Understand the audience
Describe the situation in which a customer considers the offer. What question are they trying to answer, which alternatives do they compare and what information helps them take a next step? Start with those needs before choosing channels.
Explain the offer
A clear positioning statement explains who the business serves, what it does and why that work matters. Service descriptions, company introductions and calls to action should tell a consistent story in language the audience recognises.
Plan the communication
Choose content and channels according to the communication goal. Organise the website outline, key messages and working briefs around that goal, then select review measures that fit the available information.
Useful working documents
- Audience and positioning brief
- Message framework
- Website content outline or communication plan