Web Basics - who is the site for?

Once you have defined your objectives for a new site, you need to consider who your audiences are. This means thinking about both types of audience and age groups.

Defining your audiences is critical because you need to find a way to get people too the content you want them to see. Audience types vary according to the type of organisation. They may include service users, supporters, clients, campaigners and many more. But they will probably also include groups we tend to forget, such as peers, decision-makers, advocates, the media, trustees and staff. Each of these audiences is a group you want to direct to specific content.

When you have defined your list, think about activities and internet skill levels. This will help define what you can expect people to do and what you need to provide for them.

If your key audience includes groups under 25, then the site needs to be bright, lively and full of interactive content - opportunities for them to get involved and contribute.

If your key audience is over 55 then the tone and design may be different and the functionality may be toned down. Offering RSS news feeds and twitter to older audiences may be a waste of your resources and a distraction on the site.

Offering the wrong content and functionality to the wrong audience will put people off, discourage their involvement and may even alienate them from the cause.

The media want quick access to news stories and a public relations contact. Teachers want lesson plans and teaching aids. Donors want ways to donate and campaigners need content that sparks their interest.

Each of the audiences you define needs to be able to navigate quickly and easily to relevant content, and should be presented with an appropriate tone and functionality.