“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.”

My career has spanned 30 years of incredible change in the graphic design industry; the web design being a culmination of only the last 10 years. From drawing in India ink for illustrative map panels at Logan International Airport to designing diagrams of the immune system on one of the first Macs and finally to web design on a laptop…

My web work takes me on many journeys. I’ve worked with lawyers, therapists, artists, museums, playwrights and authors, accountants and caterers to name more than a few! If you know anyone who wants to update their site or needs a new site, have them give me a ring. I’m always ready for the next journey.

“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.”