"dESIGNING WEB sites is MUCH like taking A chanCE on CraZY idEAs thaT havE yet TO bE ExPLoited."

One never knows just how things will work out in the end. The process is very subjective when it comes to the design, color and even the textual or copyright portion. Fortunately nothing is ever carved in stone. If one considers the main difference between web site design and let's say, page composition for the printing press, one immediately grasps the concept of the difference in dynamics.

We have designed, re-designed and re-vamped our sites as well as customer sites several times. It is an ongoing process. Starting a new or in some cases, revamping an old web site requires one to think about and take several things into consideration prior to even composing the first page:

• What is the driving force to have a site?
• Who is the site primarily focused on?
• Does it match our long term, short term goals?
• Is there enough budget to do it right?
• Does marketing know about this?
• Do we have the infrastructure to handle the support necessary?
• Does the sales department know about this?
• How badly do we want to be found?
• If we are found, do we have something of value to show?

(Believe it or not, most never think about the last two questions.)

These questions just barely scratch the surface. Reality usually sets in, in many cases after a site has been built. By then it is either too late (money spent) or too frustrating. This is much like 20/20 hindsight. But there are "smart" ways to go about this as long as one understands the real goals, issues and tactics.

When we talk about design, we mean DESIGN! - Not just layout. Not just copyright. Not just pretty pictures, fancy menus and cool widgets. WE MEAN DESIGN in respect to properly presenting your message with the following considerations to name a few:

• Who is the target audience?
• Is it SEO/SEM ready when I need it?
• Can we track things?
• Is Marketing up to speed on this?
• Do you really know what you want and what you really need?

The last question is usually answered by a simple tool called a business plan.

The most obvious, but many times ignored question is; What are you selling? Only you can answer these questions.

The layout of a web site truly becomes secondary once the process begins. Sure one would like to get a rough idea of the menu structure, or the "site map". But that really only gets determined once the preliminary questions are fully answered.

Color schemes, design tactics and even interactive widgets have become a true art form in regards to the web. But make no mistake about it, if you don't have a clear and concise message and strategy, your site will be short lived and you will be right back to the drawing board. Period. Many, to this day still believe; "build it, and they will come." - Unfortunately this is not, and never has been the fact.

Visual design may actually have very little impact on success. (Think about myspace.com) But quality content does. Again, if you don't know what your strategy and goal is, then you are going to have a very expensive journey.

The most basic need in regards to site success is the process of integrating key words and phrases into the content and yet still have it all make sense to the user. This is vital to having any type of success while implementing Search Engine Optimization (SEO) as well as usability.

We pride ourselves on "prying" information of this nature out of our customers. This is how we actually also entered the realm of business consulting. And yes, it was a natural for marketing and marketing strategies.

Wouldn't it be nice to get a preview of the future and see just how successful you could be?

We think along those terms when we take on a new project. This is where qualification comes in. Hence, if you want to have success, you need to think into the future, always. Getting known on the net is long process and never happens overnight.

All of the above mentioned issues come into play, and even if you think everything was done perfectly, you will be making adjustments on an ongoing basis. For example, this site is in its "umpteenth" revision. Word smithing is probably the most difficult task of the entire process. But it is crucial for success with SEO and SEM.