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How to write a Website Brief

How to write a Website Brief. About us. dotAgency. Full service digital marketing agency London based with International support Service hub of the dotDigital Group Clients include:. dotDigital Group. Over 4,500 clients and agencies Over 180 staff and growing

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How to write a Website Brief

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  1. How to write a Website Brief

  2. About us

  3. dotAgency • Full service digital marketing agency • London based with International support • Service hub of the dotDigitalGroup • Clients include:

  4. dotDigital Group • Over 4,500 clients and agencies • Over 180 staff and growing • PLC trading on the AIM market • Established over 12 years, profitable since inception

  5. The Purpose

  6. Purpose • Target Audience • What’s a successful visit? • Why are they visiting?

  7. Purpose • Is new vs. returning different? • How will they discover you?

  8. Complete the sentence Imagine your website in 2 years: I know my website works because….

  9. Current vs Future

  10. What works now What on your current solution works? • User journeys • Key Functionality • Integration • The main user journey

  11. What doesn’t work now What on your current solution needs improvement? • Navigation • Structure • Missing functionality • Engaging content

  12. The Marketing Mix

  13. Channels What other channels will your audience encounter your brand? • Events • Social media • Print • TV

  14. The Competition

  15. Your competitors • List your main competitors • What do their sites do well? • What do they do poorly? • In general what other sites do you admire?

  16. Integration

  17. Integration Does your new website need to integrate with other information systems? • CRM • EPOS • OMS • Accounts

  18. Integration • What you need to integrate with now is this fixed or set to change • Plan for tomorrow not just today

  19. Strategy

  20. Strategy • How does this project link with your strategic plan? • Where will your business be in 3 years and how does this project fit in? • How will your bigger strategy translate onto the web?

  21. Strategy • What other microsites/ web application might you launch in the future • What features might you want to implement in the future, what’s on your wish list?

  22. Beyond The Website

  23. To infinity and beyond • Do you currently do email marketing? • How important is SEO? • What is your attitude to Social? • Do your users visit your site on a mobile?

  24. So, to recap… • What’s the purpose of your new web project? • Who are you catering for and what are their objectives? • What does and doesn’t work now? • What do your competition do well or not? • Integration costs money and time • What’s your bigger picture? • Tomorrow not just today

  25. How to write a Website Brief Q&A

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