Call us today. 703.879.8566
OVERVIEW

Writing Creative Briefs Part 4 of 4: Web Site Architecture

The Web Site brief is quite different from the other three creative briefs we have looked at.

Some call it a Site Architecture brief, others a Web Development brief. Irrespective of the name, the purpose of this creative brief is to guide you in your thinking as you approach the structural design of your website. In general, this brief will help you define your site’s:

  • Architecture (the structure or page tree)
  • Primary content areas
  • Page content
  • Action steps you want your visitor to take

The Web Site (Architecture / Development) brief is probably the most straightforward of the basic creative briefs. It’s a great guide to use as you think about what your web site needs to accomplish.

I usually keep a blank brief by my side as I am working with a client or web development team to help guide our thoughts and lines of questioning.

The Bracco HPF Web Site (Architecture / Developmemt) brief

Company description

  • [ Personality and Values ]  Personality in terms of how we work internally and how that translates to how we relate to outside customers and firms.

Market context

  • [ What is the competitive environment online, in general terms ]  What are the competitive websites and how do they rank? What are they doing well and where do competitive opportunities exist? Where are we relative to others in a social media context?

The role this web site serves

  • [ What is the objective of the web site?“ Primary and Secondary ]  What is this website supposed to do? Is it to act as a brochure, to sell, to capture data, etc?

The metrics we will capture

  • [ What quantifiable data do we need to help us identify whether or not we have succeeded? ] What metrics are of most importance to us? Visitors/month, page views, blog comments, etc.

Primary audience

  • [ A demographic, psychographic, interest, behavioral and social media description of the individual ]
    1. Demographic and psychographic description of an individual who is most representative of our target.
    2. What are they looking for?
    3. What do we want them to do?
    4. What info do they need in order to do it?
    5. How engaged are they with social media and what do they use?

Secondary audience

  • [ for the Secondary Audience, we answer the same set of questions as we addressed for the Primary Audience. ]

The products and / or services to be featured

  • [ This is generally the core content of this web site and how we structure it relative to the audience needs is what will make it compelling. ]  In order of importance, what do we want to highlight?

Other aspects of the company that we will highlight

  • [ This is generally the secondary content of this web site but in many cases the role of this category and the one above are reversed. ]  In order of importance, what other company aspects do we want to promote (and are any of them of greater importance than those listed above).

What elements or functionality must be present?

  • [ Items and features we have not covered above that we must include ]  Items that are frequently included here are items such as the ability to search the site, a password protected section, schedules of government contracting vehicles, etc.

Assets that we can use in the web site

  • [ What documents, videos, programs, etc. are available, or can be created for this website? ]  How much is at our disposal, or how limited are we in terms of the assets and content that we can put on this web site?

Technical details

  • [ The top technical items that we should keep in mind at all times ]  Describe any technical constraints or needs (such as asp vs php or the type of content management system to be used). This is not a comprehensive technical document - the technical briefing is generally a separate and detailed discussion.

Key Dates

  • [ Review and deliverable dates ]  List internal review dates, client review dates, final deliverable dates. Be sure to agree them with everyone internally before committing to them with the client.

Additional Information

  • [ Any other information that may be helpful or requirements not yet covered ]  Because web sites are so incredibly varied in the role they play, there is usually additional information that needs to be captured here or in attachment.

The Web Site Brief (or web architecture brief) is the last of a four part series on developing creative briefs . The briefs are designed to work in concert with the Bracco HPF brand development tools, yet are straightforward enough to be used as stand alone guides.

 

(20) Comments

I tried to find some web sites and forum which describe that but there isn’t much that’s helpful.
Since there’re many people here to answer question. Anyone can tell me about web architecture?Facebook Layouts

Posted by Facebook Layouts  on  02/01  at  02:45 AM

I think that there’s not a good idea to create the argument essay by your own! I think, this is easier to purchase the term paper format at the comparison essay writing service, because it can save your time.

