FAQ: Web content development
Oct 30, 2007 by Mark Luczak
What will it cost?
I have been doing this for more than ten years. Even if they don’t ask, this is everyone’s first question. The correct answer is, of course, "it depends."
The real question is, "What does the cost depend on?" The short answer? Content.
If you were to ask an architect how much it would cost to build a house, the architect would have a lot of questions for you. What are my questions, for you, about your Web aite?
First, how much content do you have ready to post to a Web site?
You wouldn’t tell an architect or contractor, “Just build the house. Once I see how it looks, then I’ll tell you which room should be the kitchen.” Planning makes everything work better.
So, what do you need to know to plan your site? What do I need to know to help you? The following questions have helped start the discussion(s) that lead to the answer.
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Who is the audience?
As much as we might think the audience is users or prospects, for the first version, it is more productive to think of the target audience as the site’s stakeholders. The people with the highest level of interest in seeing the site established. Identifying this person, or group, is often overlooked until the site is finished.
If there are people who will need to approve the site before it is launched, then those people need to have input during the design phase. My experience has shown that 20% of the time/cost will go to re-doing things that stakeholders don’t like, and weren’t consulted on, during the design phase.
This doesn’t mean we don’t put in writing which group(s) (i.e., users, prospects, etc.) the site is intended reach and why.
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Why do you need a Web site?
Of course, the site will have the "usual ocean of facts” such as who we are, our address, our mission statement, our press releases, etc.
However, try to resist the temptation to make the site a ‘valentine’ to yourself (unless the site is supposed to be nothing more than a valentine to your organization).
At first, a Web site allows your organization to take advantage of the popularity of the Internet and its ability to communicate easily with a wide audience, to get information about programs, announcements, schedules, events and more, to the interested parties.
If it does not do this more efficiently and effectively than anything you currently do without the Internet, think again about what you are doing and why.
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How will the site grow?
It should grow both in the amount and the variety of content.
However, the first, best way for the site to grow is by word of mouth, throughout your organization. Once a few pages are posted, or a few groups have content posted (and if it is well received), more people or groups will want to know how they can get their content on the site.
This is also an early indicator of whether or not the site is doing what it is supposed to do.
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What browser(s) and screen resolution will be the site’s design standards?
As of this writing, Internet Explorer V6 is the most widely used browser and 1024 X 768 is a common screen resolution setting.
As with the target audience, what stakeholders see when they look at early versions of the site on their own computers will determine what browsers and screen resolutions will become site standards.
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How many levels (clicks) to find the deepest information?
Industry standards recommend no more than three clicks should take a user to 80% to 90% of the content. This is another reason why planning is so important. It is much more difficult to arrange site navigation without the prioritized content.
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What is the most important piece of information (or Web page) on the site?
Prioritizing content helps determine where that content should be placed. This shows, once again, how important content is in creating site navigation.
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Do you have a logo, tagline or other identity mark that the site should incorporate? Should the site’s graphics/color theme match an established look and feel, or can they have a completely different look?
It often appears that the look and feel of a site was developed independent of any corporate/organization identity. (For example, is there an organization bulletin, newsletter, stationery, outdoor signage or other icon that should be incorporated into the look and feel of the site?)
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Is there a launch date for the site?
This will depend on the availability of content. However, if the site is to be part of another program, that information should be documented during the planning.
Even without a clear target date, setting a deadline will help focus all contributors (and the Webmaster).
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What features of the site are required by the launch date?
Site navigation should be working. All links to non-existing pages (pages with no content) will be commented out of the HTML code so that they do not display but can be quickly added when content becomes available.
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Will there be any confidential, private or personal information posted on the site?
Give this some thought. For example, before taking photos at some event and posting them, make sure people are aware that these images may be posted on the Web site. Some people won’t care. But some will.
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What functions are required? What functions are desirable?
As the site grows, think about “what’s next?” What kinds of functions are required? Desired? (for example, forms, dynamic content, multimedia elements) Start to think about a time frame for future versions, enhancements, etc.
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