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Organize 

Determine site content 

With logistical aspects squared away, the Web team can now address the question  What 

should the site contain and do?  A good place to start is by brainstorming. 

Brainstorm 

Evaluate 

Survey 

Get Approval 

Brainstorm 

All the Web team members should meet in a conference room away from interruptions. 

Have everyone propose ideas about what the site can do and include.  Can,  not 

 should,  is the watchword when brainstorming: no idea is too silly, because the point is 

to generate as many ideas as possible. Be sure to have someone write down ideas as they re 

proposed. 

Evaluate 

The Site Coordinator takes the list of ideas proposed and evaluates each for relevance 

according to the site s audience and purpose. Each content idea and proposed feature is 

scrutinized according to the criteria  Will this be useful to the site s audience?  and  Does 

it serve the site s purpose?  Content and features that aren t relevant are removed. Write 

down those remaining in a list. 

Survey 

The only way to be certain that a site contains what its audience wants is to ask audience 

members themselves. At this stage, show the site s content list to the Audience Test 

Group. Ask each test group member if any content seems unnecessary, and what content 

is particularly appealing. Along with their answers, they may suggest good content ideas 

that weren t previously considered. After speaking with the Audience Test Group, revise 

the site s content list based on its members  input.

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