Simple Site Requirements If you know you only need a simple website, use this template to define your requirements. Use it as an internal document, or modify it slightly and give it to potential vendors for bid. First, here are some tips for developing a great simple site: TIP (check those you want to incorporate)
Even though it’s a simple site, it can still be a
strong marketing tool if it speaks to your users and conveys your message in a powerful way. You don’t have many pages, but you can make each page work very hard. Focus each page on a simple, meaningful message that builds value for your prospect. Make your home page count. Its content is the most important, so don’t waste an opportunity by using heavy graphics. Think of your site as a presentation and drive the user through the site. For example, at the end of the copy on page 2, include a link to page 3; encourage them to view pages in order instead of jumping around. Less is more when designing any B2B website. Don’t clutter the pages with callouts, buttons and links to different parts of the site. Write for the web with attention-‐getting headlines, subheadings, short words and bullets so the user can skim. Long passive sentences and heavy copy don’t work on the web. Make it interesting. Vague statements, heavy jargon and unsubstantiated claims are weak. Instead, grab the visitor’s attention with a short but effective case study, an example or a story of your product in action. Don’t try to tell your users everything about your
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NOTES
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TIP (check those you want to incorporate)
NOTES
product or service. Instead, focus on gaining enough interest that they call or email you to learn more in person. Make sure there’s a “contact us” link on every page. Provide your full mailing address, email and phone – it’s more trustworthy than just putting up an email address. If your copy is running off the bottom of the page, shorten it. You lose people’s attention quickly and it doesn’t look professional to present a lot of content “below the fold.” The page should focus on a single subject, so if you’re rambling on, the copy is probably unfocused. Put the most important content at the top of the page. People’s eyes dart over the page, so your message should be obvious. Don’t make them read several paragraphs to get to the point. Notes: Before you develop your specs, it’s important to understand what content you’ll need. If you’re developing your site in-‐house, you’ll also need to organize your content into sections. Here are the next steps: Step EXERCISE STATUS Determine what content you’ll include on your 307 – Develop Your Content Complete site Organize the content into sections and 302 – Develop Your Site Architecture Complete individual pages Write your content (you can usually write the 308 – Write Your Content Complete content after you’ve developed your requirements) Once you’ve finished these steps, you can create your requirements document. Websites Simple Site Requirements
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WEBSITE REQUIREMENTS Date
Company
Contact
OVERVIEW Objectives: Describe the purpose of your site: how it will be used, what it needs to accomplish, and what you’re looking for. Timing: Do you have to launch on a specific date? For example, you may need to launch before a specific trade show or media opportunity. If so, work backward to identify other potential due dates. PERSON STEP DUE DATE RESPONSIBLE Complete the requirements Hire vendor(s) for design, writing and/or programming (if needed) Complete the design Complete the content
Soft launch – testing phase
Site goes live
Future versions: If you envision doing more with your site in the future, please describe your vision and the estimated timing: Websites Simple Site Requirements
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TEAM AND RESPONSIBILITIES If you’re using this document in your bidding process, just display the functions you’ll need from the vendor.
FUNCTION
WHO
COMMENTS
Develop the site requirements
Hire and manage vendors
Identify content to be included on the site
Determine how the content should be organized (architecture) Write the content Site design Photography (if needed) Effects design (if needed) Programming and testing
Site hosting
Email hosting
Search engine optimization
Marketing services to be provided: If you need additional services such as email campaign design, paid search campaign management, or other marketing services, note them here:
AUDIENCE
List and describe the different types of users who will be visiting your site. USER TYPE DESCRIPTION: WHO IS THIS USER, WHAT DOES S/HE WANT, AND WHAT
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SHOULD THE SITE’S DESIGN AND CONTENT DO TO APPEAL TO HIM/HER?
Additional comments:
SITE CONTENT AND ARCHITECTURE The site will contain the following content: MASTER CONTENT LIST IMPORTANCE [paste from the list you created in 307 – Develop your content] H M H M H M H M H M Notes: If you’ve organized your content into sections and individual pages, list them below: PRIMARY NAVIGATION: These sections will be displayed prominently on every page. ORDER SECTION NAME WHAT’S IN THE SECTION 1. [paste from the list you created in 302 – Simple Site Architecture] 2. 3. 4. 5. 6. 7. BOTTOM NAVIGATION: These sections will be displayed in a less-‐prominent position on every page: Websites Simple Site Requirements
L L L L L
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ORDER 1. 2. 3. 4. 5. 6. 7.
