DIGITAL
MARKETING
RESOURCES

The Rules of Website Design and Development

By: Thomas Young

Podcast Number 76 — April 2012

Glenn and Tom talk about getting inside the head of Website users to establish rules for developing and designing a Website that gets results through better usability for the target market.

How are Website design and development rules established?

  • It all starts by understanding the target market.
  • Get inside the head of your users and really understand them.
  • Not all Web users are alike.

How are these rules made practical?

  • Survey your target market and spend some time living their issues.
  • Conduct user testing with the target market and compare those findings to Web stats.
  • Hire team members that are part of your target market and listen to them.

What areas should rules cover?

  • All areas of Web marketing should be covered in these rules.
  • Content is a key area for site-wide consideration.
  • Navigation and conversion points.
  • Use of design and photography.
  • Other areas that matter to your key demographics.

Aren’t most usability rules the same for all Websites?

  • Many fundamental usability rules apply to all sites.
  • All Websites should be easy to use for their specific target.
  • How they Website is used is the key difference.
  • These rules go further then the basics and focus on the target market.
  • The rules help avoid the online brochure problem.

What are a few examples of rules for specific target markets? Consider the differences between the following market segments.

  • Engineers and non-technical salespeople
  • Teenagers and the elderly
  • Construction workers and IT professionals
  • Mobile versus office workers
  • Real estate professionals versus accountants

What are the key action items for the listener?

  • Conduct research and take the time to get inside the head of your Website users.
  • Make a short list of universal standards for your Website.
  • Distribute those standards or rules to all team members.
  • Have someone make sure the rules are followed as your Website is updated.
Author profile
Thomas Young

Thomas Young is the CEO and Founder of Intuitive Websites. He is a consultant, award winning Vistage speaker and author of Winning the Website War available on Amazon. Tom has helped thousands of companies succeed online and has over 20 years digital marketing experience.

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