KNOWLEDGE VISIBILITY WEBSITE WORKBOOK

Chapter 1

Introducing Your Organisation Clearly

Every organisation knows its own name. But that does not always mean that people outside the organisation understand who it is, what it does, where it works and how it should be described.

This first chapter collects the basic identity of the organisation.

It may look like simple information, but it will later be used in many places:

• Website homepage
• About Us page
• Contact page
• Website footer
• Search results
• Social media profiles
• Company presentations
• Business listings
• Press notes
• AI-generated descriptions
• Technical website information

Important: There is no need to use impressive language.

At this stage, we simply want to collect information that is correct, consistent and easy to understand.

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1.1 Official Name of the Organisation

Content Need; Please provide the full official name of the organisation.

This should be the name used in legal documents, registrations, agreements, invoices or official communication.

Guidance Note; Many organisations are known by a shorter brand name, while their registered name is different.

For example: Official Name: ABC Natural Foods Private Limited 

Brand Name: ABC Foods

Both names are useful, but they serve different purposes.

The official name may appear in:

• Website footer
• Terms and conditions
• Privacy policy
• Invoices
• Legal notices
• Registration details
• Contact information

Please Provide Full Official Name:

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Type of Organisation:

☐ Proprietorship

☐ Partnership

☐ Private Limited Company

☐ Public Limited Company

☐ Limited Liability Partnership

☐ Trust

☐ Society

☐ Cooperative

☐ Farmer Producer Organisation

☐ Non-Government Organisation

☐ Educational Institution

☐ Government Organisation

☐ Individual Professional

☐ Other:

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IT Team Note; Use the official name consistently in the website footer, legal pages, organisation details and structured information supplied to search engines and AI systems.

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1.2 Name Commonly Used by Customers

Content Need; What name do customers, employees, partners and the public normally use for your organisation?

Guidance Note; This may be:

• A shortened company name
• A brand name
• A popular abbreviation
• A product brand
• The founder’s name
• A local name by which the organisation is recognised

For example: Registered Name: Rajasthan Sustainable Agriculture Services Private Limited

Common Name: Rajasthan Agri Services

The commonly used name will normally appear more prominently on the website.

Please Provide Commonly Used Name:

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Is this name registered as a brand or trademark?

☐ Yes

☐ No

☐ Application submitted

☐ Not sure

☐ Not applicable

Mentor’s Note; Please do not create a new short name only for the website unless there is a clear reason. It is better to use a name that customers already recognise.

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1.3 Organisation Logo

Content Need; Please provide the latest approved logo of the organisation.

Guidance Note; The IT team should receive a clear, high-quality version of the logo.

Where possible, provide:

• Logo with a white background
• Logo with a transparent background
• Horizontal version
• Square version
• High-resolution version
• Black-and-white version, where available

Avoid sending only a screenshot taken from WhatsApp or social media. Such images often become unclear when enlarged.

Please Provide Is an approved logo available?

☐ Yes

☐ No

☐ Logo needs improvement

☐ New logo is required

Logo files being provided:

☐ PNG

☐ JPG

☐ SVG

☐ PDF

☐ Other:

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Are there any rules regarding how the logo should be used?

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IT Team Note; The logo should be used with adequate empty space around it. It should not be stretched, distorted or placed over backgrounds that reduce readability.

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1.4 Tagline or Short Description

Content Need; Does the organisation already use a tagline, slogan or short description?

Guidance Note; A tagline is a short line placed near the organisation’s name or logo.

It should help people understand the organisation—not merely sound impressive.

Examples:

• Fresh Food from Trusted Farms
• Making Small Farms More Productive
• Practical Solutions for Food Businesses
• Learning Beyond the Classroom
• Better Water Management for Every Farm

Avoid taglines such as:

• Excellence Redefined
• Creating a Better Tomorrow
• Quality Is Our Priority
• Your Trusted Partner
• Committed to Excellence

These phrases are commonly used and do not explain what the organisation actually does.

Please Provide Existing Tagline, if any:

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What should a person understand after reading the tagline?

