- Specify concrete objectives for the Web site
- Describe what the site does, and write an 'About us' page
- Identify (a) what visitors want and (b) expect from the site
- Organize and refine page content around (a) & (b)
- Date new content and give visitors a reason to return
- Structure pages that support a clearly organized site
- Help readers find information quickly and easily
- Make sure nothing important is more than 2-clicks away
- Work on appearance after finalizing and structuring content
- Appearance will please visitors but they stay for your content
- Strive for coherence and consistency
- Build search engine hot spots: title, heading, meta, & link tags