2. SET GOALSBaseline current activities and

define the “problem” your Web sitewants to tackle.

3. ANALYZE AUDIENCESTalk to internal and external

audiences and define your market.

4. BENCHMARKExamine the competition to

surface best practices, new ideas.

5. DOCUMENT REQUIREMENTSDevelop list of high-level needs;validate with stakeholder team.

6. SELECT NAVIGATIONLead stakeholder team to decide

on primary and secondarynavigation with meaningful labels.

7. BRAND ITPick a tag line and theme to matchyour value proposition and fit your

market and objectives.

1. ENDORSEMENTGet it in writing from the

organization’s top brass: thevisionary executive.

PHASE ONE:DRAW THEBLUEPRINT

PHASE TWO:BUILD THE

FOUNDATION

1. EVOLVE DESIGNTell creative teams to

present three options withsame navigation; meld your

favorite ideas.

2. INVENTORYUse an Excel spreadsheet to

scope existing content.

3. SET STANDARDSFor content that will be

migrated to your site; be readyto retire or change what

doesn’t measure up!

4. NEW CONTENTTarget and develop, keepingit in tune with your navigation

and standards.

5. RECRUIT CHANNELMANAGERS

Your core team of datastewards, knowledge

experts who may have beenpart of stakeholder team.

6. INFORMATIONARCHITECTURE

Use selected content — oldand new — and retire what

doesn’t fit.

PHASE THREE:MANAGE THE

LIFECYCLE

1. DRAFT CHARTER Launch a Web Council,

with roles & responsibilitiespushed to frontlines.

2. TESTConduct user testing before

launching to the public.

3. VETAfford internal powers an

opportunity to review.

4. ADJUSTMake necessary

adjustments usingfeedback.

5. ROLLOUT STRATEGYMobilize outreach activitiesto spread your message.

6. SCORECARDCreate metrics frameworkto measure performance.

7. MARKETHave an ongoing programof activities and upgrades.

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