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Many articles and books address business website development: fancy website design ideas, SEO-friendly HTML layout recommendations, common website usability mistakes, and more. However, all of this is primarily designed for website developers or for those who want to make a website themselves and mostly contain technical issues. This article addresses the non-technical issue that is the essence of your website development; the foundation of the project you need. Further, even if flawless in technical realization, without this foundation the result is an ideal, but absolutely useless, product.
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In the previous section "Setting the primary purpose of your business website", we defined the website's primary objective and discussed basic principles. We will now discuss the identification of secondary objectives.
To start, we need to define the website as a tool. This can be generally divided into two parts: informational and functional. In practice, one part can not always be purely separated as the function often contains elements of information.
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Previously, we defined secondary website development objectives based on the possibilities of the site as a tool. The focus of this article is on your site visitors, for whom we are planning the site design, information and functionality.
In determining the secondary objective, we addressed the site’s effective use for the company’s narrow practical interests: reducing costs for routine operations and improving communications. Those methods gradually focused on needs of the website’s future visitors; this is critical because the company must focus on its customers.
We are omitting the definition of the target audience itself. To develop a site for your existing business, you need a clear idea of your potential client’s profile. If you are planning a new business, you need to define your target audience. We will assume the target audience of your future site is known to you, so we will focus on ways to identify target audience needs in the site’s context.
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