STEP THREE - Designing Your Web Site for Maximum Effectiveness

Only after you've developed the content that will make your web site useful to your visitors do you start to design your site. An effective web site design must:

• suit your content - the appropriate pages and sections to properly present your information

• address the behaviours and actions of your visitors - knowing what they will be looking for and how they will try to find it

• create a strong, professional image for your business - your web site will often be the first point of contact your visitors have with your business so you want to give them a positive impression

• appeal visually to your visitors - your site must be unique, attractive and easy to use

To accomplish this, let's look at some of the key elements of your site:

• The Site Structure - After completing steps One and Two of the Marketing Makeover Plan, you'll have content that addresses each of the specific needs of each of your visitors. Now it's important to make it available where your visitors will be able to find it quickly and easily. Rather than just offering the common sections found on most web sites (About Us, Products/Services, Past Clients, FAQ, Pricing, Contact Us, etc.), you should structure your site based on your target audiences.

  Let's use a simplified example of a computer company's web site. Instead of having a section for "Products" where all their computer hardware and software will be listed, they could design their site to address each of their target audiences. This would mean they'd have one section for "Business Users" (where the hardware and software descriptions would address the needs of business users) and one for "Home Users" (where the needs of home users would be addressed). This targeting can be done to an even greater degree (for example, "Home Users" could be further broken down into specific users such as gaming, home finance, school work, etc.) so that the exact needs of the visitor may be addressed in the content.

  This way, rather than offering just a single, generic message to visitors in the hope that it appeals to everyone in some way (not likely), they are able to right different copy for each section and address the specific needs of each visitor.

• The Navigation System - After completing steps One and Two of the Marketing Makeover Plan, you should have a strong understanding of what your visitors will be looking for and where they will be looking for it. Now, your navigation system will guide your visitors to the information they are seeking. Your menu must offer enough links so that a visitor can jump directly to the section/page that they desire but must also remain clear and informative so that your visitors know which links to follow and what to expect when they get there.

  Using the example above for the computer company, there would be main links to "Business Users" and "Personal Users" so the each visitor could go to the specific information that addresses their needs.

• The Front Page - The front page to your web site is often the most important point of contact with your visitor. If their first impression of your site doesn't indicate to them that you are professional and that you can satisfy their specific needs, they will not venture beyond the front page. An effective front page should act like your online reception desk... it introduces your business and your products/services (show your visitors that they're on the right site) then directs your visitors to the information they are seeking.

• The Page Design - Each page should be visually appealing while presenting a clear, consistent and professional image. Your web site will often be the first contact a visitor has with your business so you want to project an image that appeals to them and creates strong branding for your site. An appropriate mix of text and graphics should be used to get your message across while keeping your visitors' interest.

  Finally, let's look at STEP FOUR - Promoting Your Web Site Effectively .