Usually, we start by setting objectives for the website. At this stage, it’s important to be realistic.
First of all, it’s a good idea to talk with the stakeholders in the company. It could be the engagement department, marketing department, etc. The purpose is to find out how they use the website to achieve their own business targets.
Practically, interviewing department heads at the beginning of the process will allow us to get the broadest view of the expectations from the website, and further make a comparative analysis for prioritization.
After this we set objectives. A good framework for structuring the business targets of the website is the “Smart” template (specific, measurable, achievable, relevant, and timely). This framework allows us to write down the objectives as points aiming towards achieving the concrete result.