Website Proposal Template Announced by VP Marketing On Demand
The Website Proposal Template is designed to build a plan to create a compelling website that is tied to an organization's corporate objectives and focused upon solving website visitors’ goals through an engaging and fulfilling user experience.
Start With The Business Objectives Explicitly Stated
The Website proposal should start by clearly documenting the business goals and objectives for the website. The best objectives are specific, measurable, attainable, relevant, and time bound. In addition, the goals and objectives documented in the website proposal must have the support of all stakeholders who have a vested interest in the success of the initiative. These objectives form the baseline for the project and when documented, they become a measuring stick against which all creative, content and functional decisions will be made and tracked.
It is crucial to define target audiences in the website proposal as these elements include clear definitions of who the site is intended for, broken down by degrees of priority, and the unique audience needs the web site must address
It’s important to segment your target audiences to strengthen relationships with stakeholders whether they are customers, partners, employees, investors, etc. By strengthening these relationships, it will facilitate motivating these different groups to behave in certain ways. Successfully strengthening relationships and motivating people to engage in specific behaviors requires understanding their perspective and attitudes.
Implementation imperatives are a key element in the website proposal and they essentially define the “rules of engagement” for the website project - while the business objectives define what website must deliver and the audience prioritization defines who the site is intended for, the implementation imperatives define how the content and functionality must be delivered. They include design constraints, usability requirements and desired tangible benefits the site must deliver upon.
The website proposal must define the performance measurement plan that will document what to track and measure t determine the websites success in delivering against users’ needs and the core business objectives. Building a performance measurement plan is an interactive process. As use cases, creative concepts, user experience and technology designs are finalized, the list of measurements will be crystalized and communicated to proactively manage efficiency and effectiveness of the website.
A Customer Behavior Model
Here, a model for understanding how a target audience interacts with a brand is created and included in the website proposal. The model is built in two phases. The first phase, the buyer behavior model, seeks to answer what behavioral activities exist as an individual makes some type of commitment decision. The second phase, the journey board, tries to identify every moment in the behavioral system that is an opportunity to make a brand connection by hypothesizing the brand’s communication possibilities. Leverage this complimentary resource when developing what questions to ask inside and outside of the organization to build go-to-market plans.
Peter Buscemi, CMO and founder of VP Marketing on Demand recommends that companies create a buyer behavior model, with as many or as few steps, that are meaningful and actionable. The website proposal planning template from VP Marketing On Demand includes a sample template, that can be modified, but includes:
• Awareness—What events or other situation(s)
• Consider—What benefits or satisfaction might this audience think about in their consideration of your offering?
•Search—What information might this audience want to collect in their search of your offering as an option?
• Choose—What attributes and differences might this audience compare in their process of choosing the your offering?
• Buy—Once they have decided to buy, what steps do they take, how would they go about it?
• Loyalty—Once they have bought, what things are involved in the experience of using the offering?
Download the Website Proposal Template now >>
About VP Marketing On Demand
VP Marketing on Demand was founded by Peter Buscemi, a CMO with 30 years experience that spans start-ups and Fortune 500 companies. The sole purpose of VP Marketing On Demand is to provide marketing insights and a huge head start to those tacking key marketing projects, through managed, repeatable processes. Over decades, in working with various boards and executive management teams (CEO's, COO's, VP's Sales and Development)
Page Updated Last on: Mar 26, 2013