1.1 Web site Fundamentals 

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Web Site Fundamentals

In this article, we begin with the basic terminology and concepts, while also examining questions such as

• Why am I building a web site?
• Setting objective and measuring them
• Why web sites fail?

Basic concepts within a web site

A web site is a collection of all of the text, graphic images, links, sounds, and other content elements that make up a presence on the web. Ultimately, the goal is to present content and information in the most dynamic, up-to-date method possible. Each individual document is called a web page. Web sites have three basic components: A home page - The home page is the top-most page in the web site. Local and remotely stored web pages linked to the home page. Content - Content includes text, graphic images, and sounds. Home Pages A web site's home page is the first page that users see when they access a web site. It creates the first impression for users and sets the tone for organization and content in the site. Home pages usually contain a header at the top that gives the name of the source for the site. Some headers are very simple and contain only text, while others have designs that incorporate graphic images. Links Users access local and remotely stored web pages linked to the web page by clicking on links. Links can: Take users to other web pages at the same site. Move users to other web pages at different sites. Jump the cursor to another place on the same page. Cause a file to be downloaded or copied from the web site to the users computer. Connect the user to other Internet resources, such as e-mail. Content The content is the substance of a web site. It can take many forms, including: Text documents Graphic images Sounds Downloadable movie clips Links to other related sites Why am I building a web site The goal of a web site is to provide up-to-date, accurate information and content for customers, partners and employees of your organization. When managed effectively, a web site provides an excellent platform for providing information to a broad audience, with the ability to rapidly update and modify this information as needed. Business moves quickly: Promotions come and go, prices change, product features are added, and new opportunities arise. A successful web site can ensure that the best and most relevant information is shared with key stakeholders. A valuable Web site provides information—not just data. There is a continued explosion in both content volume (numbers of items) and content types (documents, images, streaming media, instant messages, e-mail and so on). Lotus Web Content Management software helps you structure your ever-growing data.

Setting Objectives and Measuring Them

Once you have defined the goals of the web site, it is important to have metrics and mechanisms in place to determine if your site is providing benefit and serving to achieve the goals you have defined.

• You will need to define what your metric of success is. Is it simply the number of hits to the site?
• Are customers able to navigate to the information they need with minimal clicks, and are the able to place an order in an intuitive way? Your organization will need a method to measure the number of clicks required for basic navigation, the duration for which potential customers are staying on the site, and if they are finding what they need.

Why Web sites fail

Delivering a Web site (Internet or intranet) that makes a mark with its target audience is becoming more challenging than ever before. Why is this?

This change can be partially attributed to a growing number of users called "digital natives", who are people who have grown up with technology such as the Internet, digital cameras, and computers. This group expects more from a Web site than just static information that is poorly laid out and difficult to find. This group speaks digital as though it were a second language. But digital natives are not the only reason for this. There are many others.

Today the Web is used as a natural medium to allow individuals and business to conduct transactions, especially the buying and selling of goods and services. Businesses use Web sites and portals to deliver efficiencies, with faster access to information and people and easier consumption of knowledge and education. In essence, there is much more reliance upon the Web and Web sites than could have ever been realized five to ten years ago.

Why do Web sites fail? They fail because organizations do not acknowledge or understand their target audience, the needs of the consumer, or the need to deliver information at the right time and right place. They also fail for the following reasons:

• The need
  Web sites fail because the organization loses sight of their objectives and the businesses need. Neglecting to keep objectives in focus can easily lead to a Web site existing just as a digital business card when really it is meant to deliver additional traffic through their outlets or drive additional sales online. A Web site must meet the objectives of the business and ultimately align with its target audience and what they want.
• All design, no content
  With a few exceptions, the balance of design versus content must be maintained. Too much in either direction might mean that the Web site is perceived as "looking great," but with no value, or as a "great source of information," but difficult to use. Content, design (including IA) are key elements for ensuring that the initial experience and perception of the Web site is good and that repeat consumer visits can be expected.
• No news!
  Content is king. Whether for textual, applications, video, and audio reasons, for example, consumers of a Web site revisit because their initial experience was good and their expectations were met. Consumers of the site will only return if they are updated with new content. A consumer might decide to look elsewhere when the content shows signs of being out of date or no longer relevant. Maintenance of the site is key and should be planned and budgeted for as part of the Web site project.
• Marketing and linking
  Failure to market the Web site in either a traditional or digital marketing sense only leads to a failed Web site. Consumers visit Web sites through a number of mechanisms such as word of mouth, agencies, magazines, other Web sites, or search engines. Expect to use one of more of these avenues to publicize the site especially if it is within a competitive market.
• Audience
  Understanding the usage pattens and how many visitors you might expect to see on the site at any peak time can be difficult to estimate, but is important. If the site is designed to accommodate hundreds of users in a peak hour, when actual numbers are in the ten thousands, this can lead to the Web site being slow and unresponsive. If more users are staying on the Web site longer, perhaps reading or watching more, then this can mean that total visitor concurrency numbers are higher than expected. Therefore, the experience for the visitor might become unpredictable. Understanding who the audience is, what they will be doing, and how they might be doing it is key to ensuring that a Web site does not fail.

While Web sites fail for other reason too, focusing upon these five areas will help to ensure that the Web site has a healthy start.