Rule #2 - Provide the Right Content

The layout of your Web site and design of each page will depend on the content that you will display. Rule # 2 in Web site design - provide the information your customers need to know.

As you plan your site and decide what you will include about yourself and your business, it's important to consider your customer's perspective. When you are looking for information a site, what do YOU look for? What information do you want to know about the business before you decide to contact them in person or buy a product or service? Your list might include:

• Where are they located?
• How long have they been in business?
• What products do they sell?
• Who endorses or recommends their services?
• What is their "process" when working with clients?
• What is their return policy if I purchase a product?
• Who are the people in the organization/company?
• What is their background/education/experience?
• Who can I call to get more information?
  

Answer those questions about your own company and you will get a good idea about what content to include and where in your site that information will go. As you design your organizational structure, remember to include these things:

• An introduction to your business, including a clear description of your mission or purpose.
• A visual identity that people will recognize later and remember
• Clear navigation that allows visitors to easily move through your site as they look for more information about your products and services.
• A description of who you are and what you offer.
• An introduction to key people in the organization.
• A list of reviews or testimonials from current and past customers/clients.
• Your contact information, including a phone number.

Remember that anyone can create a Web site and purport to be a legitimate business. The Internet provides many opportunities, but many threats as well, and most people won't do business with a company if they can't verify its existence in "real" life. If you don't provide a physical location or phone number, you aren't giving potential customers any tangible proof of that you are who you say. When you allow your customers to easily verify the information on your site, you build trust and loyalty. Plan your content accordingly.