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Dimitri Wittwer

The Brief

A strong digital project doesn't start with design, but with clarity. This briefing helps us to precisely understand your vision, your target groups and the technological requirements.

1. Vision & goals

  • Goal: Why do you want to start the web project? What is the overall goal?

  • Presentation: Do you already know exactly what you want, or are you still looking for the right direction?

  • Performance measurement: How will we know in 6 months that the project was a success (e.g. positive customer feedback, more leads, less support effort, faster loading times)?

  • Painpoints: What are currently the biggest weaknesses on the existing website? What is missing today?

2. Target group & market

  • Focus: Who are we making the new website for - B2B, B2C (end customer, agent, broker, retailer)?

  • User guidance: What should the visitor ideally do on the website (e.g. obtain information, book an appointment, buy a product, request a service)?

  • Competition: Who are the 3-5 most important competitors and what do they do particularly well (or badly) online?

  • Benchmarks: Which websites (also from outside the industry) serve as a role model for you?

3. Design & branding

  • Guidelines: Is there a PDF for CI/CD or branding guidelines?

  • Emotionality: What feeling should the site convey? (e.g. innovative/technical, trustworthy/serious, emotional/playful?)

  • No-Gos: Are there any design elements or web trends that you absolutely don't want to see on your site?

  • Look: Are there any websites that have caught your eye in terms of design and appearance?

4. Content

  • Content strategy: Do you want to create new content (photo shoot, portrait shoot, video shoot, AI imagery) or work with existing material?

  • Copywriting: Who writes the individual texts (e.g. paragraphs, lead texts)?

  • Content Hub: Content such as articles or publications are central to many BtB pages. Should the conception of content formats and types for playout on other channels also be taken into account?

  • Interaction: Simulators, calculators, maps serve as valuable interactive elements, is there a need for them?

5. Functions

  • Migration: Does existing data (e.g. blog articles, news, products) need to be migrated? Who migrates the content, should content be migrated automatically?

  • Features: What are the main functionalities that your website must offer?

  • E-Commerce: Do you sell products that require a store solution with payment integration?

  • Languages: In which languages should the website be available?

  • AI integration: ALT texts are created via AI, is this desired?

  • Flexibility: Do you want to create your own campaign pages after the go-live or expand the content/technical aspects of the site or leave it exactly as it is?

  • SEO/LLMOHow important is the prominent listing in search and large language models?

  • Redirects: Is there a specific SEO history? Do we need to plan a complex redirect strategy from the old domain to secure rankings?

  • Tools: Are there any other tools that are in use or need to be created, such as simulators, calculations, configurators or charts?

6. technology stack

  • Status Quo: Which technologies are currently in use (e.g. CMS, hosting provider)?

  • Interfaces: Do peripheral systems have to be connected via an interface (API) (e.g. CRM, ERP, marketing or HR tools)?

  • Analytics: Should professional tracking be implemented or are the usual stats sufficient?

7. Project & organization

  • Team: What does your project team look like? Do you have a lot or little experience with digital projects?

  • Timeline: In what timeframe must the website be live at the latest? Are there any important milestones?

  • Dependencies: Are there other parallel projects (e.g. rebranding, campaigns, software rollout) that influence this project?

  • Budget: What budget have you reserved for the project?