So you want a website?
Overview
Now what? Where do you start? How do you even know where to begin?
I like to start with the basic five W’s on all projects (Who, What, Why, When, How). This helps us step away from the three W’s (World Wide Web), and focus on the core questions that will map the foundation of your personal, product or company definition.
Although taking a step back when you are already three steps behind where you want to be in reaching the market is not wasted effort. Having a conversation outside of the ‘website layout’ ensures the core elements needed for the website are outlined prior to skipping the foundation. They also give both the client and designer a level ground to in having a real conversation in regards to the product, not just the website.
The Five W’s
Definition
The core questions about what your product or company is or does:
- What is the name of your product?
- What is your tagline?
- What are your colors?
- What is your logo?
- What is your product? (what does it do?)
- What do you do that is better than the rest?
- What would people come to the website for?
- What is your intended ROI from the website?
- What other mediums are used to extend your brand? (print, business cards, etc)
- What differentiates you from the competition?
Engagement
The inteneded ways of how you intend to be engaged with your consumer or end user:
- How will people be inclined to visit again?
- How are your marketing your website on social networks?
- How are you marketing your website in general?
- How do you intend to get business?
- How are you perceived in the market today?
- How do you want to be perceived in the future?
Awareness
A website is a 24/7 online reflection of your product/company, thinking about when you or others visit it is important.
- When will people visit your website?
- When will the website be updated?
Audience
A website often is the medium to connect with who your intended target audience is.
- Who is your target audience?
- Who will own the website maintainence?
- Who is the business owner of the product?
- Who is the marketing lead of the product?
- Who writes the content for the product?
Perception
What your business is and how you are preceived in the market should be two in the same, but sometimes they are not. These questions help us define your intended perception in the market.
- What is your business?
- What is your business strategy?
- What are you trying to sell?
- What is the current competition?
- What are you NOT?
- What are your five most favorite brands related to your product category & why?
- What is the purpose of the website?
- What are three words that describe the style of your product/company?
- What will be your measurement of success of the website?
Business Value (ROI)
The questions above should support the reason why you are interested in pursuing a website.
- Why do you want a website?
What do you think?
Perhaps this is a no-brainer on all projects, but I find myself guilty of jumping to fast into the layouts according to the demanding deadline, and skipping the critical conversations that inform the design and architecture. It is important to remember, these do not all have to be answered and it shouldn’t take too much time to outline. It is actually valuable time invested.
It also is important to ask, is a www. really needed?
Is there a better medium suited to meet the business needs.
Let us refer again to our conversation, product definition and audience engagement to validate our initial www. kick off.
This Post:
Audience: designer, writer, business owner, product owner, all
Topics: design, writing, thoughts, general, self-help,
