When defining a website, after having a good insight in the ideas for the site, you should make a list of requirements for the site.

These requirements are answer to questions like:

• What do(es a segment of) users need, to do what I want.
• What does the backoffice need?
• What information is sent to from and to the website, from what source?
• How do i measure the success of  the website?
• What are possibilities of optimizing the result?

For defining the requirements, you will have to put together a multidisciplinary team of technical staff, marketeers, related departments,  and the stakeholders. They must do a brainstorm on these questions and generate as many ideas related to these questions as possible.

In a second session all ideas should be grouped and filtered and ordered in a moscowlist, a list of what Must, Should, COuld, Would be in the website. This may become a political discussion, so it's important to keep strategy and succesfactors in mind when defining the moscow list

On the web use strategy
to be faster than the rest