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Build a Website: Identifying Content

Although creating a website can be easy, there's more to it than first meets the eye. Your first task, before investing any time or money, should be to determine the primary reason you want to be on the Internet and to identify the audience you want to reach. The content, as well as the scope and quality of design should be driven by the answers to these questions. Do your homework! Your purpose may be as general as to let the world know you exist by posting the online equivalent of a brochure, display ad or newsletter. Or it may be as specific as increasing sales by selling your products online. Obviously, the latter increases the scope of work. Be sure that your development objectives are consistent with the resources you have available to create and maintain a site. If not, reassess your short-term and long-term objectives, and adjust them accordingly.
The next step is to create a profile of your target audience and design a site that's responsive to their needs and interests. Select content by thinking from the perspective of your visitors. How can you add value to their online experience? How can you make your website different than an electronic version of a printed page? In other words, how can you add useful interactivity?

Adding Visitor Value

Let's say you're the owner of a bookstore. The Web offers a natural extension of your business, not only to generate sales but to provide service to loyal customers. These are people who frequent the author events you host and who ask your staff for reading recommendations. You know that many of them have computers because they buy computer books. Based on the knowledge of your customers, what should you include on your website?
The Web is a powerful medium that offers many ways to enhance your business or organization, especially if you add interactivity to your content mix. Consider creating forums where customers can post exchange with one another and chat rooms where they discuss literature, sort of a virtual book club.
The site of ad agency TBWA is an excellent example. It not only showcases the firm's portfolio, it conducts online focus groups and opinion surveys. Adding information-based value is really the key. The more you can add, the more successful your cyberventure will be.

Content is King

Once you've decided what you and your audience want, it's time to prepare the content. This involves more than adding HTML code to documents you may already have. Here are some general guidelines that we will discuss in more detail in later articles. The home page should draw your audience in, not overwhelm them with information. Keep the layout simple and the text brief. Add graphics to communicate your image.
Reproducing existing brochures or other documents on the Web usually doesn't work well. People have short attention spans and don't particularly like to read copious mounts of text on a computer screen. Use only the most compelling information. Add headings and bold text, where appropriate, to make reading easier. Try to limit the length of a web page to three screens.
If you must include lengthy documents, break them up into sections with headings. Create an index or table of contents at the top of the page, with links to each section. If you want to provide access to a lot of documents, add a search feature or provide them as PDF files that can be easily downloaded for reading off-line.
Use graphics to enhance the site, but minimize graphics file sizes whenever possible. Include only those images that add value. Not every photo needs to be in color; not every catalog item needs a picture; not every picture needs to be full screen.
A layout that looks good when viewed in your favorite web browser may look different to people accessing the site from an online service such as AOL. Check your web page by viewing it in a number of browsers, including Internet Explorer, Netscape Navigator and AOL's.
Consider adding links to related websites to expand information. Be sure to send courtesy notices to webmasters at the sites you link to.
If you have the time to respond, encourage feedback via e-mail. You will get invaluable information from your audience.
Measure traffic to your site. Track viewers' paths through your web pages, so you can adjust your content accordingly.

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