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Planners work with web designers and programmers to help plan the best way to design and market a new or refurbished website on behalf of a client.
A planner will meet with the client in order to ascertain the purpose of the website, the target audience it is aimed at and the functions it will perform. This information will be condensed into a brief which will be passed on to designers, programmers, copywriters and producers.
In order to conduct qualitative and quantitative research into markets, demographics, trends and consumer behaviour, planners may commission external companies or conduct their own research through interviews, surveys and focus groups.
They will advise the client how to best approach the specific target market, in terms of design, style, tone and function. They will also advise the client on search engine optimisation (SEO).
Planners will also discuss advertising on the site with the client: Do they want advertising on the site? If so, which advertisers should they go with?