This is part 1 of a 6 part series.

In a previously published article in our monthly email newsletter DesignDetails, I talked about the “multi-headed monster” of using the Internet as a communication medium for you or your business. I think it’s time to revisit the “monster” and talk a bit more about each component.

The components we mentioned in that article include:

• Websites
• E-mail Marketing Campaigns
• Blogs
• E-Newsletters
• Social Networks ( Linked In, Facebook, MySpace, etc.)
• Video ( YouTube, Revver )
• Forums (Yahoo Answers, Wikipedia, Hosting your own, etc.)

First we will tackle web sites and in subsequent posts we will talk about each of the other components.

Your Web Site

It’s no secret that in today’s business world the first place someone will most likely interact with you, your company, product, or service is through your web site. Therefore it is imperative that your web site is in line with your marketing strategy and message. What impression does your web site make on the first time visitor?

I have written a list of guidelines below that I use to assess the effectiveness of any web site.

1. Purpose
   1. What purpose does your web site serve? If you cannot answer this simple question you are wasting both time and money.
      1. Is the purpose for lead generation, consumer information, business-to-business (B2B) information, e-commerce, service, sales, etc.?
   2. Who is your web site targeted at? Who is your audience?
2. Design
   1. Is the overall appearance of the web site attractive?
      1. This is subjective, but basic.  Widely recognized design design principles apply:
         1. alignment
         2. balance
         3. consistency
         4. contrast
         5. proximity
         6. use of white space
   2. Does the overall design reflect the right mood? Professionalism? Playfulness?
   3. Is there a simple hierarchy to the visual elements? Some things bigger, some smaller, rather than everything the same size?
   4. Is there contrast in color? Dark type on a light background. Light type on a dark background.
   5. Using images effectively? Are the images being used related to the written content?
3. Organization
   1. Is information on the website organized in a way that is most effective to its purpose?
      1. Can people easily find what they want and need?
      2. Can anyone get back to the home page easily?
   2. Is contact information easily accessible?
4. Content.
   1. Content is king. Well written, focused content can do more for your website than you can imagine.
   2. Stuffy “corporate speak” copy does not work on the web. Brevity is important.
   3. Does the web site clearly communicate to who or what your are dealing with?
   4. Is the value proposition, or mission statement clearly presented?
   5. Is there a call to action? What are you asking people to do; buy, communicate, engage?
   6. Ask yourself the question “What’s in it for me to be at this web site?” If the content cannot answer that question you need to address the value proposition or the mission statement.
5. Maintenance
   1. Does your website say “last updated in September 2001″ anywhere? Do you have “under construction,” or “coming soon” pages? You need to “feed-the-beast,” meaning you need to continually update and refresh the content on your web site.
   2. Your business changes. Your website content should update to reflect your business.
   3. Do you have tools to easily update and maintain content. How long does it take to make a change on your web site? Should not take more that 24 hours for simple changes.

I could make this list much longer. However, I do need to honor the tenet of “brevity” here. However, the points made above should help clarify some important considerations for your website. There are a wide variety of ways to market and promote your business online and your website should be the hub of those efforts.

Take a few minutes  to review your website and look through the questions above. If you find you can answer many of the questions in a positive sense then you are in good standing and are on your way to getting the most out of your web site investment. However, if you cannot answer some of these questions positively than it might be time to revisit your web site so that it is working for you.

Let me know if you have any questions, or what you think about this post in the comments below.

Volume 02 // Number 05

May 2008

In this issue

1. Just like last month, another change
2. Is Anybody Out There?
3. Rushing To Deadlines
4. Find of the Month

Just Like Last Month, Another Change.

Last month I changed the design. This month it’s format. To make the content easier to scan and digest I now have the articles on my website at HamiltonBerchman. You can scan and dig in—by clicking—where you find interest. You can also leave comments and start a conversation on the website. More about that in the next article.

Is Anybody Out There?

I’ve begun reading the The Cluetrain Manifesto: The End of Business as Usual and it struck me, “is anybody out there?” I’m looking for you—the person reading these words right now. I’m interested in knowing what you think… Read more >

Rushing To Deadlines

We all feel it at one point or another. The large deadline looming over our back. Whether for a project at work or an errand at home the race is on to get something done before a deadline… Read more>

Finally, Find of the Month

Every month I share an Internet destination that has some application to doing business, getting things done, or just plain cool. This month it’s a website called PalBee.com. PalBee offers online whiteboard collaboration, easier, faster and free video conference & video chat—all for free.

Wrap up

That’s it for this month of DesignDetails. Let me know what you think of the new format, or if you have any questions about any of this content. I always welcome questions and feedback to make this content valuable to you.

Are you facing a challenge or have a question relating to the Internet? Please share in the comments below.

If you like this e-newsletter, consider signing up on our homepage, or let a friend who might find value know. Thanks for spreading the word.

Do you know someone in need of expert help or advice with web communications? I always welcome your referrals of friends, colleagues, and family. And let me know if you welcome referrals as well.

I’ll talk to you again next month.

Bert Mahoney AIGA
Publisher, DesignDetails
Principal and Creative Director
HamiltonBerchman Design Group, Inc.
Director of Internet Strategy and Services
AIGA Santa Barbara

AIGA | the professional association for design