop a web design that works for you.

What do you like and dislike about your competitors’ sites?

While your business, as mentioned above, is different from your competitors’, it may serve you and your web developer well to look at how they are doing their web design.

The goal of this analysis is not to copy your competitors. You want a unique site that reflects your brand, after all. However, you may find ideas you can emulate, or mistakes you should avoid, by looking at how your competitors are doing web design.

Are there ways for you to improve on what they are doing? Are there ways for your web developer to set your site apart from what your competitors are offering visitors? Or are there strategies that are working well for them that may also work for you? Asking yourself these questions, and discussing them with your web developer, can help to pinpoint design elements and strategies that will improve your site.

Here at Sequential Tech, we are committed to helping you create a website that is perfectly suited to your brand and your target customers. That is why we always taken the time to Lent more about your vision and goals for your site. When you can tell us about your target audience, your unique value proposition, your brand values and characteristics, your website goals, and your competitors’ sites, you can provide insights that allow us to develop the perfect site for your needs.