CEO & Leadership
- How has your organization changed since your founding?
- Where do you want to be in the next two years?
- How will the website help the organization reach its goals?
How Can We Help? Let’s Talk!
Interviews reveal your business’ expectations and goals
To accurately capture your business’ expectations for a website, we’ll talk to key members of your team to establish:
- Your website goals and expectations from various stakeholders
- Business practices (like your sales funnel) to determine conversion goals
- Your audience and competitors
- Your internal business dynamics and who may be involved in website maintenance and upkeep
A couple quick notes
- The expected duration of every interview is less than 30 minutes
- Orbit’s Project Manager will reach out to schedule your stakeholder interviews
Who is interviewed?
Depending on the project scope, we will conduct anywhere from 1-5+ interviews. We typically interview stakeholders who:
- Have the most insight into the mission of the organization
- Have the best elevator pitch for the organization
- Know the product or service best
- Know the customer best
- Provide support or customer service to existing customers
- Buy the product or service
- Are available, given the project schedule
CEO & Execs
These key decision-makers will help us align your website with your organization’s overarching mission, history, market position, and broad objectives.
Marketing & Sales
A great website emulates the best sales conversation. Conversations with marketing and sales inform the words you choose, the messaging you promote, the questions you answer, and the conversion paths you create.
Human Resources
If attracting top talent is a priority for your organization, your HR team’s insights will guide us in prioritizing employee-focused content and navigation.
Customer Support & Help Desk
Employees who work with customers on the front line provide key insights into your customer’s concerns, frustrations, and what they love about our products, helping us to better understand them.
Customers & End Users
Your customers rely on you to solve their problems. Understanding their frustrations provides invaluable insights for everything from R&D to messaging.
What questions will we ask your stakeholders?
This is a sampling. We’ll likely modify our questions based on anything we’ve learned leading up to the interviews.
Marketing & Sales
- What are the top 3 questions customers ask before hiring us?
- What misconceptions do customers have about the organization?
- How does the organization differ from [competitor]?
Human Resources
- What are your goals for HR in the next year?
- What do you think makes a great employee at this organization?
- What do you want potential employees to know about benefits or perks?
Customer Support & Helpdesk
- What do you think is the biggest frustration customers have?
- How do you answer common customer questions?
- What information could the website provide to reduce unnecessary or repetitive work on your end?
Customers & End Users
- What questions do you have about product/service? What do you need from the website?
- What do you think would make the product/service better?
Other Subject-Matter Experts
- What do you do every day?
- What do you think makes your product/service better?
- How do you describe the organization to someone who doesn’t know anything about your industry?
After the stakeholder interviews
After the stakeholder interviews, our team will analyze the information gathered and use it to shape key deliverables. Our research will be presented during the Conversion Guide presentation, where we’ll cover:
- Key insights from stakeholders
- Your goals, conversion opportunities, messaging, and target audiences
- How your business practices will influence content creation
- Alignment on direction and goals
- Develop a general idea of site structure based on all the elements discussed above
A quick note
Once we are aligned on direction and goals, Orbit’s Copywriter will get to work drafting up your new site copy!
Have you provided your brand guidelines and messaging requirements? Make sure to send them to your PM!