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TODMS-3-Specifying websitedesignfunctionality


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Terenure - First Step Online Design, Marketing and Sales Course. Specifying Website Design and Functionality

Terenure - First Step Online Design, Marketing and Sales Course. Specifying Website Design and Functionality

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  • 1. Online Design, Marketing and Sales Keith Feighery Defining Website Requirements
  • 2. Web Strategy
    • Have a clear and defined business objective for your web presence
      • Sales, Information, Lead Gen, Build Awareness, Customer Retention
    • Know exactly who your audience is – and where they reside digitally
    • Develop a content strategy for your site
    • Optimise and promote consistent across digital channels
  • 3. Required Functionality
    • What type of functionality do you want on the site
      • BrochureWare, eCommerce, DemandGen, LeagGen, Community
      • Stock control, optimisable & customisable content, SEO, blogs, forums, integrated social profiles, newsletters, etc…
      • Write all of this down and present to designer – puts you in charge
      • Web designers want to do as little work as possible for most amount of money
  • 4. Site Content
    • Start defining what content you want and how users will interact
      • Adopt a real users perspective
      • Define Information Architecture
      • Walk through Functional Flows – try and determine blockages
      • Define Calls to Actions
      • What words you want to describe each page on site (Search Engines, Taxonomy)
      • Digital Media – photos, videos, podcasts, social profiles
  • 5. Customers
    • Define your customers – B2B, B2C
      • Demographics, Socialgraphics, Behaviours, Psychographics
    • What specifically do they want from you
    • Describe channels to market
      • Integrated offline and online (Mobile?)
    • Understand where and how customers use online resources
      • Technophobes or Technophiles
      • Do they use social channels - if so, which channels
      • Start researching NOW
  • 6. Week 1: Research
    • Start noting what sites you like and don’t like (and why?)
    • Be aware of functionality that works and what doesn’t
    • Start obsessively analysing your customers
      • All business and marketing needs to be “customer-centric”
    • Draw out by hand the functional flow of site
    • Capture some key Calls to Actions
  • 7. Group Workshop
    • Purpose and business objective of site
    • Who is your target audience
    • Who are your direct competitors
    • What is your key selling point
      • 10 words/phrases that describe your business
    • What functionality do you want to incorporate in the site
    • Do you have an identity/design collateral to date?
      • What tone, image, intent, signals, impression do you want to project
  • 8. Workshop (cont.)
    • Segment your customers
      • Ideal, good, average, poor
        • What do you do to reward top customers and prevent customer decay
      • What are the characteristics you use to value them
        • Monetary value, frequency, word of mouth marketing, what channel they come from
      • Define customer lifecycle and lifetime value
      • Estimates cost of customer acquisitions
      • What are most efficient marketing channels
  • 9. Exercise for next week
    • Start working on your web proposal
    • Use the key points recommended in the document “Defining Website Requirements”
    • Cross-reference with “Key Questions that a designer will want to ask a client”
    • Break document down into:
      • Background, scope, timeline, business objectives, audience, customer characteristics, design and functional requirements, maintenance & budget