How to build a rock-solid website from scratch.

I have built many websites in the last 1 year with the help of my design and development team.

And there are 3 types of founders that I have met in the course of time. Founders who want:

• AI-generated website

• Functional website

• Functional + 1 website

The factor most of the founders ignore (they know it, they just ignore it) is that your website is your destination.

Your website is from where you will get the business, any compromise here may have a substantial impact sooner than later.

Your website is the primary face of your brand online.

And I am going to give you 4 pillars of building a fundamentally strong website.

Few websites follow all 4 from day 1, but in my experience, the ones that do, do not have to re-visit their decision for a long time.

First, let’s talk about the founders who want AI-generated websites.

Today, there are many AI tools one can use to generate smooth websites like WIX ADI, Hostinger AI builder or Divi AI.

While using an AI tool to generate a website is fast and is less of a hassle, here are the common challenges that come with a website that is purely built on AI:

Limited Customization:

While AI builders can produce clean and functional designs, they often have limitations when it comes to deep customization.

If you want specific features or unique design elements, it might be challenging to implement them.

Generic Design:

Given that these tools work based on patterns and templates, there's a risk of your website looking generic or similar to others created with the same tool.

SEO Limitations:

Some AI-driven builders might not provide full control over SEO elements, potentially affecting the site's performance in search engine rankings.

Scalability Concerns:

As your business grows, you might find that the AI builder doesn't offer the advanced features or integrations you need, necessitating a platform change.

Limited Learning:

Relying entirely on automated tools deprives users of the deeper understanding that comes with manual website building. This can be a disadvantage when needing to troubleshoot issues or understand the intricacies of web development.

Integration Challenges:

While many AI builders provide integration with popular apps and services, they might not support all third-party tools or niche applications your business requires.

Proprietary Systems:

Websites built with specific tools might be locked into that platform's ecosystem. Moving to a different platform in the future can be challenging and might require a complete rebuild.

Ongoing Costs:

Many of these platforms operate on a subscription model. While initial costs might be low, over time, these can add up, especially if additional features or storage are required.

Potential for Over-reliance:

Solely depending on AI to determine the best design and layout for your website might mean missing out on valuable human insights regarding user experience and brand representation.

Data and Privacy Concerns:

Using third-party platforms raises questions about data ownership, control, and security. It's essential to read the terms of service and understand where and how your data is stored and used. Especially after the Data protection bill in India, you need to be cognizant of this fact to avoid landing in trouble later.

Performance Issues:

Some AI builders might add unnecessary code or not follow best practices for website speed, potentially affecting user experience and SEO.

Lack of Unique Features:

AI builders generally cater to a broad audience, so they might lack specific features or functionalities unique to certain industries or niches.

In conclusion, while AI-driven website builders offer quick and hassle-free solutions for getting online, they might not be the best choice for all businesses or individuals. It's crucial to assess your long-term needs and growth plans before committing to a specific platform.

Now since you are convinced about not relying 100% on AI builder tools to make your website (at least as of date). Here are the 4 pillars to consider while making your website:

1.Strategic Foundations:

Let’s start with a fundamental question- Who is your audience? Your business probably stems from the idea of serving an audience. But who is this audience?

Typically I break down the audience of a business into 3 parts: Demographics (age, gender, location, income level, education, occupation), Psychographic (interests, hobbies, lifestyle, Values, beliefs) and Behaviour (Web behaviour, purchase history, response to campaigns etc.)

You may not have answers to all the above audience persona pointers, however, the more you have, the better.

Only when you know the audience for which you are building your website, you will be able to think of the right UI, design, UX, content, and everything else.

An audience persona exercise is very helpful at this stage. Better if done with primary data.

Based on this data, the UI team can build multiple hypotheses and come back with UI options and an ideal UX flow.

The second part of a strategic foundation is ‘Defining a clear goal’ for your website.

Not every business needs to drive purchases from the website. Many times websites are used purely for lead generation or even branding.

There are many lead-generation examples of a website- B2B, real estate etc.

There are a few websites built only for branding purposes, no lead generation or sales are done from these websites.

Can you think of 2 such websites?

Think….

Think harder…

Of course, I will tell you the answer, but think again….

You guessed it? You smart a$$

Many companies invest in branding websites to build and solidify their brand presence.

These websites act more as digital brochures or showcases and may not have functionalities for lead generation or e-commerce.

Here are 5 notable websites that primarily serve branding purposes:

Apple's "Designed by Apple in California":

This website section showcases Apple's design philosophies and its dedication to craftsmanship. While Apple's main site does involve commerce, this specific portion serves primarily for branding.

Google Arts & Culture:

Found at artsandculture.google(.)com, this platform isn't designed to sell products but to showcase art and culture from around the world. It strengthens Google's brand as a company invested in preserving and promoting global heritage.

Bentley's "Be Extraordinary" Microsite:

Bentley, a luxury carmaker, launched this site a few years back. It served as a digital showcase of the world of Bentley, their craftsmanship, and their dedication to luxury, rather than a place to make a purchase.

