The WHY? HOW? & WHAT? of a New Website. Before you launch or overhaul a website, know WHY you're in business, HOW you're different than others who provide similar products / services / experiences, and WHAT objectives your website will support.

WHY?

  Q: Who does your business care about and why?
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  A: ...

  (EXAMPLE: As a koi pond installation and maintenance business owner, I care about koi and other species of domesticated fish, and the homeowners who are drawn to take care of them and who want to incorporate koi in the surroundings. I care about koi and koi because, not only are they beautiful, but they introduce a living, breathing, moving animal into an otherwise static yard or landscape. These fish also depend on their owners for food and protection, and so they are more than just a static "water feature," but also, companions that remind us of the preciousness of life. Having derived so much enjoyment from koi, as well as having reaped the calming effects and serenity of koi ponds, it is natural for me to want to share this pastime with others of like mind. I also want to provide the happiest, healthiest environments possible for these special, long-lived fish and to do that I need to assist as many koi pond owners as possible with the cleanliness and maintenance of the ponds where their water loving pets live.)

  Q: What human endeavor or aspect of modern life matters to you / your business so much that it's worth supporting in favor of other alternatives? Why?
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  A: ...

  (EXAMPLE: Of all the labor intensive businesses that cater to homeowners that I feel qualified to run and manage, I chose a landscaping niche because I enjoy working outdoors and working with my hands. I chose to work with koi and koi ponds in favor of other landscaping work because I've enjoyed keeping fish since I was a child. I find it very satisfying when, over time, fish, lilies, and the other fauna and flora growing in a pond start to mature and to become a part of the landscape and local ecosystem. When plants die, they are simply dug out, composted, and replanted. But when a fish passes, especially a large koi, there's a true sense of loss. Conversely, when it's alive there's also a real sense of responsibility experience by the owner, and me, the caretaker.)

HOW?

  Q: Among the people / businesses who provide products / services / experiences similar to yours, what values / principles do you prioritize more than they do? and how do these values / principles influence your product / service / customer experience in a meaningful way?
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  A: ...

  (EXAMPLE: Among other landscaping and koi pond installation and maintenance businesses, we pride ourselves in prioritizing cleanliness above all else: a clean pond, clear equipment, clean workers, and a clean appearance. When everything inside a pond and that comes into contact with a pond is clean, it helps to ensure that everything is, and stays, healthy and beautiful. In addition to cleanliness, and as a way of promoting it, my business values hard work and communication. By communicating effectively with homeowners by business builds relationships, which makes it easier to share essential koi care and feeding knowledge, to recommend supplies, and to work together to provide a beautiful and healthy home for their wonderful fish who depend on us.)

WHAT?

  Q: What is the primary purpose of your website and what kinds of functions will it need to perform?
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    website will act primarily as a personal bio / business brochure that encourages visitor / prospect initiated contact or request for more information
    website will collect contact information for later follow up
      website will collect email addresses for an auto-responder series or newsletter
      website will collect phone numbers for individual callback by a human being / company representative
    website will feature a portfolio showcasing past work / completed projects / successful events
    website will feature content written specifically to rank for niche-relevant search phrases / keywords
    website will feature temporally relevant, frequently updated, newsworthy articles / blog posts
    website will feature educational, inspirational, or entertaining content
      website will feature text based articles / resources
      website will feature image based content
      website will feature mixed-media content
    Instructions: delete any child nodes that don't apply to your proposed website, and then drag the remaining child nodes into order of descending priority.
INSTRUCTIONS: For each node labeled with a notebook icon, provide an answer to the question posed--in the form of a paragraph--in the space provided for notes (in iThoughts HD notes are accessed via the black pull-down tab at the top of the screen).