The playbook
Website Planning: Worked Examples
The following website planning examples illustrate how to move from an observed problem to a practical decision. They are hypothetical operating scenarios, not customer results or performance benchmarks. The central question is whether the work helps improve priority visitor tasks supported without losing the context needed to judge it.
Put the task in context
For a home-services site, define whether the primary action is an emergency call, a scheduled visit, or an estimate request. Each implies different information and routing. Decide which action applies to each service before choosing the page layout.
Example 1: establish a usable starting point
A team begins working on website planning but cannot consistently describe audience and task for the same item. The immediate task is list the primary audiences and their decisions. The team records the current state, identifies the source of each value, and resolves conflicting information before making a broader change.
The useful output is a page or interaction record that another person can interpret. This example does not require assuming an uplift. Success at this stage means the next decision can be made using a shared set of facts, with missing information explicitly identified.
Example 2: correct a specific failure
In a second situation, the team observes starting visual design before the business goal is clear. It proposes the correction: write a short brief with one primary visitor outcome. Before applying that correction everywhere, the owner checks whether the same cause is present in other affected items. A common symptom alone does not prove that all items need the same repair.
| Decision | Illustrative reasoning |
|---|---|
| Observation | Starting visual design before the business goal is clear |
| Likely correction | Write a short brief with one primary visitor outcome |
| Verification task | Map each decision to content and functionality |
| Result to inspect | Agree on launch scope and acceptance criteria |
After the change, the owner repeats the relevant task and records what happened. If the condition remains, the team returns to the evidence rather than declaring the process complete. The example illustrates a repair cycle; it does not claim a particular commercial result.
Example 3: extend a process after it works
A third team already has reliable records for a small scope and wants to expand. It compares the next group with the first: are audience, task, page defined in the same way, and does the intended outcome remain priority visitor tasks supported? Differences are written down before the earlier process is reused.
Expansion is appropriate when the assumptions still hold and an owner can review exceptions. Where the new group has different needs, the team adapts the process and tests again. Reusing the structure is useful; reusing a conclusion without checking its conditions is much less reliable.
Apply the examples to your own work
- Write the current problem in observable terms using audience.
- Choose which of the three examples matches the stage of the work.
- Complete this action first: list the primary audiences and their decisions.
- Keep the resulting evidence and review priority visitor tasks supported on a consistent basis.
Keep the page’s main task visible when adding helpful detail. Supporting information should reduce uncertainty at the decision point. If a section introduces a second unrelated offer, decide whether it belongs on another page.
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