You've specified Informational as your type of site. But think about why you are
doing it. Are you trying to generate leads, sell widgets, or both? This will impact on
the design of the website, its content, and ways in which you choose to promote the
website, and inform your current and potential customers that it exists.
Your objectives should be:
- Marketing Strategy: the plan to promote the company to its chosen markets.
The internet marketing should form part of an integrated marketing plan.
- Internal Requirements: this may be to enhance customer service or support,
increase sales (either online or offline) or increase prospect registration, for
example.
- External Factors: influences such as the actions of competitors which need to
be matched, changes in market demands or requirements, or perhaps changes
to legal requirements.
1. Business Objectives
