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Astro Performance Starter

Website PRD Template

Website PRD Template

Section titled “Website PRD Template”

How to Use: Copy this template, rename to PRD-[project-name].md, and fill in your specific requirements.

Project Overview

Section titled “Project Overview”

Vision Statement

Section titled “Vision Statement”

Example: “Create a lead-generation website that positions [Company] as the premium solution for enterprise content management, driving 50+ qualified leads monthly.”

Your Vision: [Write your vision statement here]

Primary Objective

Section titled “Primary Objective”

Example: “Generate 50 qualified B2B leads monthly with average deal size of $25K+”

Your Objective: [Write your primary objective here]

Success Metrics

Section titled “Success Metrics”

Examples:

  • Monthly qualified leads: 50+ (qualified = enterprise + budget confirmed)
  • Conversion rate: 3% of visitors to consultation booking
  • Time to lead qualification: Under 48 hours

Your Metrics:

Target Audience

Section titled “Target Audience”

Primary Persona

Section titled “Primary Persona”

Example: “Sarah, VP of Marketing at 200-500 person B2B SaaS companies, budget $50K-$200K for content solutions, researches on mobile during commute, values ROI proof and implementation speed.”

Your Primary Persona: [Describe your primary visitor]

Pain Points & Motivations

Section titled “Pain Points & Motivations”

Examples:

  • Current tools don’t scale with team growth
  • Manual processes eating up 15+ hours weekly
  • Leadership demanding better content ROI proof

Your Audience Pain Points:

  • [Pain point 1]
  • [Pain point 2]
  • [Pain point 3]

Decision Criteria

Section titled “Decision Criteria”

Examples:

  • Proven ROI within 6 months
  • Seamless integration with Salesforce/HubSpot
  • Enterprise security compliance

Your Audience Decision Criteria:

  • [Criteria 1]
  • [Criteria 2]
  • [Criteria 3]

Site Architecture

Section titled “Site Architecture”

Core Pages

Section titled “Core Pages”

Examples:

  • Homepage: Value prop + social proof + primary CTA
  • Solutions: How you solve their specific problems
  • Case Studies: Proof of results with similar companies
  • Pricing: Clear package options with ROI focus
  • About: Team credibility and company story

Your Core Pages:

Primary Conversion Path

Section titled “Primary Conversion Path”

Example: “Homepage → Solutions Page → Case Study → Pricing → Consultation Booking”

Your Conversion Path: [Map your user journey]

CTAs (Calls-to-Action)

Section titled “CTAs (Calls-to-Action)”

Examples:

  • Primary: “Book Strategy Consultation” (above fold, every page)
  • Secondary: “Download ROI Calculator” (lead magnet)
  • Tertiary: “View Case Studies” (proof building)

Your CTAs:

  • Primary: [Main action]
  • Secondary: [Supporting action]
  • Tertiary: [Additional action]

Content Strategy

Section titled “Content Strategy”

Key Messages

Section titled “Key Messages”

Examples:

  • “We’re the only solution that scales with enterprise growth”
  • “Our clients see 300% ROI within 6 months”
  • “Zero integration headaches with existing tools”

Your Key Messages:

  • [Message 1]
  • [Message 2]
  • [Message 3]

Brand Voice & Tone

Section titled “Brand Voice & Tone”

Example: “Professional but approachable. Confident without being arrogant. Focus on business outcomes, not technical features. Use clear, jargon-free language.”

Your Brand Voice: [Describe your brand voice]

Content Priorities

Section titled “Content Priorities”

Examples:

  1. Homepage copy (week 1)
  2. Solutions page content (week 1)
  3. Case studies (3-5 detailed) (week 2)
  4. About page and team bios (week 2)

Your Content Priorities:

  1. [Priority 1] ([timeline])
  2. [Priority 2] ([timeline])
  3. [Priority 3] ([timeline])
  4. [Priority 4] ([timeline])

Design Requirements

Section titled “Design Requirements”

Visual Style

Section titled “Visual Style”

Example: “Clean, modern design similar to Stripe or Notion. Minimal but confident. Lots of white space. Professional without being corporate.”

