Determine if more than one site is necessary
During discussion of the site s audience and purpose, several audiences may be identified.
Several different purposes may be uncovered.
For instance, people planning a health care Web site may want it to serve both new
mothers and the elderly. However, the concerns and preferences of the Pediatric and the
Geriatric are very different. Mothers would be better served by a site built just for them, as
would older people.
A Saturday Night Live skit once advertised a product as both a floor wax AND a dessert
topping! An effective Web site is not. If the audiences and purposes to be served are
divergent, consider building a separate site for each.
Get audience input
Once the site s audience is identified, the Site Coordinator should ask a few of the people
in its audience to serve as an Audience Test Group. This group doesn t have to be large:
seven or eight people is fine. Just make sure the sample is representative. For example, if a
site will be used mostly by women, at least five of the eight group members should be
The members of the Audience Test Group should be asked what they want to do and find
at the site. After all, they re the people the site is meant to serve. If what they want from
the site differs from what the organization thinks it should provide, more discussion is
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