Too many web designers (and even web developers) concentrate on making an attractive, pretty website, and neglect marketing principles. If a website doesn’t produce the results you are looking for, then it is a waste of time and money. When creating a website, it’s important to look at it from three main angles: purpose, user experience, and long-term management. Here’s a structured breakdown:
Marketing principles
AIDA – Every website page needs to follow the Italian opera AIDA principles
ATTENTION – Get the users’ attention with a graphic or text that speaks to the visitor’s problem or the reason why they came to your web page – Don’t make it all about you. Don’t use images that have nothing to do with your goals, like abstract art, a sunset, a city, or unrelated stock photos. Show your product or service in use or you or your staff (people do business with people) or your offices.
DESIRE – Make the reader want to continue reading your content because you mention something of interest to them. Mention the benefits to them, not just your features. Answer “what’s in it for me?”
INTEREST – Get them interested in working with you because you address a solution to their issues. What makes you unique? Why should they trust you?
ACTION – After reading all your content, what is the reader supposed to do? Have a call to action with a reason why they should act now. Having a simple link to the Contact Us form is not enough. You need to motivate them to take action. Some examples:
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Every website also needs to answer these questions
WHO ARE YOU? – Having a logo or your name, “ABC Company” is not enough. State plainly that you are lawyers, or sellers of toys, or consultants.
WHERE ARE YOU LOCATED? The internet is worldwide. Visitors need to know where you offer your products or services or where they can visit you.
WHAT DO YOU DO? – Visitors come to your website for a reason. They want information or they need a solution to their problem. Mention their reason and explain how you solve it right away. Don’t use vague slogans like “We had 10 years of experience” or “Our goal is excellence” Make the web page about them not YOU.
HOW CAN I CONTACT YOU? – After reading all of your content, motivate the visitor to take action as mentioned above. Have multiple ways to act no just one.
WHEN SHOULD THE VISITOR DO SOMETHING? – Give a reason why to act now.
Purpose & Goals
Define your objective – Is the site for selling, generating leads, showcasing work, or providing information?
Target audience – Who are you trying to reach, and what do they need from the site?
Core message – What’s the “one big thing” you want visitors to remember?
Content & Structure
Pages needed – Home, About, Services/Products, Contact, Blog/News, etc.
Clear messaging – Keep language simple and focused on benefits.
SEO friendly content – Use keywords your audience is searching for. Research what they are. Don’t guess.
Calls-to-action (CTAs) – Put them on every page or post.
Avoid videos unless absolutely necessary. They slow down page loading and add nothing to SEO.
One-page websites are not good for user experience as it requires too much scrolling to find what they want and search engines have a hard time locating the ONE keyword phrase to classify your page with so many topics. Make a separate page for each topic for the best SEO and user experience.
Design & Branding
Consistent branding – Logo, colors, fonts, and style guide.
User-friendly navigation – Simple menus and clear pathways.
Mobile-first design – The majority of traffic comes from phones.
Accessibility – ADA-compliant colors, alt text, readable fonts.
Technical Considerations
Platform choice – WordPress, Elementor, Squarespace, Shopify, or custom-built.
Hosting & domain – Reliable hosting and professional domain name.
Speed optimization – Compress images, use caching, minimize code.
This website was made with WordPress, Elementor, and the Astra theme.
Who am I?
I am an American Top Rated Web Developer with over 20 years of experience building websites for companies like ABC TV, American Express, Microsoft MSN / Bing Translator, University of Washington, Verizon, and many more.
