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SPONSORED BY BusinessInsider BRAND MATTERS with MediaClash Agency In for a Penny

From the initial concept to live launch and beyond, here’s how we put a website together


ERVENT READERS OF this column may have noticed that its content often veers on the side of conceptual. When it comes to elaborating on future trends in content marketing, that’s very much the nature of the beast. The tangible often has to settle for the back seat. This time however, we’re keeping clear of the abstract. Instead we are happy to present a case study of a recent website launch.

The process of creating websites is second nature to the MediaClash Agency team. It had better be – as it makes up a significant part of what we do on a daily basis. Yet, for our clients, those who we create the websites for, it can be uncharted territory. To this end, we’d like to introduce you and your web browser to www. and walk you through some important facets of our process. Christine Penny is a Bath-based residential property broker – her specialist knowledge of the city’s property market knows no bounds. So, if you want to find your forever home in one of the UK’s most desirable cities then you really should visit her website. The reason we know so much about Christine’s business expertise is that we built, and recently launched, her website, and one of the first parts of our process is to get a firm handle on the brand characteristics and business objectives of our clients. Without an understanding of the brand personality we wouldn’t be able to progress with the design of the website, which is indelibly intertwined with a company’s values. Without knowledge of the objectives we wouldn’t know what action we are prompting visitors to the site to perform. Therefore, at the outset of any project the accumulation of information is

78 Bath Life

The website’s unique look and feel reflects the individual nature of the service Christine Penny ( affords her clients

tantamount. Once loaded with that info the agency can then commence looking at the three distinct building blocks of website creation – namely function, design, and content. Function deals with the big picture questions. What exactly is the website for? Who is going to use it? And how are they going to use it? Once resolved, the big picture answers will inform the overall structure and usability of the site, such as the navigation, the menu bars, all the way through to the number of pages it is composed of.

Design, in a nutshell, covers the overall look and feel of a site. Christine’s brand values, for instance, are based on trust, credibility, and bespoke service. Therefore, our design needed to reflect these values. Which is why the website’s final pages look like they do – reflecting the confidence, elegance and unique nature of the offering. Throughout the process we collaborated closely with Christine on the look of her site. From initial templates to wireframe design, the client has full approval at each stage.

Content is design’s verbose cousin. It is an often overlooked element when putting a website

together, which is a mistake – as the way you talk to a client is every bit as important as the way you look. This is why we created both a tone of voice document and a content plan for Christine’s site. Tone of voice is how we say what we say, and it’s vital the writing style employed on the site reflects the way Christine interacts with her clients. Similarly, a content plan scopes out the website’s output, specifically in terms of what is to be published post-launch, and also how Christine uses that content to communicate via social media. At the end of the day, as we are prone to say, the proof of the website pudding is in the client testimonial, so we will leave the final word to Christine: “As a property broker, a website is an invaluable business tool. The team at MediaClash made every effort to understand my needs and objectives every step of the way. They talked me through each step of the process, and I’m now the proud owner of a website that matches the aspirations of my company.”

For more If you are looking for assistance with a new website, then MediaClash can help. Drop Gary Tipp an email at or call him on 01225 475800

Business Foodie

The Tom Annear at Epoch Wealth

Management knows his foodie hotspots


A perfect combination of great food and excellent atmosphere. It rightly deserves its reputation and is such a good place to take clients or professional introducers for a business lunch. My recommendation is the fillet of sea bass wrapped in Parma ham – delicious!

It rightly deserves its reputation THE MINT ROOM


A magnificent food experience! Incredible flavours and delicate, intricate presentation means that this is a place I love to eat at. Although the location doesn’t look particularly grand, once inside it’s an entirely different matter. A great place to entertain a larger number of clients.

A great place to entertain clients

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