Web Site Design Determines Website Use

What is a Website?
Estimates suggest there are more than 1 billion sites out there - but 
Alexa for instance thinks it is only worth keeping traffic statistics 
on the top 100,000 of them. That's .01% - so what about the other 
99.99%?  The vast bulk of internet sites? They are invisible - 
inaccessable - useless - a waste of time and money - hardly web site 
design. 

The reason the average web site design doesn't work is that people 
who build them are not clear about what they are doing.  A website 
(especially an ecommerce enabled one) is part of a marketing exercise.  
Doesn't matter what the site is about - it is trying to offer 
somebody something they want.  And always the first step in designing 
an effective website is understanding how it will fit into the 
overall marketing plan.

First consider the client's requirements and then decide the best way 
to deliver the solution.

The people that want what you are planning to offer is your target 
group. You need to learn as much about these people because the more 
you know the more likely you will build a site that will attract them.

The real power of a website lies in the second stage - and it can only 
develop any real power there if the first step has been carried out 
thoroughly and effectively before the site building has begun.  As most 
website owners expect the site to perform all of stages 2, 3 and 4 
then the quality of work done in stage 1 must be superb!

So to succeed in phase 2 the website design must focus on benefits 
rather than features and resoundingly answer the customer's question  
"What's in it for me?"

So it is assumed that phase 1 has been completed and there is a clear 
picture of how the website is to fit into the marketing program.