Planning

Project AIM® (Audience, Information, Method)

Care must be taken to identify the AIM of the Web Site project.

1. Who is the target Audience?
2. What Information do they need?
3. What Method will work to bring audience and information together?

Pre-Planning, Planning Issues:

• How will you judge success of the Web site?
• How will the Web site interweave with your current business plan & marketing strategy?

Web Site Planning Issues:

• Can you list the main areas of information you need to cover?
• What is the call to action? What do you want the viewer to do?
• Do you want viewer interaction and on what level?
• Will the entire site be public or will there be special or members content?
• How often will it be updated?
  • Daily
  • Weekly
  • Monthly
  • As needed
  • Never

Look and Feel Issues:

Do you want to:

• Create a template that gives the same look and feel for each page in the site?
• Make each page in site unique?
• Create a splash page for front page?
• Leave room for ads?
• Have a way to receive feedback?  (Forms or email)

Business Issues:

• Will there be online transactions?
• Will products be catalogued?
• Will services be offered?
• Will customers need to contact a real person?
• What is the action you want the viewer to take?

Content Issues:

• Where is your content coming from?
• Do you intend to create words and images?
• Do you intend to create words only?
• Do you intend to create images only?
• Do you already have images and words you wish to publish on the Web?

Web Awareness Issues:

• Have you researched the number and type of businesses like yours on the Web?
• Have you researched the number of related businesses on the Web?
• Do you have favorite sites?
• What do you look for in a Web site?

Marketing Issues:

• What is your plan for publicizing your Web site?
• Who will you trade links with?
• Will you include the Web site URL on all business documents?
• Will you buy ads in Web media?
• Will you buy ads in print media?