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10 Must Do’s For Writing A Website Brief

Posted: 05 Dec 2012 10:14 AM PST

When you line up your web agency for the first meeting or read their tender document, you're hoping to be wowed a bit. You want to walk out of the presentation, having read their submission, and know full well that these folks can do the job for you. But are you being fair to them? Are you giving them enough information in your website brief about you and your business so they can bring their 'A' game to the table?

The more informed the agency is, the happier you will be with your site – that's guaranteed. So, give your web agency a chance to wow and woo you. Start by giving them the full story.

# 1. Describe Your Business

Talk about your business and put down in writing everything you do, contact details, business name, what industry you operate in, what products/services you are primarily looking to promote on your website - your website does not have to promote/sell all your products and services it can be very focused on specific items. Give the web agency as much detail as you can so they truly understand your business.

# 2. Objectives of your Website

Do you know why you're getting a new website or if this is your first site, what are your aims, objectives and expectations? If you can't tell the agency, how do you expect them to deliver a top class website?

# 3. Current Statistics

You probably have already gathered visitor numbers, bounce rates, traffic source data etc. Supply all the data you can to give an accurate picture of your online presence. It is also a good idea to give them details of targets you have for the new website, growth in visitor numbers, sales via the website and sales via specific traffic sources.

# 4. Overview of all products/services

List all products and services as this will have a direct bearing on your site structure. If you have a lot of products and services detail what categories and sub categories of products you have so they can gauge the scope and size of the project and cost accordingly.

# 5. USPs or unique selling points

These form an integral part of your marketing message. This part is all about message and your agency should understand your message comprehensively and visualise how they can communicate that message to the online world.

# 6. Target Markets

It is advisable that your agency knows who your target market is. They may never know it as well as you do but a solid knowledge of your target audience will enable them to design with confidence. Give them as much detail as possible, break your target market into location, gender, age, socio demographic etc

# 7. Navigation, Wire Frame & Internal Linking

In order for them to present a coherent, online solution, they must be aware of a preferred wireframe or indeed your preferences regarding navigation.

# 8. Content Management System Requirements

If you want to update your own content, you will need a CMS (content management system). Tell your prospective supplier this and ensure it's something they can supply. Be specific with your requirements, if you prefer one platform over another let them know. Wordpress is an easy to use CMS and a large per cent of businesses use WordPress for their website and/or blog.

# 9. Website Copy

Who will supply the copy and written content for your website? Will you write your own content or will you require a copywriter? This is an issue that must be agreed beforehand.

# 10. SEO & Social Media

Keep your web agency informed on this level too. They will need to know your thoughts and targets with regard to SEO and social media. Give them a list of your top 20 target search terms, list the top search terms for your existing website so the optimisation for these can be retained in the new site. Give them a list of your current social media accounts and where possible let them know what your strategy is for your social media so they can build elements into the site to compliment this.

These are just the top ten. Essentially you must keep your prospective suppliers in the loop as they can only design the website you want – if you tell them what you want in your brief you will get the website you need at the best cost.

So remember – full disclosure ….and the wow factor could be closer than you think! Have you any more suggestions for writing a website brief?

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Season Of ‘Rocking’ Social Concepts: Top 5

Posted: 05 Dec 2012 06:32 AM PST

This post highlights the top 5 rocking social concepts (and digital) to hit the internet pre-Christmas 2012. You'll be amazed how the theme of 'giving' has spread across the internet like viral wildfire to include weekly giving offers, yearly charity crusades and one off hyped up events.

# 1. Grow your Mo for Movember (Prostate Cancer)

The Movember social concept is simple – grow a moustache for the month of November in aid of Prostate Cancer and make a donation. The social aspect is the sharing of photos and videos of the 'growth' taking place. It's a social concept that is easy to adopt (for the men folk) and fun to follow. Just join in and share your photos/videos. Top marks for simplicity!

# 2. Create a Gathering (Ireland) for the Gathering 2013

The Gathering is set for 2013 and is a tourism-led event that inspires Irish residents to invite their families from abroad, to visit Ireland. While the government do have a hand in promoting the initiative, it's down to the residents in Ireland to jump on the band wagon, so to speak. Via the website, you can set up an account and create an event with invites. The real question on everyone's lips is – will there be enough room on the planes and ferries for all the Irish immigrants to travel in. We hope so, because it's sure to be one hell of a party season.

# 3. #GivingTuesday

Giving Tuesday is a follow on from the popular cyber Monday and Black Friday digital concepts and it's designed to 'give back' via companies and non-profits. To take part, just use the hashtag #Giving Tuesday on a Tuesday and state what you intend to give. Example: Sony is giving $1 for every re-pin it gets on Pinterest between #GivingTuesday and the end of the year to the Michael Phelps Foundation towards the Boys and Girls.

This "Pin It to Give It" is the first we've seen to donate money for re-pins (though Elizabeth Arden has donated eyeliner for re-pins). The electronics company will give up to $25,000 toward the cause, as part of its Love to Give program. (Thanks to Elish for finding this one!)

# 4. Hope Foundation and the Gifts of Hope Christmas Promotion

This social concept is linked to the Hope Foundation's ecommerce website and allows the customer to select a practically personal present (a packaged donation). Purchasers can choose from Education, Healthcare, Training, Rural Family or Life Changing Gifts, and within each category there are a selection of gifts such as a pair of shoes, money towards a coach, a hospital care pack, nurse care and much more. This switch from the typical general donation means the giver can specify their present and know that their money is being spent on their preferences.

# 5. Electric Ireland and 'Powering Kindness'

Random Acts of Kindness is not a 'new' idea. We've seen the 'free hugs' campaign already. So it's encouraging to see how the concept is adapted. Electric Ireland took it to a new 'media' level with Powering Kindness Week. A website, Facebook page and advertising, outdoor advertising and TV adverts were all part and parcel of the campaign. Via the website you can share your kind 'deeds' (for one week only) and decide which of three charities you would like to benefit. The choices are: Special Olympics Ireland. Focus Ireland and Concern Worldwide. At the end of the week, the €100,000 donation money will be split, with the 'winning' charity receiving a slightly higher portion.

The rise of social and digital concepts is raising the game for businesses, brands and social sector initiatives. In keeping with social, these ideas are exploring how the media world and the social world are connected.

Have you any social concept examples to share?

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