Rapid Website Planning, the Key Questions

Before you start burning the midnight oil on planning your new website, read this guide to rapid website planning.


First ask yourself 3 questions

  1. What will your Website say?
  2. Who will it say it to?
  3. What should relevant visitors to do as a result of using your website?


Write down the 3 most important visitor types

  1. Potential customers for our ‘big business’ product
  2. Potential customers for our small business product
  3. Potential re-sale partners


Then, define the website using the prompts below, for each visitor type

  1. Key Messages
  2. Action
  3. Content



Define your Website Perception

  1. Write down three adjectives to describe how the user should feel when visiting the website. Examples are; informed, interested, excited, happy, cool, calm, concerned, scared, intimidated etc.
  2. How is your organisation presently perceived by constituents of the market?
  3. Do you wish to retain or move this perception?
  4. List any relevant third party websites that are reflective of what you are trying to achieve. What is it about them you think could work for you?
  5. List websites of any competitors. What can you learn from them?


What do you want visitors to do?

What action do you want visitors to take before they leave your site?

  1. Order a product
  2. Download a brochure
  3. Browse company information
  4. Move along specified path through the catalogue
  5. Email customer service
  6. Phone your shop / office, etc.



Website Content

  1. Will you use existing or new content?
  2. Can existing material be modified?
  3. Describe the major topics for your website
  4. Examples include; Products, Services, Information, how to Contact Us, Links, Frequently Asked Questions, Events, Members-Only Area, etc.
  5. If relevant, describe the product/service categories of your Website. If relevant, include sub-categories.


Include other useful Information

Remember to add anything else that you feel is relevant as a footnote to your Website Planning document and remember to incorporate the Traffic Truffle website visitor identification and conversion marketing automation tool.

This article is based on MintTwist’s Digital Marketing Training programs, developed by Elliott King and delivered with partners including City, University of London.