By Susan Sweeney CA CSP HoF
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Review Competing and Industry-Leading Web Sites Check out your online competition. The term competition is referenced quite loosely in that industry leaders with whom you may not directly compete are also included here. Look at the sites for which you have a record and look for sites in the major search engines using some of the keyword phrases you have gathered so far. You want to see what sites are in the top 10 positions and understand them. By reviewing top-ranking Web sites, you can look for themes and patterns in the sites that give you a good indication of what they are going after and how they are doing it.
2 shows the storyboard of a hotel’s Web site. 2. Storyboard for a hotel. Planning Your Web Site 17 The storyboard can be created with a software program like Microsoft Visio, with sheets of paper, or with any other mechanism. Quite often when we begin storyboarding a project for a client, we’ll start with yellow sticky notes on a wall. Very low tech, but it works! It is very easy to get a visual of the navigation structure and easy to fill in the content pages (one per sticky note) in the appropriate places.
Another idea is to have a system in place to help customers book vacations, rent cars, and check for available flights. The travel agency might also want to store customer profiles so they can track where particular customers like to sit on the plane, the type of hotel room they usually book, and their credit card information to make bookings more efficient for the customer and the agency. If you are marketing a service online, it is difficult to visually depict what your service is all about. Visitors to your site need some reassurance that the service you are selling them is legitimate and valuable.
101 Ways to Promote Your Web Site by Susan Sweeney CA CSP HoF