How to Plan a Web Site

By J.D. Solomon
JDS Strategic Communications

So you're ready to revamp your old site, or maybe build your first site. Here's how to start.

Step 1: Review and Research

Review your existing site (if you have one) and your competitors' sites. Focus on the content and design. Decide what you like and what you don't. What would you do differently? What would you add or delete? What features, navigation or design elements would you like to "steal" from other sites? Tip: Ask friends and family members to do this with you and get their opinions.

Step 2: Decide what kind of site you want.

For businesses

Level 1 — Brochureware Site. This is a basic 4-6 page site that essentially creates a brochure on the web. The content contains essential information about your business, products and/or services, and it may need to be updated only 2-3 times a year. Design is clean but simple, with no fancy bells and whistles. Contact information consists of an address, phone number and email link.

Level 2 — Customer/Client Service Site. In addition to your marketing information, this site will have several pages of information related to your products or services that customers/clients may need or find helpful. This might include extensive product descriptions, press releases, a calendar of events, a list of external links, directories, etc. There may be a sign-up form on the home page for a company newsletter, and the contact page will have a feedback form. These sites may be 7-12 pages, and the content will need to be updated 3-6 times per year.

Level 3 — Interactive Site. In addition to the content reflected in Level 1 and 2 sites, this site may have an e-commerce function, multiple feedback forms, extensive reports for downloading, pdf documents, photo galleries and multiple user options. These sites are at least 12-15 pages and require fairly intensive coding.

For non-profits

Open-Door Site. Best for service organizations, this kind of site is a comprehensive compendium of your services and programs. Designed to convey information at the widest possible level, it provides any interested visitor with complete access to your organization and your publications. Most important success factor: an intuitive navigation scheme. Interactive elements will likely consist of a feedback form inviting visitors to sign up for e-mail alerts or an e-newsletter.

Member Services Site. Appropriate for membership organizations, this model offers a minimal public area with basic information about the organization and its mission. The "meat" is provided in a members-only, password-protected section of the site. This is where members will find directories, articles, resources and other features that enhance the value of their membership. Most important success factor: frequent updates. Interactive elements will likely consist of an e-mail alert sign-up form, a membership forum or bulletin board, and a chat room.

Step 3: Consult with your designer.

Tell your designer what kind of site you want and how many pages you expect it to be. Give him/her examples of similar sites (in size and scope) that you like. Provide direction on design elements. Do you like bright, bold colors or soft, subdued colors? Angles or curves? Serif or sans-serif fonts? (This is a sans-serif font. This is a serif font.) Will you provide ready-to-use text or will you need writing and/or editing services? Will you provide ready-to-use images or will you need the designer to scan photographs and/or obtain stock photography or clip art? Solicit suggestions and feedback from the designer, who will likely have good ideas about how you might accomplish your goals more simply, efficiently or cheaply. Based on this conversation your designer should be able to provide you with a pretty firm cost estimate and timeline.

Step 4: Create a site map.

Using a pencil and paper, draw a map of your site. Start with the home page and branch out. Give each page a title. 

Step 5: Assemble the content.

Prepare the text, gather images, identify external links, and collect the reports, press releases, events calendars, etc. that you'll want to post. Assign each piece of content to a page from the map you created in Step 4.

Step 6: Hand-off to the designer.

Send the site map and content to the designer. The designer will likely need to talk with you a couple of times to clarify your intent and suggest alternate approaches.