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WEB SITE,
INTRANET, AND EXTRANET DESIGN
Target your audience and guarantee success
by setting the proper framework for your message and business image. An overview of the
process and factors to consider in your site design:
BUSINESS DEVELOPMENT
Develop a business plan, set concrete
goals, and decide how you will measure your site's performance.
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USER/AUDIENCE TARGETING
Determine who your current customers are
and which potential new customers you wish to attract. Decide what will bring visitors to
your site and what will keep your audience interested enough to come back and make your
business their first pick when it is time to make a purchasing decision.
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COMPETITION/MARKET ANALYSIS
Check out what your competition is doing
and decide how you can apply your own style and services to do it better.
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TECHNOLOGY MATCHING
Decide what computers and browsers your
customers will be using to view your site, and develop clear guidelines to ensure that
your message is accessible, attractive, and understood.
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HOSTING DECISIONS
Determine whether you want to hook your
site up to the Internet using your own computers or whether you want to use a Web presence
provider. Compare available services and costs against your needs and resources.
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CONCEPT DEVELOPMENT
Concept Development
Develop a pitch and make a list of keywords and phrases along with the
corresponding audience/market groups for whom that pitch will resonate most powerfully.
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IDENTITY BRANDING
Decide how every page on your site will
show your audience who you are and what you represent.
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INFORMATION ARCHITECTURE
Design your site to deliver information in
ways that your customers will find it, enjoy it, and benefit from it. Make certain that
the site is easy to maintain so that it will continue to be useful and enjoyable without
becoming too expensive.
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PRELIMINARY
TESTING
Test page templates for every level of the
site on different computers, using different browsers, and with different screen
resolution settings. Make sure that what your customers will see is what you want them to
see.
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WRITING
Flesh out your design with dynamic, engaging copy
that sells your products, services, and ideas:
TECHNICAL WRITING
Simplify your sites, manuals, multimedia
presentations, and online help systems. Use audience-oriented, user-friendly approaches to
help you keep existing customers and open new opportunities.
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COPYWRITING
Provide the sound bites that give your
documents impact -- and generate measurable sales.
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REWRITING
Adapt your existing copy, often for less than the
cost of editing. (Also see our Remodeling section for information on repurposing text for
the World Wide Web.)
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WEB SITE
AND PRESENTATION GRAPHICS
Underscore and emphasize your message and
business identity with affordably priced custom visuals and graphics that set your project
apart from all the rest:.
LOGOS AND IDENTITY BRANDING
Establish visual guideposts that
immediately identify you to your readers while underscoring the image that you want to
project. Reinforce these guideposts often enough to build recognition, familiarity, and
acceptance. Leave an identity "trail" throughout your Web site.
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VISUAL METAPHORS
Use graphics and visuals that encapsulate
and underscore your message in a way that is appropriate to your audience and unique to
your business. Use graphics to say what words cannot.
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TYPOGRAPHY
Choose fonts, styles, colors, and sizes of
text discriminately. Weigh visual draw against readability, and use white space to sell
ideas, not merely for eye relief.
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OPTIMIZING GRAPHICS FOR THE WEB
Balance speed of document delivery against
quality. Use the latest compression techniques to compact files, but also preload or slice
images as necessary to achieve the look you need within the time that a user will wait for
your page to load.
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INTERACTIVE
CONTENT
Breathe life and usability into your Web
site, Intranet, or Extranet. Recent advancements in HTML technology can increase business
productivity and decrease overhead:
NAVIGATION SYSTEMS FOR WEB SITES, INTRANETS AND
EXTRANETS
User-oriented navigation adds to a user's
comfort level and confidence, reinforces identity, and underscores the message that you
want the audience to take away.
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MULTIMEDIA, ACTIVE-X, AND JAVA FOR INFORMATION
DELIVERY
Ensuring that critical information is
delivered leaves nothing to chance or a reader's whim's. Multimedia presentations, Java,
and HTML extensions can increase site traffic and information comprehension.
