from 8 steps --

easier said than done? sure, but a good website is a nec- essity. remember, design matters. so does good writing.

The phrase to keep in mind is: What’s in it for the reader?

in this section you’ll learn the tricks of the web-devel- opment business so that whether you do it yourself or hire a professional, you’ll be able to create a strategy and timeline that will help you master the process.

What it is:

1. Your website is your little black dress, your Brooks Brothers suit—or your favorite T-shirt and shorts. It doesn’t have to look fancy or formal, but it does have to look good. in fact, it should look as fantastic as you do. but this is why creating your company website is also
often a painful process. You are looking at your business, and yourself, in the mirror. You know it will be viewed, potentially, by the world. and that can make you feel vulnerable. don’t let it. let this process be exciting—just like dressing up for an important event.

2. At a glance, your website has to let customers know who you are, what you do, and how to contact you.

3. Your website gives you an opportunity to tell your story in depth and in ways your customers will appreciate.

What it’s not: Your website is not the hamper that you throw everything into. it’s not the place to showcase your favorite songs (tempting as it is, please don’t put music on your site). and the home page is not the place to post a Flash movie about your company. Videos on your website are great, but no one wants
to watch a flick about a firm more than once. and, if customers are taking the time to visit your site—they want to access information immediately. don’t make them wait.