Posted by EVIEBg  on  02/10  at  05:24 PM

I can see that you are putting a lot of time and effort into your blog and detailed articles! I am deeply in love with every single piece of information you post here.
Jumping Castle

Posted by Ashley  on  02/15  at  03:58 AM

This is exactly what I was looking for. Thanks for sharing this great article!
placemats

Posted by Ashley  on  02/15  at  04:26 AM

Everyone wants a site but just a few realize it’s very important to build it on paper first.

Posted by web hosting  on  02/16  at  08:44 AM

Well, I’ll call it a Site Architecture since I love the terms better than any other terms. What do you think? Well, it’s just a matter of preferences though
Hindu Baby Names

Posted by Belinda Scheider  on  02/16  at  12:00 PM

Thanks. I’ve been looking for some writing tutorial. I see that yours are quite interesting. Thanks for sharing it with us.
US Military Loans

Posted by Tiara Thompson  on  02/20  at  02:56 AM

The most easy pass way to have some facts just about this good topic is to order custom essays and buy essays.

Posted by Ellie34tr  on  02/20  at  09:11 AM

nice information, thanks for sharing
  Free Kids Puzzles

Posted by chennie  on  02/20  at  09:13 AM

Every man at high school should read your hot issue about this good post to accomplish the good quality essay or just philosophy essays paper.

Posted by Ruby19Eq  on  02/20  at  07:52 PM

On this page only I would see very interesting issue just about this good post. Thanks to you the good sides of our services used to be axiomaticself-evident. I guess that now used to be really easy to get well performed academic essay writing at the custom essays writing service.

Posted by Lara18  on  02/21  at  08:19 PM

Last time we downloaded some samsung ringtones in the free ringtones corporation and was completely happy.

Posted by LisatQ32  on  02/21  at  09:40 PM

Thanks a lot for such the best data about this good topic ! You should make your own buy dissertation service, I opine. Just because different thesis writing services do that and you are able perform good essay thesis too.

Posted by MEGANni  on  02/21  at  10:35 PM

Company description

  * [ Personality and Values ]  Personality in terms of how we work internally and how that translates to how we relate to outside customers and firms.

Market context

  * [ What is the competitive environment online, in general terms ]  What are the competitive websites and how do they rank? What are they doing well and where do competitive opportunities exist? Where are we relative to others in a social media context?

Posted by Stop snoring  on  02/27  at  08:14 AM

I can see that you are putting a lot of time and effort into your blog and detailed articles! I am deeply in love with every single piece of information you post here. Will be back often to read more updates!
stubby holders

Posted by Adley Fair  on  03/03  at  11:55 AM

This is generally the core content of this web site and how we structure it relative to the audience needs is what will make it compelling.
insurance blog

Posted by Tiara Thompson  on  03/04  at  01:06 AM

Some people indeed demand more information just about this topic. So writing services propose to buy essays and buy papers online on such idea.

Posted by TONYAOwen20  on  03/05  at  04:15 AM

This is fantastic! I love it! I think so its very useful and knowledge able.I would like to thank you for the efforts you have made in writing this article. I am hoping the same best work Quotes future as well.
pc repairs

Posted by Jhon Black  on  03/06  at  03:27 AM

This is generally the core content of this web site and how we structure it relative to the audience needs is what will make it compelling. Los Angeles Public Relations

Posted by Los Angeles Public Relations  on  03/07  at  05:04 AM

I am just new to your blog and just spent about 1 hour and 30 minutes lurking and reading. I think I will frequent your blog from now on after going through some of your posts.  I will definitely learn a lot from them.  Regards - Gerry of Drug Rehabilitation

Posted by GerryG  on  03/07  at  04:54 PM

Name:

Email:

Location:

URL:

Smileys

Remember my personal information

Notify me of follow-up comments?

Submit the word you see below:




Tags: brand tools, creative brief, web architecture
Page 1 of 1 pages

<< Back to main

CONTACT US TODAY

Send an email to .

Say hello via the Contact Form