New Website Design Brief Considerations
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- Kory Carpenter
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1 New Website Design Brief Cnsideratins A gd website isn t ging t be designed fr yu it s ging t be designed fr yur target audience. If yu have a website already, knwing a bit mre abut it can help the web cmpany understand where yu want t g with the new ne. Obviusly if this is yur first website, yu can skip this bit. 1. When was the current website built? 2. Hw much traffic des it get? Lg in t yur Ggle Analytics (if it s set up) and take a lk at the number f Sessins per mnth. An average ver a year r tw is as much detail as we need 3. What devices are peple using t visit the current site? It can be useful t knw whether there s a particularly high percentage f users viewing yur site n mbiles r tablets. Check yur Ggle Analytics fr the percentages ver the last year r s 4. Hw many sales r enquiries des the current site generate per week/mnth? Hw d yu feel abut it? 5. What s wrng with the current site? What dn t yu like abut it, what s annying, what culd be better? 6. What s gd abut the current site? What d yu like, what wrks well? 7. Hw well des the existing website reflect yur brand? D yu feel it represents yu well? If nt, why nt? 8. What s being re-used frm the current site, and what s being chucked ut? Are there bits that abslutely must stay? The mre the web cmpany knws abut why yur existing website isn t wrking, the better, s include anything else yu feel is relevant. The new website Nw yu need t fcus n what yu need frm the new website, the different types f website, and the list f ptential features, yu shuld cnsider the fllwing: 1. What are the aims f the new site? This prvides mre detail n the earlier questin f the Aims f the Prject. Sme aims we ften discuss with ur clients are: T increase traffic t the website T raise the brand prfile f the cmpany/rganisatin T generate enquiries/sales T mve int new markets T attract the best new recruits 2. What s the apprximate size f the website? Typically, this is expressed as an apprximate number f pages
2 3. What are the key features yu want/need t include? Sme features we ften talk abut are: Prtfli/Case Studies/Gallery f previus wrk Ecmmerce (include an apprximate number f prducts, and any ecmmercespecific features yu want t include) Events calendar Online bkings Listings (prperties, cars, jbs) Interactive map Filters, t help users find specific infrmatin Members-nly areas cntent that can nly be accessed via a secure lgin Blg r News sectin Scial Media integratin a Twitter r Facebk feed, fr example Discussin Frum Current Vacancies 4. What cntent needs t be updated frequently, and wh d yu see ding it? D yu have the resurces and skills in-huse fr smene t make changes using a Cntent Management System (CMS) r wuld yu prefer the web agency t lk after any changes fr yu? 5. If yu want a CMS, are there any specific requirements (fr instance, allwing access t multiple users)? 6. What s the website s Call t Actin? (als knwn as a CTA). This adds mre detail t the earlier questin abut what yu want the custmer t d when they visit yur site. If yu want t generate enquiries, d yu want them t fill in a cntact frm, send yu an , r pick up the phne t talk t yu? 7. Are there any third party systems yu need t integrate with? D yu need t link t a CRM r Accunts sftware? 8. Des the website need t be available in ther languages, and if s, wh ll be ding the translatins? Future develpments In rder t deliver the best return n yur investment, yur website shuld be future-prfed as much as pssible. If yu can help the web agency lk further dwn the rad, they can make yur new website wrk harder fr lnger. 1. What future plans des the business have that need t be taken int cnsideratin at this pint? 2. Will yu want t add ecmmerce r ne f the ther features listed abve? Maybe there are sme features n yur wishlist that yu dn t have the budget fr right nw 3. Hw des the website need t cpe as new cntent s added? What happens when, in tw years time, yu ve gt five times the blg psts yu d nw? Cntent Start thinking abut the cntent fr the new website as early as pssible. 1. What cpy have yu gt already? It s tempting t just mve all yur existing cntent acrss t the new site. We strngly urge yu nt t d this. If yur current site s n lnger up t scratch, a big part f this might be because the cntent needs t be verhauled 2. D yu need a cntent audit? We suggest taking the time t review all the cntent n the current site. Sme f it will prbably stay, r frm the basis fr the new cntent, but a lt f it will need t g, r be restructured
3 3. What new cpy needs t be written? And wh s ging t d it? D yu have the resurces in-huse t nt nly d it (cpywriting can take up a lt f time), but t d it prperly? We frequently see clients spending a big budget n a new website, nly fr it t be let dwn because there s been n investment in prper cpywriting 4. What images d yu need, and what have yu gt? Pr images can undermine even the mst beautiful website. Cnsider emplying a prfessinal phtgrapher t take the exact pictures yu need 5. Have yu gt the right quality vide clips r ther assets that yu need, such as graphics r dwnladable dcuments? If there s ne thing yu can d t help make yur web prject run smthly it s t get yur cntent srted early Design brief The web cmpany needs t have an initial design brief t understand the directin yu want t g in. The best web agencies wrk clsely with their client in the early stages f the prject t define the brief fully, but this gives them a gd starting pint. 1. List 5 wrds t describe yur cmpany 2. What are yur USPs? What sets yu part frm the cmpetitin? Why shuld a custmer cme t yu instead f smene else? 3. Prvide a bullet list t describe yur cmpany values 4. Prvide any ther brand cllateral yu might have the website needs t fit with the rest f yur brand material, s it s useful t prvide examples f things like business statinery and any brchures yu might have 5. Reference websites prvide 3-5 examples f websites yu either like r thse f yur cmpetitrs. Nte any aspects abut the sites that yu either like r dislike, being careful t be bjective and put yurself in yur custmer s shes. Remember t avid ne f the mst cmmn mistakes when creating a website design brief; a gd website isn t ging t be designed fr yu it s ging t be designed fr yur target audience Marketing T get the mst frm yur new website, it shuld wrk alngside yur ther marketing activities, bth nline and ffline. T deliver a website as part f a prperly jined-up campaign, yur web agency needs t knw what else yu ve gt ging n. Tell them abut: 1. Online marketing what ther nline activity will yu be ding? SEO (Search Engine Optimisatin) PPC/Adwrds Scial media (if s, which platfrms are yu active n?) marketing is this smething that needs t be included as part f the prject? Cntent marketing 2. Offline marketing what ther traditinal marketing are yu invlved in? Direct mail campaigns Brchures, flyers, leaflets Outdr advertising PR campaign Spnsrship Vehicle livery 3. Is the website prject part f a rebrand? Is the rebrand part f this prject d yu need the design agency t qute fr this t?
