Website Planning
To have an effective website, you need a website plan.
The Website is the intersection of three things, the business, the internet, and customer.
Website Planning steps:
- Create the business plan.
- Define the target market.
- Review the technical environment - the Internet.
- Create the Website Project Plan.
- Website Planning - Tips
Website Planning - Create the Business Plan
To create an effective Website plan, one must first understand the business. The Website is a reflection of the business. Businesses typically create a Business Plan that describes the purpose of the business. There are great resources on the Website for Business Plans.
Business Plans usually contain at least the following
- Executive Summary
- Business Vision, Mission, and Direction
- The products and services that the business will provide.
- The target customer for the products and services.
- The financial plan to create, sell and deliver the products and services.
Website Planning - Define the target market.
It is imperative to target who the customers will be. The first rule of copywriting is to know your audience.
Website Planning - Review the Technical Environment
To design and promote a Website, it is important to understand the current state of the internet, internet search, and internet marketing. The internet changes dramatically, and it is imperative to be able to answer some basic questions.
- How are people navigating the internet? Are they using Search Engines, Directories or other mechanisms?
- Who is shopping on the internet and what are they shopping for?
- What search engines are being used, and how do those search engines find and deliver Websites?
- What is the current status of broadband? How many internet users are using broadband?
- What are the current popular features and functionality for Website design ?
- How are businesses advertising on the internet? What advertising is working? What advertising is not working.
- What devices (computers, mobile phones, PDAs) are accessing the internet?
- What tools and technology is available to build, promote and maintain Websites?
It is a matter of understanding the environment in which the Website will exist and compete. Over the course of the last decade, various internet technologies have emerged which have changed the way the internet is used. To understand the possibilities of a Website, it is helpful to understand in general the existing and various technologies, including streaming video, ecommerce, blogs, newsgroups, list serves, and instant messaging. Each of these is a possible way to enrich the experience of a Website.
Website Planning - Create the Website Project Plan.
Create the Website Plan. The Website plan defines the intended audience, purpose, and targets for the Website. It specifies the directory information and keywords.
Website Plan - Define Purpose
- Online Brochure
- eCommerce Site
- Sales Channel
- Company Site
Website Plan - Define Audience
- What kind of visitors are targeted
Website Plan - Define Goals
- Set goals for the Website activity
- Number of clicks
- Number of inquiries
- Number of sales
- Set the Budget for the Website
Website Plan - Identify Keywords.
Website Plan - Identify Directory Information
- Identify categories where the enterprise would fit
- Describe the enterprise in a strong declarative sentence to prepare for directories. A 25-30 word description without hyperbole or sales. Consider the elevator speech, the organization tag line.
Website Plan - Deliverables
- Reviewed Business Plan
- Reviewed Internet Information
- Reviewed Marketing Plan
- Website Plan
- Purpose - is to sell, to advertise, or to market
- Audience - and how the audience will find the site
- Goals - what are the goals for access, budget, sales
- Directory Information
- Keywords and Key Phrases
Website Planning - Reference
- Planning your Web site's information architecture - by Microsoft
- Website Planning Links - Links to Website Planning Information
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Website Planning - Wizard Creek Blog
