Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents

Website Planning
Plan Your Web Site Effectively for Max Success

Types of Websites
Explore the types of Web Site Business Models

Site Types 2
More information on the strategic types of sites

Strategic Planning
Strategy Planning is essential to Success

Strategic Planning 2
Make sure your strategy is up to snuff

Strategic Planning 3
Technical Strategic Planning an Outsourcing Contract Work

Strategic Planning 4
More on Outsourcing Contract Work

Content Planning
Deciding what will go on your business site and who will provide it

Content Planning 2
Determing a schedule for content management

Content Planning 3
Automation for Content Syndication

Keyword Planning Suggestions on preparing keyword research for your site.

Information Architecture
Brainstorming and organizing the architecture of your website.

Information Architecture 2
More discussion on the lower tiers of site heirarchy

Technology Planning Scaleability considerations for large and growing sites.

Tech Planning 2Weighing the value of flash technology.

Budgetary Planning
Creating a budget and using it effectively

Budgetary Planning 2
What type of web host will you need?

Budgetary Planning 3
Labor related expenses for site creation

Budgetary Planning 4
Measuring financial success and ROI

Developing a Web Site

Design and Development
Establishing the importance of credibility in design.

Form Versus Function
Establishing the design priorities of a site.

Writing the Initial Code
Programming considerations for when you get down to programming.

Web Design Coding

Design and Layout


Psychology Considerations

Website Colors

User Satisficing

Validation and Usability Testing

Usability Testing

Search Engine Friendly

Webpage Development

Title Tags

SEO Variables

Promoting a Web Site

Promotion and Analysis

Offline Promotion

Pay-Per-Click Advertising


PPC Tools

Search Engine Optimization

SEO History

Google History

E-mail Marketing

Website Analysis


Planning, Developing, and Promoting a Successful Small Business Website

Website Design and Development Page 21

Form vs. Function

“In 1896, architect Louis Henri Sullivan said, “Form ever follows function.” (Finck, 1999, This quote has proven timeless, and is very applicable to the design and development of websites. It should be the goal of any developer to meld the design and functionality of a site so that they are inseparable to the user. Form and function of a site should have a symbiotic relationship that makes user experience the priority. It is easy to create a site that becomes one-sided if the balance of form and function is not approached carefully.

One of the unfortunate aspects of website creation to date has been that many of the graphic designers have migrated from the print medium. The ideas and attitudes that have carried over from the former medium are not always applicable to this new medium. Form must always follow function with regards to a website. The form of a website should blend with the function, which will determine visitor retention rate and the duration of their stay. The form should complement the function and serve to attract visitors.

There are several dilemmas to balance when approaching form and function. In the past, websites have done a very poor job of intertwining the two elements. The form of a website is defined by usability and aesthetic elements. Anything that makes a site more appealing to the senses can generally be thought of as a form element. The form of a website is important because it increases the satisfaction of visiting a website by prompting emotional response. A site that lacks form will seem dull and drab and not entice users for a prolonged initial visit to experience the site functionality. The function of a website is defined by site performance.

The functional elements of a site are what ultimately bring value to the user experience by helping to “solve a problem”. A site that lacks function will not retain the users that strong form will attract. An example of the dilemma posed by form and function would be the design of a website when there is a strong need to have the site rank high in search engines. The most aesthetically pleasing sites are not fit to rank well in search engines, and the best ranking sites are normally a long ways from the best looking. It is very necessary to find a balance between these two elements to create a successful website for a business.





(All in a single document) Appendix 1-1: Overture Search Term
Research Tool

Appendix 1-2: Wordtracker Search Query Research Tool

Appendix 1-3: Google Sets Website Theme Research Tool

Appendix 1-4: Reach/ Acquire/ Convert/ Retain

Appendix 2-5: Zehnder’s of Frankenmuth Information Architecture Flowchart

Appendix 2-6: Search Engine Themes Pyramid Information Architecture Example

Appendix 2-7: Webpage Download Time by File Size Chart

Appendix 2-8: Expected Locations for Common E-commerce Elements

Appendix 2-9: Website Usability Checklist

Appendix 2-10: Text Vs.Code Ratio/ Content Near the Top of Souce Code Examples

Appendix 3-11: Overture Bid Price Tool

Appendix 3-12: Webalizer Website Visitor Tracking Tool

Appendix 3-13: AW STATS Website Visitor Tracking Tool

3-14: Clicktracks Website Statistics
Analysis Tool


Author Notes

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Planning, Developing, and Promoting a Successful Small Business Website

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