SECTION NAME [paste from the list you created in 302 – Simple Site Architecture]
WHAT’S IN THE SECTION
PAGE LIST: Here are the individual pages that each section will contain. SECTION PAGE # PAGE NAME WHAT’S ON THE PAGE [paste from the list you created in 302 – Simple Site Architecture] Notes about the pages or sections: If you created a site map as well, include it when you distribute the document.
PAGE DESIGN What are the personality traits that the design should convey? [Brand Strategy can help] BRAND PERSONALITY TRAITS Describe your vision for the look and feel of the site. Websites Simple Site Requirements
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What are your colors and how should they be used in the site? (You’ll need to choose web-‐safe versions of your colors; here’s a good tool: http://www.seoconsultants.com/css/colors/web-‐safe.asp) Typefaces: You’ll need to choose a web-‐safe font for your headlines and body copy. Your options are limited, but you should choose a font that’s consistent with your branding and is in the same family as your company font. Here’s a great list of fonts with notes on readability and design: http://www.accordmarketing.com/tid/archive/websafefonts.html. Are there any similar sites you’d like to emulate? List them below and explain what you like and dislike. If you have any specific design requirements for particular pages or sections, note them here. For example, you may need a small flash presentation on the home page. SECTION OR PAGE
DESCRIBE ANY SPECIFIC DESIGN REQUIREMENTS
FORMS If you want to capture information from your visitors, list the fields needed and what happens after the visitor fills out the form: Page Purpose of form Websites Simple Site Requirements
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List all of the fields to capture
Which fields are required? (See below)
Does this form need to be encrypted? (See below) Does the form trigger an email from the site? Describe.
What page should the user go to after the form is completed?
How do you receive the data from the form? Are there any other special requirements?
*If you’re asking for sensitive customer information, it’s best to host that page on an SSL-‐enabled server. SSL, or Secure Socket Layer, is a technology that encrypts customer data and assures them it’s secure. You’ll also need a digital certificate. If you can capture a visitor’s information, you can follow up with them. Unfortunately, most visitors don’t like forms, so balance your need for information and the visitor’s desire to get it quickly or abandon in the process. Improve your conversion rate by making sure you absolutely need every piece of information at this point in the relationship Use a “submit” button but don’t bother with an obsolete “reset” button.
CONTENT MANAGEMENT
Will you need to modify or add content on a regular basis? Please describe your requirements:
REPORTING REQUIREMENTS
Identify your reporting requirements for the site. What will you need to know and how should it be delivered?
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INFORMATION YOU’D LIKE TO RECEIVE
PRIORITY
DESIRED FORMAT FOR DELIVERY
FREQUENCY
OTHER/MISCELLANEOUS Identify any other requirements:
Vendor questions
SERVICES TO BE PROVIDED We’re looking for the following services (check any that apply): SERVICE
Interface design Content development and site architecture Copywriting Programming Site hosting Email hosting Ongoing marketing services (describe)
DESCRIPTION/COMMENTS
Our site should be developed, organized and written to current Search Engine Optimization (SEO) standards. [Search Marketing can help]
DESIGN
Will you create a custom design for this site or use a pre-‐existing template? Websites Simple Site Requirements
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How many initial designs will you present, and how many iterations will you create?
TECHNOLOGY
What programming language do you recommend using and why? How will you ensure that the site’s content, structure and technology is consistent with current SEO standards?
CONTENT MANAGEMENT
How will we make changes to the site? If we need to add landing pages for marketing campaigns, please explain the process.
EXPERIENCE
Please provide a list of URLs we can review, along with an explanation of what you performed in the project. Websites Simple Site Requirements
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SITE URL
SERVICES PERFORMED
PROJECT DATES
Please provide a minimum of three (3) references that you have worked with recently on similar projects. REFERENCE
SERVICES PERFORMED
DATES
SUMMARY Do you foresee any challenges in implementing this project? If so, how should these challenges be addressed? Why are you the best fit for this project?
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