________________________________________

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Would you like the existing tagline to be:

☐ Retained

☐ Improved

☐ Replaced

☐ Discussed further

☐ No tagline is needed

Content Length; The preferred tagline should normally be between 3 and 10 words.

Where It May Appear

• Near the logo
• Homepage opening section
• Social media profiles
• Company profile
• Presentations
• Email signature
• Business cards

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1.5 One-Line Introduction

Content Need; Please explain the organisation in one clear sentence.

Guidance Note; Imagine that a person has seen the organisation’s name for the first time.

They ask: “What exactly does this organisation do?”

Write the answer as naturally as you would explain it during a conversation.

Do not begin with:

• We are a leading organisation
• We are one of the fastest-growing companies
• We are committed to excellence
• We provide world-class solutions
• We believe in customer satisfaction

Instead, directly explain:

• What the organisation does
• Who it serves
• What problem it helps solve

Examples

We help small and medium food businesses understand their real production costs.

We supply farm equipment and provide practical training to small farmers.

We help urban families establish and maintain vegetable gardens at home.

We work with schools to provide practical environmental learning programmes.

Please Write Your First Version

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Let Us Improve It 

Does the sentence clearly tell us:

What you do?

☐ Yes

☐ Partly

☐ No

Who you do it for?

☐ Yes

☐ Partly

☐ No

What benefit you provide?

☐ Yes

☐ Partly

☐ No

Final One-Line Introduction

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Content Length

Preferably 15 to 30 words.

Placement Note

This sentence may become one of the first visible lines on the homepage. It should be written as normal text and not placed only inside an image.

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1.6 Short Organisation Introduction

Content Need; Please introduce the organisation in a short paragraph.

Guidance Note; This paragraph should give a new visitor a quick understanding of:

• Who you are
• What you do
• Who you work with
• Where you work
• What makes your work useful

This is not yet the complete history of the organisation.

It is simply a clear introduction.

Suggested Structure

You may write the paragraph in this sequence:

1. Name and nature of the organisation
2. Main area of work
3. People or organisations served
4. Geographical area covered
5. Main strength or purpose

Example

Green Path Foundation is a Jaipur-based nonprofit organisation working with schools, young people and local communities. It develops practical programmes around waste management, urban gardening and environmental awareness. Its work combines classroom learning with field activities so that environmental education becomes easier to understand and apply.

Please Write Your Organisation Introduction

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Content Length

Approximately 80 to 120 words.

Where It May Appear

• Homepage
• About Us page
• Company profile
• Social media description
• Press note
• Proposal introduction
• AI-generated organisation summary

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1.7 Main Area of Work

Content Need; In which broad field or industry does the organisation operate?

Guidance Note; An organisation may work in more than one field. However, we should still identify its main area clearly.

For example:

• Agriculture
• Food Processing
• Healthcare
• Education
• Consulting
• Manufacturing
• Renewable Energy
• Rural Development
• Environment
• Technology
• Financial Services
• Retail
• Hospitality
• Logistics
• Skill Development

Avoid creating a very long list at this stage.

First identify the primary field. Then add closely related fields.

Please Provide

Primary Field or Industry:

________________________________________

Related Fields:

1. 

________________________________________

2. 

________________________________________

3. 

________________________________________

4. 

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How Would a Customer Describe Your Field?

________________________________________

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Mentor’s Note

The language used by customers may be different from the organisation’s internal language.

For example, an organisation may describe itself as working in:

Integrated Urban Horticultural Ecosystem Development

But a customer may simply say:

They help us build and maintain rooftop gardens.

Both descriptions have value, but the customer’s language is usually more suitable for the website.

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1.8 Year of Establishment

Content Need; When did the organisation begin its work?

Guidance Note; The date of legal registration and the date when actual work began may be different.

For example:

• Founder began consulting in 2005
• Firm registered in 2012
• Current company incorporated in 2018

Please mention these separately where they are relevant.

Please Provide

Year the Work Originally Began:

________________________________________

Year of Formal Registration:

________________________________________

Year the Current Brand Was Introduced:

________________________________________

Any Important Explanation:

________________________________________

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IT Team Note; Do not automatically write “Established in…” unless the correct year and its meaning have been confirmed.

