Spinning a better web site simply means rethinking things you already know about communication, graphic design and project management. It means focusing on the message you want to communicate and the audience you want to reach.

Turn Ideas into Visual Structures

You have a message to put on the web. You probably have some graphics — logos, product illustrations, staff photos. Now you need to transform these disparate elements into a visual structure.

First, define your mission:

• Why does this site exist?
• Who is it for?
• What does it offer?
• Will visitors find what they need?
• Will they come back a second time?

Ask these questions while you're working on the site and after it goes up...your mission will change because the web itself constantly changes, both technologically and demographically.

Creating a site structure is a free-form, brainstorming process. Organize content using index cards, flowcharts, or any other visual mechanism that works for you. Chunk information into short, focused topics. This structure guides content and design development.

Start thinking of metaphors and themes. A strong metaphor enhances a visitor's intuitive grasp of the site's content and navigational cues. Even when a full blown metaphor is unnecessary, use consistent visual and narrative themes to make the site easier to understand and use.

Design to the Strengths of the Media

Remember that what separates the World Wide Web from the rest of the Internet is its ability to present text and images together. Images create impact. Text, on the other hand, is fast, easy to update and searchable. Both can be placed on a page with fairly good control using HTML tables and frames.

To rough out ideas, use pencil and paper, Photoshop, Illustrator or any graphical tool that works for you. Create multiple prototypes. Get feedback. Consult graphic design professionals.

Learn the best practices for web color and graphics. Graphics guidelines and file formats are not hard to master, and, once mastered, can be manipulated to accomplish your goals.

Use tools that are right for you. Assemble a toolkit of big applications and little utilities. Understand the strengths and limitations of each.

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