“Websites don’t last forever. Without consistent upkeep, sometimes they barely even make it three years! The rapid change of web technology can overtake what was once state-of-the-art and reduce a website to a quaint relic in pretty short order, which is why it’s so critical to realistically consider the “shelf life” of your website when you first build it.”

“But the truth is that predicting how technological change will affect your website is virtually impossible. There is bound to be something—whether it be the way browsers display your website or simply what’s in style—that will change in the near future and cause you to rethink choices you may be making right now. And that’s ok, as long as you’re comfortable with your website being a work in progress.”

“Meanwhile, for many existing websites, the signs of digital decay are accumulating. Dormancy has been a very common strategy for reducing web-related expenses during the economic downturn, but there really is no such thing as true dormancy. As the web around it continues to grow, an unmaintained website is subject to a similar entropy as an untended home—a crumbling foundation, peeling paint, leaks, and pests.”

“Before you even start designing a page, keep in mind the following four principles. Remember, these are basic, underlying principles. They don’t close any aesthetic doors. They provide a stable foundation upon which there is much freedom to design something as unique as it need be. But they will result in a page that is simpler and more effective than much of what we’ve reviewed today.

Identify Your Audience
Properly identifying your audience is the most critical step to designing an effective website. Chances are, you think your audience is bigger that it actually is. Take time before any prototyping or design is done to create user persona—realistic personality profiles that represent a significant group of your website’s users. Without accurate persona, we’re much more prone to making guesses or assumptions about who our prospects are, and creating content based upon that mistake.

Focus Your Content on Your Audience
Once you’ve correctly identified your audience, you can figure out what they need from you. Your content strategy should be informed by your persona, the opportunities you give them to connect with you, and the methods that are most effective for measuring the success of the site.

Include one or two calls to action
One or two at most. If you have more than that crowding the sidebar of a page, it’s probably because you haven’t thought through who the page is for and what next step makes the most sense for them.

Use Related Content Sparingly
Providing links to related content is a good thing to do. It provides opportunities for a prospect to learn more about what you do based upon the material they’re already reading. But make sure that the way that related content is generated results in a few links to pages that are actually related. What you don’t want is to direct a captive audience to something which will cause them to lose interest.”

But, there is a way to optimize your site to give you a better chance. It’s all about content. It can’t be stressed enough that compelling content will draw traffic to your site. The more relative key words in your copy, and titles, the more the spiders will come crawling to it. For an interesting short video “The Secret of Search” on this subject, go to this page at Newfangled.com. For more in-depth information on this topic, go to a report from the search engine marketing conference in New York City (March, 2005), “Why Quality Content is Key For Search Engines.”

You will need to consider what content you want to publish before building or renovating your company’s web site. Perhaps you want to provide information on your company similar to a printed brochure. The advantage of the web is its flexibility and quick turn-around time. So, update your content and provide changing material so that visitors will return to see the newest related product or report. This is a good way to build a customer relationship.

Finally, No web strategy is complete without a marketing plan that defines the intended audience and outlines a way to draw them to your new site. Site marketing plans can include promotion through broadcast media or direct mail. Don’t forget to include your url address on all print materials you distribute, including business cards, letterhead and e-mail signatures.