Red Bull Content Pool:

Red Bull is well-known for its content marketing strategies that revolve around extreme sports, music, and other cultural events. Their Content Pool provides high-quality media for journalists and is a part of Red Bull's broader branding strategy. While it does serve a function, it's predominantly about brand image and presence.

Spotify Wrapped:

Every year, Spotify releases a "Wrapped" experience for its users, summarizing their listening habits. This site doesn't serve to generate leads or promote purchases but exists to engage existing users and reinforce the brand's position in the music-streaming industry.

It's worth noting that even though these sites primarily focus on branding, they also indirectly support the companies' broader business objectives by increasing brand loyalty, awareness, and engagement.

The third aspect of strategic foundation is most obvious and you probably know this already: consistency in branding- colour schemes, logos, voice and messaging.

2.Technical Foundations

There are 2 primary components to the Technical foundation: Domain & hosting and content management system (CMS)

Here are some quick pointers we look at before deciding the right hosting for a website:

Determine Your Needs:

Traffic: Estimate the amount of traffic you expect. The more traffic you expect, the more robust your hosting needs to be.

Scalability: Can the hosting scale as your business grows? Look for hosts that allow easy upgrades.

Geographical Location: Choose a host with data centres close to your primary audience to ensure faster load times.

Platform Specific: Some hosting solutions are specifically optimized for certain e-commerce platforms like WooCommerce, Magento, or Shopify.

Type of Hosting:

Shared Hosting: Suitable for small e-commerce sites with low traffic. Most cost-effective but can suffer from slow speeds during traffic spikes.

VPS (Virtual Private Server) Hosting: Offers more resources and control than shared hosting, suitable for medium-sized e-commerce sites.

Dedicated Hosting: Provides an entire server for your website. Ideal for large e-commerce sites with high traffic.

Cloud Hosting: Scalable and can handle traffic spikes well. Pricing is often based on usage.

Managed Hosting: Hosting providers manage and maintain the server, making it easier for non-tech-savvy users.

Performance & Uptime:

Speed: E-commerce sites need to load fast. Slow sites can turn customers away.

Uptime: Look for providers with 99.9% uptime or better. Every minute of downtime can lead to lost sales.

Security:

SSL: Ensure the host offers SSL (Secure Socket Layer) certificates, crucial for secure transactions.

DDoS Protection: Helps protect your site from Distributed Denial-of-Service attacks.

Firewalls and Malware Scans: Essential for keeping your site clean and safe.

Backups: Regular backups are crucial for quick recovery in case of data loss.

Support:

24/7 Support: You should be able to reach out for help anytime.

Knowledgeable Support: The support team should be familiar with e-commerce needs.

Channels: Consider how you can contact support (chat, email, phone) and which you prefer.

Features & Integrations:

CDN (Content Delivery Network): Helps in delivering content quickly to users around the world.

Staging Environment: Allows you to test changes before pushing them live.

E-commerce Specific Tools: Like shopping cart software, multiple payment gateways, etc.

Email: Check if the host provides email services if you need them.

Price:

While it might be tempting to go for the cheapest option, remember that in hosting, you often get what you pay for.

Look for transparent pricing without hidden fees.

Consider the long-term costs and not just introductory prices.

Typically a hosting service from Hostinger can start from about 4k INR.

Reviews & Recommendations:

Read online reviews to get an idea of the reliability and quality of the hosting provider.

Reach out to fellow e-commerce site owners for their recommendations.

Flexibility:

Can you easily switch plans or migrate to another host if needed?

Does the host lock you into long-term contracts, or can you pay month-to-month?

Environment:

If you value sustainability, look for hosts that use green energy or participate in carbon offsetting.

Once you've identified a potential hosting provider, it might be beneficial to test their services with a trial period or money-back guarantee, ensuring they fit your e-commerce needs before committing long-term.

Many many businesses do not consider things in detail and end up revisiting hosting services too within the first year of operations.

The second critical element of the technical foundation is choosing the right content management system (CMS):

Choosing the right Content Management System (CMS) for an e-commerce website is essential for managing products, content, customer interactions, and the overall online shopping experience.

The correct CMS can make a significant difference in your ability to launch, manage, and scale your online store. Here are steps and considerations to help you decide:

Understand Your Requirements:

Size & Scalability: Is your store a small boutique or a large online retailer? How quickly do you anticipate growing?

Types of Products: Are you selling physical goods, digital products, or both?

Customization Needs: Do you need a highly customized look, feel, or functionality?

Ease of Use:

User Interface: Consider how intuitive the CMS's dashboard and controls are, especially if you're not tech-savvy. This is critical if you will manage your website or if you plan to hire an intern to manage it.

Built-in Features: Some CMS platforms offer built-in e-commerce functionalities, while others might require plugins or extensions. Every new functionality may need development and can incur additional costs.

