1. Website & Business Requirements & Planning:
Erika Feinberg, Chief Strategy & Outcomes Officer,
Erika@ApexOutcomes.com
Provide a map your corporate org chart (all related companies and how
they tie together. If there’s only one company with multiple business
units, map it out using the following structure.)
Nature of Visitors: Clearly define your most desired visitors:
(customers, referral sources, decision makers, employees, advocates, press)
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Visitor Interaction:
What will visitors be able to do on this website? List all the activities they will complete while
visiting. (upload files, download forms, sign up for something, ask questions…)
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Content Management: (Not everyone enters the home page. If you’re doing this right,
every page of your website is purposefully SEO’d and found for its own purposes.)
What do you want seen and articulated on every page? (Make sure it’s in the frame)
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What messaging do you absolutely want to get across? Branding, messaging, offerings…
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Company or Dept
Name and subtitle of
company function.
Insert branding to the
left.

2. What content will you want to keep current and change yourself, and how will that be managed?
(Editing, updates and administration)
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Marketing/Engagement
What information exchange and engagement do you desire?
1. Email marketing strategy & list building-describe
2. Worksheets-describe
3. Social media postings/sharing-describe
4. RSS feeds
5. Media Inquiries- describe target audience and what you want to provide and gather.
on a day-to-day basis? Is there a need for a Web Content Management System?
Tracking: What are the reporting needs of the website? Define a list of Key Performance
Indicators that stakeholders and other interested people need.
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Search Engine Optimization:
List the key words and phrases from your industry that your ideal audiences will be searching
on? (What and why you might want to, most ideally, be found.
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Other Requirements: Comments/ideas. Must-haves for the present, and future, not needed now.
ADMINISTRATOR:
Technical Plan is motivated by client above, and project is delivered on by a web specialist.
 SEO: List items and activities to enable this, such as, a unique title and description tag on
every page, URL strings, how you’re tagging images, tying together with SM, tying in with all
online properties, rules and strategy for reciprocal linking...
 Accessibility: how will people with special needs use the website? List the requirements to
allow access by screen-readers etc. (or, is this a ‘not now’item?)
 Hosting: how will the website be hosted? Identify the type of hosting (cloud or physical
servers) and the site (own hosting or third-party).
 Sitemap and Navigation: what is the structure of the website? List the sections and content
categories of the website.
 Reporting: what tools will be used to report and what information will be gathered?
 Security: what will be in place to make sure the website is secure and safe for visitors to use?
List all security considerations.
Once the requirements document is filled in, the administrator should submit a delivery timeline
to you in either milestones or in one delivery date of all requirements.
You might want milestones and reviews as the administrator goes along so there are no major
surprises on the ultimate delivery date.