Website content strategy: internal interview guide
Establishing website objectives
- In what ways do you hope the new website will support your work?
- What are the strategic goals you are working toward?
- How can the website support the specific steps toward those goals?
Identifying and prioritizing audiences
- Who would you say is your target audience or audiences?
- Why are these audiences important to you and the organization?
- If more than one, can you arrange your key audiences in order of importance?
Creating audience personas (for each of the audiences identified above)
- How would you describe this visitor in terms of demographic information (i.e. age, location, work, family, etc.)?
- How does this person spend their day (including work day or day at home, specific habits, likes and dislikes)?
- What is this person’s work or home environment?
- What is their social environment?
- What cultural and language considerations should we be keeping in mind?
- What are their emotions and values related to our organization and our work? What matters to them?
- What technology is this person using to visit our website (including devices and browsers)? How old is their technology?
- What is their level of technical proficiency?
- What is this person’s level of experience or expertise when it comes to our organization and cause or issue?
- What do they already know about the information we feature on our site?
- What are the situations or scenarios that cause them to visit our site?
- What questions do they ask, or what specific information are they hoping to find on our website?
Calls to action
- What actions does this person come to our website to take?
- What actions would we like them to take?
- What problem(s) do we want to solve for them?
- If our website was a person speaking to a member of this audience, what would you want it to say?
I’ve used these questions to conduct countless interviews when developing website content strategies for clients. They go a long way in moving internal stakeholders away from what they want to see featured on a new website, to what content will support their business objectives and audience needs. A couple of notes:
- I’ve developed this list of question over many years and while conducting countless interviews. Along the way, I have no doubt pulled ideas or inspiration from the books, blog posts and insights of various professionals whose advice I respect. If I’ve lost track of sources whom I should have credited, I sincerely apologize!
- If you recognize this interview guide, I once included it as a pdf download for my email subscribers. I’m sharing it here to make it more widely and readily available.