Second Meeting - Identify Goals for Client Website

What is the purpose of the web presence? Eg. Increase branding of company to influence traditional sales? Generate leads for direct marketing agents? Online sales?

If more than one goal exists, they must be prioritized

Once goals are established, there should be an attempt to quantify them. (i.e. develop metrics)

(i.e. capture 20% of the market segment we pitch to)

Then, once the client's target customers are identified and research on competitor websites completed, a focus group and/or surveys should be conducted to identify customer concerns, and desired features as well as potential marketing strategies.

Focus groups can also be used to test for "trigger words" that entice users to click on links. (Scent)