Message

The more straightforward your web concept, the easier it is to define your message. If you don't have a straightforward concept, you should ask yourself these questions:

• Which core values will the web-site communicate?
• How will the reader immediately understand what the web-site is about?
• What is the primary message I hope to convey to the reader?
• How do I ensure that the user immediately understands the concept?

The concrete production of web-site content, such as content elements, information architecture, navigation, etc., should be handled as a separate process.

Before you start on this, you should examine your competitive advantages.