1. Guiding Design Decisions
It is important to note that all research shows simple sites to be the most
effective in engaging the customer and, therefore, provide higher returns on
investment.
While any design can be created, a design that complements the content
management structure will ensure easy editing and management without the
need for ongoing design input/costs. Through the design process we will
advise any design elements that sit outside the content management
parameters.
Please note that a complete rework of the preliminary design concepts
(ie. a complete change of design brief) will result in a new quote for the
new work.
Please also note that specialist design requirements will incur additional
costs. Examples of these are: the creation of animations, Flash interfaces,
manipulation of poor quality graphics (typically resulting from non-original
files), some audio and video files. Also, if you are unable to provide sufficient
or quality images for the site design or content, a recommendation to re-
photograph images or source new image stock from image libraries will be
made.
If your preference is to use your own Designer to create the initial designs, a
copy of the Design Parameters document must be supplied so the Designer
is clear about design parameters including expected deliverables and timing.
The external Designer will provide their quote and invoice direct to you and
does not reduce our original quote.

2. The Design Brief
1. If you have an existing web site
Decide whether you wish to keep the look of the existing site and what other
elements including layout, colors, content or features you wish to keep.
2. Deciding elements that you like
Identify at least 3 other web sites that you like the look of and determine the
elements that you like. Provide the web addresses (URL’s) of these.
________________________________________________________________
Determine what sentiments, style, etc. would you like the site to
portray/express? (For example, professional, clean, uncluttered, etc.)
Determine what colours you prefer the site to carry. Also advise any colours
that must not appear in the design.
3. Deciding general elements
Decide where the company address and contact details will appear on the
site.
Decide if a search button or search categories are needed.

3. 4. Determining the existence of materials
Please tick if you have and can provide the following:
 An original logo file, a high resolution example, transparent or on a clear
background
 Any secondary elements or strap lines or by-lines
 Any printed materials that can be supplied to assist copywriting including
brochures, company profile and any other printed marketing material
 Any photographic resources including industry, product, location, people,
general
Please provide digital copies (original files where possible) on disk clearly
labeled as soon as possible.
5. Considering your web and email header content
Do you already have ideas about how you would like the Masthead/Header of
your web pages to look? Consider logos, graphics, existing website design,
existing print marketing material (leaflets, ads etc).
Web header ideas:
________________________________________________________________
6. Determining the structure of your site
Draw up a suggested “Site Map” to indicate any primary pages that must
appear on your website. Alter the structure below to include relevant page
titles.
HOME PAGE
__About Us
__Sub-page
__ Products
__Sub-page

4. __Sub-page
__ Services
__Sub-page
__Sub-page
__ New Web Page
__Sub-page
__ Contact Us
________________________________________________________________
7. Deciding opt-in1 strategies
Describe the most compelling offers you can provide as an exchange to
obtain personal details from new visitors.
________________________________________________________________
Describe other offers that could encourage enquiry or opt-in to your site.
8. Providing any additional information
Provide any other information that will assist the Designer in understanding
how best to present the design of your website.
9. Identifying your competitors
1. List 3 of your primary competitors in the market:
1. _______________________
1
Providing consistently great content in your messages is key to turning your subscribers into raving fans.
Before you can foster that relationship, however, you have to get them to subscribe. You know that once
they do, they’re going to kick themselves for not having done so before…but they don’t know that yet, and
unless they opt in to your list, they never will.
By convincing people to subscribe, and removing barriers to them doing so, you can bridge the gap
between a website visitor and another soon-to-be-devoted reader of your email marketing campaigns.

5. 2. ________________________
3. ________________________