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INTERACTIVITY AND DATABASE INTEGRATION VIA
SCRIPTING AND ACTIVE SERVER PAGES
Database integration and active content
allow you to solicit responses from customers, process those responses, and react in real
time -- whether or not your physical location is open for business.
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PROFESSIONAL
EDITING FOR ELECTRONIC, HTML, OR PRINTED BUSINESS DOCUMENTS
Shape, refine, and polish your electronic, online,
or printed documents for publication. Use audience-targeting to deliver copy more
concisely and precisely for maximum success:
STRUCTURAL EDITING FOR ELECTRONIC, HTML, OR PRINTED
BUSINESS DOCUMENTS
Rethink, revise, and reorganize to best
present information in a way that will help it achieve maximum impact and optimum results.
Structural and substantive editing for electronic or printed documents.
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COPYEDITING
FOR ELECTRONIC, HTML, OR PRINTED BUSINESS DOCUMENTS
Chisel your copy to refine details, trim
away excess, and make certain your ideas are conveyed concisely and precisely.
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PROOFREADING FOR ELECTRONIC, HTML, OR PRINTED
BUSINESS DOCUMENTS
Polish your copy to eliminate errors that undermine
your credibility and draw attention away from your ideas.
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PROMOTION
Announce your site and invite your
audience to visit, read, and view. Attract visitors by integrating promotion
opportunities and search engine positioning into the design of your Web site:
DOMAIN NAME REGISTRATION
A minimum investment lets your current
customers find you easily and proclaims your professionalism to potential customers. Keep
unscrupulous competitors from capitalizing on your identity.
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SEARCH ENGINE POSITIONING
Search engines place you on the Internet
map -- but only if your site appears in the first few pages of a search request.
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INTERNET ADVERTISING
Targeted strategies reach the audience
that will be most receptive to your sales effort. Consider the hidden costs before you
make an advertising decision.
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SITE TRAFFIC OPTIMIZATION
Monitor your site's traffic to see which
pages are working for you and which pages are costing you potential customers. Turn your
site into a powerhouse asset.
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WEB SITE AND WEB PAGE REMODELING
Assess success -- repair, improve, and
capitalize on your Internet presence efforts. Increase sales, reduce overhead, or generate
goodwill and customer or employee loyalty by really putting your site to work.
WEB SITE EVALUATIONS
Comprehensive reports on your Web site,
including browser, cross-platform, and compatibility testing, search engine positioning,
concept evaluation, and usability assessments.
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WEB SITE PRESERVATION
Determine what is working on your
site and preserve the successful elements to reduce the cost of a new site design,
maintain your current customer traffic, and capitalize on new opportunities.
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WEB SITE
REPAIR
Turn potential customers into paying
customers by refocusing and repairing your existing site. Attract the visitors most likely
to buy your products or services, and deliver the goods or information that they want
easily and enjoyably to give them every possible buying opportunity.
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ADAPTING COPY FOR THE WWW
Allow your business to compete on an equal footing
with much larger businesses. Use tiered information structures, Web layout, and
newspaper-style headline techniques to grab the interest of casual visitors and ensure
that they receive an overview and positive impression of your site before they have time
to leave.
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INTERNATIONAL STANDARDIZATION
Eliminate errors and idioms that keep you from
achieving credibility in a global marketplace. Focus attention on your message instead of
on your English.
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SITE MAINTENANCE
Analyze your web traffic patterns,
optimize site performance, track search engine positioning, check the status of
hyperlinks, and update content to attract repeat visitors.
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COMMUNICATION MANAGEMENT
Coordinate online and printed
documentation to maximize the breadth, impact, and cost-effectiveness of your
presentations. Communication that works together achieves the powerful and long-term
results.
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RESOURCE
LIBRARY
BUSINESS ON THE WEB
Our series of articles, forms, and tips to
help our clients succeed in a global environment
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BUSINESS
RESOURCES
Links to e-commerce, e-business, and
general business resources across the Internet
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RESEARCH ON
THE WEB
Links for writers, editors, and business
owners searching for ideas, content, or editing help for print or online publication
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RANDOM
QUOTATIONS
Random quotations on ideas, writing, and the
creative process
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