I recall having a conversation with the executive director for an under $2 million budget group several months ago and he was recounting some of the immediate hurdles he encountered when stepping into the job. One of the more nagging issues was the complete lack of a season planning calendar and to add insult to injury, getting something up and in place was much easier said than done.
When it comes to website design, identifying the primary conversion goals is pretty straightforward: sell tickets and collect donations. But what about all the other content; should everything on the site be designed to funnel into the hard-sell targets? In short, no; but the lack of clearly defined conversion goals can make content planning a real chore.