III. The Field Trip
This part of the profile is very important. The more work you put into it, the more your project will benefit. Find the three highest quality sites (more is better) on the Web that relate to your project in the following categories:
- Branding in a similar situation to yours (new company, new brand, established brand, etc.)
- Appeal to same target group of customers
- Whether or not you would build the site if you were in a different industry
- Colors, look-and-feel, user interface, layout
- Size of site
- Size of project
- Publishing model (frequency, novelty of content, etc.)
- Attracting new people to the site (newsworthiness, giveaways, impact, etc.)
- Your competitors' sites
- Quality of content
- Quality of graphics
- Functionality (things sites do for people)
- Community, special features, responsiveness, other categories important to your project
- Overall favorite sites (for whatever reasons)
I. Background and Goals
II. Audience, Content, and Functionality
III. The Field Trip
The Web Done Right