Web Site Documentation for Basic Cutlery site

Objectives
Build well designed site to capture natural search engine traffic
and generates cutlery sales, or affiliate sales.
	

Target Audience
Home cooks and professional chefs looking for hight quality cutlery.
	

Audience Motivation
Cooking enthusiasts who want quality cutlery and kitchen knives.

Site Design
	graphics-what is color scheme?
	What graphics do you need? Logos, buttons, headers, etc
	dynamic or static-will you incorporate any flash or animation? Why?
	css-use cascading style sheets to control look and layout of site

Content
	writing-what are main categories
	what are sub categories
	will you outsource content creation? In house?

			
Site must be very user friendly, and quick loading.  
Must be pleasing to the eye.  
Must be very easy to navigate and intuitive'three clicks to anywhere'.
Must be instantly recognizable as cutlery site-esp logo

If ecommerce site
E Commerce
	shopping cart-what will you use for shopping cart?
	credit cards-how will you process them?
	fulfillment-how much space will you need for stock and shipping?
	shipping-who will you use? UPS , FedEx, or US postal service
	ssl- do you have Secure Socket Layer technology on your server?
	fraud-how will you determine if credit card is valid?
	
	Website Analytics
	tracking-What analytics program will you use to track visitors?
	conversion-What is a conversion, how will I track it?
	testing-What items on my conversion page can I test? How will I test?
	split testing-will I use A/B split testing or multivariate testing? What is the difference?
	
If not ecommerce, how will I Monetize my site?
	Sell advertising on my site-Adsense or banner ads
	Affiliate programs-signup for affiliate programs and insert links into content
	Sell ebooks on topic
	Charge membership for 'supporter level' membership
	Organize and run conference for your topic

Promotion
	link developement-how can I get other websites to link to me?
	search engine submission-Is this still useful
	directories-which directories are best?
	PPC-Will I use Pay per click advertising, like Google Adwords?
	PFI- Will I use Pay for inclusing, like Yahoo directory?
	Offline advertising-should I use TV, Radio, and newspaper ads? Should I include website on 
	all advertising

Keywords:
cutlery------10,000 searches
kitchen knife-6,700 searches
chef knife----4,800 searches 
steak knife---3,600 searches
kitchen tool--2,100 searches 
knife block---1,800 searches

Web pages

Home Page-with links to all other pages

Products Pages-to be integrated into shopping cart.
Cutlery sets
Kitchen knives
Chef's knives
Steak knife sets
Kitchen tools
Knife block sets



Info Pages
Articles-basic how to pages
Privacy Policy
Return Policy
Contact Page
Thanks for contacting us page
About Us Page

Resources Directory-list of web sites which are relevant, and potential link
partners.