4 Budget and timescales Dn t be in any dubt; prviding a budget is extremely imprtant. Agencies can prpse the right slutins fr yur circumstances, and yu ll be able t cmpare respnses n a like-fr-like basis. Timescales are als imprtant t knw frm the start if yur deadlines can t be met by the agency, it saves everyne time if they knw up frnt. In yur website design brief, be sure t include: 1. Timescales prvide bth yur ideal start and finish date. Have yu gt a specific deadline t wrk t (perhaps a prduct launch r anther marketing cmmitment)? If yu re nt sure hw t wrk ut timescales, r dn t knw what s realistic, here s a rugh guide as t what t allw fr each stage: 2. Budget, fr: Maintenance Planning and specificatin 2-3 weeks Design phase 3-4 weeks Develpment phase 3-4 weeks Cntent ppulatin and initial testing 2-3 weeks Final snagging and pre-launch testing 2-3 weeks Initial site design and develpment Web hsting Onging supprt and maintenance Onging digital marketing This is ften verlked in a website design brief, but is actually very imprtant. Any gd website needs t be maintained t sme level, therwise it will g stale and wn t fulfil its ptential. 1. Wh s ging t be respnsible fr updating the site will yu d it in-huse, r wuld yu prefer t utsurce it all t the web agency? Cnsider whether yu have the skills and resurces t d it prperly; h, and what happens if that persn leaves the cmpany? 2. What needs updating frequently? These might be the updates that it makes sense fr yu t d yurselves using a CMS. Less frequent changes, r changes requiring creative input might be better carried ut by the design agency 3. Hw much input will yu need frm the web agency and hw ften? Technical Outline the key technical cnsideratins fr the prject. 1. Is web hsting required? D yu have specific requirements frm an SLA (Service Level Agreement) regarding back-ups, guaranteed up-time etc. 2. What dmain name s being used fr the new site? 3. D yu require as part f the prject? Bear in mind that changing prviders is fraught with danger it it ain t brke, dn t fix it 4. D yu have any particular requirements r preference fr the platfrm used t build the website? This is usually a cnsideratin if members f staff are trained n a particular system and yu want t stick t it, but unless yu have a specific need, we suggest letting the web cmpany cme back t yu with their recmmendatin 5. If yur prjects fr an ecmmerce website, d yu have yur payment prvider set up? This can take several weeks r mnths t srt ut, s if yu haven t gt started already, nw s the time t get the ball rlling 6. D yu have any special technical requirements? Maybe yu require a particularly high level f accessibility r knw that yur users are likely t be using very slw cnnectins
5 If yu haven t gt yur nline payments prvider srted already, nw s the time t get the ball rlling Cntact pints It s a gd idea t have wrked ut wh in yur rganisatin needs t be invlved with the prject and wh s ding what. 1. Wh needs t be invlved in the prject 2. Wh will be the main pint f cntact 3. Wh ll be respnsible fr cllating cntent 4. Wh needs t be invlved in sign ff at each stage 5. Wh will be updating the site Next steps what yu need frm the agency Finish yur website design brief with a shrt summary f what yu want t get back frm the design agency. At Marketing 4 Cntractrs, we usually prvide a full written prpsal, utlining ur intended apprach frm a creative and technical pint f view, the csts (fr bth the initial website build and any nging fees), timescales and any assumptins we ve made. Remember t include: 1. What yu want frm the agency (prpsal, tender, utline qute, examples etc.) and when yu want it 2. Wh they shuld send it t 3. Hw yu can be cntacted if there are any questins
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