Understanding the approach

Each project will have its own plan of attack. In general terms, projects can be either content-driven or visual driven.

There will be some assumptions that you can make about the nature of the project.

But, after some initial visual planning—the details of the approach will become more apparent.

As the project evolves, the plan can change.

Some projects have early prototyping, others don’t have any. The timing of protoyping is not that strict.

What is an approach?

An approach is the order in which tasks are carried out. Different approaches tackle the various planning and prototyping activities in different order.

All projects switch back and forth between these activities, so that is a balanced outcome.

What are the choices?

Websites are either content-driven or visual driven.

Content driven websites usually concentrate on Content planning tasks first. (content driven approach)

Visual driven websites typically concentrate on Creative Planning first. (visual driven approach)

Packages and Approach

Usually, Essential and Commerce Packages use Visual Driven approach and Professional and Industrial packages are Content Driven.

An approach can be heavily focused or balanced

Usually, more difficult projects take a heavier lead on content before tackling the visuals,

Whereas smaller projects take a stronger lead on visuals BUT tend to balance content, creative, and layout planning activities more evenly. 

Some approaches are counterintuitive

The approach isn’t always an obvious choice.

For example, a simple website for a law firm may require some upfront work on the content, even though it’s an Essential website, which is typical visual driven.

Visual Driven Approach

A visually driven approach means placing emphasis and energy on developing the visuals first (photos, section layout and templates ideas), and placing less emphasis on the content.

This may make a website with interesting photos, but will make pairing meaningful text difficult.

When emotion is important or the messages are simple, this technique works well (electrician, coffee shop, simple site without much content).

Content Driven Approach

A content-driven approach means you are trying to make a website that has a clear and exact message.

You would do this by focusing your initial attention on creating clear headings, working out the structure of the content on each page and how the content should flow.

The hard part will be finding pictures and layouts that support the message, so usually the supporting images will be filler images, or the website is plain, or the website is text heavy—unless you break the text down.

This is suitable for IT companies, website with lots of content and detail.

Sample instructions with details on approach or plan of action

Sample One
  • The website will be based on an Essential Advanced approach.
  • Short amounts of content to introduce the business but not go into service details.
  • Includes Visual Planning based on adapting template and content together.
  • Help with stock photography, styling and general aesthetics.
  • No need for content planning
  • No need for prototyping.
  • Help with launch, Google indexing, basic speed optimization.
Sample Two
  • Client had already provided notes, style guide, logo.
  • Visual Planning using Figma
  • Prototyping of Candidates can happen separately.
  • We will use a visual-led process. i.e. content follows form.
  • Handover of WordPress system so client can launch
    • As soon as final payment has been received
    • Client has his own hosting