One of these statements will provide some stability from which the web site can springboard forward. The best intentions and a cool design aren't going to sustain your development and production processes if you are missing a concrete statement of your goals for the site and what it should do. Identify and understand your customers Unless you're building a vanity home page, even more important than having a product to sell or a story to tell is having somebody to sell or tell it to. Study your audience's interaction with your site's information space, and design the presentation of the information to accommodate the users' modes of interaction. Make it easy to find stuff.
Specifications explain how the requirements are supposed be implemented and completed.
These two kinds of instructions are essential to the successful completion of any web site project. If your site needs a specific voice and tone in order to fulfill its relationship with the user correctly, then codify and document the elements of style that comprise this voice. Interface design is a topic full of dogma and mandates. Rules abound for the correct way to place navigation elements on the page, where to place branding, how link color should contrast with background color. . . In Navigation design, it's cruel and unusual punishment to offer chaos instead of guidance, self-expression instead of shared communication.