Graphics Programs Reference
In-Depth Information
think of for the site. For example, the goals of a commercial Web site might include the
following:
• Provide information about a product.
• Sell a product.
• Increase brand recognition.
• Provide help or operational instructions.
This list is very general and could be expanded. The goal list for an actual site should
be much more specifi c. For example, the fi rst two bullets should state what the product is.
After you have a list of possible site goals, review the list and place the goals in order
of importance from most important to least important. For example, the commercial Web
site goals might be reordered as follows:
• Sell a product.
• Increase brand recognition.
• Provide information about a product.
• Provide help or operational instructions.
Review your list. Combine goals if possible, and then reprioritize as needed. Some of
the lower-priority goals might actually be part of higher-priority goals. For example, in
some cases, providing help or operational instructions might be incorporated into the
general goal of providing information about the product. There is a limit to the number of
goals that a Web site can effectively achieve; therefore, you will probably want to focus
on the fi rst four or fi ve goals. Remember that site goals are most effective if they are the
result of collaboration with the client. After all, just as you are an expert on Web design,
the client is an expert on his or her business.
Decision Making: Developing an Effective List of Site Goals
The process for creating a strong list of site goals requires much thought. Keep in mind
the following guidelines as you develop the list of site goals. First, write site goals in
active voice rather than passive voice. Second, use action verbs to help you select achiev-
able goals rather than concepts. For example, brand recognition is a concept, not a goal;
increase brand recognition is a goal. Action verbs include words such as achieve , increase ,
and provide . Third, think about the different aspects of the site. For example, in addition to
selling products, you may want to provide reliable support. Finally, make a comprehensive
list of goals. Prioritize the goals in order of importance. Your final list should include no
more than five goals. As you gain experience in designing Web sites, your ability to identify
and articulate goals will continue to improve.
After your list of goals is fi nal, review the list and develop a one-sentence statement
of purpose for the site. Unlike a goal, which is specifi c, the statement of purpose should
speak to the core purpose for creating the site. Like a good mission statement, it should
defi ne your vision and aspirations for the site. For example, a good statement of purpose
for an e-commerce site might be, “With this Web site, we intend to sell quality widgets,
to provide exceptional, long-term customer service, and to build lifelong customer
relationships.”
Gage asks you to develop a list of goals and a statement of purpose for the new
NextBest Fest site.
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