Webdesign: Lösungen für den Mittelstand
Die Umsetzung einer modernen und leistungsfähigen Website ist für kleine und mittlere Unternehmen Pflicht und Kür zugleich. Firmen, die in Suchmaschinen nicht gefunden werden oder sich nur mit einem veralteten Internetauftritt präsentieren, haben es zunehmend schwer. Dabei gibt heute es gerade für kleine und mittlere Internetseiten viele günstige Lösungen, die den Programmieraufwand und die Kosten in Grenzen halten.
Baukasten, Frameworks oder CMS
Gutes Webdesign entsteht heute durch das Zusammenspiel unterschiedlichster Disziplinen. Die Inhalte und ihre optimale Darstellung auf unterschiedlichen Endgeräten sind stärker in den Mittelpunkt gerückt. Die Programmierung ist nur ein Baustein im Projekt. Die Kosten für die Entwicklung können zudem durch den Einsatz von bestehenden Lösungen deutlich gesenkt werden.
- Baukastensysteme wie jimdo oder WiX bieten zahlreiche vorgefertigte Layouts und anpassbare Hosting-Pakete mit unterschiedlichem Funktionsumfang. Es sind allerdings geschlossene Systeme, die nur eingeschränkt an die individuellen Kommunikationsziele angepasst werden können.
- Größere gestalterische Freiheiten bieten Frameworks wie das bekannte Bootstrap von Twitter oder die HTML5-Boilerplate. Hier sind die grundlegenden Funktionen und Basis-Layouts bereits angelegt. Etwas technisches Know-how vorausgesetzt lassen sich so schnell professionelle Ergebnisse erzielen, die jedem Anspruch an Gestaltung und Flexibilität genügen.
- Für Unternehmen, die einen eigenen Blog betreiben wollen oder auf eine leichte Bedienung wert legen, bietet sich WordPress an. Die ehemalige Blogsoftware hat sich inzwischen zu einem ausgereiften Content-Management-System (CMS) gemausert. Das große Plus liegt hier in den vielen Erweiterungen und Design-Vorlagen, die sich ebenfalls schnell an das eigene Design anpassen lassen.
Ziele für die Online-Kommunikation festlegen
Jedes Unternehmen verfolgt mit dem Online-Auftritt ein anderes Ziel. Aus diesem Grund lässt sich nicht pauschal sagen, welche der vorgestellten Ansätze die Beste ist. Im ersten Schritt sollte deshalb die grundsätzliche Ausrichtung festgelegt werden: Eine Seite für den Verkauf von Produkten oder Dienstleistungen sieht anders aus als ein Informationsportal oder ein Intranet. Auch “unter der Haube” gibt es große Unterschiede. Die Komplexität der geplanten Seite entscheidet über die Auswahl der entsprechenden technischen Basis. Gegebenenfalls sollte auch das Web-Hosting an die zukünftigen Aufgaben angepasst werden. Nur wenn schon zu Beginn klar ist, wohin die Reise gehen soll, können die Weichen früh gestellt werden.
Design und Inhalte aufeinander abstimmen
Die Internetseite bestimmt wie ein Unternehmen wahrgenommen wird. Die meisten Interessenten und Kunden informieren sich zuerst heute online. Unabhängig von der verwendeten Technik ist es deshalb besonders wichtig, dass die Website optimal zum Unternehmen passt. Das gilt sowohl für die Wahl der Farben, Schriftarten und Bilder, als auch für die Inhalte und die Tonalität der Texte. Nur wenn Ihre Außendarstellung über alle genutzten Kanäle abgestimmt ist, entsteht ein stimmiger Gesamteindruck. Ein anstehender Web-Relaunch sollte also auch genutzt werden, um die anderen Werbe- und Kommunikationsmittel auf den Prüfstand zu stellen.
Bild: © Rawpixel – Fotolia.com
westwerk3 berät, entwickelt Strategien und realisiert Kommunikationslösungen für Kunden aus unterschiedlichen Branchen und Bereichen – online, offline und im Social Web. Wenn Sie mehr über den Einsatz von Social Media in der Unternehmenskommunikation wissen möchten, oder andere Fragen haben, nehmen Sie gerne Kontakt zu uns auf.
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