insight

Nuts & Bolts

Planning your site...

Intro
What do you do?
Who do you do it for?
What do you want?
How will you know?
Scope of work: Content
Scope of work: Design
Scope of work: Technology
Budget
Think ahead
Putting it all together

Who do you do it for?

Define your target audience.

Don't be fooled by the "global" nature of the Web. This does not mean that, just because you've got a site, your target audience is suddenly broader than it was. If anything, just the opposite. True, the Web will help you reach more prospects more easily, but remember that those prospects can surf until they find exactly what they're looking for.

You need to carefully and accurately define your target audience, and tailor your site for maximum effectiveness within that group.

Assess your visitors' possible mindsets as they load your front page. Are they ready to buy? Or just window shopping? What other qualities will your visitors have to define them as real prospects, instead of tyre-kickers? The more you know about them, the easier it is to design the site to meet their needs and desires—and to influence their actions.

If they land on your site and are immediately presented with a range of choices (your top-level links) that align closely with what they're looking for, your site is working for you. If they're not, it's not.

Next: What do you want?

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