How We Approach Web Design and Development

OpenMoves is not a Web site factory. We work closely with a select group of clients who require innovative solutions for specific communication and online marketing strategies. The focus is on the client’s needs and objectives, not our own.

Part of our expertise is helping our clients define and clarify an appropriate online strategy that revolves around their web site. Then we use a clearly mapped development process that drives the project toward its goals, and brings it successfully on time and on budget. Here are a few things our clients like about us:

  • We let you know up front exactly what you’ll get, when you’ll get it, and exactly what it will cost. Clients have complete understanding of how their project is built and access to their projects during development.
  • We fit the solution to the client – not the client to the solution. Our experienced team enables us to provide solutions that fully integrate with your existing business and set the stage for future growth.
  • We specialize in content management systems that empower clients to maintain and operate their sites themselves. We don’t make our clients dependent on us to run their businesses.

We are very methodical in our approach to building any project. Here are the steps we use in the process of building a Web site.


Our Web projects start with a kick off meeting (online or in person) strategy and discovery meeting between your team and ours. The discovery process combines our experience in Web development, business writing, and marketing with your knowledge of your business and your customers to achieve your business goals.


A Web site is only as good as the content it contains. If you spend all your Web site development resources on building the technology that contains your message and don’t clearly think through the message you want to convey, your site won’t be effective.

So, armed with the specification document, we start working on the central message, voice, and copy for all the sections of the materials. The key challenge to creating good marketing content is to dare to write short and clear!

Site Map

The site map is one of the most important elements of any web site. It is the site’s page navigation and flow of information. Together we will review competitive sites and provide input as to site map and design criteria during the kick off meeting. We will work together on defining a site map structure based on your input and best practices.


Next, we’ll discuss your site’s visual presence. For artistic direction, we’ll take a close look at your audience, your corporate message, and any graphic standards already in place. We’ll ask you to make a list of other Web sites that you like or dislike and the reasons for your preferences. This gives us an indication of the style we should take into consideration.
Once all this information is collected, we begin the design process. Depending on your budget, several design concepts will be created and presented to you electronically.

After review, you will choose a design or a combination of elements from all designs. Emphasis will be placed on traditional design skills such as typography, color, layout, imagery, and information architecture. With all these elements combined, your project will reflect a customized design that exceeds your expectations.


At the end of the day you want your site visitors to come back for more and convert browsers to clients. How do we do this? Well, in addition to having a nice design with easy navigation and good content we need some CTAs (calls-to- action).

We’ll brainstorm together on the various CTAs for your home page and the interior pages. Typical CTAs can be signing up for a newsletter, downloading a white paper, a coupon or promo, contacting us via a web form, etc….It’s important to have CTAs but it’s also important not to overdo them.

SEO Optimization

What’s the point of designing a new web site is nobody is going to find you? In order for Google and other search engines to find you when a prospect in typing in your industry’s keywords the site needs to be SEO friendly. To do it right is not a trivial effort but that’s what we do.

Our Search Engine Optimization (SEO) process ensures your site’s high ranking for relevant keywords in all search engines nationally and locally. This service is recommended as part of your site launch but if budget is tight it can be added at a later date. The SEO process incorporates keyword research, competitive analysis, code tagging for Google visibility, link building and ongoing efforts to maintain first page visibility.


Ultimately, a browser will experience your site by interacting with the design, content, calls-to-action, and navigation elements, but the way you interact with the site has to do with its underlying technology platform.

We deploy an advanced CMS (Content Management System) that is customized to your needs but extremely easy to use. You’ll be able to easily update content and duplicate pages with a Word like WYSIWYG editor. Our maintenance and hosting packages typically incorporate 30 minutes of We-do time per month to help with any small edits or changes you’ll want us to do.