Your Visual Style: [Describe your desired style]

Inspiration Sites

Section titled “Inspiration Sites”

Examples:

Your Inspiration:

  • [URL 1]: [What you like about it]
  • [URL 2]: [What you like about it]
  • [URL 3]: [What you like about it]

Avoid

Section titled “Avoid”

Examples:

  • Overly corporate/stuffy feeling
  • Too many animations or “flashy” elements
  • Stock photos of people in suits

Avoid in Your Design:

  • [Style to avoid 1]
  • [Style to avoid 2]
  • [Style to avoid 3]

Technical Requirements

Section titled “Technical Requirements”

Essential Features

Section titled “Essential Features”

Examples:

  • Contact form with Salesforce integration
  • Newsletter signup with ConvertKit
  • Case study filtering by industry
  • Mobile-responsive design
  • Page speed under 2 seconds

Your Essential Features:

  • [Feature 1]
  • [Feature 2]
  • [Feature 3]
  • [Feature 4]

Third-Party Integrations

Section titled “Third-Party Integrations”

Examples:

  • CRM: Salesforce (lead capture)
  • Email: ConvertKit (newsletter)
  • Analytics: Google Analytics + Hotjar

Your Integrations:

Performance Goals

Section titled “Performance Goals”

Examples:

  • Lighthouse score: 95+ (all categories)
  • Page load time: Under 2 seconds
  • Core Web Vitals: All green

Your Performance Goals:

Implementation Track

Section titled “Implementation Track”

Track Selection

Section titled “Track Selection”
  • MVP Track (2-3 weeks): Essential pages, basic styling, core functionality
  • Showcase Track (4-6 weeks): Full design system, advanced features, comprehensive content

Timeline

Section titled “Timeline”

Launch Date: [Your target date]

Key Milestones:

  • Week 1: [Milestone]
  • Week 2: [Milestone]
  • Week 3: [Milestone]
  • Week 4: [Milestone] (if Showcase track)

Resources

Section titled “Resources”

Content Creation: [Who writes content?] Design Assets: [Who creates graphics/images?] Technical Review: [Who approves technical decisions?] Stakeholder Approval: [Who gives final approval?]

Success Validation

Section titled “Success Validation”

Launch Metrics

Section titled “Launch Metrics”

Week 1 Targets:

Month 1 Targets:

Optimization Plan

Section titled “Optimization Plan”

Examples:

  • A/B testing: Homepage headline variations
  • User testing: Contact form usability
  • Analytics review: Conversion funnel analysis

Your Optimization Plan:

AI-Assisted Development Guide

Section titled “AI-Assisted Development Guide”

For Human Developers: This PRD should guide all development decisions. When creating components, copy, or features, reference these requirements to ensure alignment with business goals and user needs.

Development Priorities

Section titled “Development Priorities”
  1. User Experience: Always prioritize the primary persona’s needs
  2. Conversion Focus: Every element should support the primary objective
  3. Performance: Maintain Lighthouse scores above 95
  4. Accessibility: Follow WCAG AA standards minimum
  5. Brand Consistency: Match the defined voice and visual style

Decision Framework

Section titled “Decision Framework”

When making development choices:

  1. Does this support the primary objective?
  2. Will the primary persona find this valuable?
  3. Does this align with the defined brand voice?
  4. Will this impact performance negatively?
  5. Is this essential for MVP or can it wait?

This PRD should be reviewed weekly during development and monthly during maintenance phases.

  • Content Updates: [Frequency and type]
  • Feature Additions: [Planned enhancements]
  • Performance Monitoring: [How you’ll track success]

AI Tool Instructions

Section titled “AI Tool Instructions”

For AI Tools: This PRD serves as your primary context for all development decisions. When making recommendations:

  1. Prioritize the Primary Objective - Every suggestion should advance the main goal
  2. Respect the Performance Targets - Maintain 97+ Lighthouse scores
  3. Match the Brand Voice - All copy should reflect the specified tone
  4. Consider the Target Audience - Features and content should serve their needs
  5. Stay Within Implementation Track - Don’t suggest features outside the chosen scope
  6. Reference Success Metrics - Recommend tracking and optimization for stated KPIs

When unclear about requirements, refer back to this PRD and ask clarifying questions that help refine these specifications.

PRD Version: 1.0 | Last Updated: [Date] | Next Review: [Date + 30 days]