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1.9 Founder or Promoter Information

Content Need; Who started or currently leads the organisation?

Guidance Note; At this stage, we only need basic identity information. A detailed founder profile can be developed separately.

Please include people who are important to the organisation’s credibility, history or leadership.

Please Provide for Each Key Person

Full Name:

________________________________________

Current Role:

________________________________________

Professional Description in One Line:

________________________________________

Number of Years of Relevant Experience:

________________________________________

Main Areas of Expertise:

________________________________________

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Should this person appear publicly on the website?

☐ Yes

☐ No

☐ Only name and designation

☐ Full profile may be included

☐ To be discussed

Mentor’s Note

Please use moderate and believable descriptions.

Avoid claims such as:

• World-renowned expert
• Visionary leader
• Legendary entrepreneur
• Unmatched professional
• Industry icon

Strong credibility comes from clear experience, actual work and evidence—not exaggerated adjectives.

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1.10 Main Location

Content Need; Where is the organisation based?

Guidance Note; Please distinguish between:

• Registered office
• Head office
• Working office
• Factory
• Farm
• Training centre
• Branch
• Service area

Customers should not be sent to a registered address where no team is available to meet them.

Please Provide

Registered Office Address:

________________________________________

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Main Working Address:

________________________________________

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City:

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State:

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Country:

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PIN Code:

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Nearby Landmark, if useful:

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Is the location open to visitors?

☐ Yes

☐ No

☐ By appointment only

☐ Certain locations only

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1.11 Geographical Area Served

Content Need; Where does the organisation actually provide its products, services or support?

Guidance Note; Do not simply write “Pan India” unless the organisation can genuinely serve customers across India.

Please identify the practical service area.

Please Select

☐ One neighbourhood

☐ One city

☐ Several cities

☐ One district

☐ Several districts

☐ One state

☐ Several states

☐ Across India

☐ International markets

☐ Online only

☐ Other:

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Main Cities, States or Countries Served

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Are Some Services Available Only in Certain Locations?

________________________________________

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Example

Consulting services are available across India. Physical installation services are presently available only in Rajasthan, Delhi NCR and Gujarat.

This is more useful than making a broad claim that may mislead customers.

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1.12 Languages Used

Content Need; Which languages does the organisation use while communicating with customers, employees and communities?

Guidance Note; The website does not necessarily need to be available in every language used by the organisation.

However, the IT and content teams should know:

• Main website language
• Additional website languages
• Languages used in customer support
• Languages used in videos
• Languages used in downloadable material

Please Provide

Main Website Language:

________________________________________

Additional Website Languages Required:

________________________________________

Languages Used in Customer Communication:

________________________________________

Languages Used in Field Operations:

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Should visitors be able to switch languages on the website?

☐ Yes

☐ No

☐ At a later stage

☐ To be discussed

IT Team Note

Machine translation should not automatically be treated as the final published version. Important pages should be reviewed by a person comfortable with the language.

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1.13 Contact Information

Content Need; How should customers, partners and other visitors contact the organisation?

Guidance Note; Provide only contact details that are regularly monitored.

A website should not display an email address or phone number that nobody checks.

Please Provide

Main Phone Number:

________________________________________

WhatsApp Number:

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General Email Address:

________________________________________

Sales Email Address:

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Support Email Address:

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Media or Partnership Email Address:

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Office Timings:

________________________________________

Preferred Method of Contact:

☐ Phone

☐ WhatsApp

☐ Email

☐ Website form

☐ Appointment booking

☐ Other:

_________________________________________________

Should Contact Details Be Publicly Visible?

IT Team Note

Contact information should be consistent across the homepage, contact page, footer, Google listing and social profiles.

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1.14 Website and Social Media Presence

Content Need; Please provide all existing digital addresses belonging to the organisation.

Guidance Note; This helps the IT team connect the website to the organisation’s wider Knowledge Visibility Ecosystem.

Please include active as well as inactive accounts. This will help identify duplicate, outdated or unofficial accounts.

