What you should know before designing a Web site

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A guide to defining your site’s audience, making it part of your other marketing activities, and issuing a call to action.

By Nigel Gordijk

The following text is the introduction to my free guide to laying the groundwork before you begin designing a Web site.

Download the free guide (PDF format, 269 Kb).

More often than not, when clients come to me they have a clear idea that they need a Web site, but they aren’t so clear about what they want it to achieve. Or, if they’ve defined their objectives, they don’t know how to meet them. Sometimes, both of these criteria are vague.

Many people think the role of graphic designers, whether working in print or online, is simply to make their ideas or content look attractive and engaging. This is true in part: why would anyone bother to read their words of wisdom if they’re presented in an ugly, amateurish fashion? Clients also tend to think that what I do is a type of alchemy, turning base content into shiny Web pages. Most are amazed, upon meeting me, to find that I speak fluent English, not “geek” or “creative”.

Because I design and build Web sites, I’m not surprised to come across this expectation. After all, design and build are two of the key phases of any creative project. But a third, crucial phase comes before all the alchemy. In fact, I would argue that it is the most important phase of all, because without it the design and build of a Web site is rendered empty and meaningless.

It’s the “definition” phase.

Define before you design
The difference between good design and something that is merely decorative is that the former serves a purpose. This might be to impart information, make a sale, or entertain, for example. Whatever its purpose, this needs to be defined clearly in order for a design to be successful. In fact, it is impossible to measure a Web site design’s success without a definition of its purpose. And the purpose of “What you should know before designing a Web site” is to help you create that elusive definition. It covers three key areas:

• Identifying your audience
• Placing your site in context
• Issuing a call to action

What this guide won’t provide is the secrets of good Web design. I studied for four years at art college for my BA (Hons) in graphic design and I have over sixteen years’ industry experience as a designer. Believe me, if I knew the secrets, my life would have been much easier.