Before a designer begins developing a web site, the client must first define his or her goals and the purpose of the site. The project must have clear objectives or else the site risks failure before the first line of code has even been written. Some questions that need to be asked by the client are

What is the purpose of this web site?
What are the immediate and long term goals?
How will the site achieve these goals?
Who is the target audience?
How will the site's success be measured?

The form of a web site varies depending on its function. Some designers work on corporate web sites designed to enhance the image and identity of the company and relay information to prospective buyers and job seekers. (3.4) Other designers work on entertainment databases which have the sole purpose of distributing information. (3.5) There are two types of web sites: those designed to sell a product/service and those designed to give information (some commentators also acknowledge a third type, personal web sites, but these will not be covered in this paper because of their informal nature). Although there is some overlap between the first two categories, clients must decide on which side their web site belongs.

"A short statement identifying two or three goals should be the foundation of [a] web site design" (Lynch and Horton 1). The statement needs to include specific strategies for developing the site, the length of the development and evaluation process, and specific methods for evaluating the success of the web site. One strategy should also focus on maintenance. Because the web is a changing medium, it is common to have to readjust a web site's goals and content.