When considering the structure of your website think in terms of the message you are trying to convey to your audience. Remember, it is the content or mission of your website that should determine its structure, not the other way around.
Once you have determined the structure of your website turn your attention to the individual pages that comprise the content of your website. Ask yourself the following questions. Does your copy convey the message you wish to get across to your visitors? Is it compelling? Does it lead your visitor through a thought process? Does it clearly project the ideas that you wish to promote?
The Message
In order for your content to be successful it must first of all capture your visitors interest and their trust. Only after gaining the trust of your visitors can you hope to convince them that what you have to say is worth their time. Make your message clear and to the point.
The Driving Force
Your copy should be compelling. It should elicit an emotional response or a call to action. If you are promoting an idea you must give your audience a reason to adjust their thinking to your point of view. Be assertive but respectful and call on them to consider what you are saying in the light of the facts or arguments that you are presenting. In short, know what you are talking about and present it in a way that is geared to your audience and their interests.
Be Convincing
Generate an interest in what you have to say. Start with an idea and build toward a climax. Lead your visitors through a step by step process that culminates in the desired response. As an example, if you are selling something show the prospect the reasons that your product will satisfy their needs in incremental steps. This is why audience analysis is so important, to effectively reach people you must know them.
Be Clear
Nothing spoils a websites effectiveness more than a lack of focus. State your objectives clearly. Also, make sure the site is consistent in look, feel and design. Nothing is more jarring and disturbing to a visitor than feeling as if they have just gone to another site. Keep colors and themes constant throughout the site.
Final Note
Content is becoming more and more important on todays internet. From search engine positioning to customer loyalty it is what your website contains that determines its effectiveness. There is an old Chinese proverb that says, "Words are the keys to the heart". Nothing is more true on the web today. Good Luck!
