A properly designed website can be defined as a user-friendly, search-friendly, and persuasive site that converts visitors to customers.

Chapter Two:

If your website is properly designed, it will automatically be optimized for search engines. While your website is still in the concept stage, take care to separate textual elements from design elements. Although the information that is on your website will bring the visitor, it is the actual design that makes an impression. A website that is poorly laid out and hard to use will not attract and keep visitors no matter how wonderful the information is.

Choose your layout, colors, style and information based on the characteristics of your target customer base. If your customer base is state-of the art engineers, you can utilize the latest bells and whistles to give your customers an eye-popping experience. If your customer base is a little more average, or if you aren't sure, design for the most common browser and resolution. Then check your page in the site viewer at Anybrowser.com and make any changes necessary. Don't neglect your customers with special needs. Designing for people with disabilities makes the user experience easier for everyone. See Designing sites for universal access for tips.

Your home page should have at least 275 words of text that describes your product and entices your customer to look through your site. Your first paragraphs (80 lines or so) are the most important and should include your primary keywords and your tagline with a call to action. Your primary and secondary keywords should be about 5% of the text on your home page, used in complete and logical sentences. Please note: It does not appear that search engines are reading or following the information contained in iframes.

Structure this information so that your primary keywords are compelling headlines in tags and your secondary keywords are subsequent selling headlines in tags. Make your text easy to read. Use lots of white space and bullet information where appropriate.

Every graphic should have an alt tag that accurately describes the graphic using the keyword. Do not put keywords in the same color as the background text! This is keyword stuffing and you will be penalized for it.

Remember, first impressions count. Make the first page of your website one that clearly explains who you are, where you are, and what you can offer your visitors. Give them a reason to have confidence in you. If you are an expert on something, state your qualifications up front.

Don't use a splash page, or design your site entirely in Flash. Besides eliminating customers who may not have the necessary software to view your site, this type of design provides no clues to search engine bots. Don't use a framed site for the same reason. Take a hard look at your home page. It is professional in appearance and attractive to your target audience? Are the graphics memorable, enhancing the value of your site? Is the navigation intuitive?

Homework: read your home page out loud. Does it read easily and naturally? Does it entice readers to keep looking through your site? If not, go back and tweak your text. Don't skip this step!