Strategy Checklist for Web Development

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1. Goals

What is the point exactly with the web-site? What do you aim to achieve? What company problems are you hoping that the web site will solve?

Tip: Write one or more quantifiable goals, for example "we will save $1,000 during our first year by distributing 1000 brochures online instead of through the post." Measure results!

2. Concept Development

What kind of web-site will you make to meet the goal(s) above? Will the web site you’re planning work as planned? If not, what changes must you make to reach your objectives?

Tip: Make a concrete concept description (preferably developed as the result of a separate conceptualization process). For example, "www.atlanta-police.com will be a police station online with all of the services citizens expect from a physical police station".

3. Target Audience

Who are we making this web-site for? Which users are we actually pitching to?

Tip: Make descriptions of imaginary typical users, and brainstorm about their needs. If possible, invite one or two actual potential users to brainstorm with you.

4. User orientation

What is the point of this web-site for the user? What's going to get him to visit your web-site?

Tip: "User test" even when you're at the drawing board! Once you have a first draft, even if it is nothing more than some sketches on a pad, explain the thought behind your web-site to some carefully selected representatives from your typical user groups and ask their opinion. They will undoubtedly give you good and useful input. A correction at this stage saves considerable time and money compared with making the same correction later in the process.

5. Positioning

What will make a user prefer your web-site compared to other similar/competing web-sites?

Tip: Make a competitor analysis in matrix form where you set up qualities of the different competing players and measure them against your own site. Look for ways your site can be different and better than the competitors.

6. Adjustments

How will you get the feedback from users that you need?

Tip: Ensure that you have proper and thorough statistics and establish routines for analyzing and interpreting this data. User test, user test, user test! And make sure that you have feedback forms, running online user surveys and feedback links in the colophon on all pages.