The Escape Website Brief
Many people go into creating a website blind. That's why we like to think about what it is we actually want to get from this marketing tool.
Example Questions to ask yourself when building a website
The website
- Is the website a generic Company Website or Product Specific (if product specific, how specific)?
- What websites, similar to what you are looking for, do you really like and think work well? Why do these websites work well?
- If you have a current website, why change it? What's not happening? What are you not getting from your existing website?
- What is the number one objective of your website? eg. leads, sales, exposure - what is your key performance indicator?
- Are there any other benefits that your website could deliver?
- How will you know that you have a successful website, ie. sales increase of x%, etc.?
- Is search engine traffic important to you?
Your Customers and Your Offering
- What is your typical customer / website user profile? Are they web savvy?
- What things do you customers value about you? Cost / Service, etc.
- Can your customers potentially do what you sell by themselves? (eg. do they need a web designer or could someone create his own website using MS FrontPage). If so, how much of that dictates where you position your company?
Your Company and Your Market
- Do you have room for growth in your market? Who are the main players? What are their websites like?
- How dynamic is your industry - does what you sell change a lot / have new products or services?
- What are your key selling points - be honest - what is good about your company?
- What areas are you not so good/competitive in?
- What household brand best describes your business? (Are you a Proctor & Gamble / Gap / BP, etc.?)
Ongoing Website Maintenance
- Do you generate great content that could be published?
- How much time do you have to dedicate to the website when it is up and running (hours per month)?
- How much of you web budget do you expect to allocate to the ongoing development of the website when it goes live?
These questions and more help us to ascertain what a client really wants, and what is realistic when it comes to ongoing maintenance of a website. Feel free to download the Web Brief and utilise for your own website.
