Website Planning

Before creating and uploading a website, it is important to take the time to plan exactly what is needed in the website. Thoroughly considering the audience or target market, as well as defining the purpose and deciding what content will be developed are extremely important.

Purpose: It is essential to define the purpose of the website as one of the first steps in the planning process. A purpose statement should show focus based on what the website will accomplish and what the users will get from it. A clearly defined purpose will help the rest of the planning process as the audience is identified and the content of the site is developed. Setting short and long term goals for the website will help make the purpose clear and plan for the future when expansion, modification, and improvement will take place. Also, goal-setting practices and measurable objectives should be identified to track the progress of the site and determine success.

Audience: Defining the audience is a key step in the website planning process. The audience is the group of people who are expected to visit your website – the market being targeted. These people will be viewing the website for a specific reason and it is important to know exactly what they are looking for when they visit the site. A clearly defined purpose or goal of the site as well as an understanding of what visitors want to do/feel when they come to your site will help to identify the target audience. Upon considering who is most likely to need/use the content, a list of characteristics common to the users such as:

• Audience Characteristics
• Information Preferences
• Computer Specifications
• Web Experience

Taking into account the characteristics of the audience will allow an effective website to be created that will deliver the desired content to the target audience.

Content: Content evaluation and organization requires that the purpose of the website be clearly defined. Collecting a list of the necessary content then organizing it according to the audience’s needs is a key step in website planning. In the process of gathering the content being offered, any items that do not support the defined purpose or accomplish target audience objectives should be removed. It is a good idea to test the content and purpose on a focus group and compare the offerings to the audience needs. The next step is to organize the basic information structure by categorizing the content and organizing it according to user needs. Each category should be named with a concise and descriptive title that will become a link on the website. Planning for the site’s content ensures that the wants/needs of the target audience and the purpose of the site will be fulfilled.

Planning documentation: Documentation is used to visually plan the site while taking into account the purpose, audience and content, to design the site structure, content and interactions that are most suitable for the website. Documentation may be considered a prototype for the website – a model which allows the website layout to be reviewed, resulting in suggested changes, improvements and/or enhancements. This review process increases the likelihood of success of the website.

First, the content is categorized and the information structure is formulated. The information structure is used to develop a document or visual diagram called a site map. This creates a visual of how the web pages will be interconnected, which helps in deciding what content will be placed on what pages. There are three main ways of diagramming the website structure:

• Linear Website Diagrams will allow the users to move in a predetermined sequence;
• Hierarchical structures (of Tree Design Website Diagrams) provide more than one path for users to take to their destination;
• Branch Design Website Diagrams allow for many interconnections between web pages such as hyperlinks within sentences.

In addition to planning the structure, the layout and interface of individual pages may be planned using a storyboard. In the process of storyboarding, a record is made of the description, purpose and title of each page in the site, and they are linked together according to the most effective and logical diagram type. Depending on the number of pages required for the website, documentation methods may include using pieces of paper and drawing lines to connect them, or creating the storyboard using computer software. Some or all of the individual pages may be designed in greater detail as a website wire frame, a mock up model or comprehensive layout of what the page will actually look like. This is often done in a graphic program, or layout design program. The wire frame has no working functionality, only planning.