Goals
Drive Sales
   Brand Identity: Color code subsections on site - build strong and clear identity for EACH current/new product/service while keeping site cohesive via layout, type usage, imagery.
Identification: Show images of targeted consumer model (build identification)
Content Targeting: Drive visitors towards most profitable content areas.
Embellish/Synchronize media effort of print/TV campaigns with web campaign
Retain customers, attract new ones
Encourage/reassure prospects that your firm is THE company to turn to.
Entice and convey to prospects all of your capabilities, and how you work
Distinguish yourself from competition in all areas, from content to presentation, and from reactionary thinking to proactive marketing conceptualization and implementation.
Delineate benefits to prospects
Secure new business
Spread word of your website via "send this site to your friend/colleague" link
Grow awarded projects into larger ones by displaying your abilities to assist in wider range of services.
React quickly and fully satisfy prospect's needs on a daily basis, conceptualize and develop effective and efficient means for achieving their goals. List your methods of insuring client satisfaction. Leave them with no questions on your capabilities, resulting in their retention of your firm for business engagement.
Insure that your web team is well read on web techniques, applications, and technology, and is one step ahead.
Secure new clients

Visual Cues
Create rich, sharp interface design
Font Treatments (create font styling fitting for audience and standardize throughout site)
Seals of approval, health associations- Build consumer trust
viz., Good Housekeeping SOA, ADA, etc.
Devise means ( icons, secondary tags) to promote memorable consumer benefits.
Add life: Lose stale, static feel and incorporate strategic animations-keep download time quick. Flash option at site entrance, low file size mouseovers.
Build identification - Images of target audience, lifestyles.

  Targeted Copy
Main message promoted throughout site
Memorable taglines
Surmise messages of each page in call outs, headlines, etc.
Vernacular fitting for each audience
Talk in terms of visitor's needs/wants, i.e., instead of "We've got the lowest prices", say, "Spend less, get more". Talk about the experience for which the customer wishes, both during and subsequent to the buying process. Include a model, "Sally saved $55.00" . This drives the point home.
 
Marketing/Promotional Concepts
Traffic drivers
Product benefits
Revenue drivers: on site, in store
Brand awareness: Separate sub site areas cohesively designed
Banner exchanges
Testimonials
Press
Build loyalty:
Client alliances / supporter of recognized social causes
Consumer interaction / Community Area
Questionnaires
Tell a friend
Free consumer web page - added value, return visits.
Repeat visits via useful info, links, camaraderie
Printable Coupons
CO-OP mktg.
Reciprocal links with complimentary vendors
Free samples - where applicable
 
Site Functionality
Downloads quickly
Drive visitors to areas which promote most sales
Navigates Easily: Content areas to be emphasized in hierarchal order of import: Visual cues to be used include link size, color, contrast, page location, font treatment-links to be grouped by relevance
Enjoyable to view
Keep visitors at site longer, and encourage repeat visits: Research and place links of use for targeted consumer.
Test sites for bugs, glitches; both platforms, both browsers.
Admin area for staff: Includes style guides located at listed-linked url's, templated site sections and directions for development/upload, print docs templates.