Customizability & Flexibility:

Look for a CMS that offers a wide range of themes and plugins or has an active developer community. However, do not overload your website with these plugins or apps.

Check if it allows for custom coding if you foresee needing unique functionalities. This is again critical if you plan to scale or plan new launches frequently.

SEO Capabilities:

SEO-friendly URL structures, meta tags, and other on-page SEO elements.

Integration with analytics tools.

Mobile optimization, given the rise of mobile commerce.

All these should be based when it comes to CMS

Security:

Regular updates to patch vulnerabilities.

Secure payment gateways and SSL certification support.

Features like two-factor authentication, firewall protection, and anti-fraud tools.

You cannot compromise the security of your website. One malware attack can knock off your website for days.

Ideally, you should consider keeping a developer on retainer to maintain your website.

Integration & Plugins:

Payment gateways: Ensure it supports multiple payment methods.

Integrations with CRMs, ERPs, email marketing platforms, etc.

Social media integrations for marketing and sales.

These should be easy ones.

Performance:

Page load times and overall site speed.

Reliable uptime.

CDN integration if serving a global audience.

Multi-channel & Multi-language Support:

If you plan to sell internationally, consider a CMS that supports multiple languages and currencies.

Integration or compatibility with platforms like Amazon, eBay, or social media shopping features is a good to have.

Community & Support:

An active community can provide support, plugins, themes, and updates. The way there is an active shopify community.

Also, check if the CMS provider offers technical support, documentation, tutorials, and other resources.

Budget & Costs:

Factor in licensing fees, monthly or yearly charges, transaction fees, and costs for additional plugins or themes (the ones you may need in near future)

Also, consider potential development or maintenance costs.

Reviews & Case Studies:

Look at other e-commerce sites using the CMS to gauge its capabilities and shortcomings.

Read reviews, testimonials, and seek recommendations.

A few popular E-commerce CMS Options are:

WooCommerce: A plugin for WordPress, ideal for those already familiar with WordPress.

Shopify: A hosted solution that's user-friendly and requires minimal technical expertise.

Magento: A powerful and scalable option but might require developer skills or hiring a developer.

BigCommerce: Hosted platform with a mix of ease-of-use and deep customization features.

Wix eCommerce or Squarespace: For smaller shops that prioritize design and simplicity.

In conclusion, the right e-commerce CMS for you depends on your specific needs, budget, and technical expertise.

Take the time to research, test, and evaluate various platforms before making a decision.

3.User Experience (UX) and User Interface (UI) Design:

The website navigation has to be intuitive :

Importance of a clear and logical website structure which is easy for users to navigate and for Google bots to crawl and index important pages of your website frequently.

Dropdowns, breadcrumbs, and other navigation aids are all important for UX and from Google search essentials perspectives and you must consider these beforehand.

Another critical aspect of User experience is personalised recommendation and ongoing communication. Hence the role of Marketing automation becomes important.

In all the websites I have built or worked on, I have ensured that robust marketing automation setup and communication are in place.

The reason is simple, not everyone who comes to your website will convert.

People visit a website many times before making a purchase decision, but a lot many users leave their digital footprint on your website and you must reach back to these users with the help of browser push notifications, app notifications, emails, newsletters, WhatsApp communication and occasionally through SMS.

This works both in India and outside.

4.Analytics and Feedback:

Robust Tracking should be in place from a Google Analytics 4 perspective.

There are a bunch of events automatically collected by Google Analytics 4 however, there are many custom events that you can pass along with their parameters to look at a detailed analytics view.

Implementing a heatmap tool like Hotjar or Microsoft Clarity from Day 1 can give you access to invaluable data. You can also consider implementing a tool like Lucky Orange or Mouseflow from Google Tag Manager.

You must keep a regular check on analytics data as there are many cases of data discrepancy between the backend numbers and analytics numbers.

If you will rely heavily on Meta ads, you must consider integrating both Meta pixels and Meta conversion API for robust tracking and optimization of ads.

Circling back to functional and functional + 1 version of websites.

Functional websites are the ones that follow the most generic and templatized approach. They use existing themes from Shopify, take the base hosting plan and go LIVE.

Functional + 1 websites are the ones that follow all the above steps rigorously and try to put the best foot forward. For them, their website is the reflection of the product and brand and they do not compromise one bit on it.

Of course, a website is an ongoing process, a lot is also defined by the content that goes on your website and the product itself.

That’s all for today, folks!

If you too want to build a website of your own or are considering revamping it, reply to this email to get in touch.

Over time, I have built a team of strong designers and developers who can take care of all the points mentioned in this newsletter under my supervision.

Also, the registrations for the Dream Course on Performance Marketing are closing in 3 days.

Make sure you book your seat for the best learning experience I will provide in my teaching career so far.

The course is filled with tried and tested concepts and LIVE case studies.

Here is your chance to book a seat for yourself: Dream Course on Performance marketing. Registration closes in 3 days.

Cheers,

Apurv