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Business Info

Business Name

Foster Executive Writing

What do you do?

We are a copywriting company that specializes in marketing writing, technical writing, political and executive writing. I have over 25 years of experience and work mainly with top level executives and other marketing companies. We offer services from ghost writing blogs and articles to website copy to instruction booklets to speeches and presentations.

Do you have a desired website screen size?

We want it to be flexible but the standard 1024x768 is fine with us.

How many pages (maximum of 5) do you need designed?

I'll need the homepage designed and one inner page. We want to show how it flows from one page to the next.

Target Audience

What is your industry?

Our industry is niche copywriting. With our experience we appeal to more of the corporate audience. We can have fun but excel in executive. Our tagline is Words are powerful, use them wisely.

Describe the target audience for your website design

This needs to appeal to top executives, marketing companies, small business owners and key decision makers. Many times marketing companies will hire us to develop the message for their clients. The executives like us because we can speak their language and help them communicate exactly what they mean. Business owners is another target. Usually our audience is higher educated and with high values.

What 3 things would you like to communicate to your audience through your website design

1) I am up-to-date
2) I am interested in precision, not only here but in my writing
3) I have a solid sense of who I am, which implies that I am competent and confident, and will therefore know how to help you
4) I am interested in making things easy and fun for you when you work with me.

How is your company different from your competitors?

Our competitors many times only know the copywriting market inside and out while I know this market as well as the strategic market. When we place together messages we do so strategically and we know how this ties into the rest of the marketing goals. Through our experience we have been able to track a high ROI because we know both sides of it.

Style and Concept

What website design styles do you like?

Here is a link to a site with a bunch of websites profiled: http://designartwall.com/2009/04/stunnin...

The reasons that I like most of these are:
1. The pages are balanced and tight. Even if there is white space, it is planned white space--not just leftover space. The color, value, shape, texture and size of all the elements is carefully thought out. Nothing is left over.

2. They use subtle, well-matched colors, not something straight out of the color wheel. This is one of the main things that raises a site's design quality.

3. They aren't flat. The designers use shadows, gradient color, layers of illustration and other tricks to make the eye think the page has some visual depth, which increases the sophistication of the design.

4. They use artistic elements (clip art, original art, flourishes, photos of texture) to give the site a non-template look. It doesn't have to be a lot.

5. The art that is used in the pages often goes off the page or disappears under another element on the page. If you use art in it's entirety, it can look like it's been plopped onto the page haphazardly and it doesn't work well with other pieces. If a piece of art is used in its entirety, there should be a specific reason--e.g., its a button linking to another page, or it's a photo of the person who the site is about, or it's a hat hanging on the edge of a sign.

6. The typefaces are carefully chosen. I know it's important to use what every browser can translate without UI problems, but even if you use straight Arial, you can add some headers or subheads that are images to add some interest.

What colors do you want to see in your website design?

I have a very strong Irish background and want to show that off in the site subtly. A few older Irish elements sprinkled in here and there. This site shows some elements I like: http://www.aon-celtic.com/webdesign.html I love color, and I want color to be a major part of the pages. The pages don't have to be totally covered with color, though. Green has to be a part of it because of the logo. Earthy tones overall.

What colors do you NOT want to see in your website design?

First, I dont want to have a plan white background. We want some kind of color or pattern in the background. Don't want colors that distract from the art of the site.

What adjectives should best describe your website design?

I guess I am drawn to the contemporary style, with uncluttered pages, but with rich design and a clear message. It needs to be compact and balanced, with a logical flow for the eye to follow.

What content must be included in the website design?

Homepage, About Us, Contact Us, Blog, Services, Experience. Maybe a call out box or two. I'm open to putting a live feed to my twitter account on the homepage or a preview of my blog.

Do you have additional requirements or links you want to share?

Attached is rough Web Sketch of my thoughts. However I AM OPEN TO ALL IDEAS. Some final comments:

1. Shading to create depth.
2. Textured or intricately designed (but subtle) backgrounds and color bars.
3. Flourishes, rules (lines), background art and other extra touches as appropriate for good design reasons.
4. Headline(s) in a typeface other than Arial. They don't all have to be something other than Arial, but the main one should be.
5. Lots of color (rich color, not elementary colors).
6. Smaller body text size.
7. A visual IDEA and composition...not just pieces plopped on the page.



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