Please Provide

Current Website:

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LinkedIn:

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Facebook:

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Instagram:

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YouTube:

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X/Twitter:

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Pinterest:

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Quora:

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Google Business Profile:

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Other Platforms:

________________________________________

Please Indicate

Which profiles are actively managed?

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Which profiles are no longer used?

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Are there any unofficial or duplicate profiles?

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Who currently controls the passwords and access?

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Mentor’s Note

Do not create accounts on every platform merely because they are available. It is better to maintain a few useful profiles properly than to leave many neglected.

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1.15 Registrations, Certifications and Memberships

Content Need; Please list registrations, licences, certifications or memberships that help establish the organisation’s identity or credibility.

Guidance Note; Include only genuine and currently valid information.

Examples may include:

• Company registration
• GST registration
• FSSAI licence
• Udyam registration
• Startup India recognition
• ISO certification
• Organic certification
• Export registration
• Professional association membership
• Educational affiliation
• Government empanelment
• Awards or formal recognition

Some information may be displayed publicly. Other information may only be kept for internal verification.

Please Provide

Important Note

Do not publish:

• Personal identification numbers
• Bank account details
• Private registration documents
• Signatures
• Sensitive certificates
• Information that may create a security risk

unless there is a clear legal or business reason.

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1.16 What Should Remain Private?

Content Need; Please identify information collected during this workbook that should not appear publicly.

Guidance Note; Not everything discussed with the mentor, consultant or IT team belongs on the website.

Some information may be collected only to understand the organisation better.

Examples include:

• Personal mobile numbers
• Private email addresses
• Home addresses
• Internal employee details
• Confidential customer information
• Commercial agreements
• Costing information
• Passwords
• Bank details
• Internal plans
• Unannounced products
• Sensitive photographs

Please List Any Restrictions

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Who Will Approve Information Before Publication?

Name:

________________________________________

Designation:

________________________________________

Email or Phone:

________________________________________

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1.17 Organisation Identity Summary

We have now collected the basic identity of the organisation.

Before moving forward, let us put it together in one place.

Basic Identity Sheet

Official Name:

________________________________________

Commonly Used Name:

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Organisation Type:

________________________________________

Tagline:

________________________________________

One-Line Introduction:

________________________________________

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Primary Field:

________________________________________

Year Established:

________________________________________

Founder or Current Leader:

________________________________________

Main Location:

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Area Served:

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Main Website Language:

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Main Contact Number:

________________________________________

Main Email Address:

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Website Address:

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1.18 Content Prepared for the IT Team

At the end of this chapter, the following information should be available:

Text Content

• Official organisation name
• Commonly used name
• Tagline
• One-line introduction
• Short organisation introduction
• Primary field
• Year established
• Location
• Area served
• Languages
• Contact information

Files

• Approved logo
• Brand guidelines, if available
• Registration or certification details approved for display
• Founder photograph, where required
• Office or location details
• List of official social media profiles

Decisions

• Which name should appear most prominently
• Whether a tagline will be used
• Which address should be published
• Which contact details should be visible
• Which languages are required
• Which information must remain private

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Chapter Completion Check

Before completing this chapter, please confirm:

☐ The official and commonly used names are correctly identified.

☐ The organisation can be explained in one clear sentence.

☐ The short introduction avoids exaggerated claims.

☐ The correct working location has been provided.

☐ The practical service area has been described honestly.

☐ Public contact details are regularly monitored.

☐ Social media links belong to official accounts.

☐ Information that must remain private has been identified.

☐ One person has been authorised to approve the final content.

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What We Have Achieved

We have not yet written the complete website.

But we have created something essential: a clear and consistent identity for the organisation.

Anyone reading this chapter should now be able to answer:

• What is the organisation called?
• What does it do?
• Where does it work?
• Who leads it?
• How can it be contacted?
• How should it be introduced?
• Which information may be published?
• Which information must remain private?

In the next chapter, we will move beyond the organisation’s identity and begin understanding why it exists, what problem it solves and what change it is trying to create.

This is the level and tone I would recommend for the remaining chapters: detailed enough to produce usable content, but still conversational and easy for the client to complete.