what makes a great site
Look at other companies that target your client
Once you’ve identified your target audience, look for other companies that are targeting the same group of people. If your client likes to shop at Neiman Marcus and drives a Porsche, check out the Neiman Marcus and Porsche sites. Since those companies have multi-million dollar advertising and research budgets, let them do a little work for you. Notice what choices they made that will appeal to your client. Carefully study the techniques those large companies have employed to target your client and consider how similar techniques might benefit your site.
Write concise, effective content
Writing Web site content is not like writing a book. Your customers rarely curl up by the fire with a good Web site and a cup of coffee. They want information that is concise, easy to find, well written, and brief. For more about the creative process, please see our content development section.