Marketing Drives Web Site Design

Brainstorm the marketing needs of your target audience are absolutely 
paramount when deciding on web site design - silly to market products 
without first testing demand in that market. Look at which products 
sell well in of-line marketing - how suitable are these products for 
on-line marketing - are they regularly stocked - very annoying to 
order goods to find they are on back-order - what would be the 
related key-words for web site design - look at what your competition 
is doing both off-line and on-line - can you work out what key words 
competitors are useing - can competitors actual success be measured or 
estimated - narrow the list of products and related key words - use  
the Overture Search Suggestion Tool - take the main key words and enter 
them into the search box - Overture will respond with a list of related 
search terms ordered by the number of searches per month for each of the 
search terms. 

After the key word list is complete, use Overture to get the searches 
made per month for each key word and then rank them by popularity. Thus 
by selectively reviewing your key word list the search phrases to target 
can be finalised. Then go through the pages comprising this website and 
allocate appropriate key words to each page, and don't try to target 
every key word with every page .

Particularly look for search phrases that seem to have a high Overture 
search rating,  but seem to be relatively untargetted by competing websites.

To move into phase 3 the website must be designed to satisfy the customer's 
emotional rationalisation for buying the product - 'good' reasons customers 
can give for buying.