• Positioning. It is important to position your product/service against identifiable market niches. Your website will offer targeted positioning alternatives matched to audience niches to deliver increased response. Niche trumps mass…always market to definable audiences; mass has become a mass of niches.
• Creative. Create core messages that are simple yet profound, personal, highly relevant. Pay attention to the elements of good copywriting and good design. The dominant function of creative is to communicate and position your offer and convey your core message to your target audience. Brilliant creative execution can improve results over a mundane communication, but creative execution alone cannot rescue from disaster a website with confusing presentation, unclear messaging, overdone/overused creative executions, etc.
• Formatting Basics. The sitemap of your website must be diligently thought through. Organize the elements on each web page, purposefully. Element placement, type size, shading, graphic placements, use of white space, margin widths, to scroll or not to scroll, customer interface points (“click here,” “contact us,” “join us,”) to name a few must all be carefully choreographed for optimum success.
• Audience Navigation, Accessibility, Usability. Navigation is how your site’s visitors move around from one page to another. The information architecture must be user-friendly meaning your visitor should be able to find what he or she is seeking within one to a maximum of two clicks. Instant gratification is a web truism. Visitors will become frustrated and abandon their search if it takes too long (measured in seconds), that’s the facts. Acceptance drives adoption…your customers will buy what they find useful; sell benefits not features. While there are “rules” that guide audience navigation, your own deep knowledge of your audience should prevail. This doesn’t mean design navigation in your own mind’s eye; it means give your customers what they want, served up in a way with which they can easily identify.
Lastly, don’t forget SEO infrastructure coding (a key reason why you shouldn’t try and build your site yourself … Click Here for more.