Your Relationship with your Target Audience.
Do you have a first name relationship with your customers, suppliers, and other business partners? Do you pride yourself on personal, hands-on service? If so, visualise your Web site as a supplement to your current efforts, not a replacement for them.
On the other hand, if you deal with dozens or even hundreds of inquiries per day in a fast paced environment that doesn't depend on hand-holding and personalised support, you may want to design your site towards the purpose of automating some of your more routine transactions.

Your Target Audiences Technological Sophistication.
Do your customers use computers in their own businesses, or at home after hours? Are they comfortable going on-line and transacting business there? Do they have the know-how and computing power to handle such basic Wed design conventions such as full colour graphics, frames, and fill in the blank forms, as well as more sophisticated multimedia effects and special formats? If your not sure do not over design.
Remember, you can't go wrong if you keep your site simple, at least initially. As your market grows and you collect feedback from visitors about your site, you can add more features in response with what your research shows they want and can handle.

The Nature of your Business.
If your in a high-tech or computer related business, chances are you already have a web site in place, or at least a clear idea of what you want. You can assume you have a fairly Web-savvy audience, too.
But what are you selling? If your a manufacturer, you may want to provide detailed product information online as a service for existing customers, plus marketing incentives to attract new clientele. If your a retailer, you may want to explore security and electronic commerce options. If your a service business or consultant firm, your main concern may be showcasing your staff's qualifications and expertise, describing the types of projects you've done for other clients, and projecting an image of competence and professionalism.

Initial Questions To Ask.
It is extremely crucial to analyze the purpose of your site from every angle before you begin the process. To do this, there are several questions you should contemplate first. Whom are you trying to reach? What's that "target audience" we've been talking about? These are the people for whom you should design your site. Some literary authors visualize an ideal reader as they write. Similarly, as you design your site, be aware of your ideal visitor, how he's likely to behave once he finds your site, and the kinds of information he'll be looking for. Your clients and suppliers, both current and potential, have very different needs and information-seeking behavior than your own employees and staff. Look at your site from the perspective of an outsider.

What are you Trying to Accomplish?
Think of your Web site as occupying one of four stages along a continuum of audience involvement.

Ask yourself whether your ultimate goal is simply to impress your site visitors, or to inform them, or interact with them, or establish a relationship with them.

A site that's designed to create an impression upon visitors might be as simple as a detailed business card or as elaborate as a promotional brochure or glossy annual report. Perhaps you just want to impress upon your audience the fact that you exist and have managed to find your way to the Web.

I n this case, you might want to dwell on your companies storied history, its accomplishments, and its sterling reputation. You might include a list of satisfied customers, product descriptions, special services, as well as a mission statement. A business card, brochure, or report-type Web site, however, only utilizes a fraction of the Web's unique capabilities. But it's easy to set up and may be your first choice if you want to get something up fast. Plus, you can develop expansion plans to add to the site gradually.

An informational site takes the site-building process a step further and focuses more on your products and services, rather than on the company itself. The Web's ample storage space makes it easy to supplement the basic descriptions in your printed catalog with detailed, searchable product specifications, illustrated service manuals and user guides, and other forms of documentation. The flow of information is still one way, from you to your audience, but an informational site adds substance and credibility to your online presence.

Next in succession is the interactive site. An interactive site, as the name implies, allows you to interact with your audience by collecting demographic data or information about their preferences and buying habits; offering premiums or product samples; advertising job openings and accepting applications online; or engaging in electronic commerce and other business transactions. Here, the information flow is in both directions. An interactive site takes advantage of the Web in ways that surpass what you could accomplish through print or conventional broadcast media.

Finally, a relationship-building site is the ultimate model for maintaining regular visitors. It keeps your audience engaged beyond the initial marketing pitch or point-of-sale contact. It gives them a reason, such as fresh content, entertainment, valuable features, and news updates, to come back for more.

Relationship-oriented sites are the most complex and time-consuming to create and maintain, but they can help build strong customer loyalty, especially on a long-term basis. For example, Amazon.com and CDnow , two highly successful electronic commerce sites, retain customers by providing reviews, author and artist interviews, E-mail updates, and personalized recommendations.

Architecture and Navigation.
A coherent site plan is crucial. It's hard to tear down a cathedral or any edifice, for that matter, once it's built. But if you've laid out the basic structure for your Web site with an eye towards potential expansion, you can add new content and functionality, such as E-commerce, questionnaires, file downloads, and other interactive features, more easily in the future.

First of all, know the territory. Is cyberspace terra incognita to you? Would you describe yourself as a casual tourist when it comes to the Web? How many hours have you logged in at the helm of your Web browser? If you're still a day-tripper at this point, rather than a seasoned online traveler, get out there and immerse yourself in the Web. Look at business sites in your industry and recognized leaders in other fields. Pay attention to how these sites are organized, what they include, and what you like and dislike about them. Get a sense of what's possible, as well as what you want to avoid.

Next, gather input early on. Involve others in the planning process. Your employees may have excellent ideas about Web site content and functionality that you had not considered. Soliciting their input makes them part of the team. They'll be curious, enthusiastic, and supportive of your Web site development efforts, rather than regarding them as a threat, a mystery, or a nuisance.

Then, make an outline. List the specific documents and types of information you want to put on your site. Include areas for which new content will have to be created. Arrange all those components in outline form, with headings and subheadings, like a detailed table of contents. (Don't go too many layers deep; each major section should be no more than a click or two away.) Now you've got the framework for your site; if you take this exercise seriously, the structure will fall into place.

