Before designing, we analyse your business.

Nature and structure of the company

What the company does. How it is organised. Whether it operates as a single entity or several. What relationship exists between them. Where it operates, since when, under what legal form. What its real scale is and how much of that scale is visible to someone searching for it online.

Applicable to any model: a group with several subsidiaries needs the relationship between them to be comprehensible. An independent professional needs their track record and specialisation to be credible. A local business needs its location, its offering and its differentiator to be clear within the first few seconds.

Product or service offering

What the company sells. How its offering is classified internally and how it should be classified for the buyer. What relationships exist between products or services. What technical documentation, datasheets or specifications accompany each one. What level of depth each listing requires depending on the buyer profile.

An industrial manufacturer may have 30 products organised into 8 families with technical datasheets and certifications. A hotel may have 4 room types with associated services. A professional firm may have 6 practice areas with reference cases. The scale changes. The need to structure the offering so that visitors find what they are looking for does not.

Target sectors or client profiles

To whom the company sells. Whether all clients share the same profile or whether distinct segments exist with different needs, language and decision criteria. Whether the current website differentiates those profiles or treats them all equally.

A manufacturer selling to the railway, medical and food sectors speaks three distinct technical languages even though the same website is used. A law firm with private and corporate clients needs two reading entry points. A holiday rental with domestic and international guests needs content that answers different questions depending on the traveller's origin.

Regulatory framework and credentials

What certifications, licences, approvals or accreditations the company holds. Which are mandatory in its sector and which are differentiators against the competition. Whether they are visible, accessible and up to date in the current digital presence.

In industry: ISO, IATF 16949, EN 45545-2, FDA, CE markings and product certifications. In hospitality: tourist licence and official classification. In professional services: professional registrations, qualifications or professional indemnity insurance. In all cases, the presence or absence of these credentials on the website conditions the visitor's perception of the company's reliability.

Capabilities and processes

What the company can do beyond what it sells. What infrastructure, equipment, methodology or human team backs its offering. Whether the current website documents those capabilities or merely lists end results.

A manufacturer needs to showcase its production processes, facilities and equipment. An architecture studio needs to showcase its project methodology. A training centre needs to showcase its coaches, programming and equipment. The logic is the same: the visitor needs to understand not only what is offered, but how it is done and with what backing.

Direct competition

Who appears when a potential client searches for what the company offers. What structure their websites have. What content they have that the company lacks. What positions they control on Google. Where there is a gap that the company can occupy.

This analysis is not limited to listing competitors. It evaluates the perception each one generates in the visitor and what structural or content decisions can position the company above them in the search and browsing experience.

Current digital presence

What the current website says about the company. Whether what it says is accurate, up to date and consistent with reality. What perception it generates in the first 3 seconds. What sections exist and which should exist. Whether there are versions in other languages and whether they are genuine or machine translations. Whether legal pages comply with current regulations. Whether the company appears on Google, in what positions and with which pages. Whether it exists but cannot be found, or whether it simply does not exist.

Objectives of the digital presence

What the website needs to achieve. Each company has a different need. Generating commercial enquiries. Positioning products on search engines. Projecting institutional credibility. Receiving direct bookings without intermediaries. Connecting multiple business lines to generate cross-selling. Existing with coherence when someone searches for the company name. The analysis identifies the real objective — which does not always coincide with what the client believes is needed at the start of the process.