Authoring, Design, Consultancy: Balance

In establishing any Internet presence, there are threemajor aspects of the process that must work in harmony together tobring about a successful whole. It is essential to get all threeaspects right, or the resulting Web site is more likely to be aliability than an asset.

Authoring

The authoring component of a web presence is what it would suggest: the wording.

It covers production of all information content and other copy written for your Web site or adapted from other sources.

As well as the more obvious passages and paragraphs of text, attention needs to be given to every piece of text.

Every label, caption and heading has a role to play in the overall value of your site.

Furthermore, the requirements of effective text on the Internetare slightly different from those of other media. Writing for the webmeans making allowance for the fact that reading patterns and attentionspans are different to printed material.

Design

Surrounding the textual content is the overall design. Thedesign element deals with the visual layout and overall appearance of aWeb site: in essence, how a site visitor sees the information. Anattractive, logical screen design enhances the visitor experience, andencourages them to think favourably of the company responsible. An uglyor clumsy design quickly sends a visitor back to the search engines tofind an alternative company.

In spoken communication up to 90% of the message is containedin the non-verbal parts of a conversation, such as tone, body languageand eye contact. On the Internet, a large portion of the overallmessage presented by a Web site is in the non-text elements: thestyling, the layout, and the organisation of the information.

Consultancy

The final key is in the integration of a Web site into the realworld business processes. The label of 'consultancy' covers theconsideration of all the real world issues that come with a new Website, and making it work in a business sense, as well as technically.

Any significant change, such as the addition of a Web siteinto the overall marketing mix used by an organisation, needs to begiven careful consideration and handled properly to ensure that thebusiness benefits from the new channels.

Balance and Harmony

Taken together, good authoring, good consultancy and gooddesign can create a useful and valuable Internet site. In manyinstances one or more of these features are lacking, resulting in Websites which are visually attractive and eye catching, but contain textwhich does not deliver the company message or encourage visitors tobecome customers.

Other failings bring about Web sites that are visually mundaneor unappealing, but - when they are actually read - strongly encouragevisitors to give their business to the company. Ill thought outprocesses create Web sites which are attractive and well written, butjust don't have the business processes to back them up - visitorsbecome customers, but only once, when the business is unable to dealeffectively with their electronic custom.

Any successful Web site is the product of a harmonious balanceof well written content, laid out in an appealing design, backed up bya working, reliable business environment.

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