Always remember your audience. Don't emulate your company's organizational chart. You're not designing for your own management and staff, but for visitors who almost certainly don't care which department reports to whom. All they really want to know is what your company can do for them. Put that information on your main page. If you must, add a section labeled 'About The Company' or 'About Us' that includes a detailed organisation history, your mission statement, a photo of your headquarters, or biographies of your senior management team. The visitors who are interested in this information can click their way there.

Make sure you prioritize. Think of it in stages: What do you want to accomplish right out of the gate? What items and features should follow that? What falls into the category of 'nice-to-have" but not essential at this time? Eventually, you can have it all, if you plan it right from the beginning. Map every- thing out, and include place-holders for portions of the site that you haven't yet implemented. If they're used correctly, 'Coming Soon' and 'Under Construction' notices can build anticipation rather than annoyance.

In addition, think spatially. The most engaging sites convey a three-dimensional sense of place, be it a city, a palace, an office building, a college campus, or a neighbor hood. Which scale is most appropriate to your site? What metaphor will work best for you? You don't have to refer to your site explicitly as a town, a building, a park, or some other form of physical space, but visualising it in concrete terms will make it easier for you to build and your visitors to navigate.

So, from the beginning, design your site with navigation in mind. A content-packed Web site is worthless if your visitors can't find anything. Consider not only the information and special features you want to put on the site, but the routes your guests will travel. Give them shortcuts on every page in the form of links to the main areas of your site. Provide clear and adequate road signs so they can anticipate where the next click will take them. Avoid confusing or ambiguously labeled pathways, unexpected detours, and blind alleys.

Content Focus.
What should you include on your site?The possibilities are almost unlimited and that's the problem. It's fine to start with the digital equivalent of a business card, brochure, or annual report if that s what your schedule, budget, and immediate business goals dictate. But don't forget that the Web is still a new medium, with capabilities far beyond those of print, radio, and TV.

When it comes to Web content, it's advantageous to think beyond the marketing and advertising realm of concentration. This is your opportunity to fully engage potential customers and other site visitors, not just as passive readers, but as explorers, participants, partners, and eventually friends or at least loyal fans. Your Web site should enable you to enhance your corporate image, establish your brand, and provide necessary information about your products and services. But that's only the beginning. Give your target audience something to interact with, along with some extras to discover on their own.

Tone and Style.
As for establishing the appropriate tone and style for your site, keep some good design principles in mind. And keep the look-and-feel of your Web site consistent with your other promotional materials. For example, use the same logo, color scheme, and writing style. Project the same image online that you do in other media.

Don't overuse graphics and animation. Ask yourself, Is this picture or special effect really necessary? Large graphics files, or a collection of smaller ones, can take a while to download over a typical Internet connection. Business users generally don't like to wait or to be 'entertained' by some jazzy multimedia diversion. Your site should be a highlight, not a headache, for your visitors.

Be professional. Go easy on the humor. You can get away with an irreverent, tongue- in-cheek tone if you're selling video games to teenagers. But you'll raise eyebrows-not revenue-if you use the same offbeat approach to market life insurance or financial services. Many people are reluctant to do business online because the Web makes it easy to conceal one's true identity and purpose. Don't give potential customers any further reason to distrust you. Regardless of your product, make sure they get the message: You're stable. You're responsible. You're trustworthy.

Remember that the Web reaches,an international audience. See to it that any jargon, slang, or other non-standard English expressions on your site translate well to other cultures, and don't inadvertently offend anyone. Examine photographs and illustrations for cultural bias and sensitivity. Review your icons and other graphical design elements to ensure that the intended symbolism is clear, worldwide.

Update Regularly.
Sustain interest in your site by keeping the content fresh and up-to-date. Make sure that all information is current. Spotlight new content and features with a 'What's New' icon. Consider adding sections that are inherently dynamic, such as a newsletter, contests, or Web-based discussion groups, to keep your visitors coming back for more.

There's no sadder site (pun intended) than a Web page that hasn't been updated in months. It's like an abandoned storefront with a dust- covered window display. Potential visitors will wonder, is this company still in business? And their next thought is likely to be, if they can't even manage to maintain their Web site, how competent and responsive are they in other respects?

Once you decide to establish a Web site, remain committed to it. Make your site part of your overall strategic plan. Train your sales and customer service staff, even your receptionist-anybody who comes in contact with potential customers-to direct inquiries to the site for more detailed and immediate information.

While you don't want to fall into the trap of using your site as a substitute for more personalized contact, it is important to realise its potential as a valuable distribution channel. When it comes to getting information into your client's hands, the Web is faster and cheaper than mail, fax, or an overnight delivery service.

Publicise your site internally. All your employees should know how to navigate it, what it contains, and how to use it effectively. Include your universal resource locator (URL, or Web address) on business cards, press releases, brochures, commercials, and other promotional material.

Build your site so it has the capability for continuous user feedback. All it takes to gather suggestions about the site is an E-mail link to your designated WebMaster. Encourage visitors to tell you what works for them and what doesn't. In addition, ask them what they'd like to see on the site. Include E- mail links for key staff members, especially for customer support representatives. Encourage E-mail exchange as a means of communication-and make sure that messages are answered on a regular and timely basis.

Web Mastery.
Web is the biggest sales territory imaginable. And, a well thought out site can be as effective as your top salesperson in developing good rapport, spreading favorable word-of-mouth publicity, landing new accounts, and retaining loyal customers. Now is the time-while you're still thinking about where your site will fit in the maze of the Web-to make sure that your worldwide virtual sales force will be friendly, responsive, and appealing to all who encounter it.

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